Just a few days ago, I was on the phone with a friend and fellow founder who runs a direct-to-consumer marketing platform and had spent quite aggressively on user acquisition over the past year. Casually, I suggested that he should work with a former colleague of mine who was a whiz at growth marketing and could probably lower his Customer Acquisition Cost (CAC) by more than 25 percent. He didn’t hesitate for a moment before replying: “I don’t want to spend it. We need to focus on profitability — our core product — not growth.” READ MORE