First off, in a small company, there is no one else. Your job is not just to bring in potential customers but to create lifelong users. And, as it turns out, dedicated and happy users are marketing tools in and of themselves. What’s the point of driving a bunch of new customers through marketing channels if they immediately leak out through a hole in the bottom? What good is putting a barker out in front of your restaurant if, as soon as the customers see the menu, they get up and leave? And what’s the point of trying to get more and more customers if you’re monetizing only a fraction of them,
...more
