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
just the same way that the weather is outside our control.
And all we can do is make good decisions, knowing what we can do.
We can make good forecasts and we can make um we we can operate that way.
So on the one hand, let's measure well so that we're not fooling ourselves.
I think there is a a bit of a tendency, human tendency, but certainly a tendency in in in SEO to take credit for every uptick and blame every downtick on
Google, right?
Uh and I think we need to be more intellectually honest than that and say, we're running these controlled experiments.
This one's a winner, this one wasn't.
We're up here, we're down here, this this one's flat, you know, whatever it might be.
So part of it is let let's get better at measurement and actually tell true stories.
And part of it is accepting the reality that every single channel faces these exact difficulties.
And it's I I
I had this same kind or analogous argument with all kinds of different teams in different contexts.
So engineering teams are legendary for saying you can't really uh it it's hard to do forecasting in engineering.
It's hard to it's hard to say how long a feature is gonna take to build.
It this is you know a
a classically very hard problem in engineering.
And it's like, okay, yes, that's true.
But it's true in other spaces as well.
It's true in it's true in marketing to it's hard to forecast how many visitors we'll get to a webinar or how many leads will come as a result of a particular campaign.
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