Most businesses that come to me have been sold the same idea: growth is a budget problem. Spend more on ads, get more leads. It's a tidy story, and it's incomplete. I think about growth in two buckets — attention you rent, and growth you own. Both have a place. But the order you build them in is almost everything, and most businesses get it backwards. The Problem with Renting First Paid ads are rented attention. The moment you stop paying, it disappears. That's not a knock —