Ten Exposures to New
Inspired by on Lenny's Podcast
A growth marketer says new channels rarely work on the first try - maybe 5% of the time - which is the exact success rate of getting your toddler to eat something unfamiliar.
Adam Grenier has tested countless new marketing channels. His success rate?
'Like 5% of the time. There's new things popping up all the time.'
This should be liberating for parents. That new food your kid rejected? You're 1 for 1 on the expected outcome. The new bedtime routine that failed? Working as intended.
New things rarely work the first time. Or the second. Or the fifth.
'Give it a little bit of time, but if you're going over a quarter and you don't feel like directionally it's getting better or it's interesting, I would put it back on ice for a while.'
Translation: try the broccoli for a few weeks. If there's no directional improvement - not success, just improvement - shelve it for a month and try again later.
This isn't about persistence at all costs. It's about calibrating expectations. 5% success rate means 95% of new attempts fail.
That's not your parenting. That's just the math.
PM Theme: Experimentation and failure rates
Parenting Theme: Realistic expectations for new things
“Like 5% of the time. There's new things popping up all the time.”Adam Grenier · 00:35:34
“Give it a little bit of time, but if you're going over a quarter and you don't feel like directionally it's getting better or it's interesting, I would put it back on ice for a while.”Adam Grenier · 00:29:18
