Paid is the easiest way to validate that you have PLG—faster than content, podcasts, or user interviews because you can test messaging, creative, funnels, and positioning within a week.

5:06brand go uh organic content build all that base. That just takes too much time. And uh yes, do that motion while also doing all of paid because you can refine messaging, do creative testing, test your funnels, test your positioning all within a week on paid. How long is that going to take you if you do some content writing, you talk about it on a podcast, you see if it sticks, you're

5:31going to do some user interviews, great. Do all of that, but then you have a much faster engine of validation on the other side on the paid amplification end. When we actually break that down, if [clears throat] I'm an early stage founder, what should I actually do? How much money should I take to spend on page? Should I do it on one channel versus 10 channels? If I'm an early

5:49stage company, I don't have mega budget. What do I actually do? >> Yeah. So, I mean, I would say it's it's definitely start with what I say is the the core two. Uh, so like I say there's the core three of any acquisition engine. You have met Google and life cycle. And obviously like your site and all the rest is is in the middle. uh because you have your uh strong video

6:08intent platforms both in meta and like YouTube ads. You have the search intent of like people not knowing your product exists but they're searching for something right via the keywords. And then uh I add in life cycle as well because if you don't have a net to like nudge people and show up in the right place, email, SMS, whatever it is, push if you have an app, um you want those