Hey, author of article here - I'm sorry if you felt baited, I'm planning to write more about this later in the series but it didn't really fit the story about PMF & setting objectives so I could not round it out more in this one unfortunately.

But I've realised I might have to write a separate post just about this specific incident and what we did to bring the spend and results back on track!

Also, I'm just describing how I was taught to market stuff - I've worked with a wide array of startup and Fortune 500 companies and it has been quite formulaic for all of them. But obv there are more than one way to do so. I'm actually a developer now so don't do any consulting any more - merely writing this down for my own record and if it can help/inspire anyone else :) Thank you for reading!