Thanks sharing your thoughts :)
I completely agree, research is indeed the basis for an hypothesis that will help craft a test (and then iterate again and again).
At the end of the day, it’s a difficult job to do good marketing, regardless of your target audience. Rarely will you hit a blue ocean that is just waiting for you to approach.
We actually had a follow up debate on this on Yam Regev’s FB (he had to respond after me sharing the post under the title “Why my job is simple, Yam’s is terrible, and what does the Godfather have to say about it”)