“you always have to turn on paid ua you've always got to turn on paid marketing there's varying you know sort of timelines you know over which you have to confront that reality but it is a reality you've always got to turn it on”

Organic Growth Always Hits a Ceiling — Paid UA Is a Question of When, Not If

Apps that rely purely on organic hit an asymptote. Eric has advised PE funds on dozens of acquisitions — the pattern is always the same: organic-first teams never build paid UA capability, the business stalls, and the acquirer installs a CMO who triples it via paid. Build that muscle early to avoid the painful forcing function.