Hey. I’m on a plane to San Francisco for the next few hours. I’m on my way to the Postscript Customer Advisory event which is in Napa. Not only do I love Postscript and the team, but also a good opportunity to see a bunch of people I know and make some new connections, plus who can turn down a free trip to an Auberge in Napa?

Gonna miss my kids but it's a short trip.

I’m gonna do a bit of a random, mixed bag issue today with some thoughts that are in my mind.

1. Brand is really hard to measure. That doesn’t mean you shouldn’t try, but sometimes it does. Some of it can be measured. Your options are incrementality tests over a long period of time, MMMs, and brand tracking surveys. The best brand teams are very good at measuring and tracking impact. But some stuff is just good marketing and should be done. I’m trying to get better at tracking longer-term value with baseline metrics and always on brand tracking, but then also doing more things that can’t be measured.

2. Your best people wihout AI will be your best people with it. Since we’ve undertaken a big AI initaitve at JRB, i’ve seen two things. The top performers are doing amazing things with it, and getting way more done. And the bottom performers are using it lazily, and to avoid doing work. You want them using AI to make their quality of output better and in less time, not to automate the work with half assed replies. It’s like money or being drunk; it only makes you more of who you are. But it’s a great multiplier.

3. There are excellent people all over. This year we've really made it a priority to diversify our talent base, largely for cost and budget reasons. Meta swallows up so much creative, so we need a lot of people to help produce, design, and edit it. It just wouldn't be fiscally possible if they were all US-based. What we do is have our heads of departments in the US, and then we work with Proppel to recruit the roles under them, mostly in LATAM. We've managed to hire 10 people so far this year, pay way below market rates than what we'd pay in the US, and get phenomenal team members. Everyone I've referred to Proppel has had an excellent experience as well. If you submit your request here before September 2nd, you can get 10% off your first role. Sponsored.

4. We're going hard on reach and sampling. It's going to guide nearly every investment we do next year. With us being nearly 100% DTC but wanting to reach new audiences, we need to get our new products in the hands of as many people as possible. That means going crazy on influencer seeding, but also sampling. Where can we show up to get these new product samples out to the right people? Which brands can we partner with to get these out to the right people? Where do we need to open stores to let more people try our products? Going to be doing a lot more grassroots, top of funnel stuff paired with sampling. If you believe in your product, you have to.

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I'm off to enjoy Napa and do some sessions at this Postscript event. Have a great week

• Cody

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