Yo,

Everyone says they want more scale, and it almost always means the "sexy metrics".

More impressions. More leads. Hopefully leading to more customers.

And most of them try the same playbook:

→ Hire a media buyer
→ Burn cash on ads
→ Tweak some hooks and hope something sticks

But here’s the issue:

If you don’t have the right system underneath, all you’re doing is accelerating the chaos.

I see this constantly — even from solid, well-funded brands.

Big spend.
Great offer.
But no structure. Just duct tape, hopes, and dreams.

That’s where things break and why they end up spending thousands to get nothing back.

A while back, a publicly listed pharma company came to me with a challenge:

They had a new weight loss app they wanted to launch B2C.

To complicate matters, they had...

• No audience.
• No online presence.
• And they were entering a market full of giants like Noom and Weight Watchers.

They didn’t just need traction.

They needed to cut through the noise, find the right users, and validate the offer fast.

I worked with them to build a small team to action my strategy. Together, we...

• Identified one specific segment inside the broad “weight loss” space
• Looked at who they already followed and bought from
• Spotted the overlaps and gaps — where competitors were over-promising but under-serving
• Found where those users actually hang out (in this case, Facebook)
• Ran ads directly addressing those gaps and made the offer a no-brainer yes
• Built a back-end segmentation system to qualify and nurture leads into the right path

The brand gave us a pretty generous ad spend (the benefits of working with pharma) and wanted 200 viable leads for their beta.

We took the money, deployed it, and within 8-9 weeks we'd actually generated...

• 6,645 leads at $3.75 each
• 3,209 qualified beta users at $7.70
• Built a repeatable, testable, controllable system for future growth
• Not just a launch — a growth engine

And all of that came from applying a model.

Not guessing. Not grinding harder.

Most founders keep throwing effort at growth without asking:

More content won’t fix it.

Neither will more spend.

But the right structure will.

I’ll show you how that model works soon.

But for now — start thinking about where the gaps are in your own system.

Pete "systems over tactics" Boyle