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Bonjour Millionaire,

This is the only April Fools' that got me. I showed my phone to Daniel absolutely SAD he says I gasped. He's still making fun of me and it's been many hours.

Was this email forwarded to you?

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SALT & STONE

You know SALT & STONE. You buy SALT & STONE. I buy SALT & STONE. It's my favorite beauty brand of now. Full stop.

&, on April 23rd, we're going to interview the founder CEO of, if you can believe, SALT & STONE!!!! Nima is really, really doing the thing and I'm honored he'll be joining Go-to-Millions to talk us through LIVE.

RSVP here. April 23rd at 2pm ET. I'M FREAKING OUT!!! 🧂

P.S. Members get exclusive access to the live Q&A at the end. Apply for Membership and get your questions ready.

ON THIS EPISODE OF GO-TO-MILLIONS

I've decided something. A hard line, if you will.

April Fools' Day for DTC brands is something I'm passionately against.

That thought had never struck me until this year. I've lived through many an April Fools' Day. I'm old.

But, this year, it just all got soooooooooo stupid? More than normal?

WHERE IS THE LINE? When is it worth it to blow your sales day? When is it worth it to side-track your team's energy and attention?

I've decided almost never.

And, that the line is participation at all. Not because I'm a kill-joy okay fine in my role I'm often a kill-joy, but because after all that effort, the April Fools' day jokes that I saw this year from brands I respect were cringey at best, distracting always, and a few were even embarrassing.

I'M SORRY FOR THIS TAKE! I don't like to yuck your yum.

I write this to you not to change the past, but to give you ammo for next year.

If you're sitting in a marketing meeting in March '26, planning April, and the team starts to kick around "hilarious" April Fools' Day ideas, I want you to know that I support you if you try to stop them. Screenshot me. Give them my email - [email protected] - and I'll help fight them off with you.

Because I actually just shuddered thinking about a makeup brand I like and the little joke they pulled yesterday and my face is now flushed and I don't think I'll forget that they tried to be funny and it wasn't funny and I now think a little less of them.

CALL ME HARSH! CRUEL! A KILL-JOY!

I'm okay with it.

P.S. Duo Lingo and the like can participate. No problem.

P.P.S. Not a single group text I'm in, or convo in the Membership, or IG sent to me yesterday was of an April Fools' campaign that had anything positive to say. I was sent 2 that made fun of the brand - just staying honest.

I did, however, receive this text from my Dad. He can participate. No problem.