Will Critchlow
speaker
1,140 appearances
7 recordings
1 series
first heard Mar 2025
last heard 6 Feb
Will Critchlow’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.
Appearances
And the the example of building more content would be an example of growing the asset in a way that we're like we went out and bought some stuff, and now that's in our pile of our asset.
And realizing that thinking in this way, that it it's an asset that probably depreciates over time if we do nothing, we need to both maintain it and we want to enhance it and grow it and develop it, leads to a some some really
interesting kind of ways of thinking.
In the long run, I think there's all kinds of stuff.
If you truly buy into this, you can amortize your spend, you can put the you can capitalize the investment.
Like there's there's lots of kind of genuinely interesting financial, I say genuinely interesting, interesting if you're a financial nerd, uh things that that could be done.
Um
But the m the most practical thing is the conversations I've been having
Leadership does get this concept.
If you said to if you say to most lead most kind of marketing leaders or most budget holders, what do you think would happen if we did nothing?
Their answer is not, oh, it would stay flat.
Their answer is it would probably decline.
So step one, get them bought into that idea.
The exact size of the decline, that's obviously, like you say, much more up for debate and nuance and analysis.
What I like to do here is I just like to build a build it into the model.
And uh when we're when you're forecasting or when you're reporting, I like to have inputs in in the Excel that the leader can put their own numbers in.
Like, here you go, boss, you put in what you think.
What downside do you think we're protecting against?
They might put in five percent where you would have put ten percent, but that's okay.
So they say, okay, maybe we'd have been down five percent if we did nothing.
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