Letter from Liz - Edition 4
Do you find yourself doom scrolling about the economy? Inflation up. Jobs up. Gas prices up. And the pandemic? Oh, it’s out. But your business? If you are anything like the small business owners in my circle, things have been down and even a little bit unpredictable for most of 2022.
It can be easy to feel like it’s time to just ride out 2022. Let it fade into the sunset and try again in 2023. But I’d like to encourage you to see the Bradley Cooper tinged Silver Lining here. There is a Playbook for navigating these unknowns that can help you have your best business outcomes yet.
Here are a few ways some of the best companies break through when times are tough:
- Developing new product: In a market where inventories are too high and customer demand is slagging, some brands rely on discounts. The best brands INNOVATE. They ramp up their R+D when growth has slowed, and start talking to customers. What’s missing? What would make them part with their money RIGHT NOW. Just as your competitors are headed for bargain bins, you’ll be introducing us to entirely new ways of experiencing your category.
- Acquiring talent: Big startups losing talent is your gain. If you’ve read my piece on how the Great Resignation can help startups earn top talent, you know how to attract and retain excellent people. But the most important piece of the equation is taking advantage of that knowledge right now. Talented individuals are leaving big players in droves, and you can be the change they’re looking for. Hire them, give them a clear target and a ton of trust to go after it.
- Partnering up. Have you always dreamed of getting acquired? Or acquiring someone else? Now might be the moment to approach a competitor and instead of saying: “let’s talk price” – saying: “let’s talk superbrand.” Think about it: cross selling to each customer list. Sharing costs on operations. And doubling the marketing reach? It might be the move to make both brands bigger.
There are lots of reasons to be down on being in small ecommerce stores right now. But chin up. We have Black Friday and Cyber Monday coming up. And there is always a way to win, no matter who or what is in the way. Just ask Jennifer Lawrence. Those stairs didn’t keep her from her Silver Linings Oscar.
From swimmable denim to wrapping paper blazers Shinesty has mastered the art of breaking through. In episode 6 of A2C, co-founder and CMO Jens Nicholaysen explains how Shinesty used marketing. outlandish visuals. and humor to avoid blanding and become one of the most out there garment brands to date. Watch our full conversation here.
Looking for guidance on making the most of this holiday season? We’ve got you. Sign up for our new e-commerce photography 101 webinar for tips & tricks to break through the clutter and convert sales.
Letter from Liz - Edition 4
Do you find yourself doom scrolling about the economy? Inflation up. Jobs up. Gas prices up. And the pandemic? Oh, it’s out. But your business? If you are anything like the small business owners in my circle, things have been down and even a little bit unpredictable for most of 2022.
It can be easy to feel like it’s time to just ride out 2022. Let it fade into the sunset and try again in 2023. But I’d like to encourage you to see the Bradley Cooper tinged Silver Lining here. There is a Playbook for navigating these unknowns that can help you have your best business outcomes yet.
Here are a few ways some of the best companies break through when times are tough:
- Developing new product: In a market where inventories are too high and customer demand is slagging, some brands rely on discounts. The best brands INNOVATE. They ramp up their R+D when growth has slowed, and start talking to customers. What’s missing? What would make them part with their money RIGHT NOW. Just as your competitors are headed for bargain bins, you’ll be introducing us to entirely new ways of experiencing your category.
- Acquiring talent: Big startups losing talent is your gain. If you’ve read my piece on how the Great Resignation can help startups earn top talent, you know how to attract and retain excellent people. But the most important piece of the equation is taking advantage of that knowledge right now. Talented individuals are leaving big players in droves, and you can be the change they’re looking for. Hire them, give them a clear target and a ton of trust to go after it.
- Partnering up. Have you always dreamed of getting acquired? Or acquiring someone else? Now might be the moment to approach a competitor and instead of saying: “let’s talk price” – saying: “let’s talk superbrand.” Think about it: cross selling to each customer list. Sharing costs on operations. And doubling the marketing reach? It might be the move to make both brands bigger.
There are lots of reasons to be down on being in small ecommerce stores right now. But chin up. We have Black Friday and Cyber Monday coming up. And there is always a way to win, no matter who or what is in the way. Just ask Jennifer Lawrence. Those stairs didn’t keep her from her Silver Linings Oscar.
From swimmable denim to wrapping paper blazers Shinesty has mastered the art of breaking through. In episode 6 of A2C, co-founder and CMO Jens Nicholaysen explains how Shinesty used marketing. outlandish visuals. and humor to avoid blanding and become one of the most out there garment brands to date. Watch our full conversation here.
Looking for guidance on making the most of this holiday season? We’ve got you. Sign up for our new e-commerce photography 101 webinar for tips & tricks to break through the clutter and convert sales.
