Get ready for an epic showdown as Ingrid and Orchid step into the ring to explore the ultimate cage match between profitability and growth! It's a no-holds-barred battle. Can both profitability and growth survive this ruthless brawl, or will one be forced to tap out?
Brace yourself for bone-crushing trade-offs and discover the true costs of mismatched contenders. This year, every move is under the spotlight; so tune in for the fight of a lifetime!
One Leg At A Time
- {00:05:36} “Profitability is like a pant leg and then growth is like the other pant leg… In order to have one, you have to pull one leg up and kind of scrunch it and pull it a little bit and then switch to the other leg and pull it up a little bit. You can’t put both legs in and jump up and pull up the pants at the same time.” - Orchid
- {00:08:36} “It was just this very rinse and repeat playbook mixed with a really low acquisition rate that really did set a lot of these companies up for success that maybe in a different environment with different circumstances wouldn't have been accomplishable, but that doesn't mean that now that things aren't wildly easy, that the business model itself doesn't make sense.” - Ingrid
- {00:11:53} “When you make that pivot from a growth to a profitability play, now you're kind of doing a wild swing of the pendulum. How you operate in that environment is also extremely, extremely different.” - Orchid
- {00:14:33} “When you're in great weather, you're going to speed it up. When you're getting to a stormy place and some macro things happen or you need to buckle up for something, you make those adjustments while you're in flight and that is real leadership. And that's the piece that we don't always look at with such a holistic lens. At every level we tend to be really, really time-bound.” - Ingrid
- {00:24:31} “When there's a huge change in media and where people are spending their time and all of that, that's going to change marketing and how we connect to the people and get the eyeballs and the attention and the specific audiences that we want. And so the two places today that I feel are "the safest place" still are actual, really, really, really good creator and influencer marketing. And the channel in which that is the least expensive today is TikTok and potentially even still YouTube.” - Ingrid
- {00:28:17} “If you are not ever in growth mode and you're always in profitability mode, that is limiting. You're never going to be able to expand outside because you're always going to be looking at things that give you a 4X ROAS or a 7X ROAS or even a 2.5X ROAS because you're playing in a really safe, shallow pool and that's okay but know what the consequences of that are.” - Ingrid
- {00:31:33} “There's a reason why marketers have cared about engagement because it signifies that you're doing something right and you just need to do more of it to that same group in different ways.” - Ingrid
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