Threading The Needle

Is your marketing stuck between creating meaningful stories and pumping out endless ad variations? This episode of Podcast breaks down the critical tension between creative storytelling and the high volume ads required for success on platforms like Meta.Join Richard and Taylor as they discuss:How the best DTC brands successfully balance creative depth with ad volume.Why two distinct marketing rhythms are essential to growing your business.Practical strategies to empower your internal team while maximizing your external partners.How micromanagement undermines creativity and what you should do instead.Discover how to navigate the creative conflict that's quietly sabotaging your marketing performance and learn exactly what steps you need to take to start driving sustainable growth today.Show Notes:Go to https://bit.ly/4mFOWa1 to get 30% off your first 3 months of Omnisend with code CTC.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com

In this episode, Tara Austin, founder and CEO of Ruthie Grace, reveals the raw and honest story of how she nearly lost her seven figure ecommerce business—and exactly what she did to turn it around.From facing a payroll crisis that nearly shut her doors, to completely transforming her team's culture and operating systems, Tara shares powerful lessons on leadership, communication, and resilience.You'll discover:The pivotal moments that almost ended her businessHow transparent leadership radically changed her company cultureThe operating system she built to handle 450 new product launches per monthActionable tips to build a resilient business that thrives through adversityIf you're an entrepreneur navigating tough times or seeking insights to scale sustainably, this episode is a must watch.Show Notes:Get our Global Accelerator Program: https://commonthreadco.com/pages/acceleratorCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your firs

In this episode of The Random Show, Taylor Holiday and Andrew Faris are back—new set, same chaos.They dive into the uncomfortable truths of e-commerce: zero barriers to entry, infinite competition, and the creative treadmill that never stops. If you’ve ever felt like you’re sprinting just to stay in place, you’re not alone. Why ecom profits get competed down to zero How “just take a thousand shots” became the default creative strategy What Andrew’s new brand launch reveals about market beliefYou’ll also hear their usual blend of philosophical rabbit holes, family, AI, and finding purpose.Show Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Meta just dropped a game changing attribution feature, and it could completely upend how you measure ad performance.In this episode of the Podcast, CTC’s VP of Paid Media Tony Chopp and Paid Social Manager McCay Rasmussen join Richard to break down Meta’s new incremental attribution setting—a behind-the-scenes update that uses continuous holdout testing to determine true incremental conversions in real time.We cover:What incremental attribution actually isHow it compares to 1-day click, 7-day click, and 7+1 attributionEarly test results from real ad accountsHow this changes your media buying strategy going forwardWhether this could finally bring an end to attribution guessworkIf you're a performance marketer, media buyer, or brand owner, this is a must-watch.Show Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playboo

In this solo episode of the Podcast, Taylor shares a powerful lesson from Cozy Earth’s CMO, who broke free from the measurement rabbit hole to create a viral TikTok challenge that earned 10M+ impressions over Memorial Day weekend.If you’re a CMO, marketing leader, or operator stuck in the endless loop of attribution models and incrementality debates, this episode is your permission slip to zoom out. Taylor introduces the concept of “Best Available Truth”—a mindset shift that allows you to act with confidence even in the face of imperfect data.Learn how Cozy Earth leveraged their team, their product, and a simple idea to generate massive reach, build community, and create a moment that cut through the noise—without obsessing over the perfect CAC.What you’ll learn:Why chasing attribution perfection is a trapHow to build a system that enables bold marketing ideasThe behind-the-scenes of a 10M-view viral campaignWhat great CMOs do that no one else in the org canReady to stop measuring and start creating? Hit play

Is your brand truly set up for growth? Or just treading water?In this episode of the Podcast, Taylor and Richard introduce CTC’s brand new Strategic Growth Scorecard—a 7-metric framework designed to help you quickly assess the strength of your growth engine.You’ll learn:Why we replaced ROAS with IMR (Incremental Marginal Return)The key metrics behind sustainable, efficient growthHow to identify red flags in your customer acquisition strategyWhat separates brands that scale from those that stallIf you’re an 8-figure brand trying to grow in today’s volatile market, this tool is built for you. Get instant clarity on your brand’s biggest growth opportunities—and where you’re most at risk.Show Notes:Download the scorecard: https://commonthreadco.com/blogs/coachs-corner/strategic-growth-grade-scorecardCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Sign up for a 30 day trial and TaxCloud wil

95% of ecommerce brands are worth ZERO. Why? In this episode, we unpack the harsh reality behind most DTC businesses, why logical decisions don’t drive entrepreneurship—and what actually does.Taylor and Richard dive deep into:The real odds of building a valuable brandWhy success in ecommerce is often delusional by designHow to align your business model with your personal financial goalsThe traits that separate the 5% from everyone elseIf you’ve ever wondered whether your business is on the right path or what it takes to build one that truly matters this episode is for you.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Ban

Are you obsessively tweaking your ad campaigns only to see flat results?In this episode of the Podcast, Richard sits down with Luke Austin, to expose why daily bid and budget changes are wasting your time and money. They dive into the root issue behind inconsistent performance: a lack of belief in the data.Luke shares the system CTC uses to align teams, set targets with confidence, and stop the reactive cycle. You’ll learn why geo holdout testing is the most trustworthy signal in media buying, and how shifting focus to creative output rather than micromanaging ad accounts is the real unlock for growth.If your team is stuck in the weeds, this conversation will show you how to rise above and operate with clarity.Stop second-guessing. Start scaling with confidence.Show Notes:Go to alialearn.com and mention our podcast on the demo, to get 30 days free and 20% off!Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.co

Ever wonder how $10M+ ecommerce brands make their next move?In this episode of the Podcast, Taylor and Richard walk through a real world growth scenario pulled directly from CTC’s work with a 9-figure brand. Using live data from our proprietary platform, Statlas, we break down exactly how our team evaluates performance, spots hidden opportunities, and decides what to do next.What You’ll Learn:What to do when you’re overperformingWhy beating your forecast might signal a problemHow a growth strategist holds the tension between short-term efficiency and long-term scaleThe metrics and hierarchy we use to power every decisionIf you’re serious about scaling your brand with clarity, precision, and profit in mind this is the inside look you need.Show Notes:Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.See Taylor’s Tweet: https://x.com/TaylorHoliday/status/1920552618914373992Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcas

We just did something radical: we killed the Growth Map—CTC’s signature media buying tool used for years across hundreds of ecommerce brands.Why?Because AI changed the game.In this episode of the Podcast, we break down why our old system no longer works, how AI is reshaping the future of media buying, and what we’re building to replace human limitations with 24/7 omnipresence.Learn about:Why the Growth Map is deadWhat “circadian media buying” is (and why it’s obsolete)How AI forecasts spend, ROAS, and campaign performance better than any humanThe launch of Compass + Scout—CTC’s next-gen media ops platformWhat role humans still play in an AI-dominated futureThis isn’t just a tech update. It’s a shift in how performance marketing will be done from now on.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Sign up for a 30 day trial and TaxCloud will give you free migration onboard

Most brands think they have a growth problem—but what they really have is a DOING problem. In this episode, we break down why volume of action is the single greatest predictor of business growth—and how to build a system that trains this muscle every day.From 400+ ads to 52 product launches a year, we’ll show you what it takes to build momentum, create consistently, and generate real results.You’ll learn:Why most brands dramatically underestimate the effort requiredThe 3-stage framework: Quantity → Diversity → QualityHow consistent action builds compound returnsThe system we use at CTC to drive mid-8-figure growthIf you’re tired of waiting and ready to start creating, this is your blueprint..Show Notes:Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Shaping the Future of DTC in 2025: Virtual Event - May 12th - https://go.chargeflow.io/ctc-dtc-2025Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com t

What happens when you collaborate with a competitor instead of competing with them?In this episode of the Podcast, we sit down with Skullcandy CEO Brian Garofalow to unpack the bold business strategy behind their surprising partnership with Bose. From leveraging “product as marketing” to rebranding perception, launching at $99, and turning retail into a megaphone, this episode is a masterclass in how to create buzz, distribution, and long-term brand equity.You’ll learn:Why Skullcandy teamed up with Bose (and how it worked)The hidden math behind smart brand partnershipsHow to make your product the marketingLessons DTC brands can apply at any scale.Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the  Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners.We’ll break down:Why incrementality testing is the gold standard of marketing measurementHow our tool makes geo holdout testing more affordable and accessibleReal world results from brands already using itHow this changes the way we plan, forecast, and allocate ad budgetsIf you’re tired of guessing what your ads are really doing, this one’s for you..Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerc

How did our clients actually perform in March 2025?On this episode of the podcast, Taylor and Richard break down the latest performance scorecard across our client portfolio—revealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals.Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning.Here’s what you’ll learn:The exact numbers behind our March forecast (and how close we came)Why most agency case studies are misleadingHow to evaluate an agency with real data, not anecdotesHow CTC forecasts client growth using a self-scrutinizing modelWhy contribution margin is our north star metric—and what that means for your brandIf you’ve ever wondered how to hold an agency accountable (including your own), this is the episode for you.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco

Meta’s ad platform has changed—again. In this episode, we break down the exact strategies we’re using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.You’ll learn:Why cost caps alone won’t cut it anymoreHow we’re adapting bidding strategies to Meta’s new algorithmThe role of creative diversification in targeting & scaleHow to use attribution windows (like 1-day view) without losing your shirtThe importance of incrementality and media measurementWhat we’re doing right now to unlock growth in high AOV accountsWhether you’re running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

What if you could get full funnel growth support, media buying, strategy, forecasting, creative direction, for just $5K/month on a month-to-month agreement?In this episode of the Podcast, Richard and Taylor break down the $5K Global Accelerator Program that’s helped over 50 seven-figure brands grow through one of the most volatile economic environments in recent memory.You’ll learn:Why this program was built specifically for $1M–$10M brandsThe systems and structure behind its outsized resultsHow CTC leverages global talent, proven frameworks, and technology to deliver enterprise-grade strategyWhy brands are staying longer, scaling faster, and spending smarterWe’re opening up 12 new spots this month—this is your chance to join the movement.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Get our Global Accelerator Program: https://commonthreadco.com/pages/acceleratorThe Ecomme

Tariffs are here—and they’re not hitting every brand the same. In this solo episode, Taylor walks through a critical 4 part framework designed to help ecommerce founders and operators craft the right response based on their unique balance sheet realities.Whether you’re cash rich with deep inventory or strapped for both, this episode will help you determine your strategic posture: go on offense, get lean, or something in between.What’s covered:The 4 key variables shaping your response (cash, inventory, debt, velocity)How to know which type of brand you areWhat to adjust in your CAC targets and growth strategyReal examples from CTC’s private client webinarThis isn’t one-size-fits-all advice—it's an actionable strategy based on your business’s real financial position..Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us

If you’re waiting for things to “go back to normal” in ecommerce… stop.In this episode, Taylor and Richard break down why chaos is no longer the exception  “it’s the rule” and what that means for how you run your brand. From unpredictable macro shifts to supply chain disruptions, stability is out. Adaptability is everything.We dive into the 7 core traits of anti-fragile brands, why your inventory strategy might be your biggest risk, and how to make smart decisions in a volatile market.Whether you’re trying to maximize EBITDA or just stay alive in the current landscape, this conversation will help you plan, act, and build with uncertainty in mind.Show Notes:Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

In this episode of the Podcast, Richard is joined by Steve Rekuc, our Director of Data, for a deep dive into what Q1 taught us — and what’s coming next.We’re breaking down the latest from our Direct to Consumer Confidence Index (DTCCI) and revealing what macroeconomic signals, consumer sentiment, and real brand performance tell us about the road ahead.Spoiler: It’s not just vibes anymore — the data shows real shifts in behavior that you need to understand.What You’ll Learn in This Episode:Why Q1 consumer sentiment hit record lowsHow shoppers are thinking (and acting) in the face of economic uncertaintyWhat our data reveals about new customer acquisition strugglesThe impact of tariffs, stock market drops, and shifting confidence on Q2 forecastsHow Facebook’s Andromeda update is influencing ad performance (hint: high CTR, low CVR)Why future and present purchase sentiment matters more than everWhat our MER based DTCCI forecast predicts for April and beyondWhether you’re a DTC founder, performance marketer, or ec

Emergency Update for Ecommerce Brands: Tariffs have arrived and they’re already impacting your bottom line. Costs are rising, margins shrinking, and uncertainty is high. But you’re not alone.In this special episode, Taylor Holiday (CEO, Common Thread Collective) breaks down the immediate impact of these tariffs and announces the CTC Tariff Relief Program—an emergency initiative designed specifically to protect your profitability, reduce your costs, and offer vital cash-flow relief.What You’ll Learn:Immediate steps to reduce your operating expenses by at least 20%Strategies for managing cash flow in uncertain timesHow to maintain growth despite sudden cost increasesDetails on the CTC Tariff Relief Program (including a special $500 guarantee)Get our Tariff Relief Plan: https://commonthreadco.com/pages/tariff-relief