Read the thing from top-to-bottom. Lots of hustle, trial, and error. But in particular, lots of hustle.
This is different than what a generation of digital expertise teaches us. We're taught to push buttons ... spend money on Google/Facebook, partner or not with Amazon.
Consider what your version of Goat Yoga is. That becomes your awareness program. Your awareness program boosts all of the money you spend on Google/Facebook.