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 Bonjour Millionaire, We spent this week hard in the paint doing real math and by the end of it we were overjoyed by what the math told us. Like giddy. The math was really sound (I didn’t do it) and I know to trust it because it points back to common sense (passes the ‘if I was my own customer would I shop?’ test). As a rule, if even I wouldn’t shop…then we’re fucked. Because I’m known to shop. Was this email forwarded to you? TOOL OF THE WEEK:Sponsored by Viktor My tool of the week is still Viktor. GO-TO-MARKET TIP OF THE WEEK:Every holiday is a great opportunity to learn your customer and to FACE THE MUSIC. If you repeatedly get slaughtered (performance-wise) on the actual day-of-that -special-holiday (Valentine’s Day, Easter Sunday, Mother’s Day Sunday, President’s Day, you get it), forecast DOWN! Be honest with yourself. Or… change your behavior. Participate in the day. Time for a 1-day promo?? Create a moment that is wildly different from the moments you’ve thought of for all of those holidays where your brand showed softness. Those are the 2 options. Either is fine. Repeatedly setting yourself up to fall off forecast is not fine. Thank you! ADDED TO MY WISH LIST THIS WEEK:🧛♀️: Have continued to make my day. I’m going DTC on them now so that’s how you know. I used to work with this brand and never tried these. My mistake! 🧛♀️: I won’t but I want to. 🧛♀️: We got a Thrive Market membership (do you have?). Feeling pretty good about it. 🧛♀️: IT’S FINALLY TIME. I say to myself as it’s OOS. BRAND OF THE WEEK:Burt’s Bees: My family’s LTV is in the thousands and everything is like $5? I buy the little chap stick (pomegranate). My husband buys my son the organic baby clothes. I buy the chapsticks again because I lose them. My husband buys the organic baby clothes again because they are cute. My sister does the same thing for her daughter. It’s an insane business and the products aren’t necessarily inspired but they are intentional and simple and I don’t think I’ve ever been served an ad I remember? WEBSITE OF THE WEEK:On: Did I expect to see the word AI on the On.com site? (top right) No. Did I expect to see it ABOVE THE FOLD? No. Do I feel good about it? Yes. Welcome to the fucking future. Where the cool brands aren’t too cool to help you shop. Settle in, because you don’t really have a choice here for long so pay attention.  MEME OF THE WEEK: AU REVOIRAs mentioned, the math turned out great.  Yours, Ari | |||||||||
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