Been reading the product led growth.

They have “time to value” as cornerstone for product building. Same same, I guess.

This is the wake-up call a lot of search agencies need right now. The job is no longer twisting the dials; it’s building the data architecture and creative assets that allow the AI to win for you. Brilliant framework!

What stands out to me is that the biggest opportunity may not be efficiency, but accessibility—making expertise, analysis, and creativity available to far more people than ever before. The professionals who thrive will likely be those who learn to collaborate with AI, not compete against it.

Your optimism is refreshing in a landscape often dominated by fear-based narratives. While disruption is inevitable, history suggests that those who adapt early create disproportionate value. The challenge now is less about predicting the future and more about developing the curiosity and agility to participate in building it.

Carpe diem indeed.

Rodrigo: Thank you so much for sharing your concern.

For your “performance marketing” spend, if your POI is negative – IE you are actively losing money on the initiatives that are supposed to actively make money – have a discussion with your CFO. It might take two paths: A. Kill it. You are supposed to be making us a profit. B. Keep losing money, we are trying to accomplish Goal X for the business, so another year of losing money is ok.

Lose money after getting permission to lose money. Focus your attention while losing money on if Goal X is being accomplished.

For your “brand marketing” spend, you won’t use short-term POI to assess if those “upper funnel” campaigns are successful or not. You’ll start with BLS in the short-term, move to CLS in the medium-term, and MMMs in the long-term < All of this you will also expose to your CFO. All good. I hope this is helpful.

Telling companies to immediately kill anything with negative POI sounds clean in theory, but in practice it has quietly killed growth for many brands that needed scale first and margin later. Not every business is a mature e-commerce with perfect COGS visibility.

This hyper CFO-centric view is becoming a dangerous trend… it gives people permission to murder brand building, awareness, and experimentation in the name of ‘accountability.’ The result? Teams optimizing to not lose money this quarter… while slowly losing market share.

Accountability matters, sure. But turning it into a religion while pretending attribution is reliable and LTV is predictable is just another sophisticated form of analytical vanity.

Sometimes cheap activity is exactly what you need to feed the funnel. Killing it just because the POI is red today is as naive as celebrating low cost per session.

Rich: Thank you so much for catching my image upload error.

All fixed now.

-Avinash.