Jon Davids

And if you open your eyes, you'll see there are brands that are spending a dollar to make $100, you know, make $1,000 because they have brands that resonate so magnetically.

When you see a line outside the door because this new sneaker brand just launched and there are people lining up at six in the morning, believe me, they're not running Facebook ads and doing the math.

They're just putting their product out there because they've already built that community.

I hate performance marketing.

It's got to be self-propelling.

And I'm with you.

We love Google.

We love Facebook.

We run ads on those platforms.

I'm not against that, but I'm against just people building businesses that are 100% reliant on those platforms.

And there are so many case studies of businesses that have crashed and burned.

There's a graveyard of e-commerce companies.

I don't want to name them because I don't want to offend anybody.

But there's all these e-commerce companies that thought they had figured out the Facebook algorithm, built their $50 million business on it, and then realized,

when those numbers fluctuate a little bit, guess what?

Their cogs fall out of whack.

Their CAC is off.

They're playing this CAC LTV, the messy math game, all the acronym salad you got to deal with.

Yes, it's great to rent demand sometimes.

I call that rented demand.