In this podcast episode, Will and guest, John Chan, CEO of 2X Growth Agency, discuss the challenges brands face in choosing the right marketing channels and when to expand. They share insights on generating demand, optimizing conversion rates, and selecting channels based on product category. They also delve into the importance of profitability, testing, and scaling channels sequentially. With practical advice and real-life examples, this podcast is a valuable resource for anyone looking to enhance their marketing strategies and grow their business.