Users search an average of 4 times before making a purchase so a bid strategy that tracks against the last search made before the purchase fails to reach customers at the start of their shopping experience. Study search behavior for each of your product types (not just your industry) to understand how customer might search differently on your brand for digital cameras vs. laptops or shoes vs. t-shirts. Weight the keywords at the top of the process to reach more customers and continue to track against purchases at the end of the funnel.
Related Questions
SaaS (Software as a Service) is a finished product sold directly to users; you log in and use it. Infrastructure as a Service is a capability sold to builders; you embed it into a product so your customers can use it without knowing it's there. The distinction isn't about which company you're buying from; it's about which layer of the stack you're buying. AWS S3 is infrastructure: raw capability you build on top of. Google Sheets is SaaS: a finished product you use directly. One sells to builders. The other sells to users.
The personality traits that define an entrepreneur (risk tolerance, creative disruption, compulsion to act) cannot be taught. Business can be taught. Marketing, finance, and operations can be taught. But the intrinsic drive that makes someone entrepreneurial is closer to personality wiring than skill development. Universities offering degrees in entrepreneurship are largely teaching business with a startup aesthetic, which has value, but calling it entrepreneurship education is misleading.
The LP - the limited partner who invested in the fund. VCs serve their LPs first. Founders who understand this stop being confused about why their pitch isn't landing and start asking whether they're building the right type of company.
Multiple frameworks converge on similar traits. In Myers-Briggs, ENTP, ENTJ, ESTP, and INTJ are most associated with entrepreneurial behavior; Myers-Briggs literally labels ESTP "The Entrepreneur." In Enneagram, Types 3, 7, and 8 correlate strongly. In DISC, high Dominance and high Influence. In Big Five, high Openness to Experience and low Neuroticism are the strongest predictors. What all of these share: a disposition toward action, high tolerance for ambiguity, comfort with risk, and an internal rather than external locus of control.
They're looking at the application layer (the products built on top of infrastructure) rather than the infrastructure itself. Infrastructure companies are often invisible to end users by design, which makes them easy to overlook in consumer-oriented market maps. The companies processing trillions in transactions or verifying millions of identities annually don't show up in App Store rankings or product reviews. Their customers are other companies, not people.
[…] what of generic terms? What do I mean you have to adjust your expectation? Keep in mind, search is a process with few only searching once before acting (buying or committing to your service). The keywords at […]