The Great Experiment

I am on the verge of finishing all of the Elite Program runs. 

There were a lot of them this time around, and for good reason. This time, we had to ferret out the impact of the coronavirus on business.

It's not easy to ferret out the impact of the coronavirus on business.

Why?

Because of "The Great Experiment".

Some of you saw the quarantine coming and decided to stop spending money on housefile customers.

Some of you saw the quarantine coming and decided to stop spending money on acquisition-centric channels (Google, Facebook).

Some of you saw the quarantine coming and decided to wait ... you decided to read what was happening and then react to it. This turns out to have been the right decision for most of you ... so many were suddenly blessed with what I called a "COVID-bump" and responded by pouring gas on the marketing fire, creating a blaze of new customers that will pay back for quite some time.

Some of you did nothing.

Some of you exhausted your inventory levels trying to fill every possible order ... you maximized your opportunity.

In this run, I saw many strategies employed. Nobody was smart enough to know what would happen prior to March 11. Everybody, however, had the potential to adapt quickly once data rolled in ... 

... and that's the lesson of this run.

Don't let your heart become hardened by what you think you should do ... watch what happens, and react accordingly.