Platform Dependency

Platform Dependency

Marketers must constantly look closely at their growth engine. What looks successful on paper often conceals disastrous vulnerabilities. Here are eight (if that is too many, just read 3 or 5 or whatever works for you) questions you can ask during your investigation:
1. Are we building on rented or owned platforms? Every algorithm change, reach reduction, or cost spike exposes the fragility of platform-dependent marketing.
2. How quickly can external forces dismantle our current strategy? LinkedIn throttling reach, Instagram algorithm shifts, or rising paid customer acquisition costs can instantly transform a "solid" marketing system into a leaking structure.
3. What percentage of our audience truly belongs to us? Converting rented attention into owned relationships becomes the survival mechanism for sustainable growth.
4. Are we measuring the right metrics? CAC, email flows, and retargeting look good, but compound growth tells the real story. Surface-level metrics mask underlying structural weaknesses.
5. How resilient is our current acquisition strategy? Platform dependency creates an illusion of control while leaving marketing teams continuously vulnerable to external shifts.
6. What strategic shifts protect our revenue from volatility? Building an email-powered growth engine that compounds requires deliberate, proactive relationship construction.
7. Are we adapting to current market dynamics, not historical performance? Marketing strategies expire faster than ever. What worked six months ago might completely fail today.
8. Can we transform rented attention into direct, owned relationships? This becomes the critical pivot point for long-term marketing sustainability.

Try to build adaptive, relationship-driven platforms that can withstand platform volatility and maintain consistent growth momentum.

Don't just manage funnels.