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.

The advertising landscape is changing; as my business grows, Feastables will significantly alter my relationship with brand deals and advertising revenue.

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.

Paid marketing has shifted from free channels to paid channels, making it more competitive, especially for subscription services and e-commerce.

Many consumer companies struggle because they rely heavily on performance marketing, which can erode profit margins and lead to unsustainable business practices.

Be cautious with paid growth, as it can be risky; if you pay for users who don't generate enough revenue, you could run out of money.

Increasing ad spend to meet growth targets can backfire, as it often leads to longer payback periods for customer acquisition, making it harder to sustain growth.

For paid growth, ensure you have revenue before investing in ads, and understand your customer acquisition cost (CAC) versus the lifetime value (LTV) of your users to ensure profitability.

Facebook's approach of prioritizing user growth over immediate monetization became a template for many startups, leading them to believe that following the 'Facebook Playbook' was essential for success, regardless of their business model.