Threading The Needle

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

Are you overlooking YouTube ads in your marketing strategy? On today’s podcast, we’re breaking down why most brands are significantly underestimating YouTube and how it’s quietly becoming the hidden gem driving real, profitable growth for smart advertisers.Joined by Rachel Kwon (Head of Paid Search) and Tony Chopp (VP of Paid Media) from Common Thread Collective, we dive into:Why YouTube ads are misunderstood and undervalued by most brandsKey insights from recent incrementality studies that reveal YouTube’s true potentialPractical strategies for integrating YouTube ads effectively into your current marketing mixA step-by-step approach for testing and scaling your YouTube investmentIf you’re serious about unlocking your next level of profitable growth, you can’t afford to ignore YouTube any longer. Show Notes:Go to https://your.omnisend.com/CTC 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@commonthrea

The future of ad creative just changed forever. In this episode of the Podcast, we break down the latest ChatGPT model update that literally broke the internet — and why it’s the biggest shift in AI-generated creative since GPT-3.5.Jacob Posel joins to explain how this update unlocked a wave of AI ads so good… you can’t deny it anymore. From viral Twitter threads to wild reactions from the creative world, this is the moment where AI became a real force in advertising.What You’ll Learn:Why the new GPT update is a game-changer for ad creativeThe exact moment Jacob realized AI had “solved” adsWhat happens when media buying meets infinite creativeWhy most brands still don’t believe this is real — and what that meansHow you can prepare for the future of AI-generated video, creative, and strategyFor marketers, creators, and founders: This is your wakeup call. The game just changed. Get obsessed or get left behind.Show Notes:Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Explore the PROPHIT S

Are you stuck at six figures, unsure how to scale without burning your budget on expensive agencies or freelancers? You’re not alone. Most growing ecommerce brands face the same struggles—limited resources, information overload, and the stress of choosing the right growth strategies.In this episode of the podcast, Richard and Grant Zanini, VP of Education at CTC (and founder of our ADmission program), break down how to break through from six to seven figures—without hiring an expensive marketing agency.You’ll discover:Why hiring agencies often fail at this growth stage—and what you should do instead. How to find the RIGHT advice in a world full of “gurus” and misinformation. Practical ways to get direct, actionable support for your brand at a fraction of agency prices.Common pitfalls most entrepreneurs face at this critical stage and how to avoid them.Ready to level up your ecommerce brand? Let’s dive in.Show Notes:The ADmission portal is now only $97/mo. — check it out here.Go to Opensend.com/book-a-demo and

Meta just flipped the script on media buying — and if you’re still running ads the old way, you’re already falling behind. In this episode of the Ecommerce Playbook Podcast, Taylor breaks down everything you need to know about Meta’s new AI-powered advertising engine: Andromeda.We’re talking about:The death of cost caps and the rise of AI optimizationWhy Advantage+ Shopping is the new defaultHow to structure your ad account for 2025 and beyondWhy creative volume (yes, 5,000 ads, not 5) is the key to winningThe future of profit-optimized campaigns, incrementality testing, and moreThis is the biggest shift in Meta ads since iOS14, and it’s already live. Whether you’re a media buyer, brand owner, or performance marketer — this is essential listening.Watch to learn how to restructure your Meta ad account and take full advantage of what’s coming.Show Notes:Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Meta Andromeda: Supercharging Advantage+ automation with the next-gen personalized ads re

In this episode of the Ecommerce Playbook Podcast, we sit down with Jack Zamichides, CEO of D Louise, to explore the journey from a small, scrappy startup to a fast-growing jewelry brand on the path to eight figures.Key Topics Covered:Trusting the Process – How D Louise committed fully to CTC’s creative volume methodology — and saw results almost immediately.Building Stability – Why relying on big product drops or seasonal moments is risky, and how D Louise shifted toward a more predictable growth model.From Side Hustle to Full Commitment – The pivotal Black Friday moment that convinced Jack to go all-in on the business.If you’re an e-commerce founder looking for actionable insights on scaling efficiently, this episode offers valuable lessons on embracing proven strategies and building a stable foundation for growth.Show Notes:- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.- Explore the Global Accelerator: https://commo

In this episode of the Ecommerce Playbook Podcast, we’re diving into the crucial role of accurate forecasting in driving e-commerce growth — especially during challenging times. Inspired by our upcoming Sharpen Your Skills episode, this discussion unpacks why many brands struggle with overly optimistic forecasts and how an unbiased, data-driven forecast can provide the reality check needed to reset and rebuild.Key Topics Covered:- The E-Commerce Intervention – Why many brands today need a forecasting “intervention” to identify the cold, hard reality of their current state.- Rooting Forecasts in Reality – How unbiased, third-party forecasting exposes overestimations and reveals realistic growth targets.- The Power of Data-Driven Forecasting – Why accurate forecasting starts with data, not desire — and how this truth can save your business.- Aligning Ambition with Attainability – How to set aggressive yet achievable goals using accurate forecasting models.- Forecasting as a Growth Lever – Why your forecasting p

In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts. This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!Key Topics Covered:- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.If you’re relying too much on paid media and want to unlock new growth levers, thi

This episode isn’t just about a viral Tecovas ad—it’s about the bigger picture of authentic marketing. We sit down with Krista Dalton, CMO of Tecovas, to break down the full story behind their marketing success.From understanding the customer to building the right product, finding the ideal distribution channels, and crafting memorable ads—this episode dives into how great marketing is built from the ground up.We cover:-How deeply understanding your customer and product can unlock new marketw-Why the best campaigns don’t always rely on direct response—they can thrive by tapping into identity-The strategy behind Tecovas’ marketing success and what it reveals about growth marketing and TAMKrista Dalton shows us how authentic marketing extends from a brand identity, to the final ad unit. Don’t miss this one. Show Notes:-Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.-Explore the PROPHIT System: prophitsystem.com-The Ecommerce Playbook mailbag is open — email us at podcast@

Ever wondered what would happen if you ranked every employee in your company? We did exactly that—and the results were eye-opening.In this episode of the Podcast, we dive deep into the Key Employee Index, our custom-built employee scorecard that tracks performance, impact, and cultural fit at Common Thread Collective. Our VP of Employee Development & Performance, Dane Sanders, breaks down:Why we created an employee ranking systemHow we objectively and subjectively score employeesThe unexpected impact on team morale and company cultureHow this scorecard helps us retain top talent and improve performanceSome people think ranking employees is ruthless—but we’ve found that clarity creates opportunity. By measuring who’s truly driving results, we’re able to develop, reward, and support our best employees while creating an elite, high-performance culture.Watch to see how this scorecard transformed our business—and why you might want to try it in yours.Show Notes:Talk to an expert and see SARAL in action - https

If your paid media feels less effective than ever, your measurement system might be the real problem. Many 8-9 figure ecommerce brands are unknowingly starving their own growth because they’re looking at the wrong data. As brands expand beyond DTC into Amazon, retail, and omnichannel marketing, traditional metrics like MER and ncROAS no longer tell the full story.In this episode, we break down the biggest measurement mistakes that are causing brands to pull back on ad spend too soon, leading to stalled growth and missed opportunities. If you want to know how to properly assess the efficiency of your ads—and stop making costly decisions based on incomplete or misleading data—this is a must-watch.What You’ll Learn in This Episode:Why your reported ad efficiency is lower than reality (and what to do about it)The hidden impact of Meta & YouTube ads on Amazon & retail salesHow to assess incrementality instead of just relying on platform-reported ROASThe #1 measurement mistake brands make when scaling to 8-

DTC Twitter lost it over this Tecovas ad—but was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holiday’s tweet, why so many misunderstood the ad’s real impact, and what it reveals about the future of growth marketing.Was this ad truly a “bad” direct response play, or was it actually a genius move that expanded Tecovas’ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.Watch to learn: Why Taylor Holiday’s Tecovas tweet stirred up DTC Twitter The real definition of growth marketing (hint: it’s NOT just ads) How Tecovas’ approach sold out a product despite the criticism What ecommerce brands can learn from this controversyShow Notes: Access Postscript: https://bit.ly/4h2v0Lb Tweet: https://x.com/TaylorHoliday/status/1890505039074009295 Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthrea

AI is rapidly changing the ecommerce landscape, automating tasks once handled by humans and raising the question—are ecommerce jobs at risk? In this episode, we dive deep into the future of AI in ecommerce, breaking down how AI is transforming everything from inventory management to ad buying, and whether human expertise can still compete. Will AI completely replace ecommerce jobs? What skills will still be valuable in an AI-driven world? How can brands use AI to their advantage instead of fearing it?Join us as we explore the pros, cons, and potential future of AI in ecommerce. Is this the end of human-led ecommerce, or just the beginning of a new era?Show Notes: Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation. Explore Compass: adcompass.ai 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

Most ecommerce brands are bleeding cash without even realizing it. Margins are shrinking, competition is fiercer than ever, and the game has changed. But there’s one secret weapon that can turn the tide: accountants who understand marketing.In this video, we break down why financial professionals need to step across the bridge and integrate marketing insights into their strategy. If you’re an accountant, CFO, or financial consultant, this is your COVID moment—a once-in-a-lifetime opportunity to redefine your value and stand out in the industry.What You’ll Learn: Why ecommerce brands are struggling with unprofitable growth How accountants can bridge the gap between finance & marketing The biggest financial mistakes ecommerce businesses are making Why understanding ad spend & customer acquisition costs is crucial How we used this strategy to 3X our growth while others struggledDon’t be another black-and-white cow in a crowded field. Be the Purple Accountant.Podcast in collaboration with A2X:

The last few years have been brutal for DTC brands. From the COVID boom to the Ozempic era, skyrocketing acquisition costs, vanishing venture capital, and economic shifts have crushed many ecommerce businesses. But here’s the twist—2025 could be the best year in DTC history.In this video, we break down the evolution of DTC brands, why so many have struggled, and the key strategies that will separate the winners from the losers.  We share real data, case studies, and the exact playbook top brands are using to not just survive—but thrive—in this new era.What you’ll learn: The rise and fall of DTC (and what caused it) Why traditional growth strategies no longer work The new playbook for profitability and sustainability How smart brands are reinventing acquisition, cash flow, and product strategy Why 2025 will mark the beginning of a massive DTC comebackIf you’re running an ecommerce brand or looking to scale in 2025, this is a must-watch. The game has changed—are you ready to adapt?Show Notes: Access Postscr

Struggling to connect your creative strategy with financial planning? Meet Compass, the tool that automates and streamlines ad creative planning like never before. In this episode, we break down how Compass revolutionizes the way brands develop, manage, and scale their creative assets—seamlessly integrating with your media and financial strategy. In this episode, you’ll learn:How Compass connects creative strategy to financial planningThe step-by-step workflow of building a data-driven media planHow AI helps automate creative ideation, audience targeting & campaign executionWhy meta’s latest ad updates demand more creative—and how Compass solves thisHow to plan, generate, and launch 300+ ads with efficiencyWant to start using Compass for your brand?Visitadcompass.ai to learn more and get started.Show Notes:Talk to an expert and see SARAL in action -https://bit.ly/4gN6NboExplore Compass:adcompass.aiThe Ecommerce Playbook mailbag is open — email us atpodcast@commonthreadco.com to ask us any questions you mi

Struggling to scale your ecommerce ads? Spending too much time guessing what works? MeetCompass – the creative operating system designed to take the guesswork out of ad strategy!WithCompass, you’ll get:Data-Driven Ad Planning – Know exactly how many ads you need each monthAI-Powered Creative Insights – Discover winning audience, offer, and angle combinationsSeamless Integration with Your Financial Plan – Align your creative efforts with your business goalsSmarter, Faster Ad Execution – Say goodbye to endless iterations and wasted ad spendWatch as we break down howCompass revolutionizes creative strategy and helps brands maximize ad performance with AI-driven insights.Show Notes:Go tohttps://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us atpodcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Margins are shrinking, debt is rising, and ecommerce brands are feeling the squeeze. In this episode of the Podcast, we dive deep into the financial realities facing DTC brands in 2025. Is the ecommerce game still worth playing? Or has the landscape shifted in ways that make profitability harder than ever? Joining Taylor are Lio from Finaloop and Drew from Iris Finance, two of the sharpest financial minds in the space, to break down the data, trends, and what it means for your business. We’ll cover: The latest financial benchmarks for 8-figure brands Why revenue is up, but profitability is down How rising debt levels are impacting growth The path forward for brands trying to survive and thrive Practical strategies to protect your margins and improve cash flow If you’re running an ecommerce business, this is a must-watch. Don’t let the market catch you off guard—stay ahead of the curve. Show Notes: Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.