Most ecommerce businesses are designed to win the moment. A compelling ad. A discount code. A countdown timer. Get the click, get the order, move on. It works. Until it doesn’t. When your entire business model is built around capturing impulse, you’re not building customers. You’re renting them. And every …

Wander across to LinkedIn. Everyone’s telling you to automate your CRM. “Let AI handle your post-purchase flows.”“You HAVE to personalise at scale with machine learning and predictive send times and dynamic content blocks….” the list goes on…and on… These voices aren’t wrong. The technology does work. It really does. You’ll …

The first purchase proves your marketing works. The second purchase proves your product works. Most ecommerce brands obsess over acquisition metrics: CPC, ROAS, conversion rate. They celebrate every new customer like they’ve built something. All you’ve really built is the ability to get someone to click buy once. The actual …

I’ve lost count of how many times I’ve seen Kevin Kelly’s idea of 1,000 True Fans shared with independent musicians over the years, usually framed as a kind of quiet relief, a reminder that you don’t need millions of listeners or viral moments to build a meaningful, sustainable career. And …

My only ‘boss’ in my career was Glenn Fogel – now the CEO of Booking.com inc. I learned a hell of a lot about business from Glenn during my time working for him at Priceline.com (Glenn led the acquisition process of Booking.com and built the world’s largest travel company on …

Most ecommerce brands are architecturally incapable of retention. Not because they lack a post-purchase email sequence. Not because their loyalty points programme needs work. Not because they haven’t hired a retention specialist yet. But because they were designed, from the ground up, to convert strangers into customers, not customers into …

Rapha didn’t just build a cycling apparel brand. They built a global membership community… the Rapha Cycling Club (RCC) with more than 20,000 paying members worldwide. Most marketers and founders will look at that number and see a marketing victory.I look at it and see one hell of a gutsy …

Most ecommerce brands treat retention like a post-purchase problem. They wait until someone’s bought, then wheel out the email flows, the loyalty points, the win-back campaigns. They’re chasing the second order, the third order, the reactivation. It makes natural sense for younger brands. You can’t retain the customers you don’t …

Turning away business is fricking hard. Building a business that puts people off buying from you? Even harder. So, let’s dig down into the reasons you may be shackling your growth by appealing to all. Most ecommerce brands obsess over conversion rate. How do we get more people to buy? …