Changes in advertising platforms, like those made to iOS, can drastically affect your business. Many companies have failed due to over-reliance on paid growth strategies that become unsustainable after such changes.

Relying solely on paid acquisition for growth is risky. If your growth depends only on ads, it may not be sustainable in the long run, especially as competition increases.

It's important to view paid marketing as an accelerant rather than the core growth strategy, focusing on organic growth as the sustainable foundation.

The best consumer companies often have a growth split of over 80% organic to 20% paid. Relying too heavily on paid growth can lead to increased costs and reduced profitability as competition for ad space intensifies.

SEO absolutely matters in 2018, and it will matter even more in the future because companies are finding other channels like paid media and PR to be significantly more expensive and less effective for driving acquisition.

It's a common mistake to assume that paid acquisition costs will remain constant; in reality, it often becomes more expensive to find and convert users over time.

Growth channels are platforms where people discover products, such as Google and social media advertising.

Amazon is increasingly resembling a subscription business, with a growing reliance on Amazon Prime members for revenue.

With the rise of GDPR, companies are shifting budgets from paid advertising to organic SEO efforts, as tracking users has become more challenging.