The document discusses the concept of contrarian investing, emphasizing the importance of understanding current trends and consumer interests to innovate. It highlights strategies like quick testing and using unique or new audience demographics for effective marketing. The main takeaway is that to succeed, one must challenge prevailing wisdom and aim for innovation rather than imitation.

1. 2017 x Mad Men

2. con·trar·ian
(kən-trâr′ē-ən)
adjective
One who takes a contrary view or action, especially an
investor who makes decisions that contradict prevailing
wisdom, as in buying securities that are unpopular at the
time.

7. Approach
● What do people want?
● Whats Current?
● Whats trending?
● What do people care about this very moment?
● What makes people feel something? Good or bad
● Live Optimizing
● Quick testing - usually $100 or less

8. AUDIENCES
● LAL - use the ones most people aren’t using or
customize them
● Use the newest audiences released by Facebook
○ Example: 5+ Credit lines audience for Credit
Complete
● Interest Audiences
● Demographic Audiences
● If people buy this they might also buy that

9. People will spend money no matter what
Its our job to make sure they spend it with us or with our clients
How do we do that?
Innovation
Trendsetting
Do what hasn’t been done yet
If you’re trying to copy what’s being done right now you’re already in the past
I know I’m onto something good when most people say: “You can’t do that.”
Final Thoughts