I host a podcast where I regularly find out I was wrong. It is the best business
By Michael Erickson Facchin · September 3, 2026 · Curated by George's Blog
I host a podcast where I regularly find out I was wrong. It is the best business decision I have made.
The PPC Den started for an unglamorous reason. I wanted an excuse to ask sharp practitioners questions without pretending I already knew the answers.
Years of episodes later, here is what has actually stuck.
The best operators are the least certain. Every guest who genuinely moves numbers hedges constantly. It depends. In that category. At that margin. The people with unshakeable frameworks are almost always selling the framework.
Nobody agrees on the fundamentals. I have had guests give opposite advice on the same question in the same month and both were right, because they were describing different businesses. Anybody insisting there is one correct Amazon PPC structure has only ever seen one kind of account.
The good conversations are about constraints, not tactics. Not what bid, but what your cash flow allows you to be wrong about.
Forecasting spend and revenue before you commit a dollar. Deciding in advance what you are willing to lose on discovery.
And the one that changed how I run my own companies: most guests describe their biggest win as something they stopped doing.
Publishing conversations where I get corrected in public has cost me precisely nothing and taught me more than any conference I have paid to attend.