Own your distribution, don't rent it

Your number one priority is to create your own or your earned channel. So channel that you've earned and that nobody else can compete in but you.

When you're doing organic search or paid search, you're making Google richer. Great for Google. Google is an incredible company, but by dumping money into paid marketing, you are paying them and you're paying for their distribution and access to their distribution.

Algorithm can giveth, but algorithm can also taketh away at any point. And you have no control because you don't own those channels.

If you don't have them on your growth roadmap, you are going to be in some really big trouble over the next year to two years because your cost of acquisition is only going to go up.

When you're doing organic search or paid search, you're making Google richer. You need to create your own or your earned channel that nobody else can compete in but you.

The demand that is coming to us, we need to capture it mostly, we don't need to generate a lot of it yet. But at the same time, it comes with the really big downfalls of we're not in control of a lot of our growth.