Kurt Elster helps Shopify store owners discover hidden profits in their websites.

As CEO and Co-Founder of Ethercycle, an eCommerce Consultancy, Kurt and his team are Shopify Experts who help scale brands.

Across the wide range of stores that he’s worked with, Kurt has identified frameworks and formulas that are helpful in identifying opportunities and creating strategies.

For example, the OODA Loop--an approach to decision-making that comes from military strategist and US Air Force Colonel John Boyd.

It stands for Observe, Orient, Decide, Act.

A simple approach to quickly understand the context of a situation, and make quick decisions and reassess when more data becomes available.

This is clearly a framework directly applicable to improving site performance and revenue growth.

I learned a lot from Kurt, along with his frameworks for improving site copywriting, customer experience, and differentiation.