Yousaf Yunes discusses the concept of 'skin in the game' in marketing, particularly in the context of Upwork. He highlights the challenges of attribution in marketing efforts, the risks associated with launching new products, and the importance of clear client expectations. Yousaf emphasizes the pitfalls of taking on too much responsibility without adequate compensation and the need for a balanced partnership between marketers and clients. takeaways Having skin in the game often leads to a lose-win situation Attribution issues can severely impact marketing effectiveness. New product launches come with significant risks and challenges. Clients often expect marketers to shoulder all responsibilities. Successful marketing requires a partnership, not a one-sided burden. Awareness in the marketplace is crucial for new products. Many clients do not understand the complexities of marketing. Marketers should be cautious of unrealistic client expectations. It's important to establish clear terms before starting a project. Experience in the field helps in recognizing red flags. Chapters 00:00 Understanding 'Skin in the Game' 02:43 The Pitfalls of Performance-Based Compensation 05:57 Navigating Client Expectations and Responsibilities 08:39 The Importance of Market Awareness