A story about snakes

The theme of today’s email:

To truly win in 2024 - you need to run your own tests, do your own marketing, reject funnel hacking and reject cookie cutter solutions.

You want to be radically open minded and ask yourself “how do I know am I right” instead of telling yourself “I am right.”

To explain this, let me tell you a story about snakes.

(It might sound weird but just hear me out).

In Australia, because we’re living in the desert we have snakes everywhere.

Interestingly enough though, it is very rare that any citizen dies from a snake bite - especially when compared to the rate that snake experts (e.g. Zookeepers) will die from a snake bite.

The reason is, when a citizen gets bitten, they will go to the hospital and say ‘I don’t know what snake bit me’ and as a result they will get a broad range of antivenom.

On the flipside, the ‘snake expert’ will say “I’m certain I got bitten by X breed of snake” and thus will be given the antivenom for that species.

Note - the person will only die if they are given the incorrect antivenom, so by preemptively believing they already knew the species, they actually reduce their likelihood of a good outcome compared to the person that says “I don’t know, let’s cover our bases”

The lesson:

• Don’t guess. Fire up a campaign and let the market decide.

If that wasn’t enough for you, this is from the bible:

• “There is a way that appears to be right, but in the end it leads to death.”

Test.

Test.

Test.

There are so many different ways to say the same thing, instead of guessing or asking people you know, just let the market decide.

Hope this helps.

Leo

PS,

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