"If you are seeing a doubling effect going on, measure its amplitude, and then spend accordingly."

How to be an awesome blogger
Originally uploaded by dreadfuldan.

Scoble has also riffed off Fred Wilson's 1.0 Scars from the Last Bubble piece, by talking about how startup businesses should be chasing the doubling effect. The irony is it's very hard to put in place a marketing plan which acts as the catalyst. You can tick every box, but if what you are selling isn't authentic or reasonate with people, you won't get the Doubling. You can also put in place a marketing plan, get the doubling effect - but it occurred for another reason, like unexpected google referrals.

Good luck is also hard work, and once you know the secret sauce, and divine relationships between variables in your business, then you have to focus on making those things work. In Australia for example the number of local blogs is increasing dramatically, and people reading blogs and commenting on them is also going thru the roof. Many readers though dont even know they read blogs (or do if prompted, even if they dont) So having an exact understanding of the website behaviour and tactics to influence is important.

Scoble : "If you are seeing a doubling effect going on, measure its amplitude, and then spend accordingly. The blogging world was doubling every five months. In the first year I was blogging, 2000, that meant going from a couple hundred blogs that I could find to about 400. In 2001, it went to 800, then 1600 by the end of the year. In 2002 it went to thousands. In 2003 it went to hundreds of thousands. In 2004 it went to millions."