Robert Yang

Spent a month after launch testing channels. This is what mattered. TikTok Shop: Momentum comes from finding and incentivizing the best creators. Only 10% of creators matter. Retail: You better have a pathway to landed COGs at 25% of MSRP. Distributors are everything. Paid Ads: Offer & creative testing >>> media buying. Just spam small tests until something sticks.

@drewfallon12 @iiiitsandrea irrmogged 🤣

With the $1.2B acquisition of Grüns by Unilever, we officially have a new quickest brand to a $1B exit Achieving a $1.2B outcome in just 3.5yrs, or $343m of EV created per year This also means that Chad & co have IRRmogged Hailey Bieber & Rhode, who held the record at 4 years after their $1B acquisition by ELF a year ago

Partner with apps. They get free customers and you get a "free gift with order" with $0 COGs. Win fucking win.

new packaging just dropped 🔥

holyyy cpg is buzzin we're so back

@jforjacob facts, and every vendor/saas/agency will waste your time and tell you otherwise

There are only a very select few things that move the needle in ecommerce and you are likely spending most of your time doing stuff that in the grand scheme of things does not matter Things that matter and will put more money in your bank account: New products Creative Landing Pages / CRO Retention If you are spending any of your time outside of these areas, seriously audit your life Perfecting SOP's, creating fancy spreadsheets, vibe coding apps with AI etc do not move the needle Of course once you are at scale things like contingency planning, asset protection and general securityu activities become more important But get money first and then worry about everything else There is no point "optimising" when the cost of doing so is greater than the sum of your worth

@larasupplychain THANK YOU finally someone built this

I built an app that lets you upload your 3PL invoice and automatically flags anomalies in charges based on two things: market benchmarks and your contracted rate cards (if you upload them). We’ve been testing it with one client and caught around ~$1K in overcharges from just one invoice with 100 line items, not bad. Nobody's auditing 100+ line items in their invoice now. Then it helps you draft a dispute email. BONUS: It lets you watch my youtube video while crunching the numbers (lol) I also mentioned this during my interview with @andrewjfaris. If you want to try it with your own invoices, DM me, I’m happy to share the link for beta testing. *sample below

@MaxGrant__ they do not have give af abt history they’re too big just skip the headache of their fraud holds and use a neobank 😭

Chase banking to have history with them and take advantage of their CC’s?

Best biz bank account for brand? Doesn’t matter? mercury?

@ZachCPG marketing makes brands, everything else serves marketing

a collection of thoughts to wrap the week: - Most founders are not natural marketers. When growth slows, founders often start troubleshooting sales and ops. The actual problem is likely creative. - Many blame trade spend for killing brands. Usually, it's SG&A. There have never been more fractional, first round draft pick operators in CPG. You can now go very far without building a large in house team. - The people benefiting most from all the industry events on your feed this week were the ones hosting them, not the brands or founders. - Earlier this week I wrote that you can't deposit FOMO in the bank. You also can't deposit paranoia, jealousy, valuations, press, or awards. You CAN deposit margin. So what are you spending your time thinking about?

@iamshaanarora Big congrats man!!!! let's goooooo

This feels surreal to say. Alia has officially been acquired by Dotdigital. There were a lot of nights I pictured writing this post. [more emotional parts below, but I need to first talk to our customers and partners before anything else] NOTHING will change for our partners and customers. We're not asking anyone to move their ESPs to keep working with Alia. If you have Slack channels with us, those channels will remain and you'll still keep your current CSMs with us. Our same commitment to customer support and customer success for our customers and partners will still be there in full force. We're not done building Alia by any means. Our team and product are staying intact. And we're excited to build and move quickly as we've always done, but now with the resources of a much larger company. - I want to first express gratitude to my co-founding team. Cory, Bill, and Jake have challenged me every single second of this journey and I appreciate it more than they'll ever know. I try to read more and listen to more podcasts so that I can understand what they're saying when they're chatting to eachother at work. I'm forever indebted to them, and I'm excited to keep building with them for a very long time. I'm extremely grateful for the broader Alia team as well. I know that we ask a lot and that we're not the most typical company in many respects, but I'm damn proud of you all and your commitment to the company. I'm very grateful to my family for the unwavering support and all the thoughts and prayers they've been sending since we started this whole thing four years ago. When I asked my parents if I could live with them after college and work full-time on my crazy idea that had no funding or revenue, they didn't hesitate for a second. Living at home with them when our company had no money gave me the chance to ground myself and work as hard as humanly possible. My parents have supported me and given me space when I needed it, and I appreciate them dealing with me when my mood swings based on the revenue growth of the company on a week-to-week basis. I also want to thank my friends for supporting us and caring. I know we can act crazy sometimes about this company and I appreciate you bearing with us. Thank you to Dotdigital for trusting us and our mission. We’re just getting started, and we’re thrilled to build the future side by side. Cory and I first started building Alia four years ago when we were 20 years old, both interns at a bank. Being able to celebrate this with the same person who I've been with since the start is a feeling I can't put into words. Oh, and by the way, we didn't take a dollar of outside funding to build Alia. As I'm holding back tears, I'll conclude with this: I've been posting almost every weekday since January 2024 on LinkedIn and Twitter. And, at least once a week since then, I've dreamt of writing this post and how it'd feel to write it. It feels better than I could've ever imagined.

@oliverwhudson Partnership

Meta reports that partnership ads deliver 19% lower CPAs and 13% higher CTRs on average vs standard brand ads. That’s why the most advanced Meta accounts are now allocating 20–50% of spend to partnership ads as a core growth lever. So we’ve just released our Partnership Ads Playbook (Updated for 2026) built off what we’re seeing actually scale inside Meta accounts right now. Inside, we break down: - Why partnership ads outperform (and why it’s not about creators or follower count) - How Meta actually interprets identity, creative, and signals - The creative diversity multiplier and how identity unlocks incremental reach - Benchmarks for CPA, CTR, FTI, frequency, and what “good” really looks like - When to use founders, team members, existing creators, or persona pages - How to source creators using Meta’s own tools (without wasting time in DMs) - What to brief creators so content performs and still feels native - Exact setup flows inside Ads Manager (including dynamic identity) - Contract terms, usage rights, and what to negotiate (so you don’t get burned later) - A full measurement framework to know what to scale, what to kill, and when - Real examples from brands doing this well and why they work Want it? Retweet this post Comment “partnership” and I’ll send it over

@SarahLevinger damn this is good

@iamshackelford 🤝

I live in OC and going to put together a CPG meet up here for EXPOWEST If your brand side or agency side or vendor side I don’t care you’re welcome. Comment on this and I’ll and I’ll send the partiful link. It will be in Orange / Anaheim area

@hazan0608 gruns, im8

What are some brands scaling that focus on 60-90 day rebills over monthly?

@nicholasnlawton goat

I’ve helped hundreds of brands build UGC programs from zero. The biggest bottleneck right now isn’t creators. It’s creator managers. Every call sounds the same: “Can you help us find someone to actually run this and just make me viral, I don't have budget for an agency?” So we did. We’ve been turning top creators → elite managers. Now we’re productizing it inside SideShift. If you think SideShift is just for hiring creators… you’re missing the plot. We’re building the operating system for the creator economy.

ecom sucks balls for cashflow until $10M you have almost no real debt options to help pay for inventory so at a 10-20% profit margin, you can only take out 2.5%-5% divide that by 2 to account for taxes means that you’re taking home ~$250k from 10M these gurus are lying to you 🤷‍♂️

Yes, microcreators are cheap, but are unreliable as fuck

@itsTimWijaya W

In December 2024, I laid off my entire team and shut down my stupid rewards app idea. I felt like a total failure. Then, during a trip to Hong Kong, I vibe-coded a quiz that showed: "How Chinese Are You?" It hit 300k users in 2 weeks. It was a simple meme app — but behind it was five years of product intuition, growth hacks, and startup lessons. That's when I realized that my efforts were not in vain. Yes, my latest startup didn't succeed. But the knowledge and skill I've accumulated from grinding my ass off never left. It's all still there, ready for the right idea and the right people.

@nicktheriot_ IDEAS

My ads team is 100% gonna lose their minds when they see this… But I don’t care. I just dropped THE masterclass on how to generate INFINITE Facebook ad ideas This is the exact system we use to never run out of hooks, angles, or creative concepts (even in the 2025 Andromeda landscape). We charge $10k/month to run this for clients… But for the next 48 hours, I’m giving it away 100% FREE. Comment "IDEAS" and I’ll send it to you. (Must be following)

@NotZainAgain jokes 🤣

Got fired from fermat this morning. I was responsible for raising $1.2 billion, charging twice as much as jurni and replo, but having our entire coding team be outsourced to india with a monthly churn of 35% Please let me know if you hear of any opportunities