Being Average Used To Be Enough | Alex MH Smith, Basic Arts | E373

For a hundred years, the average business was a profitable business. Alex MH Smith's view? That's changing, and average businesses are now starting to fail. Alex, of Basic Arts, wrote No Bullshit Strategy, for people who have to do strategy day to day and have zero interest in getting an MBA. He came to it by accident. Working at a small experiential marketing agency, he got hooked on companies that did no paid advertising at all, like Lush, Monster and Tesla, and built what he thought was a completely original theory about them. Then he realised he'd reverse engineered classic textbook strategy. Now he helps businesses work out how to win in a market more crowded than at any point in human history. And the MH? Not pretension. We get into why Dom is the first person ever to throw survivor bias at him the right way round, why the "find your ICP and solve their problem" advice all over your feed only works for one of four kinds of business, why Alex reckons Dom would still bin a cold email offering the exact fix to his exact problem, and the 2 words Alex says your plan has to earn before it's good enough. This episode's in partnership with CEOfriend. Its CFO advisor reads your P&L and your forecast, runs the scenarios and shows you where the cash gap is. Find yours. Free with out code STWTRIAL.