Don't Treat Your Life as a Project: How to Choose, Test, and Scale Emerging Acquisition Channels

Don't Treat Your Life as a Project: How to Choose, Test, and Scale Emerging Acquisition Channels

The idea of narrating our lives as a coherent narrative is a common belief, but is it really necessary? Philosopher Galen Strawson argues that seeing our lives as a narrative is a fallacy. He believes that he has no sense of his life as a narrative with form. This challenges the notion that a good life must have a coherent narrative that we tell ourselves.

In fact, many successful individuals have lived lives that were filled with various experiences and achievements, without the need for a cohesive story. They had moments of success and failure, but they didn't define their lives by a single overarching narrative. Novelist Iris Murdoch is a great example of this. Her life may not have had a traditional narrative structure, but it was still filled with meaningful and impactful moments.

The problem with seeing our lives as a narrative is that it sets us up for failure. When we define our lives by a single project or goal, its outcome becomes our identity. We become a failure if we don't achieve it, or a winner if we do. But in reality, life is much more complex and nuanced than that. There is an abundance of incidents, both big and small, that shape our lives.

Instead of focusing on the dramatic arc of our lives, we should embrace the digressive amplitude of being alive. Life is full of small successes and failures, and it is through these experiences that we truly live. By appreciating the richness and diversity of our lives, we can avoid the trap of defining ourselves by a single narrative.

When it comes to choosing, testing, and scaling emerging acquisition channels in marketing, there are a few key factors to consider. First, we need to evaluate the overlap between the customer problem, channel strengths, and company goals. If there is clear overlap in these areas, it may be worth investing time and resources into the emerging channel.

Next, we need to assess the DNA of the channel. Is it a completely new channel, or an expansion within an existing platform? Understanding the growth stage and monetization model of the channel is also important. By aligning our exploration with the channel's vision, we can increase the likelihood of success.

It's also crucial to consider our company's profile and resource allocation culture. Are we a first mover, a fast follower, or a calculated settler? This will determine our approach to testing and scaling the channel. Additionally, we need to assess whether our existing growth team and channel mix can support exploration in a productive way.

Incorporating these considerations into our decision-making process can help us make informed choices when it comes to emerging acquisition channels. It's important to remember that channel exploration is not a one-size-fits-all approach. What works for one company may not work for another. By understanding our own company's needs and capabilities, we can make strategic decisions that align with our goals.

Before concluding, here are three actionable pieces of advice:

1. Embrace the complexity of life: Instead of trying to fit your life into a single narrative, appreciate the abundance of incidents and experiences that shape who you are. See your life as an assortment of small successes and failures, rather than defining yourself by a single project or goal.

2. Evaluate channel overlap: When considering emerging acquisition channels, assess the overlap between the customer problem, channel strengths, and company goals. If there is clear alignment, it may be worth investing in the channel.

3. Align with the channel's vision: Understand the DNA of the channel, its growth stage, and monetization model. By aligning your exploration with the channel's vision, you can increase the likelihood of success and establish a mutually beneficial relationship.

In conclusion, treating our lives as a project with a single narrative may not be necessary or beneficial. Life is complex and full of diverse experiences, and it is through these experiences that we truly live. Similarly, when it comes to choosing, testing, and scaling emerging acquisition channels in marketing, it's important to consider various factors such as channel overlap, DNA, growth stage, and monetization. By making informed decisions and aligning with the channel's vision, we can successfully navigate the ever-changing landscape of marketing channels.