Limited Supply

Most AI landing pages look like slop. Here's how to build ones that actually convert.

This week, Nik goes all in on landing pages with a presentation from the recent Ecom Founders Q4 Summit. He's been building pages with AI for a while now, and he's turned his whole process into a skill you can copy and use for free.

Nik also shares example pages he built for Caraway and Love Wellness, with no brand files and no inside access, just to prove it works on a brand he had zero context on.

Inside the talk, Nik covers why untrained AI produces generic pages, his five question rule that every page has to answer, and the 30 or so modules he recommends including, from the promotion bar to social proof to the comparison table.

He also walks through his exact process (product, persona, and problem, then evidence, past alternatives, and your angle), plus two shortcuts for when you need a page fast: tally up what customers mention most in reviews and turn the top five into a listicle, or find your weakest performing ad and build a challenger page for it.

You'll also get his full tool stack (Codex, GitHub, Vercel, HQ for memory, and Microsoft Clarity), a live look at how a Love Wellness page came together in about 45 minutes, and a Q&A covering brand kits, landing page versus homepage, on-site chatbots, and conversion benchmarks (including a 10% landing page versus 2 to 3.5% on a collections page).

Grab the free landing page skill here: https://lp-skill.nik.co/ (Password: Q4).

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at ⁠⁠⁠⁠https://triplewhale.com/limitedsupply⁠⁠⁠

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Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Follow Nik on X: ⁠⁠⁠⁠⁠⁠⁠https://www.twitter.com/mrsharma⁠⁠

What does it actually take to win BFCM?

This week's episode comes straight from last week's Ecom Founders Q4 Summit in New York City, where Nik sat down with Cody Plofker, former CEO of Jones Road Beauty, for a live fireside chat.

Cody recently stepped down as CEO after years running the brand at Jones Road Beauty, and he's now building something new while staying on Jones Road's board. In this conversation, he gets refreshingly honest about what actually works heading into Black Friday, and what he'd do differently.

Cody breaks down why almost nobody discovering your brand on Black Friday is a first time visitor, which means the real work happens all year, not just in November.

He walks through how Jones Road used moments like Memorial Day and Labor Day as tune ups before their biggest offers, why he treats the whole Q4 calendar as a season instead of a single weekend, and the mistakes he's made on both sides of inventory planning (overbuying and underbuying both suck, just in different ways).

He also gets into his TV strategy and media mix, why he's skeptical of free ad credits even when they're tempting, how he thinks about the creative supply chain and budgeting around fifteen percent of spend toward creative, and why Q1 might actually be the real Q4 for wellness and subscription brands.

Whether you're deep in Black Friday planning right now or already thinking ahead to Q1, this one is packed with tactical, no fluff advice.

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at ⁠⁠⁠https://triplewhale.com/limitedsupply⁠⁠

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Follow Nik on X: ⁠⁠⁠⁠⁠⁠https://www.twitter.com/mrsharma⁠

Follow Cody Plofker on his website (https://codyplofker.com/) and on X (https://x.com/codyplof), and be sure to check out his podcast, Marketing Operators (https://codyplofker.com/podcast).

What does it actually take to turn cookware into a billion dollar brand?

With the Ecom Founders Q4 Summit taking place this week, we are taking you back to a past Q4 Summit conversation where Nik sat down with Danny Winer, co-founder and CEO of HexClad. Danny built HexClad into a unicorn in about a decade, and in this conversation he gets into exactly how he did it.

Danny walks through why he leaned into storytelling from day one (HexClad is badass cookware, not just cookware), the humbling lesson he learned from a juicer business that failed almost overnight, and why he was told cookware was too competitive and DTC cookware would never work.

He breaks down HexClad's approach to novelty, either reinvent the product completely or make it look incredible in your kitchen, how the brand became a media company before it became a bigger cookware company, and the real story behind how Gordon Ramsay got involved.

He also shares why HexClad treats promotions differently from discounts, how the brand keeps finding new customers at scale, and his best Q4 advice: treat it as a twelve month project, not a fourth quarter scramble.

Whether you're building a product brand or trying to figure out your own Q4 strategy, this one is full of lessons you can actually use.

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at ⁠⁠https://triplewhale.com/limitedsupply⁠

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow Nik on Twitter/X: ⁠⁠⁠⁠⁠https://www.twitter.com/mrsharma⁠

This week on Limited Supply, we're bringing you a special crossover episode.

Nik recently sat down with David Vanderveen and Peter Griskum from Verified, The Social Commerce Podcast, and the conversation was too good not to share here too.

They get into what is actually working in social commerce right now, starting with the Hudson method: building a network of thousands of micro creators who each represent a specific persona, so the brand gets a constant stream of content without ever running its own production.

Nik breaks down how AI has changed the economics of creative, from landing pages built in Codex or Claude Code and shipped in 30 minutes, to why creative costs have collapsed while Meta's ad costs keep climbing. He also digs into the difference between celebrity brands that work and the ones that flop (hint: it usually comes down to team, product, and whether the celebrity actually shows up).

If you want to see the ad swipe file Nik mentions, head over to ads.nik.co to check that out.

And a big thanks to the team at the Verified, The Social Commerce Podcast.

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at ⁠https://triplewhale.com/limitedsupply

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow Nik on Twitter/X: ⁠⁠⁠⁠https://www.twitter.com/mrsharma⁠

What if your best Black Friday sale happened two weeks before Black Friday?

This week's throwback comes from the very first Ecom Founders Q4 Summit, featuring Ezra Firestone. Ezra has been building ecommerce brands for 20 years, owns Boom, Overtone, Smart Marketer, and Zipify, and does over $140 million a year across his businesses.

In this talk, he walks through his exact Q4 playbook from strategy all the way down to execution.

Listen as Ezra breaks down why he launches his Prime Day sale alongside Amazon, why he opens Black Friday two full weeks early (he calls it Silver Friday), and how he plans specific peak days around Thanksgiving, actual Black Friday, Cyber Monday, Green Monday, and even a countdown to New Year's sale that most brands ignore completely.

He also covers his merchandising framework built on incentive, deadline, and ownership benefit, why threshold based discounting beats a flat markdown, how he builds an early bird email list through video view campaigns before the sale even starts, and the exact elements every holiday sales page needs, from the Johnson box to the countdown timer to product page upsells.

Whether you are building your Q4 calendar right now or just want a resend worthy post purchase flow, this episode is full of tactics you can put to use immediately.

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at https://triplewhale.com/limitedsupply

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Nik will be hosting the upcoming 2026 Ecom Founders Q4 Summit, taking place on September 24th in New York City.

To learn more about the event, check out: ⁠⁠https://ecomfounders.com/q4⁠⁠

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Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow Nik on Twitter/X: ⁠⁠⁠⁠https://www.twitter.com/mrsharma⁠

What if the real key to winning Q4 has nothing to do with discounts, and everything to do with routine?

This week is another throwback from the Ecom Founders Q4 Summit, featuring the one of the most popular talks from the event: Jen Gray, formerly SVP of Marketing at Recharge, digs into the psychology of routine.

Jen breaks down why the old school ideal customer profile misses the point, how millennials and Gen Z actually spend differently, and how brands like Casper, Tushy, and Barefaced turned one time purchases into daily habits through product diversification. She also covers product positioning and subscription strategy, plus a stat worth remembering going into BFCM: subscribers can be worth seven times more in LTV than one time buyers.

This one's got a lot of visual data, so consider checking this one out on YouTube (https://www.youtube.com/@limitedsupply) after listening.

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at https://triplewhale.com/limitedsupply

---

Nik will be hosting the upcoming 2026 Ecom Founders Q4 Summit, taking place on September 24th in New York City.

To learn more about the event, check out: ⁠https://ecomfounders.com/q4⁠

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow Nik on Twitter/X: ⁠⁠⁠https://www.twitter.com/mrsharma⁠

What actually changes in Q4 every year, and what stays exactly the same?

In this week's episode, Nik revisits a live conversation about the Q4 playbook for DTC brands with Harley Finkelstein, President of Shopify. Recorded on-stage at an earlier Q4 Summit, what Nik and Harley cover still applies directly to 2026, so it felt like the right time to bring it back!

Harley opens with fresh data from a survey of 18,000 consumers, breaking down where holiday spending is headed, why discounting and free shipping are still the top two loyalty drivers, and why shoppers are starting their holiday planning earlier every single year.

From there, Nik and Harley get into why novelty might be the most underrated Marketing tactic out there (like Gymshark literally turning off their site for Black Friday), how small founder led brands can out execute big companies by doing things that do not scale, and where AI is actually moving the needle on personalization versus where it is just noise.

Whether you are locking in your Black Friday promo calendar or just trying to figure out where to focus before the Q4 rush hits, this conversation is packed with tactical takeaways you can use right now.

And stick around for the end of the episode where Nik shares some important info about the upcoming 2026 Ecom Founders Q4 Summit, taking place on September 24th in New York City. Nik will be hosting and shares information on how to grab your free ticket. To learn more about the event, check out: https://ecomfounders.com/q4

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Triple Whale is the AI operating system built for modern commerce.

We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. 

Learn more at⁠ https://triplewhale.com/limitedsupply

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow Nik on Twitter/X: ⁠⁠https://www.twitter.com/mrsharma⁠

How do you know when it's time to add TV to your Marketing mix?

In this episode, Nik sits down with Cody Plofker, former CEO of Jones Road Beauty, and Sean Drobeck, Senior Team Lead, Services at Tatari (our presenting sponsor for this episode), to break down exactly how Jones Road built TV into a quarter of its ad spend, starting from zero TV experience.

Cody shares how he scaled Jones Road entirely on paid social before hitting a wall of diminishing returns, why he assumed TV was only for giant brands (and why he was wrong), and how the channel created a halo effect that made his Meta campaigns convert even better.

Sean then breaks down how Tatari builds a TV strategy for brands testing the channel for the first time, the truth behind remnant inventory, and why chasing free ad credits is the wrong way to judge a TV partner.

You'll learn how to think about linear vs. streaming vs. CTV, how much budget you actually need to get statistically significant results, and how to measure TV without letting any platform grade its own homework.

Whether you're bootstrapped and skeptical of TV or gearing up to test the channel before Q4, this episode gives you the exact framework Cody used to scale.

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Tatari helps brands run TV like a modern performance channel.

Unlike most platforms that focus only on programmatic CTV, Tatari gives marketers access to all of TV - linear, streaming, programmatic CTV, and direct publisher inventory - in one platform.

By combining premium inventory with transparent reporting and outcome-based measurement, Tatari lets growth teams evaluate TV the same way they evaluate paid search or paid social.

The result: more control, better reach, and TV spend that can actually be tied back to business results.

Learn more at ⁠⁠https://lp.tatari.tv/limited-supply⁠⁠

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Follow Cody Plofker on Twitter/X: https://x.com/codyplof

Follow Sean Drobeck on LinkedIn: https://www.linkedin.com/in/seandrobeck/

Follow Nik on Twitter/X: ⁠https://www.twitter.com/mrsharma⁠

Nik sits down with Jacob Posel, co-founder of HQ (https://hqforwork.com), to talk about the biggest problem nobody's solving in AI adoption: every person on your team is having a completely different experience with Claude or ChatGPT, and none of that context ever gets shared.

Jacob breaks down why most companies end up with wild fragmentation instead of the compounding benefit they expect, how HQ works as a shared memory layer across your whole org (think Dropbox for agents, 1Password for agents), and what it actually takes to turn one person's AI workflow into a skill the whole team can use.

They also get into Jacob's path from an AI/ML master's program straight into e-comm logistics, then Common Thread Collective, to co-founding HQ with Corey Epstein. Plus: why Marketing teams are seeing the biggest per-person leverage from AI right now, how HQ's "gardening agent" keeps stale context from poisoning your workflows, and Jacob's predictions for what's going to look ridiculous a year from now (spoiler: picking a model manually might be one of them).

If you've ever built something great in AI and had zero way to hand it off to your team, this one's for you.

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Tatari helps brands run TV like a modern performance channel.

Unlike most platforms that focus only on programmatic CTV, Tatari gives marketers access to all of TV - linear, streaming, programmatic CTV, and direct publisher inventory - in one platform.

By combining premium inventory with transparent reporting and outcome-based measurement, Tatari lets growth teams evaluate TV the same way they evaluate paid search or paid social.

The result: more control, better reach, and TV spend that can actually be tied back to business results.

Learn more at ⁠https://lp.tatari.tv/limited-supply⁠

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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To learn more about HQ, check them out at: https://hqforwork.com/

Follow Jacob on X: https://x.com/jacob_posel

Follow Nik on X:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ https://x.com/mrsharma

In this latest episode of Limited Supply, Nik gets in the guest seat for a conversation with Ryan Ayala for his show, The Alchemist's Library (https://www.alchemistslibrary.org/).

Listen as Nik and Ryan break down why the old moats (distribution, proprietary data, a big audience) don't hold water the way they used to now that small teams are running 20-agent AI stacks and compressing weeks of execution into hours. Nik breaks down why agencies get brutal to run once you cross $200-250K a month, why raising too much money can trap a startup before it's proven anything, and where he is actually seeing opportunity right now in niche agencies and boring Main Street businesses nobody wants to touch.

Also, Nik calls it out at the top of the episode...the Ecom Founders Q4 Summit is officially back! Third year running, and it's the biggest one yet. For more information, check out https://ecomfounders.com/pages/q4-summit.

Questions on the Q4 Summit, or just want to talk about the episode? DM Nik on Twitter/X (@mrsharma) or email him at [email protected]

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Tatari helps brands run TV like a modern performance channel.

Unlike most platforms that focus only on programmatic CTV, Tatari gives marketers access to all of TV - linear, streaming, programmatic CTV, and direct publisher inventory - in one platform.

By combining premium inventory with transparent reporting and outcome-based measurement, Tatari lets growth teams evaluate TV the same way they evaluate paid search or paid social.

The result: more control, better reach, and TV spend that can actually be tied back to business results.

Learn more at https://lp.tatari.tv/limited-supply

---

Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips.

And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts.

Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠

Follow Nik on Twitter:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ https://www.twitter.com/mrsharma