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You know, anything from Facebook ads to, even Google ads, to you know?
比如说Facebook的广告，甚至是Google的广告
But, the distribution channels the environments that you don't control change all the time,
你不能控制市场环境，环境一直变化
and so you should be always iterating optimizing for that.
所以你要根据需要不断去优化策略
And lastly, in the beginning you're probably,
最后一条，一种模式
when you see a channel that fails you,
可能一开始并不适合你
just get rid of it and go on and move on.
你放弃了，去找另外一种模式
There's many other things to try.
找到了另外一些模式
But over time, go back to those channels and look at it again.
但一段时间后，你再回头看看，说不定之前那些模式就合适了
And so, what I mean by that is an example is, in the beginning at Homejoy, we had no money.
举个例子，在Homejoy的初期阶段，我们的资本很少
When we tried to do,
我们想在
we tried to buy users from Merry Maid, not from Merry Maids,
不好意思，我记错了
that's just an example of a competitor, but.
Merry Maids是另外一家清洁公司的名字
We tried to buy Google ads to get users in the door quickly.
我们想在Goggle上做广告
And what we found was that Merry Maids, Molly Maids, all these other national companies,
但是我们发现，像Merry Maids和Molly Maids这样的大公司
they had more money than us.
他们的资本比我们这种小公司多多了
They were making out a lot more money on the job than us.
他们的利润比我们的要高
And so they were able to pay for users at a much higher at a much higher,
他们的广告费用支出要比
they were able to acquire them at a much higher cost than us.
我们多很多
And so, we couldn't afford that, and we had to go to another channel, which turned out to be something else.
我们支付不起Google的广告费，不得不寻求另外一种宣传方式
But today we make more money on the job.
但是现在不同了，我们的利润也增加了
We're much better at certain things,
我们的经营状况比以前好多了
and so we should probably revisit the idea of buying Google ads and buying, going to the S.D.M. Channel.
我们可以重新再找Google做广告，用之前不适用的那种模式
And so what that's what I mean by that.
这个例子告诉大家的是，可以重试以前不适用的策略
And the key to all this is creativity.
这一切的关键是创造力
Performance marketing or marketing or growth in general can be very technical.
可能销售业绩，市场的增长这些是靠技术的
But it's actually technical and you have to be creative because if it wasn't,
需要依赖技术但同时也需要创造力
if it was really easy and bland, like everyone would be growing right now.
如果这件事很简单，大家就都做的很好了
And so, you always have to find, like,
需要创造力，去发现那些别人还没有发现的契机
that little thing that no one else is doing and do that to the extreme
然后利用这个契机做到最好
