Most DTC founders can tell you exactly what their product does.Very few can tell you why their customers truly buy it. That gap, between what a product is and what a customer hires it for, is where most brand strategies quietly fall apart. Marketing that feels flat. Positioning that fails …
Why Your Dog Food Brand Might Be Selling to the Wrong Person
Why Jobs To Be Done changes everything about how premium pet food brands should talk, sell, and grow. I’ve spoken with over a dozen premium pet food brand owners over the years. And every premium dog food brand thinks it knows who its customer is. The dog owner. The person …
Your Customer Isn’t Buying What You’re Selling
This article is built around one central argument: your customers are not buying what you think they’re buying. They’re hiring your product to make progress in their life. That’s the Jobs to Be Done insight, and once it lands properly, it changes everything downstream. We start by stripping out the …
The Founder’s Guide to Video Strategy: Using Deep Expertise to Win Your Niche
Your deepest knowledge is your biggest competitive advantage. So why are you keeping it to yourself? In today’s article I’m covering; I have a theory about what actually separates the ecommerce brands that build something enduring from those that grind away chasing someone else’s playbook. Is it product quality? Yes, …
Why Emotive Selling Is STILL the Most Impactful Strategy Your DTC Brand Isn’t Fully Using
10 years ago I wrote the book on ‘Emotive Selling’. It’s still as important a component of your strategic and tactical work across all channels as ever before… so let’s dive in once again. Let me ask you something. When was the last time you bought a product because of …
The seven things a founder needs to know before hiring an ecommerce coach
Hiring an ecommerce coach sounds like the answer to a lot of problems. Whether you’re just starting out or revenue has plateaued. You’re working harder than ever and the results aren’t tracking. The team is busy but nothing feels like it’s moving forward. A good coach, you reason, will come …
The Founder’s Guide To Growing An Ecommerce Lean Team: Hire, AI or Outsource?
Let me tell you about two ecommerce brands I work with that are roughly the same size. Both are doing eight figures. Both have ambitious growth plans. Both founders are genuinely talented operators. The difference? One of them has a team of eleven. The other runs everything with three people. …
What’s the real value an Ecommerce Coach should bring to you and your business?
eg: What founders and in-house teams actually need Let’s start with a simple question. Why do founders still look for coaches when the internet already contains everything? Every tactic. Every playbook. Every growth hack. Every framework. Search long enough and you will find an answer to almost any ecommerce question. …
The Founder’s Guide to Ecommerce Optimisation: Your Path to Next-Stage Growth
Most ecommerce founders I work with (and I’ve worked with many!….) aren’t failing because they lack ideas. Their growth trajectory (both in terms of profit and revenue) becomes shackled because their team’s work is fragmented, reactive, and never seems to build on itself. You’re running campaigns that reset every month. …
Campaign Thinking vs Optimisation Thinking: Which Works for Ecommerce in 2026?
There’s a fundamental split happening in ecommerce right now. On one side: brands running campaigns. Launch cycles. Promotional calendars. Monthly resets. On the other: brands building systems. Optimisation loops. Compound improvements. The question isn’t which one works. It’s which one compounds. How Campaign-Led Ecommerce Marketing Works in Practice Most ecommerce …
Why Do Some Ecommerce Brands Grow And Others Stay Stuck?
Let’s start with a simple question. Why do some ecommerce brands grow steadily, year after year, while others stall despite doing what looks like the right things? They run email. They launch loyalty programmes. They optimise funnels. They talk about community. They work hard. So what is missing? It is …
The Founder’s Dilemma: Why Long-Term Strategy Feels Impossible (And How to Fix It)
I’ve got to admit it: getting founders to visualise and act on a longer-term growth strategy is tough work. This is my challenge. How I get brands away from the day-to-day volatility of ad spend and revenues. To get them to think big picture about how they want their brand …