Good Morning. This is the Method. It’s wedding season and this week we’re sharing what Kale learned from mixing it with some of LA’s finest.

By focusing on finding winners:

• 3 marketing hacks that took ClickUp to $4 billion🔧 

• The hidden math behind winning in business🏋️

ClickUp Co-Founders Favourite Marketing Hacks

Kale, the global part of this Kiwi newsletter, spent most of last week mixing it with some of LA's most likely 40 under 40 recipients, including Chris Cunningham, co-founder of the $4 Billion work management tool Click-up.

Chris's job is to get people to use Click-up, and he's tried everything he can think of to do so - straying a long way from the typical marketers' beaten track.

Kale asked him to share a few of those methods for this week's newsletter, and here is what he gave us.

#1 Create your own Spotify playlist - ClickUp has created a Spotify playlist that has been streamed 1,000,000+ times. And it's average as. We're confident virtually anyone could create a better one.

#2 A twist on the lead magnet - Chris studied the most viral content on the internet, mimicked it on his own social channels and then used Clickup to deliver lead magnets to people who engaged with it.

This tweet, about the best 170+ ChatGPT prompts, netted 5.3 M+ views and 6111 retweets.

#3 Encourage your team to create - Most companies don't help their teams promote their products. ClickUp does.

They teach their staff how to create leadership content in the work productivity and management space and build their personal brands.

As the brands of their staff grow, ClickUps grows with them. Nothing tops the charts in marketing like good, old-fashioned digital chin-wagging.

Notes:

Over and above everything else, Chris emphasised the importance of just giving things a nudge. The way growth hackers, viral marketers or whatever you prefer to call them, come up with these industry-changing marketing ideas is they try stuff.

For every tactic that works, 10 fail. That's just part of the game. As long as it's on-brand and not distasteful, you can't lose by having a go.

Full disclaimer - we use ClickUp in all our companies, but this is not a paid endorsement.

How Entrepreneurs Can Increase Chances Of Success

Last week we talked about doubling down on things that work. This week we're looking at how to find them.

When you start building a business, most stuff flops. Finding the right path forward takes many failures.

This 3 steps forward, 2 steps sideways, and half a step backward right of passage is what makes building a business such an attractive game to play.

At the Casino, when you take a straight bet on a roulette table (by picking a specific number) and win, you get paid out 35:1.

But the thing is - you might have to make 50 bets to hit a winner; anyone who progressed past year 8 maths knows those odds are not in your favour. And how many folks have a pot large enough to support 50 bets?

Eventually, all gamblers end at 0 because they're working with limited upside and unlimited downside.

In business, however, for the most part, you don't need money to make a bet - just time. Most of us get about 75 years of that - making our pot large enough to sustain many thousands of bets. And when we win, we can big.

Take Chris's viral tweet, for example.

Say his (Clickup founder mentioned above) time is worth $1,000 per hour, and creating that viral tweet took him 3 hours of work or cost $3,000 in dollar terms, but that tweet brought Clickup 1,000 new customers with a lifetime value of $1,000+ each - that one piece of work might have added $1,000,000+ to Clickups topline - a 333x payoff.

This risk-to-reward profile of taking bets in business is what the nerds call positive asymmetry - the mathematical property behind the lucrativity of business.

Theoretically, we have enough time to make 5, 10, 20 bets like Chris’s a week, every week for years. More than enough to occasionally stumble across the winners that produces life-changing outcomes.

Notes:

Many miss out here because they're too scared of uncertainty to move towards it. They're worried about what their peers or colleagues might think when an experiment fails.

But that's precisely what they must do to win.

Embracing many micro failures leads us to the opportunity that changes a life.

This is also where the work harder to win crowds argument falls flat.

Business doesn't work like that.

The working harder crowd assumes that for each extra unit of effort, you'll receive an equal extra unit of reward and, therefore, need to work harder to get ahead. But there are strict limits on how far that approach can take you.

The better game to play is one where wins are uncertain, but payoffs are infinite.