Blog
Fail Faster with Paid Traffic
Jan 06 2016
The biology department at my alma mater loves to tell a story about a few fateful geckos. As luck would have it, these geckos were on a migratory path across a very busy road and were getting absolutely obliterated by the oncoming traffic. The city was adamant about preserving the population and developed a plan to save them from slow and certain onslaught. They built an underpass for the geckos to use. Sure enough, a few weeks later, the road was still being decorated with flat lizards. The biology department was furious because no one had bothered to consult them. They knew that those little guys wouldn’t use an underpass because they don’t like being in dark, damp, and narrow places. This is where the city made its mistake. Instead of failing fast and early by consulting experts on the behaviors of geckos, they wasted tens of thousands of tax dollars creating something that wasn’t ever going to work. What does this have to do with Facebook ads, or businesses in general for that matter? In our businesses, like in our gecko example, it’s important to fail fast and...
