Many businesses fail—not because their products are bad, but because they can’t reliably acquire customers.

A reliable customer acquisition channel is:

• Predictable: it consistently delivers qualified leads.
• Viable: it costs less than the lifetime value of a customer.

Some will say:

“B2B? You should do direct calls.”
“E-commerce? You should go with ads.”

Not so fast.

Every channel can be a valuable weapon—or a cash sink.

There is no magic formula.

Some believe they know shortcuts, like self-proclaimed growth wizards. They usually fail.

Those who test, measure, and iterate are the ones who find their gold mine.

The only way to succeed is to accept failing fast, failing cheap, and keep digging—until you strike gold.