⏳The Briefing (E69) - The $20,000 Customer

Most founders have been trained to think about channels the wrong way. We hear the word “channel” and immediately think “acquisition.” Meta is a channel. Google is a channel. So are Amazon, TikTok Shop, retail (owned), wholesale (Target, Walmart etc…). So the question becomes: where do we find more customers? That’s not a bad question. Every business needs new customers. But it’s also an incomplete question, and in a lot of companies, it becomes a very expensive distraction. Because the...