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You know, anything from Facebook ads to, even Google ads, to you know?
比如說Facebook的廣告，甚至是Google的廣告
But, the distribution channels the environments that you don't control change all the time,
你不能控制市場環境，環境一直變化
and so you should be always iterating optimizing for that.
所以你要根據需要不斷去優化策略
And lastly, in the beginning you're probably,
最后一條，一種模式
when you see a channel that fails you,
可能一開始并不適合你
just get rid of it and go on and move on.
你放棄了，去找另外一種模式
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.
但一段時間后，你再回頭看看，說不定之前那些模式就合適了
And so, what I mean by that is an example is, in the beginning at Homejoy, we had no money.
舉個例子，在Homejoy的初期階段，我們的資本很少
When we tried to do,
我們想在
we tried to buy users from Merry Maid, not from Merry Maids,
不好意思，我記錯了
that's just an example of a competitor, but.
Merry Maids是另外一家清潔公司的名字
We tried to buy Google ads to get users in the door quickly.
我們想在Goggle上做廣告
And what we found was that Merry Maids, Molly Maids, all these other national companies,
但是我們發現，像Merry Maids和Molly Maids這樣的大公司
they had more money than us.
他們的資本比我們這種小公司多多了
They were making out a lot more money on the job than us.
他們的利潤比我們的要高
And so they were able to pay for users at a much higher at a much higher,
他們的廣告費用支出要比
they were able to acquire them at a much higher cost than us.
我們多很多
And so, we couldn't afford that, and we had to go to another channel, which turned out to be something else.
我們支付不起Google的廣告費，不得不尋求另外一種宣傳方式
But today we make more money on the job.
但是現在不同了，我們的利潤也增加了
We're much better at certain things,
我們的經營狀況比以前好多了
and so we should probably revisit the idea of buying Google ads and buying, going to the S.D.M. Channel.
我們可以重新再找Google做廣告，用之前不適用的那種模式
And so what that's what I mean by that.
這個例子告訴大家的是，可以重試以前不適用的策略
And the key to all this is creativity.
這一切的關鍵是創造力
Performance marketing or marketing or growth in general can be very technical.
可能銷售業績，市場的增長這些是靠技術的
But it's actually technical and you have to be creative because if it wasn't,
需要依賴技術但同時也需要創造力
if it was really easy and bland, like everyone would be growing right now.
如果這件事很簡單，大家就都做的很好了
And so, you always have to find, like,
需要創造力，去發現那些別人還沒有發現的契機
that little thing that no one else is doing and do that to the extreme
然后利用這個契機做到最好
