How many dollars did you spend in the last year on activities that are merely meant to "check the box"? As in, the boss wants me to do it (e.g. social media, online ads, sponsorship) but I don't, so I'll spend just enough to keep him off my back. Or, you don't have much to spend to make a big impact but you spend it anyhow, conning yourself that it is a test.
Ever do a ROI on the check the box activities? Did any of them reap an outsized benefit or any benefit?
Would the boss object if you used those dollars to pursue some breakthrough regarding the product?
Dollars should be channeled into activities in which you plan to go all the way and matter most to the customer.
O.D.O.o.O.D.B.
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