Threading The Needle

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CTC IS AN ONLINE SALES AGENCY Our Mission: Unite People of Common Purpose to Power Commerce.

Common Thread Collective


    • Oct 19, 2022 LATEST EPISODE
    • weekly NEW EPISODES
    • 27m AVG DURATION
    • 125 EPISODES

    4.9 from 46 ratings Listeners of Threading The Needle that love the show mention: ctc, e commerce, ecommerce, andrew, transparency, marketing, expert, business, pretty, every episode, story, host, informative, great, guys, real, content, always, listen, like.



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    Latest episodes from Threading The Needle

    Facebook's Move into AI with New Advantage+

    Play Episode Listen Later Oct 19, 2022 24:54


    Choice is sometimes an illusion. In this episode, Richard and Taylor talk about Facebook's move toward the Advantage+ model, which shifts away from human decision making and toward artificial intelligence. “They will say Advantage+ is a way to build campaigns with fewer inputs. But the secondary implication is Facebook has a performance problem. In order to solve for that, they're attempting to reduce the variables and take control of the situation.” Show Notes: Get a $200 credit with Insense, the creator content & ads platform trusted by 700+ DTC brands: https://bit.ly/3eHyDLt

    Predict Customer Value in Real Time with AI

    Play Episode Listen Later Oct 12, 2022 27:08


    What if you could see future results in the now? In this episode, Richard and Taylor talk about Common Thread's unique relationship with Retina.ai, an AI platform that allows you to predict the future value of your customers. “You're getting an instant view into the value of your customer within 96% accuracy.” Show Notes: Learn why Retina.ai is ecommerce's magic 8-ball: https://bit.ly/3CzXGZ4

    The Impact of Consumer Confidence on DTC

    Play Episode Listen Later Oct 6, 2022 23:14


    The latest Consumer Confidence Index paints a bleak picture of the economy at large. How does that affect DTC, ROAS, and forecasting for Q4? “It's going to take more marketing resources to sell products. The practical output of that is less efficient advertising. You have to do more to get less action.” Show Notes: - Try Freshmarketer: https://bit.ly/3S5wXcH - Taylor's tweet on CCI vs. MER: https://bit.ly/3fEosaB - Taylor's Black Friday strategy article: https://bit.ly/3RDwspU

    Andrew's Quitting The Pod

    Play Episode Listen Later Sep 29, 2022 35:42


    In Andrew's farewell episode, he passes the torch over to CTC's Taylor Holiday and Richard Gaffin. Andrew reflects on his time hosting the podcast, and what's next for the show. “Moving forward, what you can expect from us is a conversation about frameworks, about large-scale thinking, and interesting things happening in the DTC space and what they mean for you.” Show Notes: - Try Freshmarketer: https://bit.ly/3S5wXcH - Keep listening to Andrew at “The Andrew Faris Podcast,” head to his new website at www.ajfgrowth.com, or follow him on Twitter @andrewjfaris.

    How to Manage People to Grow Your Brand

    Play Episode Listen Later Sep 21, 2022 11:00


    Using your resources as effectively as possible is essential for growing your business at any pace. In this episode, Andrew talks about two ways to manage people well. “It's not easy to be a great manager — and it's not in the realm of tactics for growth — but it is an important part of building a great company.” Show notes: - Follow Andrew on Twitter: https://twitter.com/andrewjfaris - Try Freshmarketer: https://bit.ly/3S5wXcH

    The Antidote to Shiny Object Syndrome

    Play Episode Listen Later Sep 15, 2022 17:18


    Brands that are trying to grow really fast often try the next most tempting “shiny object” to get there. In this episode, Andrew talks about the importance of taking time to align your behaviors to your goals. “Where are you trying to go, how clear can you get on that goal as quickly as possible, and how much can you put your focus toward it?” Show notes: Try Freshmarketer: https://bit.ly/3S5wXcH

    Financing to Scale with Obvi CEO Ron Shah

    Play Episode Listen Later Sep 8, 2022 29:04


    The right tools don't change the fundamentals of running your business — they allow you to think about your business in a new way. In this episode, Andrew talks with Obvi Founder & CEO Ron Shah about their plans for upcoming growth, and how they plan to finance that growth. “Because we're bootstrapped, it's hard to make that fuel last long. When you have opportunities to scale, it actually costs more to do that. When you realize the cost is higher, you need to come up with more solutions to make that happen.” Show Notes: - Parker, the ecommerce financial soultion: https://getparker.com/ - Follow Ron on Twitter: https://twitter.com/obviceo - Ron's thread on how he built Obvi: https://bit.ly/3LdGVH3 - Ron's thread on his BFCM plans: https://bit.ly/3QsvtYX - Ron on LinkedIn: https://www.linkedin.com/in/ronak06/ - Follow Andrew on Twitter: https://twitter.com/andrewjfaris

    Why Your Customer Journey is Everything

    Play Episode Listen Later Aug 31, 2022 18:59


    Not all customers are alike. In this episode, Andrew talks about the importance of meeting customers at different points in their customer journey. “It's really what your whole business comes down to, in terms of your marketing, customer acquisition, and reacquistion.” Show Notes: - Get net 60 terms on every transaction. Visit getparker.com to learn more about the credit card built exclusively for ecommerce.

    What Are You Selling?

    Play Episode Listen Later Aug 24, 2022 16:47


    It's a foundational question for any business: What exactly are you selling, and how is your marketing approach optimized for it? In this episode, Andrew cautions against using one-size-fits-all business advice, particularly for how you market your product. “How your product is sold may be fundamentally different than the way other products are sold.”

    The DNA of a Resilient Brand

    Play Episode Listen Later Aug 18, 2022 68:46


    Is your business set up to withstand hardship? In this episode, we revisit a conversation with Common Thread Collective CEO Taylor Holiday about how businesses can remain resilient amid uncertainty. “Who are the businesses that will thrive even if the current situation does become a net negative?” Show Notes: - Visit getparker.com to learn more about the credit card built exclusively for ecommerce.

    The Only Guide You Need to Grow Your Business

    Play Episode Listen Later Aug 11, 2022 33:12


    There's a lot of information on the internet about how to grow an ecommerce business, but none exists at this caliber of high-level strategy and detailed execution. In this episode, Andrew is joined by Common Thread Collective VP of Marketing Aaron Orendorff where he unveils the most significant piece of public-facing content CTC has ever produced: The Enterprise Scaling Guide. “It's without hyperbole the most I've bled, sweat, poured, shook-my-fists-at-the-heavens-in-certain-moments-thing that I've ever had the great privilege of putting together.” Show Notes: - Visit getparker.com to learn more about the credit card built exclusively for ecommerce. - Get the Enterprise Scaling Guide: https://bit.ly/3zNTALh

    The #1 Key To Email Marketing

    Play Episode Listen Later Aug 3, 2022 18:28


    Email is an 80/20 game: 80% of the value comes from 20% of what you put into it. In this episode, Andrew shares his thoughts on the current state of email marketing. “The number one thing that generates more value out of email is to send more email. It's almost annoying how simple that advice is, but it's true.” Show Notes: - Subscribe to the Data Newsletter: https://bit.ly/3btYXqM - Get a free email marketing audit: https://bit.ly/3zttqxe

    How to Finance & Fund Your Ecommerce Business

    Play Episode Listen Later Jul 27, 2022 33:24


    Funding growth is incredibly hard, especially for brands that are just starting to scale. In this episode, Andrew is joined by Stephen Duke, head of marketing and growth at Wayflyer. “The thing that determines the health of so many ecommerce businesses is their financial engine: how well they are using the right finance tools and thinking about finance.” Show Notes: Get started with Wayflyer: www.wayflyer.com

    Learning From a Huge Facebook Ads Win

    Play Episode Listen Later Jul 20, 2022 10:11


    What's the secret behind massive wins on Facebook? In this episode, Andrew goes back to Facebook ad basics: what works, and what doesn't. “There are times when the thing that really moves the needle is the product. Or, put more simply, the offer.”

    Everybody Has Too Much Stuff

    Play Episode Listen Later Jul 14, 2022 22:16


    First it was supply chain disruptions, and now it's … warehouse disruptions? In this episode, Andrew talks about brands currently experiencing an abundance of inventory, the problems this is causing, and how businesses should respond. “Our warehouses are now so backfilled that there's all these containers and nowhere to put the stuff. Even Target has said publicly they're going to cut prices in order to move product.” Show notes: Fund your ecommerce business with Wayflyer: https://bit.ly/3arbACq

    How Much Should I Spend On Ads?

    Play Episode Listen Later Jul 6, 2022 28:10


    How do you determine the percentage of revenue that goes toward your ad spend? In this episode, Andrew answers this question he received recently on Twitter. “This is a crucial question for any business. For ecommerce in particular, advertising is the key way you're driving traffic to your site.” Show Notes: - Get started with Wayflyer ecommerce financing: https://bit.ly/3arbACq - Use the Unit Economics calculator: https://bit.ly/3P2DPWI

    Bonus Episode: Building a Subscription Business with Judith Zhu

    Play Episode Listen Later Jun 29, 2022 29:18


    Retention is king right now, so what's your strategy? In this episode, Andrew is joined by Yotpo Product Marketing Manager Judith Zhu where they discuss how to generate revenue with subscriptions for any type of business. “One of the most powerful levers you can pull is having subscriptions as a meaningful part of your business.” Show Notes: - Connect with Judith: https://www.linkedin.com/in/judithkayzhu/ - Try Yotpo subscriptions: https://apps.shopify.com/yotpo-subscription https://www.yotpo.com/platform/subscriptions/

    How to Solve a Problem

    Play Episode Listen Later Jun 22, 2022 27:19


    What's your greatest challenge right now? In this episode, Andrew talks through a problem he's having trouble solving, and what he's doing about it. (Spoiler: the key is breaking the problem down into smaller problems). “Despite the current macroeconomic moment, I still have to figure out how to help this client grow.”

    The Bull Case for DTC

    Play Episode Listen Later Jun 15, 2022 18:54


    The market decline is real — but is there hope? In this episode, Andrew casts a positive outlook for the future, and suggests this is the time to invest in growth. “There is a moment right now to capitalize amid all the doom and gloom in the ecommerce space.” Show notes: - Get started with YotPo subscriptions: https://bit.ly/YotpoSubscriptionsEcommPlaybook - Statlas: https://bit.ly/3MV23AP - Andrew's Twitter: https://twitter.com/andrewjfaris - Mehtab From Karta: https://twitter.com/MehtabKarta - Fan Bi: https://twitter.com/lifeofbi

    Clarity > Everything

    Play Episode Listen Later Jun 8, 2022 18:20


    At the center of what you're selling, what's the most important? In this episode, Andrew talks about getting as clear as possible on the marketing messaging for your product. “You have to know what you are selling with total clarity, and in order to sell it well, you have to communicate that one thing more and better than everything else.” Show Notes: - Bambu Earth's success: https://bit.ly/3xHG8ch - Get started with YotPo subscriptions: https://bit.ly/YotpoSubscriptionsEcommPlaybook

    10 Topics With Taylor: Attribution, Shopify Audiences, & The Looming Ecomm Debt Crisis

    Play Episode Listen Later Jun 1, 2022 53:24


    What's on your mind as an ecommerce owner or operator? This episode, Andrew and special guest Common Thread Collective CEO Taylor Holiday cover 10 trending and top-of-mind ecommerce topics. “We'll go big, we'll go broad, we'll go bitter and angry Twitter wars.” Show Notes: Subscribe to the Data Newsletter: https://content.commonthreadco.com/ecommerce-data-newsletter Mehtab's Twitter Account: https://twitter.com/MehtabKarta

    Your Facebook Ads Are Doing Better Than You Think

    Play Episode Listen Later May 25, 2022 27:05


    It is a fact that brands are pulling back on Facebook spend. They shouldn't be. In this episode, Andrew explains why the return on Facebook ads is better than you think, where your money is going, and how your growth is happening. “When you start buying traffic of any kind, it affects all your channels. A steady decline in Facebook spend produces a steady decline in organic and paid. And, ultimately, creates significant revenue decline.” Show Notes: - https://bit.ly/3LHNobF - Statlas, CTC's data tool Andrew referenced on the show. - https://bit.ly/38eHjWr - CTC Weekly Data Newsletter from ~220 stores comprising $5B in GMV. - https://bit.ly/3lDBtB6 - Explore CTC's "Expert Strategy" program for your brand. - https://bit.ly/39QCh2K - View the graphs and charts Andrew mentions.

    How Will Your Business Be Great?

    Play Episode Listen Later May 18, 2022 33:26


    “Get really good” might seem like unhelpful advice, but there's a principle behind it. In this episode, Andrew emphasizes the need to be great at some aspects of your business, and why doing so will set your brand apart from the rest. “The brands that are winning have some feature or element of their business that make them uniquely good. They're great at something.” Looking to scale your business in this unique climate? Get personalized ecommerce training from a team of experts, free for a limited time. Visit http://www.youradmission.co/

    Make Bigger Changes

    Play Episode Listen Later May 11, 2022 24:58


    If you aren't happy with your business, it's probably time to make some changes. In this episode, Andrew draws from his experience as a consultant coming in with a fresh perspective on a brand and its problems. “When I look at businesses, my only goal is to win for them. So I ask, ‘Why not do the thing that's going to make you more money?'”

    How to Generate Winning Facebook Ad Creative

    Play Episode Listen Later May 4, 2022 43:33


    Quantity alone isn't always better than quality. In this episode, Andrew does a deep dive into Facebook ad creative strategy. “It's not just about the volume of ads, but the quality of ads. I believe you need both to be successful.”

    The Mechanics of Executing a Promotion

    Play Episode Listen Later Apr 27, 2022 47:42


    Ever made it to the end of your promotion and realize you forgot something? In this episode, Andrew zooms into the mechanics of effective product launch and promotion strategies. “I'm going to give you five elements of executing a great promotional moment from start to finish.” Show notes: - Overview of the Four-Peaks Theory: https://commonthreadco.com/blogs/coachs-corner/ecommerce-marketing-calendar - SMS capture page example: https://bambuearth.com/pages/text-offers - Landing page example: https://bit.ly/3khoynC

    Eight Things I'm Doing To Stay Productive

    Play Episode Listen Later Apr 20, 2022 25:18


    If you're a naturally productive person, skip this episode. For the rest of us, Andrew shares how he's managing context switching and productivity. “I know I'm not alone in the challenge of working between multiple things at once.”

    Is Pure-Play DTC Done?

    Play Episode Listen Later Apr 13, 2022 15:49


    The world of DTC as we know it is behind us … or is it? In this episode, Andrew throws it back to the first few episodes of the show with a brief reflection on a broad question. “Is pure-play DTC over?”

    Scaling Teams is as Hard as Scaling Revenue

    Play Episode Listen Later Apr 6, 2022 25:51


    What makes a good manager? In this episode, Andrew follows up on a comment he made in a previous conversation with Common Thread CEO Taylor Holiday about his biggest leadership mistakes. “As your organization grows, think about how you are scaling the team's ability to function effectively and efficiently.”

    Building a Perpetual Facebook Ad Machine

    Play Episode Listen Later Mar 30, 2022 32:07


    More creative, greater efficiency. In this episode, Andrew explores the best creative strategy to get the most out of Facebook ads. “The basic idea is: How much creative can you put into your Facebook account and manage it as efficiently as possible?”

    Where Will Your Business Create Value?

    Play Episode Listen Later Mar 23, 2022 20:06


    Where do you create value in your business? In this episode, Andrew demonstrates how to answer that question and why it is so important for your business' success. “Where is the profit going to come from and what is going to make this worth my time? Get as clear as you can on that, and build everything possible in the business towards that.”

    Defining Ecommerce Success with Nate Poulin

    Play Episode Listen Later Mar 16, 2022 76:11


    Why argue on Twitter when you can do it on a podcast instead? In this special episode, Common Thread Collective CEO Taylor Holiday and ecommerce heavy-hitter Nate Poulin (@DigitallyNative on Twitter) take over to settle years of Twitter debates in one podcast. “We both value the identity of being not just a public thinker, but an operator.”

    The Ideal P&L for Every Business Type

    Play Episode Listen Later Mar 9, 2022 25:11


    What's the right financial structure for your business? In this episode, Andrew applies Common Thread Collective's Four-Quarter Accounting Principle across a range of different kinds of businesses. “One-size-fits-all heuristics are just a way to begin thinking and press into your business.“ Show Notes: Sign up for the Ecommerce Data Newsletter here: https://content.commonthreadco.com/ecommerce-data-newsletter More on four-quarter accounting: https://commonthreadco.com/blogs/coachs-corner/unit-economics-for-ecommerce

    What's Next & CEO Reflections

    Play Episode Listen Later Mar 2, 2022 25:05


    What does a former CEO do after leaving the position? In this episode, Andrew gives some insights and learnings on being a CEO, and shares about the next step in his career (he's not going far). “That means, for the sake of this show, it's going to keep going!”

    Mistakes Made and Lessons Learned as CEOs

    Play Episode Listen Later Feb 23, 2022 57:50


    What would your boss say about your mistakes? In this episode, Andrew brings in Common Thread Collective CEO Taylor Holiday to “evaluate” his performance as CEO of 4x400. “It was such a gift to me, to get put into a position that I wasn't ready for, and then to go and make a bunch of mistakes.”

    Honest Reflections for Recruiters

    Play Episode Listen Later Feb 9, 2022 24:21


    What's in it for the candidate? In this episode, Andrew shares his feedback on what he is seeing from recruiters during his job search. “My hope is to help you attract great talent, as well as to attract the right kind of people to your organization.”

    6 Honest Reflections For Job Seekers

    Play Episode Listen Later Feb 2, 2022 33:44


    Do you really know what you want in a job? In this episode, Andrew shares candid thoughts about his next steps in the current job market. “If you're at a stopping point and you're not sure what the next step in your career is, the best thing you can do is slow down and take a step away.”

    Why Bambu Earth: An Antifragile Analysis

    Play Episode Listen Later Jan 27, 2022 42:07


    What's the best use of your investment? In this episode of the Ecommerce Playbook Podcast, Andrew dives into the specifics of 4x400's decision to go all-in on Bambu Earth. “If you're like me and you love solving problems, it's really hard to cut bait on stuff that has a lot to like about it.”

    21 Antifragile Ecommerce Tactics (Roundtable)

    Play Episode Listen Later Jan 20, 2022 67:17


    Resilience is often the key to success. In this episode, Andrew is joined by Common Thread Collective executives Orchid Bertelsen, Taylor Holiday, and Aaron Orendorff to discuss the seven characteristics of an “antifragile” ecommerce brand + 21 tactics. - Read the full article on developing an antifragile ecommerce brand: https://commonthreadco.com/blogs/coachs-corner/antifragile-ecommerce - Watch this podcast on YouTube: https://youtu.be/6BkM1vbTYSM

    “Aggregator Madness” and Major Changes at 4x400

    Play Episode Listen Later Jan 13, 2022 31:27


    Transitions are on the horizon. In this episode, Andrew provides his assessment of the aggregator model, the landscape for aggregators as a whole, and how that assessment informs incoming changes at 4x400. “We are now about four years into this journey of running an aggregator, and we have learned a lot.”

    Black Friday Results & Lessons Learned

    Play Episode Listen Later Dec 14, 2021 19:14


    Lose, win, and draw. Three brands with three different outcomes. In this episode, Andrew follows up on Black Friday, Cyber Monday and the lessons he's bringing into 2022. “I've done Black Friday a lot of times now, and every year there's more to learn.”

    Expectations for Black Friday, Cyber Monday

    Play Episode Listen Later Dec 7, 2021 14:25


    The supply chain, inflation, product volume — a multitude of factors went into ecommerce planning for the holiday season. In this episode, recorded prior to the big weekend, Andrew shares his expectations, offers, and reasoning behind each of his brands' Black Friday, Cyber Monday strategies. “Like everything related to the time that we live in, it is so hard to forecast.”

    Ecommerce Data from ~230 Businesses & $2.3B+ in Revenue

    Play Episode Listen Later Nov 11, 2021 62:54


    In this bonus (dare we say, “emergency”) episode of the Ecommerce Playbook Podcast, Andrew is joined by CTC's VP of Marketing, Aaron Orendorff, and CEO, Taylor Holiday. Go behind-the-scenes as they share, benchmark, and examine the DTC metrics that matter most. “What we're hopeful to do with this information is to help add another layer of context to your questions and struggles in a way that provides a richer narrative than an individual anecdote or response.”

    The Anatomy of a Well-Executed Product Launch

    Play Episode Listen Later Nov 9, 2021 25:01


    How do you create products that generate value over time? In this episode, Andrew shares the what, why, and how of a recent Modern Fuel launch. “When you launch a product, you need to keep the fundamentals in front of you and keep moving forward.” Link to Legends Collection: https://modernfuel.com/pages/legends

    The Simplest Way to Maximize Black Friday (SPOILER: AOV > Everything)

    Play Episode Listen Later Nov 3, 2021 9:19


    It's not too late! In this week's episode, Andrew shares his best strategy for a successful ecommerce holiday. “The way you maximize the moment with past customers, new customers, and everyone in between is strategizing for AOV.”

    How to Maximize Your Email and SMS

    Play Episode Listen Later Oct 27, 2021 16:54


    Customer acquisition deep dive — with all the numbers! Andrew explores how to nudge subscribers into becoming customers. “People on my list who have never purchased before are very unlikely to purchase after a certain point without some kind of offer or discount.”

    Your Most Underutilized Marketing Asset

    Play Episode Listen Later Oct 19, 2021 24:39


    We're getting tactical. This week, Andrew shares strategies for using email and SMS subscription lists to acquire customers. “How do I turn those lists into dollars?”

    Operational Leadership & Building Meaning into Your Business with Orchid Bertelsen

    Play Episode Listen Later Oct 12, 2021 51:06


    In this special episode, Andrew Faris and Taylor Holiday, CEO of Common Thread Collective, talk with Orchid Bertelsen — CTC's new Chief Operating Officer. With six years of experience at Nestle USA, Orchid explains why operational leadership is no long a luxury for DTC ecommerce brands. “The problem isn't that people aren't willing to take hills. They're willing to take hills, but sometimes they take the wrong ones.”

    The Failure of Genuine Canine

    Play Episode Listen Later Oct 6, 2021 26:17


    Nobody has the Midas Touch. In this episode, Andrew shares four things he would have done differently with the Genuine Canine brand before ultimately selling it. “When you're losing, you don't want to keep doing that thing over and over again.” As mentioned in the show ... Kynship Influencer Marketing: https://kynship.co/

    You Need Convictions, Not Just Affirmations

    Play Episode Listen Later Sep 15, 2021 27:33


    Do you feel like you're running your business based on what others have told you to do? In this episode, Andrew shares how his team at 4x400 is working to develop real points of view, core beliefs, and values. “What I am experiencing right now as a CEO is the things I believed were true before are just starting to be internalized. I wish I would have done that sooner.” Now through Sept. 23, visit youradmission.co and get free access to our exclusive online community with trainings, tools, and support for your ecommerce brand.

    Product Development Is The Future

    Play Episode Listen Later Sep 9, 2021 34:06


    The number one way to build your brand is to put products in peoples' hands. In this episode, Andrew shares how 4x400 thinks about product development. “I'm betting a lot of the future of 4x400 on our ability to develop awesome products for our customers.” BONUS: Visit youradmission.co and get free access to our exclusive online community with trainings, tools, and support for your ecommerce brand. Limited time only, Sept. 14–23

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