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Source
Key points
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- Brainstorm
- Need to take all channels seriously (removing bias)
- You don't know what will work until you have tested it
- Testing
- not scoping the test well enough, do not go over $1000 or a month in time
- What is the easiest, cheapest way to get proof
- Focus
- You have some good evidence so focus on that one channel, kill everything else
- You don't have enough money or time to focus on all channels at once