Most brands don’t have a testing problem. They have a targeting problem.In this episode, Jordan is joined by Pilothouse strategist Chris Richards to break down why “marketing to everyone” is quietly killing performance — and what to do instead.The reality: growth doesn’t come from more creative, more tests, or more spend. It comes from choosing the right customer and building your entire system around them.We get into how to actually define personas, why most brands get stuck in “tactical spinning,” and how the wrong customer at the top of funnel can break everything downstream — from ads to landing pages to email.If your performance feels inconsistent, this is likely where things are going wrong.In this episode, you’ll learn:Why targeting multiple personas at once weakens your results How to identify the most profitable customer to focus on The biggest mistake brands make when scaling “winning” ads How to align ads, landing pages, and email around one persona What metrics actually matter when validating your targeting00:00 Why most brands struggle to grow00:41 Why specificity beats broad targeting01:53 What persona strategy actually looks like03:14 Building personas from segments + behavior04:34 Why you shouldn’t target everyone at once05:33 Real example: choosing the right customer07:52 The problem with “tactical spinning”10:12 How the wrong customer breaks retention13:04 How to measure if you’re targeting right16:21 Aligning ads, landing pages, and emailWork with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠Subscribe on YouTube: ⁠https://www.youtube.com/@DTCPodcastSubscribe to DTC: ⁠https://www.directtoconsumer.co/⁠Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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