If your business is broken and you don't have the foundations in place...

Using paid ads will do nothing but drive more eyeballs to your broken business

You need to make sure the foundations are set first

Once you have a proven product with social proof that people love and keep coming back for

And you have enough time and capital to invest...

That's when you invest in paid ads

We need to re-wire our brains to think about paid ads as the nitrous oxide for our cars

Nitrous oxide alone doesn't do much unless you have a working engine and the car itself to begin with

It's an add-on to make you go faster

Paid ads doesn't plug all the holes in your business and save you from impending doom

Make sure the foundations are set first before you worry about scaling your paid advertising