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Ecommerce Playbook: Numbers, Struggles & Growth
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2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
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2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
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1 14 Days, $1.28M: We CRUSHED Our Million-Dollar Challenge! 24:16
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LikedCan you turn 14 days into $1.28 million? We did—and we're breaking down exactly how we crushed our million-dollar challenge! In this episode, join Richard and Luke as they unpack the intense 14-day journey that led to massive revenue success. You'll learn: How we strategically turned a critical marketing moment into explosive growth. The day-by-day breakdown of how we overcame a nearly half-million-dollar gap in just four days. Why forecasting, clarity, and a well-engineered brand collaboration were game-changers. Whether you're a marketer, brand owner, or entrepreneur, you'll gain powerful insights into the systems and strategies behind generating massive revenue spikes on tight deadlines. Show Notes: Ready to start texting smarter? Visit postscript.io Explore the PROPHIT System: prophitsystem.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…
1 Inside CTC’s New Strategic Partnership: What's Next? 30:46
30:46 Play Later Play Later Lists Like Liked30:46
Play Later Play Later Lists Like LikedDiscover the next chapter in Common Thread Collective’s story as Taylor Holiday takes you behind the scenes of our 12-year journey from a tiny IKEA furnished office and our first Facebook ad experiments with QALO, to the seismic shifts of COVID and our reinvention as a “profit agency.” In this special episode of the podcast, you’ll hear: How CTC evolved from a passion project into a mission-driven agency focused on connecting marketing efforts to real financial outcomes The cultural transformation that refocused us on customer experience and shareholder value The story behind our strategic growth partnership with Acacia—and what it means for our technology roadmap and your bottom line Show Notes: Explore the PROPHIT System: prophitsystem.com 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 Meta's Attribution Settings Don't Matter Anymore 17:38
17:38 Play Later Play Later Lists Like Liked17:38
Play Later Play Later Lists Like LikedIn this episode of the podcast, we dismantle the old school attribution windows holding your ad strategy hostage and reveal a simple framework for measuring true incremental ROAS. What you’ll discover: Why standard “7-day click” and “1-day view” settings both mislead you How to run a zero cost geo holdout test for real incremental data When to stick with your current settings and how to apply a correction factor What Meta’s new incremental conversion optimization means for your campaigns Building one unified measurement system to compare Facebook, Google, and beyond Ready to see your real ROI? Run your free holdout study now at commonthreadco.com/pages/incrementality and stop guessing. Show Notes: Explore the PROPHIT System: prophitsystem.com 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 3 Moves to Save Your Brand From Financial Collapse 18:45
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Play Later Play Later Lists Like LikedIs your brand feeling the squeeze? You’re not alone. In today’s episode, we break down three essential moves every DTC and ecommerce brand must make to survive—and thrive—amid rising bankruptcy rates and tightening capital markets. You’ll learn: Why capital constraints are killing growth—and how to turn your supplier into a lender How to generate organic demand by tapping into pop culture and community The critical Q4 inventory planning strategy that could save your cash flow We’re seeing a tale of two cities in ecommerce: brands that are scaling and brands that are dying. This episode gives you the playbook to land in the first group. Show Notes: Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20. Explore the PROPHIT System: prophitsystem.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 Watch the Andrew Faris Podcast: https://youtu.be/F0u0JF8ogSc?si=N0pII8Fxdvc8pg8I…
Ecommerce brands are quietly shutting their doors, but what's really behind this sudden wave of closures? In this episode, we dive deep into exclusive industry data, consumer trends, and expert analysis to uncover what's truly happening behind the scenes in the ecommerce space.Join our panel of industry experts as we reveal: Why more brands than ever are filing for bankruptcy. The surprising trends impacting consumer spending. How major economic factors like tariffs and inflation are shaping the industry. Which brands are thriving—and who's at greatest risk. Don't get caught off guard. Watch now to discover what's happening, why it's critical for your brand, and how you can adapt to survive (and even thrive) during this turbulent time in ecommerce. 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.com/thread Explore the PROPHIT System: prophitsystem.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…
Are you building a resilient brand or just delaying the inevitable? In this episode of the Podcast, we tackle six hard hitting questions every founder and operator needs to answer right now. From survival mode decision making to brand building under pressure, we break down what separates strong, adaptable brands from those on the edge of collapse. Topics We Cover: When to cut (and when to protect) your marketing spend How to justify brand investments under financial pressure What “healthy” CAC efficiency actually looks like Why some business models won't survive 2025 The biggest mistake brands make in market downturns When it's okay to walk away from your business Whether you're slashing CAC, navigating a P&L crisis, or questioning your business model entirely this episode is your gut check. Show Notes: Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20. Explore the PROPHIT System: prophitsystem.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…
1 Can We Save the $1M Challenge? – We’re $577K Short 10:25
10:25 Play Later Play Later Lists Like Liked10:25
Play Later Play Later Lists Like LikedWe’re $423K into our 14-day, $1M revenue challenge—and the pressure is mounting. With just 6 days left, we’re $577K short of our goal. In this episode, Luke Austin breaks down: What’s working (returning customers are showing up) What’s not (new customer revenue is lagging) Why our efficiency is solid, but volume is the problem The high-stakes brand collab launching on June 26th that could make or break the challenge Can we still pull this off? The next few days are everything. Show Notes: Explore the PROPHIT System: prophitsystem.com Follow the full journey: https://commonthreadco.com/blogs/million-dollar-challenge 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 The Future of Ads According to Meta (Straight from the Summit) 45:45
45:45 Play Later Play Later Lists Like Liked45:45
Play Later Play Later Lists Like LikedWhat’s next for Meta ads? We just got back from Meta’s Performance Summit, and the future is clear: incrementality, AI tuning, creative velocity, and less button pushing, more strategy. In this episode of the Podcast, VP of Paid Media, Tony Chopp, shares an exclusive insider recap of what Meta’s top brass revealed about the evolving ad platform and what it means for performance marketers. You’ll learn: Why Meta is obsessed with incrementality (and how it’s changing measurement forever) How creative diversity and fatigue are impacting ad performance What Meta’s new “Opportunity Score” and “Headroom Analysis” tools actually mean How AI is becoming customizable with profit and LTV signals What you should start doing today to future-proof your ad strategy This isn’t just another update—it’s a roadmap for what’s coming next. Show Notes: Explore the PROPHIT System: prophitsystem.com Get your ticket to the UGC Workshop: https://offers.youradmission.co/ugc-production-machine 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 Meta's New Setting Beat Our Old Campaign by 18% 17:39
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Play Later Play Later Lists Like LikedMeta just rolled out a brand new attribution setting called Incremental Attribution and we put it to the test. In this episode of the Podcast, Richard is joined by Tony and McCay to break down the results of a real A/B test comparing Meta’s new setting vs. standard 7-day click attribution. The outcome? An 18% lift in conversion value—from the exact same ads and budget. We’ll cover: What Incremental Attribution actually is Why it might replace geo holdouts How it works under the hood The exact test setup we used Real data and results What this means for the future of media buying If you're serious about getting more out of your Meta ad spend, this is a must-watch. Show Notes: Explore the PROPHIT System: prophitsystem.com 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
We’re attempting something BIG. Over the next two weeks, our VP of Ecommerce Strategy, Luke Austin, is taking on a real-time challenge to generate an additional $1,000,000 in revenue profitably for one of our clients. Every day, we’ll document the actions, strategy shifts, wins, and losses required to hit this massive goal. No fluff. No filters. Just real execution and behind-the-scenes access to how we actually grow brands at scale. What You’ll Learn: How to structure a revenue forecast and daily targets The role of marketing calendars in driving growth How to adapt when you're behind goal How to identify and act on real-time performance insights Creative strategy, promo timing, and media spend adjustments that drive results What it actually takes to scale revenue profitably in 2025 Subscribe and turn on notifications to follow the challenge day by day. Show Notes: Explore the PROPHIT System: prophitsystem.com 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 May Report Card Shocker: Under Budget but Over Profit? 17:11
17:11 Play Later Play Later Lists Like Liked17:11
Play Later Play Later Lists Like LikedHow did our clients perform in May against their forecasted targets? In this episode, we analyze the latest client report card—detailing key insights from over 60 brands we manage. We dive into: How we managed to underspend budget but still exceeded contribution margin forecasts. Real examples of price testing and rapid flash sale strategies. Actionable insights from our growth strategists on driving profit despite revenue misses. Discover what worked, what didn't, and how transparent accountability continues to drive real, profitable results for our clients. Show Notes: Explore the PROPHIT System: prophitsystem.com 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 Story vs. Volume: The Creative Conflict Killing Your Ads 27:27
27:27 Play Later Play Later Lists Like Liked27:27
Play Later Play Later Lists Like LikedIs 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.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…
1 I Almost Lost My Business — Here's Exactly How I Fixed It 55:38
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Play Later Play Later Lists Like LikedIn 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 business How transparent leadership radically changed her company culture The operating system she built to handle 450 new product launches per month Actionable tips to build a resilient business that thrives through adversity If 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/accelerator 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
1 Taylor & Andrew Break Baseball Cards & Break Down DTC in 2025 1:41:08
1:41:08 Play Later Play Later Lists Like Liked1:41:08
Play Later Play Later Lists Like LikedIn 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 belief You’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.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…
1 Meta’s New Attribution Model Will Blow Up Your Ad Strategy—Here’s Why 32:36
32:36 Play Later Play Later Lists Like Liked32:36
Play Later Play Later Lists Like LikedMeta 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 is How it compares to 1-day click, 7-day click, and 7+1 attribution Early test results from real ad accounts How this changes your media buying strategy going forward Whether this could finally bring an end to attribution guesswork If you're a performance marketer, media buyer, or brand owner, this is a must-watch. Show Notes: Explore the PROPHIT System: prophitsystem.com 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 .! 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 Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group , Column, N.A. , and Evolve Bank & Trust , Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback . Working capital loans provided by Mercury Lending, LLC NMLS ID : 2606284.…
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It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
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Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
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Custom Manufacturing Industry podcast is an entrepreneurship and motivational podcast on all platforms, hosted by Aaron Clippinger. Being CEO of multiple companies including the signage industry and the software industry, Aaron has over 20 years of consulting and business management. His software has grown internationally and with over a billion dollars annually going through the software. Using his Accounting degree, Aaron will be talking about his organizational ways to get things done. Hi ...
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