
Effort does not equal results.
We spend $1.74M/month on ads, and the highest production value does not always equal the biggest payoff.
I've thought about why that is, and I think it comes back to something broader than ads.
As human beings, we are biased to believe that effort is correlated with outcome. It's how most of us were raised. Work harder, put in more, and the results will follow.
In my experience of life, it couldn't be further from the truth.
Some people attract outcomes with almost no visible effort, while others pour everything they have into something and get almost nothing back.
The market doesn't price your effort. It prices fit. Most spend a career optimizing the wrong variable.
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