The Growth Exodus - (Formerly) Daily Laterals #11

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Welcome to Edition #11 of (Formerly) Daily Laterals - these are little thought pieces that come out every Monday and Friday (unless I change my mind again).

They’ll cover growth, marketing, life, startups, AI and all things business.

If someone forwarded you this email, make sure you:It’s meant to sprinkle a bit of food for thought next to all the brainrot.

The times, they be changin’.

About 12-13 years ago, when I was a wee baby (ok, enough with the Scottish accent), I remember I getting into the startup space as a marketer/growth person.

Nobody gave a damn about me.

Because everyone and their dog was desperate to find someone to build their product. A coder. The coveted CTO.

I personally know people who gave away a huge chunk of their company to someone who build an MVP in about a week for them.

That wasn’t necessarily a mistake, it was just the market back then.

Coders ruled the world.

The growth marketer crisis

Fast forward to 2023-2025 and coders are a commodity.

I know multiple CTOs desperate to find a marketer/growth person to help them scale dozens of products that are just sitting on shelves.

They’re building products like there’s no tomorrow, but so is everyone else.

You have dozens of tools that do the same thing now.

Meaning attention is more valuable than ever.

It’s never the best product that wins. It’s the one with great distribution and story.

The New Scarcity

It’s not that marketers suddenly became geniuses. It’s that the world inverted.

Attention got more expensive. Trust got rarer. Algorithms got meaner.

Distribution used to be simple: buy ads, post content, spam Product Hunt (thanks for the votes, by the way, Blindspot made it to the number 2 product of the day!).

Now everything is simply too cluttered.

In that chaos, the people who understand narrative, positioning, and marketing led-growth became valuable again.

Because the new game isn’t “Who can build faster?”

It’s “Who can make it stand out?”.

Perfect time to learn new skills.

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