Steli Efti

Its growth levers are going to be greater and greater and greater.

And that's really the approach that we take in almost anything is really long term and then being process oriented and instead of setting these massive goals, in the next quarter we're going to turn around this number and make it double or half it or do this or that.

We just try to

I think the most important thing with testing new channels is to...

not just determine what the desired outcome is, but to determine what does success look like, but then what does failure look like and what does the in-between look like?

And then what do we do

If we do a new test, so we test a new channel, if things go dramatically good, we all get it.

Everybody is in agreement.

This worked.

Let's do more of it.

If things go really horribly bad, we all see it.

It's obvious.

We all know this didn't work.

Let's stop it.

But most of the time, my experience is that the results will not be either massive success or crushing failure.

It's going to be something in between.

Some things work, some things not.

The numbers are not quite what we wanted, but they're not nothing.

And there's disagreement or ambiguity on what to do with this.

And I think one of the most important things that I teach people and the thing that we've learned to do is to plan for all three scenarios and say, okay, what does success look like and failure?