Reuben Posthuma

Inspired by tweets from @gilgNYC and @thenuschke I'm planning to build a simple Shopify Flow Shopify app over the next wee while. It'll take cart notes from an order, and tag the order if the note requires any action from the merchant. Couple of key use cases:

@landforce Woah, that means I’m like 2% of the views 😂

I'm tracking 1,541 cut30 student accounts that have put up a combined 40M views in the last 30 days. Additionally, here's a scatter plot of it.

@landforce I just know he watched Shia LaBeoufs “just do it” like 12 times before filming this

This product demo is one of the best I've ever seen. Hooks hard he starts immediately demo'ing the product. It's confusing at first, then it clicks, but then it keeps going. And keeps going. And it's ridiculous, but it's good. ....and its still going. This product is built for content - whether it's this guys demo videos or the pic you take of your friend at the festival using it. Lesson there.

@Shwinnabego I think this is your best work, why doesn't this have more engagement haha.

ikigai is actually the japanese art of doing something that sits at the intersection of financial capital, social capital, and not having to be on slack

@orenmeetsworld OTOH, how badly you need to hire someone cracked has dropped over the last 90 days too

we moved from "its expensive for someone cracked" to "i don't even know what you can offer someone cracked that they'll accept" in about 90 days

@iujeremy @oliverwhudson Would love to see some!

@oliverwhudson Examples of whiteboard ads?

Whiteboard ads are still flying for us. We launched one for a supplement brand targeting a HRT angle that surfaced in research. First 7 days, top spender in the whole account. CPA 25% below average. Already in the 30 day top spenders for its SKU. Whiteboard UGC works because it strips the ad to pure message, no production value to hide behind. Just a claim, a mechanism, and someone delivering it with conviction. When that converts the angle is strong Most brands overthink production before they've validated anything. Whiteboard is a forcing function. If it works without polish, you have something worth scaling.

@paulg They also compete with nearby-to-work-real-estate. Blew my mind when I realised it’ll reconfigure cities in a decade

Whoah, self-driving cars compete with airlines. I never considered that till now.

@natelagos @orenmeetsworld @landforce It's genuinely such a life hack to be able to get distribution. Both creating content and picking topics/angles. Wild time in history

Cut30 is one of the most valuable things I’ve ever seen in my career Shoutout @orenmeetsworld & @landforce 9 posts for my side hustle reached 320k people That’d cost $6k on a $20cpm on meta ads, I got it for the cost of the whiskey bottles around $3k Great deal & a better quality impression imo.

@codyplof Are you writing new ads for these new landing pages, or just launching to new landing pages with existing best performing ads?

I’ve spent a ton of time vibe coding in Shopify. I think I’m pretty good at it. I don’t do it during the day. But it’s my current night, weekend, and early morning obsession. No idea why but it’s so fun and rewarding. Plus makes me more money. I’m setting up 2-3 new landing pages or multi variate CRO tests per week. Here’s a bunch of what I’ve learned and some tips on my process: Strategy is so important because of how fast you can move now. Our hit rate is higher than ever on CRO tests. I have a bunch of skills I built for CRO and insights. CRO skill - trained on CRO best practices and frameworks, all of our past intelligems tests, and site traffic to prioritize. But most importantly attached to a giant customer intelligence file that is fed via api from Typeform, listen labs, outer signal, junip, and more. Every survey we run or review we get makes this step better. I have a few different skills for building new pages or features. They kick off the insights process and competitor analysis. They build a html brief compiling all of this with some low fidelity mockups. The mockups are usually rough, even though they are using the design system. I’m sure I can architect some of the skills better, but it always makes mistakes and takes some trial and error. But I can get it looking 90% or the way there in an html file pretty easily. From there I have two workflows. One is pushing straight to Shopify. I have html to liquid skills that are trained on our theme architecture and requirements. Then using the Shopify CLI. Always building locally and pushing to a dev theme to preview. My favorite way to do this is on my phone using remote control and wispr. I often find it’s easier to polish designs in Shopify because it has all of our CSS. The other workflow is going from html to Figma. I find the Figma mcp is bad for this, so I use the html to Figma plugin. It’s not perfect but it gets the job done. I’ll have my design team polish the last 10% in Figma, and then I’ll use the Figma mcp to push back to Claude and then liquid. I find the Figma mcp much better for this part than pushing to Figma. From here I can just finish in Shopify and then I have a skill to manage the whole GitHub push/ pull/ merge/ PR process. Also been using Greptile for code reviews. I’ll often get a 3/5 at first and just feed Greptiles comments back into Claude; do 2 rounds of iterations and gets tons 4/5 and then I will submit the PR again. Before the PR I have two share skills. One is a design system audit, and the other is one I built for compliance to our theme that is based on feedback from early PR mistakes. A lot of things just trial and error. It’s like a video game; you just push, aww where you get stuck and try new things to push past it. When one approach works, build a skill to repeat it and it becomes part of hour workflow. But you’ll probably want to iterate on your skills. Happy to answer any questions or show some things I’ve built. At first I thought I was only gonna do this for landing pages. But I rebuild our cart while I was poolside last week, have a nav test, etc. I truly think one person can now run a best in class CRO/ experimentation program that encompasses strategy, research, design, copywriting, development, and analysis. Maybe it’s not the best in the world, but it would normally cost a lot more. We’re still hiring for this person. I’m essentially going to train one highly ambitious person on this workflow and give them a bunch of tokens. If that’s you, hit me up.

@landforce @orenmeetsworld All that to say: it's been a ride. Stoked to get the reps in and scale this thing up.

@landforce 5. Being specific matters way more than being clever. @orenmeetsworld and the team always talk about “make videos that only you could make”. The more niche content I do (local NZ, specific inside retail/consumer stuff, examples from my experience) perform way better than global

Two months ago I never did short form video, but in the last 30 days I’ve done half a mil views and it’s all down to starting posting with Cut30 from @landforce and the gang Wasn’t even planning to grow my personal brand, but here’s 5 things that have surprised me along the way:

@TheSzef Did you edit the video with Manus? Got it to generate me a slideshow for a green screen style video and it did a wildly good job

Did Manus just become my email marketing hire? Maybe.

@codyplof Have you considered switching to only eating processed protein to preserve a little more time for Claude?

My current lifemaxxing stack: - 12:30, 2;30, 5:30 wake up thanks to my teething 1 year old - 2-3 hours of Claude code while I watch my son in the morning - 30 minute workout in the garage while I Claude code 4-5 days per week - Even smaller circle of friends - Way too much processed protein - Should to to bed at 8:30, but I end up Clauding until 11pm I should change something…

@landforce Wildest realisation since doing cut 30 is that although short form video looks like a visual medium, it’s primarily ideas and writing

This is proof that he has never been on Instagram. Never touched grass. And never talked to a girl.

@SolomonHanes David Epstein's Range was such a great read in this space

Early on I think most people are told to specialize But I think another option is to go wide enough that you understand the inputs and outputs of every function around you. And THEN you drill down

@davidfigeira animated

2.2+ ROAS ads are starting to look exactly like this not ugc creators, not influencers, and not doctors explaining things on camera just simple animated visuals that clearly show a problem and hint at the solution clean character design, strong curiosity hook, and a message anyone can understand instantly it feels easy to watch and doesn’t trigger that “this is an ad” reaction and that’s exactly why it converts so well no friction, no overthinking, just a visual that makes the problem obvious in seconds these animations are now being used across almost every niche weight loss, gut health, skincare, supplements, and more same visual style, different product behind it, and endless variations to test one concept can be turned into dozens of ads and scaled quickly rt + comment “animated” and I’ll send the setup (follow for dm)