You've never heard of the brand from this screenshot.
They have no PR, no influencers going viral on tik tok, they just have 1 powerful thing...
Perfect, product-market fit
I share this, not to brag. We did very little. Really, look how simple that ad account is...
/1
I share this to remind MYSELF and all entrepreneurs that blaming FB for your ROAS is a cop-out.
When you can unhitch yourself from the idea that FB is screwing you, or is broken, or is not what it used to be, then you can begin the powerful process of self-reflection
/2
Understanding that FB is simply a distribution engine for your message moves you from victim to the one in control of the outcome.
From there, you can begin the hard work of making people care about your message.
Making your product so MAGICAL that people must have it.
/3
It's freaking hard. We get sucked into the tactical FB rabbit hole as often as anyone.
The truth is, believing that an audience or optimization change is the unlock you need is easier.
Facing the reality that people might not care about what you are saying is super scary
/4
BUT if you are willing to face that fear, you can change it.
That's the beauty of being an entrepreneur, the whole thing is yours to shape.
Throw it back on the wheel and try again.
/end
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1/ Your brand is much more than a headline away from exit.
“Testing” as the highest value of marketing behavior is deteriorating “brands” down to a series of headlines and image variations.
At its worst it removes the “tester” of obligation to do deep, quality work up front.
2/ It (testing as the highest value) precludes any activity (like community development) that doesn’t fit neatly into a pseudo scientific measurement system or has a more latent value capture.
3/ It also favors “incrementality” over truly innovative thinking. The kind of thinking that isn’t rooted in an extrapolation of past results.
14 Principles From JFK's Cuban Missile Crisis Leadership Masterclass.
"13 Days In October" is a 80 page treasure chest of crisis, decision making principles.
Here is a list of the gems I found:
Principle #1 Great Decisions Start With Values
Kennedy repeatedly referenced back to his perception of the US moral obligation. It didn’t just matter what happened, but how it happened and it was rooted in a deep sense of values he believed about the identity of his country.
Principle #2 Prepare To Be Present
If JFK can take a swim before deciding whether or not to plunge the world into nuclear holocaust, I can take 15 minutes to clear my head and check my emotions before a big decision or meeting.