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 Bonjour Millionaire, Speaking of brands that we can look up to, I'm currently in Chicago for my sister's birthday and spent the afternoon at Cartier. I didn't get anything 🙁 but she did 🙂 and I was so struck by this little detail from the Brand. Capital B in that Brand. To set the scene, parents were shopping and their 5 year old son was sitting next to me and a sales associate walks over to the kid and hands him an apple juice from a silver platter and this  Cartier coloring supplies. Put a fucking fork in me! Perfect!!!!!!! Big brand acting big is exactly my favorite energy!!! Was this email forwarded to you? Sponsored by Vibe.co Today, we're talking land grabs, gold rushes, & going hard. ON THIS EPISODE OF GO-TO-MILLIONS .gif?sig=21efebff1a96f071e26dd986f7707a779d1d752eb43c84bdd6fa6f0f0e57255b&size=email-body&dpr=2) Today I want to talk about money. And by money, in this case, I am going to talk about money spent as working dollars. Ad spend falls into that category. I spend my days maneuvering ad spend and it's the biggest line item in a scaling brand's working dollars bucket and so here we are. I have a lot to say on the subject. A LOT. I will summarize my thoughts in just 1 sentence should you be busy: You can become the leader if you spend the most and if you spend it most quickly. By that I mean if you have big brand dreams, if you are trying to take the entire fucking market and if you want to be the #1 of whatever it is that you sell, you need to flood the market. Doesn't have to be quickly. But there are advantages to scaling out and jumping a few steps. Specifically in the case of category-creation. You can of course spend like all hell if you're trying to challenge the market leader and take over. That works, totally. But, should you find yourself with the ability to expand a category as you overtake it, and to lock in on a BIG BIG TAM, then I cannot urge you to move extremely quickly in that attempt. To go for blood, you need a lot of money. And, if you're funded or if you're profitable on order 1 or if you just have deep pockets, I have seen extraordinary businesses come out of nowhere and hit the big leagues in 2 years time. BEING BRAVE ≠ BEING RECKLESSThe bravery that it takes to spend up in a way you never have is real. My team and I talk about this all.the.time. We forecast and we model and then we hold hands and surf scale sometimes. We day-trade other times. We set ambitious, extremely daunting targets for ourselves on the data we have available. But our advantage is that in our dataset, the dataset that we bring to these halls, we each have lived through agency-life where we each were hands on keyboard on MULTIPLE accounts that got hot and scaled EXTREMELY FAST and that took the market by creating the market all in 1 year. I personally have seen a brand scale from not heard of to every single person I know has tried it and dozens of them are subscribed to it. You think I'm talking about Grüns but I'm not. I'm talking about a brand that introduced an ingredient to the market by spending 10M a day some days. In Meta. From multiple Meta accounts. With frequencies sometimes over 10. It worked because it functioned almost as a surprise attack. Easy to be the best if there are no competitors. Hard to overtake the leader if they are that far ahead of you and if we're talking about subscribers. Many have come up and have challenged this brand. Their challengers have made good attempts at it, for sure. Their challenger is cooler, FOR SURE. But their challenger is so many years away from taking the market and from taking over. Because the brand never spent down. And 1 day, their CPAs eased and their subscribers matured and they were cookinggggggg while the other brand was still spending 10K a day. It just becomes a different game once you are HUGE. I don't think that 1st brand, the market leader, will win forever. They lack foundation and they honestly have had a lot of turnover. The brand isn't a Brand with a Capital B. But it can sell soon I bet. And when it does, it will sell for soooooo much money. And the Capital B brand can be formed later on. Maybe. $400,000 UNDER DAILY BUDGETBack to the pressure to move quickly and to spend working dollars. The brand I'm describing above used to yell at my team for days we UNDERSPENT. That's not abnormal, no client likes to see softness. But we would want to pull back spend because of the indicators we saw, basically if we weren't at our daily ROAS or CPA. That was an unacceptable suggestion to them. And at the time, my team and I thought they were crazy for that. It felt like we were actually lighting $ on fire. But we didn't know then what they knew. That underspending is lethal. I'm older now and wiser and I've lived at the wheel now of many brands that refuse to pull down. They usually win. If you have the cash, spending it quickly is a great option. Could be just gorgeous for you. Sponsored by AppLovin There are only so many people on Meta, & maybe you've hit each about 12 times. Or so it feels at least. That's the whole reason to go looking for AppLovin. Happy Birthday to my baby sister Kayla. Nobody else I'd spend all afternoon at Cartier with, watch get my dream item, and not feel jealous of. Because I can borrow? Tomorrow? Yours, | ||||||||
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