Austin Harrison

Hot Take from @connorrolain of @hexclad :

The best marketing teams know when to push the gas on creative volume and when to ease off.

Early on, volume is your friend. And once you find a winner, you need to lean into it.

But as you mature, iterating on the same winning concept hits diminishing returns. Instead, you have to try new angles to attract new audiences.

And once that new audience is in your funnel, your tried-and-true ads start working again.

Connor is one of the best in the world at this 👇

Tallest building in America 🇺🇸 at One World Trade Center. Top floor. Perspective and energy!

Years in the making. This works extremely well highly recommend everyone implement a test ASAP.

Recently Michael Ting from JAXXON saw something that most brands missed.

While tariffs squeezed gross margin, marketing costs were at all-time lows. And the brands that were glued to their budget models saw "margin down" so they pulled back.

JAXXON did the opposite.

Michael saw the arbitrage:
If CAC drops faster than LTV, your spend is actually getting more efficient.

Most companies missed it because they were locked into hitting a specific margin or MER, so their model flashed "gross margin down" and they retreated at the exact moment when they should have been more aggressive.

You can't be fixed to a number.

You have to be nimble enough to make the call on what today's data is saying, not what last quarter's plan assumed.

If you run performance marketing, watch this. 👇

For 13 years, getting on Shopify was the obvious first move for any DTC brand.

But @RomanEcom recently had two separate conversations that changed how he he's thinking about the future of Shopify.

Two young founders showed him a supplement brand they'd spun up.

Fast site.
Multilingual.
Fully localized to every market.

He asked how they pulled it off so quickly — completely off Shopify.

Then a week later, a 26-year-old founder doing $40-45 million in revenue also built entirely without the platform.

Their reasoning wasn't cost.
It was about agility and control.

Full ownership of the checkout and post-purchase flow. Spinning up 100 PDPs a month with an AI-first approach.

Shopify was built for humans first — the back end, the whole stack — which makes a truly AI-native org hard to build on top of it.

The whole take is worth watching 👇