On Sunday morning, I dropped down to 60 feet beneath the Sea of Cortez and swam around a rocky point into a sandy bottomed bay. The dive master leading our group, stopped and pointed off into the distance. I saw a large shadow drift through the haze. Then suddenly a seven foot bull shark glided over the bottom on a slow cruise around our group. Another joined him and a larger bull shark circled overhead. Somewhere between five and ten sharks came to inspect our little group, but fortunately no one was eaten.
Back on the boat, between dives, I talked with another diver who is a co-founder in a drone software company (side bar: if you want to meet interesting entrepreneurs, go diving, sailing, etc. when no one else is). I was curious about his business journey and he told me the broad outlines. He said that they were eventually able to establish the business by focusing on a niche.
Then he told me that he was responsible for growth and felt like his self-funded software company needed to spend $20 – 30k a month on marketing in order to grow to the next level. This made me curious, because it’s an arbitrary investment. I asked him, “Why? Why $20-30k?”Continue reading