Q1 growth depends on quickly analyzing who you actually acquired in Q4, separating future loyalists from one-time gifters because “before you spend another dollar on ads, give yourself a Spotify Wrapped of your customers.”

Retention fails when brands focus on messaging instead of guidance, since “customers aren’t churning because they didn’t get an email, they churn because they didn’t know what to do next.”

Predictable revenue is built by intentionally designing the path to a second purchase, as “most brands hope customers will come back, winning brands actually guide them back.”