Each one started as an assumption that was challenged by a hypothesis, what the data said. Real brands, real numbers, real outcomes.
Supplements & wellness
Everyone assumed
Growth spend would outrun the losses.
The data said
The unit economics were wrong at any scale.
Net sales & net profit, $ millions
Fixed those first. Profitable at $5.5M, then $30M at 10% margins three years later.
Premium menswear
Everyone assumed
Returns signal churn. Discourage them.
The data said
The return cohort carried 20% higher lifetime value.
Fit-seeking is commitment. We stopped fighting it.
Sustainable apparel
Everyone assumed
A build-your-own bundle would raise order value.
The data said
Conversion dropped 23%. The one-click offer won.
Same goal, opposite answer: +30% AOV at a 20% take rate. The math decided.
DTC supplements
Everyone assumed
Faster checkout only helps.
The data said
Apple Pay: 11% lower first-order AOV, 10% lower LTV.
Wallet checkout skipped the post-purchase offer. Off it went.
If it looks like a fit, we do one working session on your actual issue. You'll leave with something useful either way. If we both want to continue, we start. Most conversations don't turn into engagements.