How David Reske Identifies the 2 Critical Factors for Scaling Any Business

Hector [00:00:00] Hello and welcome to another episode of the How to Scale of Business podcast. My name is Hector Santhe Esteban, and I'm your host for today. Our special guest is Mr. David Rusky. He is the author of a hundred x entrepreneur. He's the CEO and founder of now Speed, and, uh, someone who is just making things happen out in the the world today.

Hector So David, um, thanks for bringing in with us today,

David Hector. Thanks for having me on the show.

Hector I think it's helpful for people to get a little bit of context on how people got to what they got to, and then, uh, we're gonna dive into, you know, what you're doing with your clients and how you're helping them to grow and market.

Hector But, uh, before we get into that, I'd love to hear about a little bit about your story and some of the key stops along the way and, and why you decided that, you know, marketing and, and all. I'm, I'm saying that in a simplified term, but why you decided to pick the path that you decided to pick.

David Sure. So yes.

David Oh, I've been, uh, at this quite a while. So I started my career in, uh, B2B sales, uh, a long time ago. And then I started my first company, kind of at the beginning of the commercial internet in 1994. So [00:01:00] we started building websites in the nineties and grew that company up, and then I sold it, uh, in 99, uh, to a large system integration firm.

David Was a senior partner there for a couple years, and then decided to start, do it all over again. Started this company in 2003. Now speed's a digital agency focused on helping companies grow and, and, uh, be effective. And, you know, as an agency we do things like build websites, do SEO, do increasingly, GEO, generative engine optimization, digital advertising, and uh, those kinds of services.

David So I've really been around digital marketing now for about 30 years. Kind of seen a lot of change in growth. Back in the day we were building websites with Notepad, you know, before there were content management systems we were setting up. Email systems for our clients. Before there were marketing automation platforms.

David We were, you know, doing, uh, SEO before there were SEO tools. So I've kind of seen a lot of evolution of tools and technologies. Uh, you know, there were, back in the day, there were [00:02:00] maybe dozens or a few marketing tools we could use. Now, there are thousands, right? So it's, you know, it's a different, and, you know, the infrastructure requirements have changed.

David So I've seen a lot of change in growth, but it's always about, you know, for it as an agency, helping our clients leverage all this in order to grow their businesses, drive more leads, uh, build their brand, drive engagement with their customers. So never, never really take the eye off of that ball.

Hector Yeah. One of the, my favorite questions to ask someone who's been in the, you know, in an industry for as long as you have is, you mentioned some of the changes.

Hector Are there some things that are still the same or are there some things that are still unchanged in that space?

David Well, the core tenets of marketing have not changed, and so, you know, uh, people still need to focus on who is their target customer. What is the problem or pain that they're solving? Um, what's the best and most [00:03:00] efficient way to reach them?

David Right? So those are the, the core things and, and importantly, like what is their value proposition and how is that differentiated from others in the marketplace? So those core things. And so if, you know, if, if we're engaged with a client and they're. All excited about, you know, spending money in advertising or all excited about implementing a new marketing animation platform, or all excited about, you know, become, being found in, uh, you know, AI search and they haven't tackled those things.

David They're in huge trouble, right? Because it's so easy to spend money in time and effort on marketing, doing the wrong thing at the wrong time with the wrong customer. That, uh, that, that, that stuff has not changed. And, um, and the, and the other thing that has not changed is, uh, clients always want the most efficient, uh, way to market.

David So there's few companies that are gonna say, Hey, spend as much [00:04:00] as you want to in all the ways you can think of in order to do a, a lot of good stuff, right? So nobody's saying that. Everybody's like, what's the most efficient thing you can do? It's gonna deliver the fastest result in the shortest amount of time.

David That's what I wanna do first, right? So that, that's, uh, that's what I, I've found over time. So, you know, whether it's implementing the, the newest, you know, GEO techniques or leveraging content for organic search or, you know, leveraging nurture programs or programmatic advertising, those are all interesting, amazing technologies.

David But it's all in the service of how do we. Generate growth for, for our clients.

Hector When you think about, you know, I'm, I'm sure you get a, you see this often when you're auditing a business or going in and starting to work with someone. Is there a, is your blueprint sort of a. Diagnose and then, you know, we'll, we'll prescribe a sort of [00:05:00] specific solution for it.

Hector Or do you see things as, you know, most businesses are all the same, you know, generally, you know, within industries. And so here are sort of the key things that we need to, you know, the foundation that we need to make down. Do you, do you find that, um. The, the solutions that you're providing are sort of, uh, you know, different in that regard, or do you find that they, they all sort of follow a similar path or structure?

David Well, as an agency, we're lucky because we can focus on the best tools and techniques in digital marketing. So we're not selling, uh, you know, a single nail or a hammer that you have to do one individual thing. Right. So I just. Talked to a company and they were in, they were a PR firm focused on writing op-ed pieces.

David So every time they talk to a client, you know, what's the solution to Legion? Oh, you need a new op-ed piece. Right? So that's not, that's not our approach. So we, we are fortunate that we do the best things, in my opinion, in digital marketing for most firms. We're building websites, we're [00:06:00] doing advertising work.

David Leveraging organic search. We're leveraging AI search, we're leveraging social media, email, kinda. These are the, the core things that every company needs to do well. So we kind of come to, um, engagement with our set of skills and our bias that you need to be doing. These are the best things to do. Now there's a lot of other things you can spend money on doing marketing, but at least you gotta, in my opinion, you gotta do at least these things very, very well.

David 'cause these are the, the best things to do. That said, so we kind of, we come with, with that starting place. That said, we always diagnose before we prescribe. So one of our hallmarks as an agency at now speed is we do detailed audits in each of these areas before we do a proposal. So we'll always go in if somebody's, you know, running 'em digital ad campaign, let's say it's a Google campaign, it's a meta campaign.

David Before we give them a proposal, part of our process is let's dig into your data, into the numbers, the campaigns, the offers, the landing pages, the [00:07:00] website, figure out what's broken and what's working well, and guess what? We never find everything working well. The challenge in our industry is that there's just too many things to do.

David It's, and too many options. There's an infinite number of options, right? So do you test every different landing page variation? Most people don't. They pick a landing page style or, or structure an offer that they think works best and they test variations around it. But you know, when we do these audits, we always find.

David Problems. Um, some big problems where they're missing, you know, obvious best practices in paid search or there huge opportunities missed in, you know, organic content or whatever. And sometimes nuances. Sometimes it's technical. Most often it's strategic, to be honest. So, you know, there's a lot of people that could do the basics today of digital marketing.

David Well, you can find a lot of SEO experts or a lot of [00:08:00] PPC experts. What, what is hard to do? Integrate the strategic, you know, what campaigns, what offers, what messages, what um, creative is gonna blend with the right detailed campaigns and execute that well. And that's what we do well, right from the strategic to the technical blend, all that together to an integrated result for the client.

David That's what, you know, that's, we're really focused on.

Hector It reminds me of, you know, you mentioned this, uh, sort of a hammer analogy, and I would imagine that, you know, there are are plenty of people who can swing a great hammer, but if they don't know what they're building or how to build, you know, the, the to to the strategy part right, is, uh, is actually the thing that creates the house.

Hector I mean, otherwise it, that's what separates a demolition person from, you know, a carpenter.

David Yeah, exactly. And so it's like, it's like the old joke. Well, how, if you know, a year, let's say you're a general contractor, and I say, well, how much is it to build me a house? Well, what kinda house do you want to build?

David Right? [00:09:00] Do you want a mansion in the Hamptons or do you want a, an a DU, an auxiliary dwelling unit in the backyard of your LA home, right? So it, you know, it's a big, big difference. So, you know, we have to understand first what the goals are, what the issues are, and, you know, to, to relate to your, you know, your, the podcast, the theme of your podcast, what your goals are for scaling.

David So some clients, Ben, they talk about scaling, they mean. I wanna grow by 8% this year because maybe they're already a large organization and they've got modest goals. Other, other companies are like, Hey, we're at a million, we want to go to 15 million. Right? Well, that's a different, that's solving a different problem.

David Some clients have a very proven value proposition and they're very clear about the product market fit, and they've got really good, you know, and understanding what offers are effective, and they just need a team that can scale that up. Some people have no idea really what's working yet. They've gotta figure out what the product market fit is and what the best offers are.

David And, and they're [00:10:00] still, you know, they gotta figure that out. So we come in, you know, very much diagnosing the strategic and the tactical and then figure out where, what's broken and what's working, and then what's the most efficient way to get them where their goals.

Hector Are there any blind spots or, or maybe misconceptions that business owners have about marketing or tech or any of the things that you do that.

Hector You know, you come in and, and it's kind of like that, that needle in the eye video where the boyfriend's like, just take the needle out of your eye and, you know, the, the girlfriend is, is saying the problem is anything but that. Um, do you find that there are common issues or common, um, things that people are doing that are sort of shooting themselves in the foot, if you will?

David Yeah. In, in, in some ways what's really interesting is that, uh, general knowledge of digital marketing has gone up dramatically, uh, among, uh, you know, the, the buyers in my market, whether it's a CMO, you know, when we talked to CMOs, they really understand all the [00:11:00] pieces that are going on, whereas 15 years ago.

David You might have had a CMO that came out of marketing communications that didn't really understand how websites work or what organic search was all about or how, you know, PPC campaigns work and they were looking for an agency to run the, even though they didn't really understand it today, they understand it, right?

David If you're in that role, you understand all the pieces and things are going on, and I'm almost also amazed that CEOs really understand, uh, SEO and. And even AI search, and they're kind of, you know, the, the level of understanding is, is much, uh, is much greater. And I think that's a good thing for the industry.

David 'cause they know what they're buying and they wanna know what their, what their needs are, and they, and they know what's scaling. But in, in terms of, you know, um, misunderstandings or misconceptions. I think that, um, one of the things that I still find is that sometimes it looks easy, right? To the outsider.

David They're like, well, why can't you just. Create a hundred pieces of content [00:12:00] and use AI to create all the ads and then automatically upload 'em to Google and have it automatically manage the campaigns to drive the best outcomes and, and automatically add all this content for SEO purposes to your website and have a thousand pieces out there that drive organic traffic to create leads.

David Can't use that by tomorrow. You know, so there is, there is this perception that it's easy. To do all this, when in reality there's a lot of systems and technical expertise that have to be touched in order to build a landing page or to think properly about an offer or design a piece of content or to, you know, you can have Chad GBT write something, but is it correct?

David Is it, is it correct factually, but is it also correct, you know, with your brand? So there, there takes a quite a bit of human effort to come alongside all of these technologies and a client might be using. 20 or 30 or 50 different tools and technologies that all have to be integrated and worked through together.

David So, you know, you want [00:13:00] that landing page to work with HubSpot. You want the tracking from Google Analytics to be consistent. You want, um, you know, you want the lead nurture series to go out in a certain way consistent with your emails and offers you one of those landing pages out there. So it takes a lot of labor, a lot of coordination, a lot of human effort to do that.

David Um, and I think, you know, the benefit of being with an agency is we have experts that do that all day long. So what might take us, you know, 10 hours a month to do, uh, a client often is hiring a full-time employee who's spending 160 hours a month doing that same thing. But we just, you know, that's the benefit of working with an agency.

David You pay more per hour, but you get someone who's an expert and who does this all day long, and they're very efficient and effective at getting all that together. So, um, so, you know, we're, we're as an agency, again, because we have a broad set of skills we can bring people to bear on offer strategy, landing page design, update the website, get the [00:14:00] campaign running in HubSpot, integrate it with the landing, you know, with the campaign in page search, post the social get, get the whole thing running very, very quickly.

Hector Yeah. Um, I think the other challenge that you sort of bring up when it comes to, you know, the skill level of these individuals is that things are evolving so, so fast and things are changing not only from a technological perspective, but uh, you know, politically, geopolitically, economically. You know, there's so many things that are in flux that, um, I think it's, it's, it's not hard.

Hector That's not the right word. It is a challenge or it requires effort to consistently be at that cutting edge.

David Yeah, absolutely. So we really invest a lot of time with our employees to make sure that they're experts in all these different areas. But, you know, I think that's a, that's a constant challenge. And I think the full, you know, a AI is a great example of that that's happening right now.

David And what's interesting is that I, I talk to people every day about AI and how they're using it. And some people are [00:15:00] still, the mindset will like, oh, you know, it's okay, but it makes lots of mistakes and can't really trust it. You know, you can use it, but then you have to rewrite everything. And other people are like, oh no, we use it for everything and it's super fast and efficient.

David Of course, we have to check our work at the end, but it's helping us scale and grow. Im immeasurably so you have this, not only have you have the technical divide, you have a little bit of a philosophical divide on using these tools, right? So people, other people might say, oh yeah, you can use it for a prompt and get something back, but I would never trust it for an entire workflow.

David To make sure that it's doing everything in our whole marketing campaign. And other people are saying, oh, of course we use it for the whole workflow, right? Saves us tons of time and gets things done rapidly. So, you know, it's very interesting. I think that in this time of change there are still people kind of clinging to it.

David Uh, you know, let's keep doing it the old way because the new way simply can't work. And I guess I've just been doing long this, long enough. That I [00:16:00] say the new way always works. It might not work perfectly at first, but hey, you know, the, the people who said, when CRM Systems came in, I'll go, I'll date myself again.

David People are like, oh, no, no, I can keep my whole list of prospects in a spreadsheet. What are you talking about, CRM system that seems so complicated. I did earlier, whole new software system. I would never use a CRM system. I got my spreadsheet. I like it. And today, you know, if a VP of sales said that you'd say you're not gonna have a job anymore, right?

David We can't. We can't do that. Right? That's insane. Right? But there's a system. We just got better with the systems and I think that's what's happening with AI today. There is a, there is definitely risk in applying it badly, but we're going to figure out how to apply it well in every way. It can possibly do it.

David Now I, that said, I don't think AI. Solves all problems and should replace humans in general. I think it's just gonna allow us to do more, more of everything more faster, you know, more, more [00:17:00] content, faster content, better content, higher quality, more graphics. You know, I actually don't think it's going to, to digress in that's like, I don't think it's gonna replace or reduce the workforce in marketing.

David I think it's just gonna allow us to finally do everything we always wanted to do in the first place. So. It's gonna explode the amount of content and production and all this stuff that's out there. In a big way. So that's, that's a cool opportunity.

Hector Yeah. When we get back from break, David, I'm curious, you know, I try and structure these so that if they listen to the beginning of this conversation, they can listen to it in 2025 or 2035 or 2045, and it'd be totally applicable, um, which I think is important.

Hector But when we get back from break, I'm curious about some of the specific tactics or some the specific things that you're learning when it comes to some of these new technologies or new marketing channels and avenues and, uh. And I'm excited 'cause you've been doing it. You know, you, you actually have your hands, you know, in, in the dirt there, uh, making it happen.

Hector So we're gonna get into that, uh, right after this quick break. How are you doing, David? [00:18:00] I'm doing great. Wonderful, wonderful. Um, I'll do a quick ad read and we'll hop back in. Alright, sounds good. Hey, on today's episode is brought to you by Amplify Media, and we are a podcast and content production company.

Hector Well, we actually like to think of ourselves as like the fractional media part of your company because chances are, if you're listening to this, you probably have a product, a passion, a mission, a message, some sort of service that you're trying to get out to the world, but you might not have the time, the team or the tech skills to be able to do it.

Hector If that's the case, we can help Go to amplify media.com. That's A-M-P-L-A-Y Media do com. You can also check the show notes for the link. And with that, let's get back to David. David, I'm, I'm so excited to ask you about, uh, I don't even know what they call it. I've heard some people call it a EO, I've heard, you know, uh, GII, all, all the acronyms, but it's basically how do you leverage.

Hector AI for, for your business. Right. And it seemed, you know, there was this whole thing about search evolving and search going away and, and, you know, I'm not here to, to make any of those predictions or [00:19:00] whatever, but just, just to find out what's working or, or what's not working. And so when it comes to trying to help, uh, businesses leverage things like ai, um, what sort of things are you learning or, or, or realizing in, in doing some of that?

David So in the category of what I'll call AI search, which is really about, uh, making sure that your company is visible when somebody asks a question in the LLMs that, let's talk about that category for a second. 'cause you can use AI for a whole bunch of other things. But in that category, we, we have a practice we call generative engine optimization, which essentially is like SEO.

David Um, but for the, um, for the LLMs. And so the, the idea of, uh, GEO is that people are now searching or they're really not searching. They're asking questions in the lms. So before we went to Google and searched, right, and that optimization for SEO was around keyword. It generally, [00:20:00] people search with using keywords or very, very short phrases with the LLMs, people are asking detailed questions, long form queries, having detailed, long conversations in chat, GPT in, um, you know, in Google, Gemini, and those kinds of tools, right?

David Uh, for example, so I, you know, I'm looking for a solar energy for a solution for my house, right? So. You know, in the old days I might have, um, search for solar providers Boston, right? And so, you know, and I get maybe a list of providers. I make a phone call and ask them some questions, and I get a proposal, right?

David Um, today what I would do, you know, differently, right? So I start off by. Having a detailed conversation and I'm like, well, you know what, what, uh, what are your energy needs? How much solar water did you need? You want battery backup? Uh, where are you located? You know, 'cause so I had like a, an hour long interaction, right?

David With, now I'm super knowledgeable [00:21:00] about solar and what the capabilities were. And at the end of that conversation with chat GBT in this case, I say, well, what are the providers in my area that could give me a quote? And it gives me three right? That's cool. And I think that it's omniscient and it knows the best three providers.

David So I'm, who else am, who am I gonna call? I'm gonna call those three, right? Am I What if you're the fourth one? What if you're the sixth one? What if you're the 10th one? You don't get called at all right. So the idea with, um, GEO is helping that fourth, fifth, sixth company get visible with the lms so they become.

David One of the providers that recommended, you know, the, the analogy I use these days is it's like you've got, you've been given a brand new sales rep. It doesn't cost you anything. Sales rep, he's, he or she's out there and you say to that sales rep, Hey, just go to my website, learn everything you can and represent me.

David Uh, [00:22:00] you'll be fine, right? You would never do that. You're not gonna get, you're gonna give that sales rep some training and some knowledge and a briefing. Here's some case studies. Here's examples. Here's why we're better. Here's, here's some cheat sheets. You're gonna give them a whole sales training course before you unleash 'em on the world, but we've kind of unleashed, you know, chat GPT and Google Gemini as our sales reps.

David Out in the world without any training. So, so our GEO practice does a couple things. One, it helps, uh, clients understand where they are today. So what's your current status? What are the questions people in your market are asking? And do you show up in the LMS and are there links back to you? You at all?

David Right? So are you even visible? Kinda a visibility test. Then we come up with what we call a content map that says, well, if these are the questions, what are all the questions? Your buyers are asking for all phases of the buying cycle, for all personas, for all of your products. What are all the questions you're asking?

David And do you have content that [00:23:00] ask answers those questions? This is like the training guide for lms. Do you have that? If you don't have that, we will help you write it. So it's basically writing all this content. Then the third part part we call business authority. What are all the places that the LMS go to see if you're a trustworthy source?

David Um, the review sites, the directory sites, the news sites, all of those. And so we evaluate those and we do audits and all those categories, and then we help our clients build that out. So we'll do the analysis, figure out what the questions are, write the content. Audit the, uh, the external sites and then build out content for the external sites to help them train really the LLMs to represent them better so that they show up so they get, uh, so they get traction.

David I mean, today there's about 800 million people that use just chat GPT on a monthly basis. Do you think you wanna be, you wanna show up when they're asking. About products and services. [00:24:00] Absolutely. If you don't, you're missing a massive opportunity. So that's what, that's kinda a long answer. Sorry, but that's really what we're doing in this area.

Hector No, that's fantastic. And I have such a, a naive and frankly ignorant, uh, perspective on this. So, so don't, um, don't be offended by the question because I'm, I, I think there is some real nuance that you're talking about, but it sounds very much, very similar to SE. In the sense of it's that, you know, that that could very well be effective for an SEO strategy.

Hector How, how might it different or what are, what are some of the, the nuances that you find, um, are, are different from a traditional SEO strategy?

David The biggest difference is that SEO is focused on keywords. So it SE always starts with a keyword analysis, keyword visibility, and you're tracking keyword visibility.

David In, in the LLMs, it's much more about queries or questions. So what are all the questions your [00:25:00] buyers are asking? Now? The questions contain keywords, right? But there it's a whole different strategy. So you, you're not really writing generic blog articles and contain a keyword, but the keywords in the meta tags so that you show up on that keyword.

David You try to really answer the question and train the lms. I have the real answer to that question, right? Um, and so that, that content is, becomes a source for the LMS to, uh, you know, to answer. So my, um, my, my brother has, uh, a problem with trees with this certain blight in his neighborhood, right? It's like a little worm that's eating all the trees and kind of killing trees.

David I forget the name of the tree. So he, he, uh. He searches in chat GBT about, um, you know, what are solutions to tree blight with this particular species and this worm. And he's having this conversation. And then at the end he say, well, you know, what are, uh, landscapers or tree experts in my [00:26:00] area that could help me with this?

David And one comes up and they've written a detailed article, uh, that answers this question and that's why they showed up. Right. So we're trying to answer questions and have that, uh, you know, have that level of detailed authority. So it takes a lot deeper content strategy, and, and then that content also needs to be reflected with these external sources to, to, to make sure you're a source of trust.

Hector It seems like it allows a business to be. The words that's coming to mind is authentic and, and actually helpful or valuable. 'cause I, I find that so much of the SEO strategy was creating blog articles that weren't act actually helpful to a human. Right. And it seems like, like the shift is to, instead of like, to your point, instead of focusing on just stuffing the keyword in there, uh, to actually creating val valuable content and, and the answers to these questions.

David Yeah. And, and the reality is the LMS are good at detecting crappy content. They're really good at [00:27:00] detecting, uh, who really does have great content with great authority, and they're, they really are finding, so, you know, the other part of this is auditing. Are they saying accurate things about you? When we do these audits, we often find that the LMS don't represent your brand that well.

David They so well, you know, what are the weaknesses of your company? And they list, you know, weaknesses and they're like, well, that's not a weakness of mine. Why are they saying my competitor's better? It's because you haven't trained them, you haven't created the content that's educated. So we do feel like these, uh, these content maps, we also call them LLM briefing books.

David So essentially you're briefing, you're kind of educating them and making sure that they know everything that you want them to know about you. Um, and it is much deeper than like that, that a shallow blog strategy.

Hector Yeah, what's the timeline that you either have in your head or that you are sort of, you know, if you're sharing it with your clients, because I think [00:28:00] a lot of people thought, oh, I have a couple of years, or I have a few years, or, you know, some people said three to five years before things get really weird.

Hector Um, are you of that mind, or, or how, how quickly do you think that, you know, if we were to call it an AI revolution, like how, how long do, uh, do business owners have to sort of make this adjustment?

David I think they have months. I think it's, I mean, if you ask anybody, what are you doing to search for, uh, solve a problem or search for anything these days?

David Is anybody saying, oh yeah, I go to Google, I've put in a keyword and then I look, I read all the articles there. I read all the blog articles, and then I, then I try to synthesize what to do or what the best vendors are. Who's saying that? No, they're all going to chant GBT or Google Gemini or perplexity or clot.

David They're asking the AI to do all that for them. Everybody's doing that. So I think if you're not doing this now, you're, you're, you're gonna be. And, and the people who build all this content now are gonna be the leaders. Think about if you [00:29:00] could have done an amazing job with SEO in 2005 for your business and been a leader there with amazing content for all that time, why wait, you know, until.

David 2030 to start this kind of effort. That's, that's just insane to me. So I think everybody needs to be doing this now.

Hector Yeah. I think we're past the fad stage or, you know, people who thought that it was just gonna be a fad. I think we're, we're well past that. Right. Um, Dave, I got two more questions for you as we ran out here.

Hector The first one is, um, people wanna get more connected with you, go deeper in your world, follow up with you. I think you even have, um, some resources and content that you guys put out. Uh, where's the best place for people to go?

David Two great places. Go to our website at now, speed.com. Uh, there we've got um, guides, we've got podcasts, we've got, uh, blog articles.

David We have a lot of content that can help anybody look at this area. We actually just published a, an updated, uh, GEO guide that's got a lot of good resources there. And then if someone [00:30:00] wants to interact with me directly, um, go to LinkedIn. So David Rescue on LinkedIn. I'm easy to find. And, uh. I'd love to, you know, answer questions or interact with anybody on this topic.

Hector Amazing.

David And we'll link that up in the show notes for you listeners, as always. And uh, last question for you, David, is in your opinion, what is the secret to scaling a business? Oh, so yeah, so my book, the 100 x Entrepreneur, we, we studied, uh, 20 great businesses that scaled very rapidly and published, uh, their stories in the book, um, and came up with, uh, five great things.

David I, we don't have time to go through all of those, but I think the most of, most important is really product market fit. You've gotta make sure that the product you've got really solves an important. Problem for a lot of people. Right? So I think spending, um, more time on that than you would normally do as an entrepreneur is super important, right?

David And then of course, the second piece is you've gotta understand how to scale it. You've gotta understand how to [00:31:00] scale the demand part of it efficiently. So, and that's one of, those are the, you know, out of the, out of the five, uh, core things in the book. Um, those two, making sure the product really solves that core problem that people are like, man, I gotta have that.

David I really want that. That's super exciting to me. And you've got an efficient way to go to market. You know? Yeah, I can do that, but it's $4,000 a lead. Well, that's hard, right? So you gotta, it's a channel distribution. It's an ad campaign that takes off, it's a influencer strategy that gets you there. It's efficient, uh, conversion.

David Um, on a, you know, a high return on ad spend that's gonna convert efficiently. Your SEO strategy, you gotta have some efficient way to go to market that just takes off. And so those are my top two.