Above The Business · 2026-06-19 · 12 min
In this solo episode, Bradley Hamner addresses the guilt and shame many business owners feel when they realize they don't know their marketing numbers. Drawing on feedback from the April Above The Business marketing workshop, Bradley explains why not knowing something like customer acquisition cost or lifetime value is not a character flaw. If no one has ever walked you through it, that is unconscious incompetence, not negligence. Bradley breaks down the difference between unconscious incompetence and conscious incompetence, and why the two carry very different weight. He covers how simply measuring something in your business tends to improve it, and shares a clear framework for deciding what to do with new knowledge: act on it, put it on the someday shelf, or trade it for something already in the business. This episode goes beyond marketing metrics and into how business owners process new information. Are you carrying guilt over something nobody ever taught you? What changes once you've been exposed to a concept but still haven't acted on it? And how do you decide what actually deserves a place in your business right now?
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