What happens when a trial attorney who spent his days in courtrooms becomes the CEO of one of the fastest-growing premium tool belt companies online? Connor Crook's journey from practicing law to building Diamondback Tools into an 8-figure business is packed with unconventional strategies that any DTC brand owner can apply. In this episode, Connor reveals how he leveraged Instagram to become "trade-famous," built an Apple-like product ecosystem that keeps customers upgrading, and made the bold decision to slash his cost of goods by 70% while simultaneously improving quality - a move that transformed his entire business model.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Intro

(03:47) From Trial Attorney to Toolbelt CEO

(06:45) Building Community and Becoming Insta-Famous

(10:26) Promotional Strategies and Customer Engagement

(14:45) Open Source Product Development

(26:02) Save Money and Connect Your Marketing Channels with Channable

(27:25) Creating a Product Ecosystem

(32:23) Unlocking Repeat Business Through Product Upgrades

(36:14) Reducing Costs and Improving Quality: The Vietnam Shift

(46:54) Cash Flow and Profitability in E-Commerce

(56:21) Transform Your Subscription Business with Loop

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 
• Request a Free Strategy Session: https://www.omgcommerce.com/contact 

Relevant Links:

• Connor’sLinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110
• Diamondback Website: https://toolbelts.com/
• Special Offer | Channable (Mention Ecommerce Evolution): https://www.channable.com/
• Special Offer | Loop (Mention Ecommerce Evolution): https://www.loopwork.co/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more