In a recent post, best-selling author and business guru Tim Ferriss (“The 4-Hour Work Week”) advises startups to return to basics to achieve consistent — and growing — profitability. Along with commonsense reminders about “what gets measured gets managed” and the 80/20 rule, Ferris says that “good advertising works the first time.” He highlights the importance of direct response advertising — instead of image advertising — that is fully trackable. “Cancel anything that cannot be justified with a trackable ROI,” says Ferris.
