“You have to dig in but why but why again and again because usually they just tell you I want to accelerate I want more Revenue I want to accelerate but why can't you do it otherwise or why do you think paid is the solution and most importantly what are your minimum bar of return.”

Know your return goal before a single dollar leaves your account

Petit's first filter before any paid UA engagement is forcing founders to name a specific return goal — not a vague aspiration. Most people say 'accelerate,' which is not a goal. Only when you have a minimum bar (2-week payback, 12-month ROI, critical mass of users) can you decide whether any channel or budget will ever get you there.