Posts.
Once a week. What I'm seeing that week running a mid 8-figure consumer brand. Wins, mistakes, learnings, and what I'd do differently.
Overstocking is an unforced error
We ordered 90 days of inventory and sat on 18 months of it. What forecast misses really cost, and why under-ordering beats over-ordering.
You're making your exit harder to reach every day
Most founders are obsessed with an exit, and what they do every day pushes it further away. Four questions tell you what your topline is actually worth to a buyer.
The cheapest good attention left is on linear TV
Everyone's piling into connected TV. The remnant end of linear is some of the best attention left, and the friction is what keeps it cheap.
Copy isn't subjective
Copy feels subjective until you test it. One lesson from a homepage test drove three wins across the site.
We cut our discount rate from 33% to 3%
A bet we made going into this year. What it did to the Q1 P&L.
Where I'd put your next ad dollar
Three operators asked me the same question this week. My answer, plus the caveats about when, how, and what to expect.
Don't try to replace yourself
Why the business-book wisdom doesn't work for small teams
How we cut our Meta CPA in half without touching Meta
We doubled our funnel without changing a thing in our ad account. Here's the math and the lever you actually own.
The brand health signal you should watch
Unique CPM is the metric you're missing
Same EBITDA. Different businesses.
Quality of revenue is a business-health question
Discounts aren't a growth strategy
Why Snoop Dogg couldn't save Solo Stove
Does your team feel comfortable challenging you?
Should you start a loyalty program?
Stop trying to build brand
If everyone else jumped off a bridge, would you jump, too?
Ad Efficiency Falling Off a Cliff? This is Why.
A/B testing is keeping you stuck
The 30-Minute Audit
The middle is where strategy goes to die
Before You Go Wholesale
LTV is the most expensive lie in e-commerce
If your model needs LTV to work, you're betting on behavior that hasn't happened yet.
2025 was a great year for Meta
Advertisers should be nervous
Before you add, extract
Untapped value is sitting in the assets you already have
The Hidden Cost of SKU Proliferation
SKU proliferation often increases complexity more than the incremental growth it drives.
Don't Rent a Face. License a Logo.
Most Teams Don't Have an Attribution Problem. They Have a Judgment Problem.
How to Raise Prices Without Raising Prices
Your average unit retail matters more than MSRP