Neil Patel

But the problem with that is I didn't expect the growth rate to keep going and COVID to happen and COVID really caused the business to boom.

And I felt I just gave them too much where they won't be as hungry.

I'm down.

Email list, Instagram, and what was the other one?

Or you're saying pick any?

Yeah, here's the problem.

So if you asked me this question 10 years ago, I would say just pick a website and then build your email list over time and then add the other channels.

But even back then, if you couldn't do the other channels, a website was enough.

The problem in today's world is Instagram tries to keep you in their ecosystem and gets like a CPG company.

They try to get you to sell their products within Instagram so that way the person's still on Instagram and they can monetize it again, right?

So that way Meta can keep making money from the same user without them leaving.

If you look at TikTok, same.

If you look at ChatGPT, partnership with Stripe, I believe it is, or Shopify, if not both, Etsy.

Etsy's stock went up the moment the partnership was announced.

And they want to make it where you can just buy within ChatGPT.

Complexity and PayPal.

Yes, and they're all doing that.

And if you're doing Amazon, Amazon wants you to be in their ecosystem, get people to keep buying so they can add multiple products and stay there and buy more and more instead of going to your website.

And because of that, the sad reality is you can't build a business, a large business, just off of Amazon or just off of Instagram or just off of TikTok or just off of your website because platforms try to keep you on their platform.

So the reality is you need to leverage multiple platforms.