Nicolas KorvessisChief Executive Officer, Scale Lab · CEO Of Scale Lab 🧪 Scale Your Business With The 'Pyramid Of Growth' See how it works below! 👇

Running paid ads for your business is like investing but you can’t leave it up to chance

7 Apr 2026 · 1 min

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1:08

In this concise monologue, the speaker draws a parallel between investing in a collectible card that appreciated from $400 to $4,000 and running paid advertising for a business. He argues that, just as the card’s value grew only after the market validated it over time, marketing success depends on market validation rather than wishful thinking. The speaker stresses that many creators launch products, books, or courses without first confirming demand, leading to poor performance. To avoid this, he recommends continuously testing ads, creatives, and offer concepts, and conducting market research to identify trends and genuine customer interest. By treating paid ads as an investment that requires validation and iteration, businesses can grow faster and smarter.

Chapters

I bought this card for $400 and now it's worth $4,000. This same investing principle can be used inside of your marketing. Here's how. And it's all about market validation. It's the same thing with any other kind of investment. I didn't make this card magically worth $4,000 overnight. Over time, the market validated it. And it's the exact same thing with your content and your paid marketing. You've got to let things test. You got to let things run for a little bit and see what the market actually decides. So many people create a product, write a book, make a course, and they put all this blood, sweat, and tears into it, and they never even got true market validation from it in the beginning. And they wonder, why isn't this thing working? Well, it's because the market didn't validate it, and it's not something that they actually want. It's something that you thought that you wanted. So it's super important to always test ads, test creatives, and test different concepts of offers for your business to see which one the market actually wants. Doing more market research, seeing what's trending, seeing what people are actually interested in is going to help you a lot. Same principles apply in marketing, just like in investing, whether it's Pokémon or something else. Use it in your business to grow faster and smarter.