"Ecommerce Value Recognition: Because Ecommerce was a category where I think the clients understood that the value was in the distribution and the marketing, and they understood that a lot more than tech, right? Because in tech at the time at least, it was much more about product and engineering. So the client relationships were a lot easier to handle on commerce."

"Insights from Running a Marketing Agency: I think the benefit, though, I will say, of having ran an agency before starting a brand is you end up getting a breadth of exposure into the real challenges and frameworks that all brands face. And it makes you realize what's important because then if you're seeing the same successes and same losses across brands in different categories, price points, levels of scale, you end up realizing, well, here's where the value is derived from, right? So you have a better understanding of just what it takes to win in the space."

"Media Buying Strategies: We have probably thousands of landing page experiments and tweaks we've done over the years. We have different funnels, landing pages, upsell systems, advertorials, everything. And we feed that to each of the sort of agencies and traffic partners and contractors involved."

"Performance Marketing Strategies: If two out of every ten creatives is going to be a big winner, you've got to be very efficient on how quickly you're going to kill the eight that don't work and how quickly to get that data and then how quickly you're going to keep pumping those two hypothetical sort of winning creatives."

"Retail Distribution Strategy for Businesses: 'If you're diversified on D to C across a number of acquisition channels and you're diversified on distribution across retail wholesale, Amazon and D to C, you have a pretty sound business. And what that means is you're also much, much more compelling to an acquirer most CPG strategics. The reason they actually buy brands that are already scaling in brick and mortar retail is because that's showing them data at scale. That's proving that you can reach mass market America, that you can outpace the legacy players on the shelves, and that you've already proven a level of turnover at scale at the most important retailers in the country.'"

"Understanding Retailer Incentives: The more that you perform in retail shelves, the more efficient you are, the more you get rewarded. If your turnover and sales velocity and volume per week is high, if your units per week sold is increasing, you're going to get more doors, better shelf space, and more purchase orders from those retailers and more retailers because you're incentivized to maximize the efficiency of your sales."

"Optimizing Affiliate Marketing Strategies: So for us, we're always trying to experiment to squeeze an extra couple of bucks out of each funnel that we can, right? So if we have an offer, if we have a landing page built for our brand and it's centered around a certain number of upsells or bundles or whatever it might be, our goal is to continue to price test, to test a design, to test the copy, to test the flow of our upsells."

"Effective Affiliate Marketing: The offer is, hey, we've got this core funnel with these Upsells in place, with this AOV that we have, and this CPA that we can pay to the affiliates, and this is our offer. So when an affiliate network asks us, hey, what's your offer? We say, hey, look, this is the lander, this is our conversion rate, this is our AOV, this is the CPA we can give you, and this is how much scale we're getting off of this offer right now."

"Evaluating Retail Success Potential: The team is the number one most important thing to me. But when we're talking like, product specific, I think of those two things. And that relates to a lot of a lot of how I think about if a brand can get into retail is also just through personal experience, having pitched to most big box retailers, having been involved in it, or invested in brands that have been in big box retail."

"Startup Investment Strategy: If they tell me they just feel like they need to raise one or two rounds at most and feel that they can build the business with strong fundamentals, strong retention and retail distribution, then it usually means that they know how this space works from an M and A perspective and an investment perspective."