But when it comes to making money, most of them forget all of that and start optimizing for creativity.
It's backwards.
Revenue is a throughput problem.
If you send 10 outbound messages a week, your throughput is capped at 10 possible conversations.
Even if your conversion rate is 10% — which is insanely high — you're looking at 1 meeting per week.
Maybe 4 per month.
That's not a business. That's a bottleneck.
Now run the same math at scale:
1,000 emails/week. 2% reply rate = 20 replies. 25% book rate = 5 meetings/week = 20/month.
Same conversion rate. 20x the output.
This is why cold email works. It's not because the message is magic. It's because the system has throughput.
AI makes throughput cheap.
You can research 100 accounts in an hour. Personalize 500 emails in a day. Sequence follow-ups across 10 campaigns simultaneously.
You're not doing anything novel. You're running a pipeline.
But here's what kills me:
Most technical people see this math and still don't do it.
Because it feels like grunt work. It feels beneath them.
They want to build the "next big thing" instead of running a system that already works.
But the next big thing takes 18 months and a million in funding.
Running outbound takes a list and a laptop.
One of these pays you this month. The other one might pay you never.
And yet people keep choosing wrong.