Share test results across apps and with a weekly peer group

David Barnard… a great lesson too, as far as don't look for the differences, look for the similarity. That's a really great framing is to go in and understand how those countries are similar, not just how they're different. So after EWA, you ended up at Palta, the parent company of Flo, which I think everybody listening to the podcast should know. It's one of the biggest apps in the world right now. What are some of the lessons you learned there at Palta?

Yuliya LennoxWhat I learned there was more about the culture and how you build big companies. And the thing I want to say here is actually why I'm on this podcast as well is that they have a very good culture of sharing things. So you would have a lot of companies coming together and just sharing like today we did this test, this test performed this way. You can steal this test and localize it and put it in your app and see how it works. And sharing doesn't mean that you are losing something. It always means that you are gaining something. So I would actually tell to more marketers, share your wins. It doesn't mean that everybody will get the same results because no matter what we are sharing, no matter how we are doing it's so much different from industry to industry. It just keeps your creative juices flowing and this is what we actually need.

Yuliya Lennox… This is why we are not failing, but as an industry, we are not growing fast enough because everybody's so siloed. If we were doing it all together, if every company in America as well, if we were trying to raise it all to grow it all together, it'll be much bigger results. But of course there are so many people that come to presentations and don't show their best creatives because no, don't show your best presentations, do your best experiments.

Yuliya LennoxThat is bullshit. You shouldn't do that. You should share. And the faster we iterate, the faster we grow. But also just have a peer group, just have a peer group where you can set up these weekly calls and say, "Oh, I tested this. How did it go?" Because we met at the mansion party and one of the things about it was that there were nobody selling anything and you could actually talk about with app founders. And it is such great conversation where when you actually get deep into what works, what doesn't work, you see people on the bleachers just roasting each other's apps. And it is amazing experience as well because how often do you see someone who knows what they're talking about actually to take a look at what you're doing because no company has enough budget to hire two CMOs, let's call it that.

Yuliya LennoxSo that's my main thing, just share. It's okay.