To Generate More Revenue, Start Generating More Data

Joe Procopio
6 min readMar 14, 2019

Let’s talk about how we use data to make a better product, raise our margins, and generate more revenue.

Here’s the common knowledge: Our product needs an input cycle. We need to be collecting data on our product, analyzing that data, then acting on that data. This produces more data, and the cycle starts all over again.

Here’s the issue: In over 20 years building products and companies, as well as leading and advising others to do the same, I’m constantly running into three problems with that process.

  1. We’ll build out part of the input cycle and stop there. Maybe we collect a bunch of data, look at it, get all happy or frustrated, and then forget about it.
  2. We’ll build the input cycle with the wrong data, and assure ourselves with false positives that everything is awesome.
  3. We’ll follow the input cycle all the way through, but then do the same thing over and over and expect different results.

First Let’s Build an Input Cycle

An input cycle is a little different than a feedback loop and, in fact, can include any and all feedback loops. What we want with our input cycle is to capture every lesson learned about our product at every point in the lifecycle.



Joe Procopio

I'm a multi-exit, multi-failure entrepreneur. NLG pioneer. Building & GROWERS. Write at and More at