Stop Buying Ads

Ads are one very expensive way to grow. And for many companies, ads are getting more expensive and less effective. So what should one do?

Follow's Kevin's advice. Which means to follow a community-led, member-led, and customer-led growth approach. Using content-led, event-led and product-led to fuel those three growth motions. 

Focus more on network growth and activation, and less on channels like paid search/social. 

This means you have to be sharing stories on a consistent basis.

You have to be teaching on a consistent basis.

And you have to be creating value for others on a consistent basis. 

Resonance and affinity are what you're seeking.

Not necessarily eyeballs and clicks.