Editor note — replace or delete before launch. This page describes the shape of the problem in this sector. It does not claim experience in it. Delete this page if you have not worked in this industry, or replace this note with real context and link a case study.
Early-stage companies have a different constraint from established ones. It is not efficiency, it is learning speed — finding a channel and a message that work before the money runs out.
That argues for cheap, fast tests and against large builds committed to before there is evidence. Much of the value we add early is in narrowing scope.