1/ In the early 2010s, retail brands missed out on DTC because:

- the market was too small
- too big of a paradigm shift

The digitally native brands who "got it" won big time.

The same thing will happen with Web3 and ecommerce 🧵 2/ The "crypto-native" ecommerce playbook will be as novel to DTC brands, as DTC was to traditional retail.

Here's what it might look like:

1/ As every asset moves “on-chain” and becomes liquid, we’ll see an explosion of new consumer behavior around investing 👇 2/ With the rise of mobile we saw social networks built around content creation.

Instagram: what are you up to?
Twitter: what are you thinking?
TikTok: how creative are you?

1/ Three seconds is not a lot of time, but it's all you've got to stop the scroll.

We partnered up with @iamshackelford to bring you the ultimate guide to thumbstopping video creatives! 2/ The Thumbstop Ratio measures the effectiveness of the first 3 seconds of your video.

Formula: (3-Second Video Plays ÷ Impressions) x 100

1/ Excited to share that Shoelace is now a profitable company 🎉

Which means we make more money than we lose and have infinite runway. What a strange feeling!

It's been a wild ride of mostly failures, but a few wins that make them all worth it. Here are some lessons learned 👇 2/ Learn to think for yourself. Blog posts, tweetstorms (like this one), advice from smart people are just inputs.

You need to get comfortable making your own decisions.

1/ Last month, @web and I did a webinar on the importance of Retention, Brand Equity & Storytelling and why these are now critical pieces of the DTC growth strategy.

Here’s what we covered 👇

(Grab the PDF of these slides: hubs.ly/H0kKZCb0) 2/ The DTC boom of the last decade was made possible in large part by the advent of paid media channels like Facebook and Google.

Marketers were able to reach audiences with a level of granularity and scale never before seen in the history of advertising.

1/ Emerging DTCs can rarely afford to allocate massive brand marketing budgets like incumbents can.

A low hanging fruit way to get started: reserve 30-40% of retargeting media spend towards brand marketing. 2/ Suppose 100K visitors hit your site in a month. 1-2% convert and with some solid retargeting flows you’re even able to bump that up slightly as well.

1/ Launching a DTC brand in 2019? I asked 18 DTC thought leaders, execs and investors for one piece of advice to share with you. Here's what they had to say: 2/ On understanding your customer:

1/ Want to understand what it takes to build an iconic brand that will last 100+ years? Pay attention to how @tracksmith is executing. 2/ In the midst of an industry-wide addiction to paid media, a rush and obsession to scale to the moon overnight, the team at @tracksmith (true to their runner mentality) are masterfully running a marathon.

1/ It’s no secret that retargeting has become incredibly annoying. As marketers prepare for the wave of digitally native consumers entering the market, we need a better approach.

Want the PDF version of the slides below? Grab a copy here: learn.shoelace.com/cjr-deck/ 2/ We’ve all had that horrible experience where we buy a product online, and for months we keep seeing the same retargeting ad over and over again everywhere we go.