There are two phases in which to home in on your best channels: discovery and optimization. In the discovery phase, the growth team should experiment with a range of options, and this does not mean trying all sorts of things haphazardly to see what sticks. Channels must be researched thoroughly, then prioritized down to a few to target for experimentation, and we’ll introduce a simple but hugely helpful method for doing that in just a moment. Once you have found those one or two with the right fit, you can move to the second phase, optimization, in which you should be working to maximize both
...more
