The internet’s echo-chamber can influence brand operators, with posts on LinkedIn, Twitter and Slack leading to decisions driven by herd-mentality and shiny-object syndrome rather than what is best for the business.
“Venture capital is good.”
“Venture capital is bad.”
“Wholesale is dead and Amazon is awful.”
“Every brand needs to be omnichannel.”
Working with Hypothetical’s founders, I learned that what matters the most is profitable growth – as well as the outcome-focused, route-agnostic thinking required to consistently get there.
It doesn’t matter if you’ve raised millions, are available on Amazon, or have a fancy loyalty program, if they do not contribute to profitable growth. There are rarely silver bullets in ecommerce. Even within Hypothetical, what was right for each brand was often different. To effect change, consider your brand’s unique context and remain laser-focused on the outcomes you want to achieve, regardless of what it takes to get there.
