On the TechTO stage ×1
First seen on the TechTO stage in 2016. Every talk is searchable — ask the archive about Cory ↗
In their words
The reason it is so hard for me to say no is this fear of missing out — the anxiety of not knowing where an opportunity could have led if you pass on it.
I turned to my partner at the time and said let's say yes to everything, because we were building these Facebook contests and we could do creative and copy and coupon fulfilment. All of a sudden I had totally devalued and minimized the importance of our core offering.
We sold product before anything existed. It was based off about $1,500 in design contracts to mock up some front ends, and that was enough for us to speak to 50 to 75 different agencies and get pushback on what worked.
Around the web ×2
Quick answers
Who is Cory Rosenfield?
A Toronto entrepreneur who co-founded Qoints, a marketing analytics platform, in 2013 with Harris Maxwell and led it as chief executive. He had earlier co-founded the digital agency InfiniteSM. He is now a co-founder at Galco Property.
Why did he argue for saying no?
Because saying yes to everything at his agency destroyed its price. He had been the go-to Facebook contest specialist in Canada, then added creative, copy and fulfilment until the work was something anyone could do. At Qoints he cut the addressable market down deliberately instead.
How narrow did he take Qoints's market?
From $1.2 trillion in total advertising, down through the marketing-technology slice, then real-time decisioning, then digital-heavy brands, then only brands spending half a million dollars or more a year, then auto, CPG and retail — avoiding financial services and pharma until the product had fit.