EP120: How to use Experiments to Create a Diversified Portfolio of Growth Assets

Let's face it, when growing demand for your business, you're faced with a bunch of uncertainties.  Can I hire the talent needed to succeed? Will I be able to generate enough demand for my product to be profitable? Are the marketing channels I'm dependent upon for growth going to be too competitive? Will I have to learn TikTok; I'm not funny enough :/ However, other things have a little more certainty around them. Most successful businesses master a small number of marketing channels that drive a disproportionate amount of their growth. Only a small number of the experiments you run will result in something meaningful for your company. And the channels that drive growth today will eventually plateau in the future. A marketer focused on growing demand for their business is much like a portfolio manager. That portfolio is comprised of assets in the form of marketing channels: - Those assets need to grow over time. - The portfolio needs rebalancing over time by discovering new assets to drive future growth. - Experiments help the marketer discover those assets. Happy Growing!