Paraphrasing a conversation I most recently had on HN but have with engineers a lot. "Does cold email work?" "... Does caching work?" "Yes, of course caching works." "So caching works all the time?" "No, of course not." "Then how do you know that it works?" "... What?"
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"How do you know that caching works?" "You can just *do it* and measure." "Have you?" "Like recently?" "Yeah." "No." "So how do you know it works?" "Other people do it and write down the results." "And you trust other people?" "Yeah, many independent folks have similar results."
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"Is there a theory of why caching works?" "Of course there is a theory of why caching works." "And this theory, it is internally consistent and explains experimental results which are generally easy to predict in advance?" "Yes. Caching is a technology. What are you on about?"
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"I am on about cold contact. Which is like caching."
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People's trust objections to cold email / cold calling are a) that it feels evil and b) that it feels like hard work. With respect to it being evil: I used to be an anti-spam researcher, so I get it, but I have never once felt guilty for calling a pizza place to order pizza.
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Why don't you feel guilty disrupting the life of the poor pizza guy telling him to drop what he's doing and put a pizza in the oven for you? Because he is in the business of answering the phone and making pizza.
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If you are an engineering manager, you are in the business of recruiting engineering candidates. If you are in the business owner, you are partially in the business of getting pitched things. You won't say yes to most of them, and you even might be annoyed by some, but priced in.
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There are plenty of ways to be a lot better at cold outreach than most people; it isn't *quite* as straightforward as ordering a pizza. There's a bit of art and science to it, much like caching. The people who are good at it are really, really, *really* good at it.
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(And yeah, if you are absolutely opposed to caching for whatever reason, you can have a great career and never touch it once. You're going to have to make some choices and pay some prices, much like refusing to implement any obviously widely useful technology, but it is doable.)
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