I don't know which channel to invest in
How do I choose where to put attention and money for the biggest return?
Start with what is actually available.
Choosing a Growth Channel
There is no best channel. There is only the channel that connects your buyer to your offer, repeatedly, at a cost you can afford.
Channel Framework
A systematic process for testing, measuring, and choosing your first growth channel.
When a Channel Starts Working
A practical SOE perspective on finding a repeatable acquisition channel without mistaking an early signal for proof.
Channel Audit
A structured audit for evaluating every channel you are currently investing in.
How to Choose a Growth Channel Before Spending More Money
The useful early channel is the one that reaches the right customer and teaches the company why they buy.
When Should You Stop Investing in a Growth Channel?
Stop or materially change a growth channel when repeated experiments fail to produce qualified demand at an acceptable learning or acquisition cost and there is a stronger use of scarce attention.
Estée Lauder: Turning Product Demonstration into a Repeatable Growth System
Estée Lauder's sampling approach is best understood as a connection between trial, education, feedback and repeat purchase.
Michael Dell: How Direct Sales Changed the Economics of Personal Computers
Direct ordering can improve information and configuration choice, but it also moves work inside the company.