They build teams. They train teams. They got the right tools. Then, they rinse at the right time and repeat. Does it make sense to redo your website? Yes, but at the right time . Should you use ads? Sure, but with the right strategy . You have to start by building the foundation. Be skeptical if someone tells you otherwise. Different outcomes require different actions John: Given everything that's going on, is now a good time to have a big plan like this? Chris: I work with companies of all sizes and they say, "Hey, 2020 is a tough year." They think December, January would be better, but it's not. The question I always ask is, "Okay, what did you industry mailing list differently?" If you're still doing things the way you've always done, then of course you haven't changed anything. If we want to see different results, we have to put in different inputs, we have to do different things. It means taking action. That means hiring the right people. This means actually looking at your company from the buyer's perspective. What do buyers really care about? I think buyers do care about design, but buyers want to find answers to their questions. They want more than the sexiest design in the universe, they want an answer. John: Do you have any advice for businesses in the first half of 2021? Chris: For me, it's simple: Hire the team, train the team. This is how to really invest in your success.