This week on Keep Going, I talked to Trevor Longino from CrowdTamers, a repeat guest and someone who’s made a career out of iterating through failure. Trevor doesn’t just tolerate failure—he plans for it. He opens every client engagement with a $100 ad test that’s designed to fail. Why? Because failure, early and cheap, tells you what not to do.

But here’s the thing: not everyone wants to hear the truth. Trevor ran a campaign that outperformed a client’s original messaging 4x. Clear win. But the client didn’t like it. It didn’t “feel” right. So they stuck with the version that made them feel safe—even if it performed worse.

That moment stuck with me. Because you’re not just selling results—you’re selling change. And not everyone is ready to change, even when the data begs for it.

Trevor also opened up about making hard calls: firing clients who weren’t a good fit, reshaping his business around what actually works, and letting team members go—not because they weren’t good, but because the business had changed. It’s the quiet, unglamorous side of running something real.

This episode is about that: seeing failure not as a single moment, but as a sequence. What you learn one month after the fall isn’t the same as what you learn a year later. Founders keep going not because they win every time—but because they’re willing to look hard at what didn’t work and move anyway.

Listen in. And if you’re in the middle of a shift—or thinking about giving up—maybe this is what you need to hear today.