Marketing & Sales
Observation 008
· 2 min read
What changes for you if I spend 20% more?
The question to ask every partner before the budget is locked. Not an accusation: a test of whose incentive is in the room.
One number
20%
the question to ask every partner before spend is locked
One mechanism
When the person judging the spend benefits from the spend, the judgment carries an incentive.
One decision
Ask each advisor what they would say if the honest answer were to spend less.
One question to ask every partner before the budget is locked: what changes for you if I spend 20% more?
It is not an accusation. It is a design question. Media fees, platform incentives, retainers tied to spend: each is a legitimate way to run a business. Each also puts the person judging the spend in the same seat as the person benefiting from it.
The way we are built: no commissions, no percentage of media spend, nothing from any agency, partner or platform we recommend. That is how we can say spend more, spend less, change the model, or stop.
Evidence · Hypothesis · Statement of TCB's model