What didn’t work
On his podcast Invest Like the Best, Patrick O’Shaughnessy has a great interview with Jesse Pujji (iTunes), the former CEO and co-founder of Ampush, a leading performance marketing firm.
The episode is an excellent introduction to what performance marketing is and how it works.
One quote in particular from Pujji really struck me: whenever he hears a client say “that doesn’t work,” he encourages the client to restate it as “the last time we tried that, it didn’t work for us.”
Leaving open the possibility that under different circumstances, or with a slightly different approach, “that” might work in the future.