Good ideas mostly don't belong to anyone. They just float around, and you can grab one. Or not. If you don't, someone else will. Whatever made it obvious to you made it obvious to them.
I'm launching an ad agency today, Reverse Mermaid, on the single most obvious of these: AI now lets you advertise on evidence for real. It takes a little bit of taste, a lot of effort, and a process.
Being data driven has never been about getting the most data, or the datapoint of the week. It's been about making reasonable choices on average, faster and more often. It happens on the back of a napkin more often than on the fourth tab of a spreadsheet. Taste is knowing what doesn't belong on the napkin.
The number of spreadsheets is going up fast. The number of agents to make them for you is going up faster. Effort is the evenings it takes to learn the tools yourself, instead of having another spreadsheet made for you.
Which is how you end up with a process you can trust. One that lets you act on the answers you reach, measure the results, and try again. But this time, better and faster.
The point of data is so you can do things with it.
Get the data everyone gets: search, social, competitors, AI visibility. Then get the data that answers your actual question. Get to the bottom of it with the best tools, and do something about it. Fast.
That's what Reverse Mermaid does. If it's obvious to you too, let's grab it together.
Email me.
Mike Mazya