Website Wealth, with Philippa Gamse

One of the best known events in the modern Olympics is the High jump. Since its dawn in 1896 all jumpers used the same technique. They would run towards the bar, then begin their vault by putting one leg over, or trying to go head-first over the bar. But someone came to the 1968 Mexico City games, who couldn’t win on physicality, but who did have a hack no one had thought of. 

 

That person was 21 year old American Dick Fosbury, who you wouldn’t find anything notable looking back at his track career.  Back in high school he’d struggled to master  all the motions used in the high jump; and coaches noted how little he practiced; when time came for track meet qualifiers, his jumps came up short. 

 

But when he got to University for civil engineering, he began to experiment with other ways of jumping. In his studies he learned that our ability to jump is limited by our centre of gravity. Lifting our whole body over a bar at the same time demands that we raise our centre of gravity to that same height. So Fosbury analyzed to see if there was a way to get a human over the bar one part at a time, which temporarily moves our whole centre of gravity to somewhere below us, even below the bar. That means that without jumping any higher, we can clear a higher bar - it’s playing a trick on physics. 

 

Fosbury used the technique selectively for 2 seasons because his coach still went by the tried-and-true technique, and the heights he cleared got higher & higher. It wasn’t until a month before Mexico City that he secured him a spot on Team USA. 

 

The Olympics was the first moment where everyone saw Fosbury’s new  backflip maneuver - the press coined it the Fosbury Flop. Everyone also noticed his performance - he didn’t miss a jump right up to the metal round.  I bet as international competitors watched him advance while they hit the bar must have felt pretty disarmed by that flop. The bar was raised in the finals to  2.24M or 7 ft 4¼ in, higher than at any games before. Fosbury missed on his first two attempts, but cleared on his third, winning the Olympic gold medal and broke the Olympic record 

 

Ever since, this back-first technique has been the obvious way every jumper has used. Fosbury’s style so clearly solved the high jump problem, we don’t even question it.   

 

Lots of problems seem unsolvable until an obvious solution is posed. It’s a phenomena today’s guest commonly sees on websites. Her recently-launched book puts it this way: “The solutions we implemented may seem obvious in hindsight, but the problems and opportunities remained hidden until we analyzed their data in depth-and that's the point!”

 

Our guest has spent 25 years teaching  digital marketing strategy and analytics at business schools and consulting to companies whose websites generate hundreds of millions of dollars. She is the author of “42 Rules for a Website That Wins” and came out in 2025 with “Website Wealth: A Business Leader’s Guide to Driving Real Value from your Analytics”. Let’s go to Northern California to speak with Philippa Gamse. 

Links to everything mentioned in the show are on the Funnel Reboot site's page for episode 216.