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Bonjour Millionaire, 

I told Daniel before I went to bed on Wednesday (when the Knicks were losing by like 20) that they were going to win by 1. I wish I was a sports better. I'd have a Range Rover.

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TOOL OF THE WEEK:

Sponsored by Anrok

Welcome back to World Cup Tax Girl Summer.
I want to flag this horror story for my DTC + Shopify people.

Picture this:
⚽︎: You start a DTC soccer brand and start scaling.
⚽︎: You raise millions, get into Dick's Sporting Goods, and...expand to the U.S.!
⚽︎: You open Shopify's sales tax dashboard 1 day, see all the thresholds you crossed in multiple states without noticing, and almost throw up.

The reason this is my Tool of the Week?
It has a good ending we can all learn from:

Inside, see how physical nexus sneaks up on you, where legacy tools that rhyme with SCHMAVALARA can be overkill, and how 1 person is now successfully managing compliance across 10 US states.

This is how NOT to become the Tax Girl.

GET THE WHOLE STORY 🥅

GO-TO-MARKET TIP OF THE WEEK: 

The closer I get to my Ops and to my Finance teams the smarter I can feel myself becoming. The better decisions I can feel myself making, and the more macro my outlook.

It's just easy to become insulated and to look at the data and information that directly is in your control or purview.

That's a mistake.

Digital (me) sells physical products that need to ship (Ops) for profit (Finance).

Be soooo nice and lovely to work with and become close to Ops and Finance and you can sell more because they'll teach you how to move better.

EVENT OF THE WEEK:

It's an agentic world and we're all just learning to live in it.

Are you doing enough to support your brand's AI visibility? Are you f***ing it up?

Josip Begić has the data. You bring whatever you've been too scared to ask at work.

REGISTER FOR AI VISIBILITY FOR DUMMIES SMARTIES

ADDED TO MY WISH LIST THIS WEEK:

🧊: Berkeley and I are really into these right now.

📮: Still accepting (secret) applications*

* brought to my attention by Shipfusion

BRAND OF THE WEEK:

Jacques Marie Mage: A store locator is a brand moment if you make it 1 and if you're already investing into your interiors, why wouldn't you show your range in an uncollapsed way?

This is how I think it should look:

Vs. this example from TOTEME where each store is just as beautiful as JMM (moreso in many cases), but they are hidden behind a click and buried in a far off page.

The JMM example is bottom of homepage. Which is what I'm recommending. Again, if your interiors are differentiated and important.

WEBSITE OF THE WEEK:

Kosas: I'm going to pick on them for just a second but don't worry because I'm about to order so I'll make it up to them.

The progress bar in the slide-cart confused me. And online shopping is my entire job and what happened was I was admiring the gift with purchase progress bar and so I kept building the cart to hit $80 and then when I hit at $80 I didn't realize that to get the second free gift you had to CHOOSE IT.

It took me a full minute to figure it out and I had to advance to checkout in order to understand that it didn't autoapply like I thought it would and then I had to double back, scrol down, and realized that I had to select my 2nd gift (applies different than the 1st gift) in order to get it to add to my order.

BAD. Friction. CX issues. Fixed with new copywriting.

GIFT -> SHIPS FREE -> CHOOSE FREE GIFT

P.S. I convinced my friend to also get the brow gel so really I'm a friend of the brand. I promise!

MEME OF THE WEEK: 

AU REVOIR!

My son and I have big weekend plans. ꩜

Love you, 
Ari