"Understanding Business Beyond Marketing: Most marketers, they enjoy marketing. Of course they do. They enjoy creative, they enjoy the ad spend, they enjoy scaling the accounts, all these sexy kind of things in business. Now, marketing is an extremely important aspect of business, but it's only one aspect of business. Operations, finance, recruitment, all of these other things are extremely important."

"Building Brands on Community: You need to build your brand around a community and ideally a membership product."

"Importance of Customer Acquisition Strategy: Most brands miss out on new customer acquisition because most people do not segment the two properly."

"Effective Marketing Strategies: Now when we test a certain angle, then for example, if it's a weight loss product and we're taking a specific angle, whether it be TikTok, Facebook, we want the congruency from the ad to come through to the landing page... So when you get a new angle on an ad, it will go to a custom landing page which has a headline which resonates with the exact UGC content that you've put in place and all of that stuff might sound a bit out there. Well, here's what it does on the numbers converts up to 6% at day in spent."

"Importance of Copywriting: David Ogilvy said, they spend 80% of the time researching, 20% of the time writing. They go into reddit Amazon, into your customer reviews, into the competitors. They know exactly what your customer thinks and feels."

"Understanding Video Retention Metrics: Every single 2 seconds are mapped out, and he actually looks at retention metrics at every single 2 seconds and it's all psychological. So the first 2 seconds if for example, it's curiosity on a hook then it might transition straight into a pain point and then to social proof and then it would transition to another pain point."

"Transitioning From ROAS to Blended Approach: And here's the thing, why you need to try and transition away from just focusing on ROAS and look at it from an overall blended perspective. So that's the first thing we try and nail down because if someone's just had the philosophy for so long, it's hard to change, if I'm being frank, but if you can try and explain it to them like that and understand their business is going to benefit from it long term, it's better."

"Planning for Success: There's a great quote from Abraham Lincoln if he was going to chop down a tree and he had 6 hours he'd spend the first 4 hours sharpening his axe."

"Understanding the Importance of Direction in Business: 'We know this is going to happen, we know there's going to be problems, let's be calm, calculated, we know what the roadmap is and now we're just going towards that direction and I can't put into words how much of a difference that direction makes.'"

"Understanding Social Media Marketing: 'The fact of the matter is we don't live in an idealistic world but that is really what you want to do and try and work with an agency if you're going to use an agency who understands how to bring all those things together and they work with specific UGC creators. You need systems to be able to do this thing at scale because, again, as you well know, TikTok is a completely different monster to meta and the amount of content that you have to get for that platform is ridiculous.'"