In partnership with
Wispr Flow runs on Mac, Windows, and iPhone. Speak your follow-ups, action items, and replies on the go. Get clean, formatted text in any app. 4x faster than typing with your thumbs. Start flowing free.
Good Morning!
Warren Buffett has held Coca-Cola since 1988. The average active investor swaps stocks every 6 months. Guess which one is worth more.
Same market. Same opportunities. Different relationship with boredom.
Most business owners can't tell the difference between a tactic that's tapped out and a tactic they're tired of.
Think Big Minute #21
Look at the businesses that compounded for decades.
Warren Buffett bought Coca-Cola in 1988. He still holds it. That single position has compounded into one of the largest equity stakes in modern investing history.
Costco has sold the same $1.50 hot dog and soda combo since 1985. The CFO once said they'd kill him before they raised the price. 40 years. Same SKU.
WD-40 has sold one product since 1953. Same can. Same formula. Multi-billion dollar public company.
Sam Walton ran the same Walmart playbook in small Arkansas towns for decades before going national. He didn't pivot. He multiplied the original.
Jeff Bezos sold only books on Amazon from 1995 to 1998. Three years before he added a single new category. The "everything store" started as the books store and stayed there until books were dominated.
Phil Knight sold Onitsuka Tigers from the trunk of his Plymouth Valiant at track meets in Oregon for years before launching Nike. The car never got tired of those runners.
Different industries. Same pattern.
The people who actually win don't quit on what's working because they got bored.
Most business owners do.
I caught myself in this exact pattern this week.
I was looking back at our Facebook ad data and found a campaign from 2019 that was crushing for us. Cheap clicks. High conversions. The kind of numbers you dream about now.
We paused it back then because we needed our finances to catch up to the order volume.
We never went back.
In the years since I've tested a long list of different Facebook ad strategies. Most produced mediocre results. None of them touched the 2019 winner.
The campaign that actually worked was sitting in our account the whole time.
I didn't pause it because the market was tired. I paused it because I was.
Then I never restarted it because new strategies kept showing up in my feed.
This is the boredom tax.
Boredom.
It's the most expensive tax in business and almost nobody is tracking it.
Here's why business owners specifically are bad at this.
Most of us came up consuming a marketing industry that sells novelty. Every week there's a new platform, a new ad type, a new funnel hack, a new growth tactic, a new tool. The industry needs new content every week. So the strategies have to keep changing.
That wires your brain to think the next thing is always around the corner.
So when something works, your default isn't "scale this until it stops." It's "what's next?"
Except the next thing almost never works as well as the thing that was already working.
You're abandoning a 9 out of 10 to chase a 4.
The market wasn't tired.
You were.
Here's how to actually run it.
Keep a running list of every tactic, channel, offer, or campaign that has ever worked in your business. Most owners don't have this list. They have a graveyard of forgotten winners and a calendar full of new experiments.
Before you launch anything new, look at the list. Has the last winner been scaled until it actually broke? If the answer is no, run it again before you build something new.
Define "tapped out" with a number, not a feeling. ROAS dropped under X. CTR fell under Y. CPL crossed Z. If your only signal that a campaign is "done" is your gut, your gut is probably just bored.
When you pause a winner for a real reason like cash flow, fulfillment capacity, or seasonality, calendar a date to restart it. If you don't put the restart on the calendar, the restart doesn't happen.
Audit the last 12 months. What were you running that worked, that you stopped for a reason that no longer applies? Restart 1-3 of those before you spend a dollar on anything new.
Cap your "new experiments" at 20% of your marketing budget and time. The other 80% goes into scaling what already works. Most business owners run this ratio backwards and wonder why nothing compounds.
When something is working, ask "how do I do 10x more of this" before you ask "what's next." More budget. More creative variations. More targeting expansion. More platforms running the same offer. The answer is almost always inside the same campaign, not outside it.
The newsletter you stopped sending was working. The angle you stopped running was working. The offer you stopped pushing was working. The campaign you paused in 2019 was working.
You quit on all of them because you got bored, not because they got tapped.
Stop chasing the new thing.
Scale what worked until the market tells you it's done.
Not until you do.
...Think Big.
Stop babysitting dashboards. Ship from Slack. Touch grass.
700+ teams have Viktor reading their Google Ads every morning.
Your media team opens Slack at 8am. There's a cross-platform brief in #growth: Google Ads spend vs. ROAS, Meta CPA by campaign, Stripe revenue by channel. Viktor posted it at 6am. Nobody asked for it.
Last week, one team's Viktor caught a spend spike at 2am on a broad match campaign and flagged it in Slack: "CPA up 340%. Recommend pausing and shifting budget to the top two performers." That would have burned $3K by morning. The media buyer woke up to a problem already handled.
Your strategist reviews spend trends. Your account manager checks revenue attribution. Same Slack channel, same colleague, before anyone's first coffee.
Google Ads, Meta, Stripe. One message. No Looker, no Data Studio. Anomaly detection runs around the clock. Cross-platform reporting runs on autopilot.
5,700+ teams. SOC 2 certified. Your data never trains models.
"Viktor is now an integral team member, and after weeks of use we still feel we haven't uncovered the full potential." — Patrick O'Doherty, Director, Yarra Web
The AI Playbook for Video Teams That Can't Slow Down
Wistia's new AI Video Marketing Trends report shows how marketers are using AI to move faster, improve quality, and extend the life of every video. See how leading teams are driving results without adding more work.