All right, so we're going to talk about how performance marketing is not an actual investment and how well there's something that is.

So let me show the story here. So Neil, did I send you that podcast with the Airbnb CEO Brian Chesky the Lenny podcast

Yeah, you did but I did not watch it. Oh all right well so it's a really good podcast everyone should listen to it whether you're a marketer or CEO so there's it's like a

Masterclass and product marketing but also marketing also how to CEO as well and so I'll just hone it on this one area over here so he has said that

They were spending a billion dollars, Airbnb, the company, they're spending then they're publicly traded, they're spending a billion dollars a year on Google.

And they decided, hey, you know what, we're just going to shut off performance marketing. And we're just going to shut off performance marketing.

And we're just going to focus on creating great product,

we're going to focus more on, and obviously when they build new products,

there's a big SEO component to it as well,

because they have so many pages. But you know for them it's they get

very good organic traffic and they just wanted to focus more on brand they want to focus more on the

product and Brian said this I'm not saying everyone should do this but his whole thing is like look at the end of the day you're paying the fire hose once you stop paying the fire hose it goes away

Now I wrote a post on X a couple weeks ago just saying that paid ads are not an investment. For the most part, right?

Most people just, you know, if you're D to see

you're spending on buying a conversion and that's it.

But there are situations where you can spend on performance marketing

and you can buy like an email for example.

In that case you're actually investing in the future, but not many people, I would say the majority of people aren't really doing that.

So that's what we want to talk about here.

So what is he saying that he says he stops doing, he doesn't do performance marketing?

Yeah, he basically pause, he's not saying he's going to stop forever, but he's like, let's just stop, right?

So they stop for fear. You's going to stop, right? So they stop for fear.

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