I see it time and time again. Companies, particularly startups, throwing money into paid acquisition channels and not getting a strong ROI, or devoting weeks to the latest spammy growth hacks which get them a customer or two for a month or so.
The problem in almost every case is that the company does not understand how to optimize the entire user experience.
They dont understand who their target audience is, they dont truly understand why someone would use their product or service, and they dont understand how to keep them using it.
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