It's going to end
Momentum is a tricky thing.
A year ago I remember sitting on a zoom call with a founder.
“So how is it going since all the changes?” I asked.
“Actually, surprisingly well.”
“Really?”
“Yeah, Growth has slown a little but overall it has stayed at a pretty healthy rate. So when we compare that to the cost savings, we are in a much better spot.” he said, half surprised himself.
“Well hopefully it stays that way”
It didn’t.
Momentum is a tricky thing.
Have you ever stopped pedaling while biking? The bike doesn’t instantly stop.
It continues rolling for 10, 20, or 30 more feet, depending on your speed. The same goes for Marketing.
Last year we saw massive cuts to marketing budgets, headcount and initiatives. Speaking to founders last year a lot of the message was "We haven't noticed a meaningful difference in results despite all the slashing."
Many got lulled into thinking it would continue to be this way because even though they stopped pedaling they were still moving.
Speaking to founders this year I am hearing a different story "We cut way too deep and need to get growth back on track"
The lesson being don't stop pedaling. Slow down but don't just stop.
If you want sustainable growth, keep pushing, just more thoughtfully. Make adjustments, find efficiencies, but keep moving. Your future success depends on it.
Thanks for reading,
Adam