Take the case of Dropbox, a software start-up that originally followed industry-standard best practices, such as investing in advertising, conferences and in a PR firm. But it didn't work. The cost of customer acquisition was just too high. Essentially, the traditional way to launch and market a company wasn’t allowing Dropbox to scale or grow fast enough.
Why did industry-proven techniques not work for Dropbox? After all, they worked great for other companies? Perhaps because best practices merely present a standardized, cookie-cutter solution, and no business is the same.
“Best practices are an attempt to take a solution to a problem out of the context and apply them across the entire spectrum, and that essentially invalidates the entire thing. A solution is only useful when considered in context.”
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