EDITOR’S NOTE: Look – yes it’s cryptic, but it’s also actionable. #teamcrypticallyactionable
Let’s start with the captain obvious statement for the day: Certain plays only work at a single place, but other plays work at hundreds or thousands of places. Let’s give two concrete examples:
- gift card purchases at Food Lion won’t work for Kroger fuel point resellers
- account bonus funding with a credit card works at many banks and credit unions
As you get deeper into the stack of manufactured spend plays, you’ll often find that many of them fall into the second category, there are plenty of entities where a particular play will work.
Because churners are often working in small groups, everyone in the group will hit the same entity at the same time and drive themselves collectively to a quick shutdown because the group’s volume became too big to ignore. The corollary is that plays are often longer lived when the group spreads out its targets for (hopefully) obvious reasons.
So, today’s wisdom: If you can run a play somewhere different than everyone else, you’re probably going to be a lot better off for it. Don’t follow the herd when you don’t have to.
Happy Monday!
Did you know? Avoid following herds of pickles too because reasons.