Benchmarks Should Not Be The Goals!

Marketers hide behind industry averages. "The industry benchmark ROI is 1.5, anything higher is good performance". Pure crass shit. Absolute pure crass shit. They are chasing mediocracy.

👋 Hola! Welcome to Out of Singapore. This is Shan and I am building Xandro Lab, a longevity science brand. I test, learn, and share business and marketing insights in this weekly newsletter. We built Xandro to be a USD million plus revenue brand in 14 months. This needed to move beyond the comfort of industry benchmarks.

For the first 6-8 months, I kept hearing the same thing: “This is the industry benchmark. This is what’s accepted.” It felt suffocating. I had no prior marketing experience, which made it harder to challenge these assumptions.