When I cofounded Truvani, I had zero experience in creating my own consumer packaged goods and selling them. This inexperience turned into one of our biggest strengths. Here’s why…

Warn your employees: new scam going around. A fake meeting invite suggesting a salary review that encourages people to login to a secure message center.

What’s interesting about this launch is how they announced it by sending out numbered cards to people. Great campaign for sure.

For years, businesses gave us automated prompts and ai people on the phone. What happens when people start using AI to make their phone calls to businesses? We will devolve into a world of robots talking to robots on behalf of humans. The next 12 months will yield funny stories for sure.

Just heard that Truvani has more than 65,000 distribution points. SIXTY FIVE THOUSAND. Not bad for a DTC guy who learned retail over the past 5 years. Some interesting learnings: 1. Your LTV:CAC gets worse when you're omnichannel. 2. Don't go retail if you're less than $50M in revenue. Going too early is a death sentence, unless that's your whole model and you raised a bunch of money. 3. Your velocities go up in retail when you spend more on DTC... even if you aren't mentioning retailers. 4.. Scaling distribution points too fast can create huge cash flow issues. 5. Pennies matter in retail. Literally. Actual pennies. 6. Placement matters more than almost anything in retail stores. 7. Getting the shelf is way easier than growing velocity on the shelf. 8. You are at war with every single brand in the same aisle as you. Either you get the space or they do. 9. Brand advertising makes way more sense when you're in retail stores. The DTC in me hates this. 10. Everything I wrote in this post is subject to change because things actually change that fast.

Here is an interesting story about product development at Truvani: When Truvani made electrolytes: we wanted to avoid weird flavor additives. This is why we use fruit extracts. Except we discovered something: when we asked what carrier the fruit extracts were put on we were told it was maltodextrin. This was a problem because our company banned maltodextrin from our products. We had to convince these flavor houses to put the extracts on acacia fiber instead. Even those these ingredients don’t listed on the ingredient label… since they are carriers… this is the type of thing Truvani product dev team does when making products, The ingredients you see matter. The ingredients you don’t see matter too,

It’s official: you can now find Truvani in some Costco locations: specifically north east and south west. If I have any friends local who also happen to like Truvani… good news is that this is the best price of Truvani that you’ll ever get. This is such a huge step forward. Exciting to see this all happen!

Got a cold call today. They were selling some saas. I flipped it back on them. “Do you go to the gym” “Nice, so you’re trying to hit certain protein goals?l “Great. On our site we have a special deal going on. You said you care about the gym and protein. I’ll wait for your order to process.” Now… Do you think the cold caller purchased?

Sales people who auto add things to peoples calendars via GMAIL should go to jail. Don't change my mind.

Here’s how copywriting changed in advertising in 2026. In 2015, you’d start with story and build the hook. Now in 2026 you’d hit them in the face with it. But here’s the thing: founder yapping videos are getting traction. People think it’s because founders yapping is what people want. Authenticity. After all. Maybe. I have a different opinion. People are tired of the social media attention gimmicks and someone yapping with light editing genuinely stands out in the feed right now. Ramble on yappers. You’re doing good work.

As someone who grew up poor… The internet allowed me to make something of myself that would have never been possible otherwise. It wasn’t school. I majored in English. It wasn’t friends. It was single handedly the internet. It allows people to build whatever they want… Learn whatever they want. And accomplish something meaningful. The world becoming 100 percent connected with access to computers will be the greatest equalizer.

Should emails be image based or text? For a while, I believed the hype. We switched Truvani emails to those nice image based emails… Deep down I thought it was a mistake. But everyone else was doing it. And brand. And looks so pretty. Yea, well. They also don’t perform. Text based emails beat image based emails and that’s that. We went back and email is now a channel that’s growing. Found the right agency - which is rare - to run it. But man. Looking back at our image email performance is gross.

This is Googles fault in my opinion. Scammers duplicate ecommerce websites. They buy google ads bidding on branded terms sending to scam ecommerce website. People buy product thinking its the official website, and find out its a scam site when they get no product. The scammer gets credit card information. The scammer gets personal address information. The scammer gets money. All because they were able to buy a Google ad to a fake, duplicated ecommerce website. We get these sites taken down fast, but they pop up even faster. Even when you submit trademark disputes, scam reports, all these platforms just dont deal with it fast enough. But google? They could stop it dead in their tracks because google ads seem to be how they generate the sales.

When I see someone brag about running Facebook ads for 10 years, my first thought: Who cares. Longevity means nothing. The question is: have you run them successfully for the past 6-12 months. And have you pushed innovation forward or rode the ripple of someone else’s wake? This isn’t just about ads, either. It’s about everything. Longevity may mean wisdom but longevity may also mean “set in old ways.” Even me. I’ve been a marketer for 22 years. I’ve lived different seasons. From content. To direct response. To advertising. From courses to software to CPG. I’ve had to completely change the way I look at everything every few years. Sure, some things are timeless. Like Claude (not the ai one). And Schwartz. And collier. But many things are completely reinvented. What’s important isn’t how long you or I have done something. What’s important is how often we reinvent ourselves to win in the new world.

Just got told Truvani crossed 65,000 points of distribution... I remember when we had our first 100 stores. It felt amazing. And I thought, what happens when we reach 1,000? Who would have thought that a few years later this would be our normal. What's even crazier is: we have a clear path to almost doubling these points of distribution in the next 18 months. Back to work.

I say no to almost every public appearance or interview I get asked to do. But I said yes to one podcast interview. It's coming up in the next 2 weeks. What's ONE thing you'd hope I'd share about Truvani on this interview?

15 years ago I was teaching people marketing. And psychology. And persuasion. Now I run a brand. What's funny to me is watching all these people who run brands rush to teach people business. They think the grass is greener... Just like I thought the grass was greener on the brand side. Having done both I can tell you this: Running a company - that isn't teaching people - is way better than teaching people to run a company.

I’m glad that I’m not the only one who had to Google “larping” recently. You know you’re becoming an “unc” as the kids say when you have to google their insults to understand what they are talking about.

I find that I irrationally write people off when they use some sort of gimmick to get my attention. Stupid subject line. Auto scheduling a meeting on calendar without conversation. A fake introduction. On one hand, I appreciate the desire to get in touch. But the gimmick feels so horrible that I can’t ever work with you. This doesn’t mean I’m unreachable. I mean, im here on Twitter. Make a few smart comments over the course of a week or two and then reach out and say hello. It isn’t that hard. But people just don’t do it. Why?