George Bonaci

Yeah, I was stealing alpha from investing terminology. What's your unfair advantage is maybe a better way to put it. That is the key to being a good growth team. You've got to figure out something that is not saturated and that other people ideally are not doing. I think the way that you find alpha... is either by doing things that no one else knows about, either most likely because it's so new.

Yeah, I was stealing alpha from investing terminology. What's your unfair advantage is maybe a better way to put it. That is the key to being a good growth team. You've got to figure out something that is not saturated and that other people ideally are not doing. I think the way that you find alpha... is either by doing things that no one else knows about, either most likely because it's so new.

Like think about when TikTok first came out. I don't think any B2B brands were thinking about advertising on TikTok. I don't think there even was advertising on TikTok when it first came out. But the folks that were really ahead of the game, they're like, eventually there'll be advertising on TikTok and it's going to be totally saturated with consumer brands to begin with.

Like think about when TikTok first came out. I don't think any B2B brands were thinking about advertising on TikTok. I don't think there even was advertising on TikTok when it first came out. But the folks that were really ahead of the game, they're like, eventually there'll be advertising on TikTok and it's going to be totally saturated with consumer brands to begin with.

Like think about when TikTok first came out. I don't think any B2B brands were thinking about advertising on TikTok. I don't think there even was advertising on TikTok when it first came out. But the folks that were really ahead of the game, they're like, eventually there'll be advertising on TikTok and it's going to be totally saturated with consumer brands to begin with.

But eventually there'll be a B2B opportunity. And when they were the first ones to run those experiments, they probably had huge returns. So anyway, doing things that I think folks don't know about is like one aspect. I think another aspect is probably doing things that everyone is convinced will not work. I remember first suggesting we try direct mail like years and years ago.

But eventually there'll be a B2B opportunity. And when they were the first ones to run those experiments, they probably had huge returns. So anyway, doing things that I think folks don't know about is like one aspect. I think another aspect is probably doing things that everyone is convinced will not work. I remember first suggesting we try direct mail like years and years ago.

But eventually there'll be a B2B opportunity. And when they were the first ones to run those experiments, they probably had huge returns. So anyway, doing things that I think folks don't know about is like one aspect. I think another aspect is probably doing things that everyone is convinced will not work. I remember first suggesting we try direct mail like years and years ago.

And it was like, why would direct mail work? Like junk mail to people's homes? Like that absolutely won't work. And it became like one of our most successful, like biggest channels after like a few iterations. So I'm happy to chat about where you find these things, but you've got to find them.

And it was like, why would direct mail work? Like junk mail to people's homes? Like that absolutely won't work. And it became like one of our most successful, like biggest channels after like a few iterations. So I'm happy to chat about where you find these things, but you've got to find them.

And it was like, why would direct mail work? Like junk mail to people's homes? Like that absolutely won't work. And it became like one of our most successful, like biggest channels after like a few iterations. So I'm happy to chat about where you find these things, but you've got to find them.

Yeah. I think this actually is a good segue into like, how do you just learn in general as a member of the growth team or someone in in a company in general, I would say that there's three areas. Like you can learn academically. You can go read a book and learn what's worked for other companies or other growth folks or companies in the past even are great aspects of being able to learn.

Yeah. I think this actually is a good segue into like, how do you just learn in general as a member of the growth team or someone in in a company in general, I would say that there's three areas. Like you can learn academically. You can go read a book and learn what's worked for other companies or other growth folks or companies in the past even are great aspects of being able to learn.

Yeah. I think this actually is a good segue into like, how do you just learn in general as a member of the growth team or someone in in a company in general, I would say that there's three areas. Like you can learn academically. You can go read a book and learn what's worked for other companies or other growth folks or companies in the past even are great aspects of being able to learn.

So learning academically is one aspect. I think you can also learn from your peers. So you can go and learn from folks at other companies, growth people at other companies, I think that's a great area of finding alpha. Granted, probably not the best unfair advantage since someone else knows about it. But I actually think the most interesting is to go and learn from other niches.

So learning academically is one aspect. I think you can also learn from your peers. So you can go and learn from folks at other companies, growth people at other companies, I think that's a great area of finding alpha. Granted, probably not the best unfair advantage since someone else knows about it. But I actually think the most interesting is to go and learn from other niches.

So learning academically is one aspect. I think you can also learn from your peers. So you can go and learn from folks at other companies, growth people at other companies, I think that's a great area of finding alpha. Granted, probably not the best unfair advantage since someone else knows about it. But I actually think the most interesting is to go and learn from other niches.

So other verticals, other geographies, especially if they're tangential to what you're doing. A great example is WhatsApp. WhatsApp as a marketing channel is not huge for most brands or most companies in the United States, but it's massive in a lot of international regions. And I think like, great, could we go try like WhatsApp instead of sending emails? It'll probably fail.

So other verticals, other geographies, especially if they're tangential to what you're doing. A great example is WhatsApp. WhatsApp as a marketing channel is not huge for most brands or most companies in the United States, but it's massive in a lot of international regions. And I think like, great, could we go try like WhatsApp instead of sending emails? It'll probably fail.

So other verticals, other geographies, especially if they're tangential to what you're doing. A great example is WhatsApp. WhatsApp as a marketing channel is not huge for most brands or most companies in the United States, but it's massive in a lot of international regions. And I think like, great, could we go try like WhatsApp instead of sending emails? It'll probably fail.