You have to be responsible with the data that you have and responsible in a way where you understand what it means.

You need someone who understands incrementality in their day-to-day campaigning and testing, but also that incrementality can lead to a local maximum.

He made this question the default response to any campaign results shared with an incrementality breakdown.

Like you need someone who understands incrementality in their day-to-day like campaigning and testing, but also that like incrementality can lead to a local maximum and not, you know, big thinking.

So you need like both.

It's like almost like you're a very rational math brain and then you're more like creative out there marketing brain that you can't forget.

And I think like for me, what I'm looking for, and it's always a question I ask for hiring and like most people think they understand it, but when you ask them like to explain the first principle, They can't do a very good explanation necessarily.

And I like when it's very simple and almost instinctive.

C'est quoi les, euh, les premiers moves que t'as faits en rentrant là pour générer de la croissance ?

En fait, j'ai vraiment une chance, euh...

Encore une fois, c'était déjà un peu en, en croissance.

Je suis rentré, euh, je les ai pris comme clients.

En fait, quand je suis parti de chez Hopper, j'ai parti une petite agence de, de growth.

Puis eux, ils voulaient que j'aille travailler chez eux parce que j'avais cette expérience de, de mobile growth que j'avais eue avec Hopper.

Hum, et eux venaient de lancer Wealthsimple Trade.

Non parce que moi maintenant que je suis déjà client-