I don’t plan on writing a business book anytime soon, but if I did, the book would be called Terrible to Simply Average. The title is a play on the book Good to Great by Jim C. Collins. Good to Great is about how good companies become great ones. My summary of Collins’ book is; get the right people on the team, the wrong people off the team, and hire as much talent as possible. An endless stream of talent injected into the corporate veins. The above may sound like I’m mocking the book. I’m not. There are a lot of bad business books. But Good to Great, while somewhat tedious, is one of the better business books I’ve read. My book idea is far more granular than looking at an entire company. I want to examine individual efforts, channels, and processes. I’ve seen no shortage of energy spent optimizing what is already good while ignoring what is below average. Much is said about focusing on a unique advantage and doubling down on what a company does best. So to head that discussion off, here’s a real example. Push ROI took over online ads management of an upstart medical weight loss provider, and the ads became incredibly successful. Seriously in the first week, the ads were getting leads at under $3 each. With the possible exception of ads for divorce attorneys, these are still the highest ROI ads I’ve ever seen. The problem was most other marketing channels, and even…Terrible to Simply Average