Most ecommerce brands build one forecast — and that’s why most forecasts are wrong.

In this episode of the Podcast, Richard and Luke break down the 3-forecast model that every high-performing brand should use when planning for 2026: Board. Budget. Bonus.

You’ll learn:

• Why every brand needs three forecasts, not one

• How to balance short-term execution (Black Friday) with long-term planning (2026)

• How to model different outcomes for your board, your operating budget, and your team goals

• How to use tools like percentage-over-model and event effect modeling to make forecasts actually useful

If you’re leading growth, finance, or operations at a 7 to 9 figure brand, this episode will help you plan smarter, forecast with confidence, and build a roadmap that aligns your team from boardroom to bonus.

Get your 2026 forecast built with CTC’s Prophit System: https://commonthreadco.com/pages/prophit-system

Show Notes:

• This episode is brought to you by Tie: meettie.comExplore the PROPHIT System: prophitsystem.com

• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have