Episódios
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How did our clients perform in May against their forecasted targets? In this episode, we analyze the latest client report card—detailing key insights from over 60 brands we manage.
We dive into:
How we managed to underspend budget but still exceeded contribution margin forecasts.
Real examples of price testing and rapid flash sale strategies.
Actionable insights from our growth strategists on driving profit despite revenue misses.
Discover what worked, what didn't, and how transparent accountability continues to drive real, profitable results for our clients.
Show Notes:
Explore the PROPHIT System: prophitsystem.com
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
Is your marketing stuck between creating meaningful stories and pumping out endless ad variations? This episode of Podcast breaks down the critical tension between creative storytelling and the high volume ads required for success on platforms like Meta.
Join Richard and Taylor as they discuss:
How the best DTC brands successfully balance creative depth with ad volume.
Why two distinct marketing rhythms are essential to growing your business.
Practical strategies to empower your internal team while maximizing your external partners.
How micromanagement undermines creativity and what you should do instead.
Discover how to navigate the creative conflict that's quietly sabotaging your marketing performance and learn exactly what steps you need to take to start driving sustainable growth today.
Show Notes:
Go to https://bit.ly/4mFOWa1 to get 30% off your first 3 months of Omnisend with code CTC.
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
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In this episode, Tara Austin, founder and CEO of Ruthie Grace, reveals the raw and honest story of how she nearly lost her seven figure ecommerce business—and exactly what she did to turn it around.
From facing a payroll crisis that nearly shut her doors, to completely transforming her team's culture and operating systems, Tara shares powerful lessons on leadership, communication, and resilience.
You'll discover:
The pivotal moments that almost ended her business
How transparent leadership radically changed her company culture
The operating system she built to handle 450 new product launches per month
Actionable tips to build a resilient business that thrives through adversity
If you're an entrepreneur navigating tough times or seeking insights to scale sustainably, this episode is a must watch.
Show Notes:
Get our Global Accelerator Program: https://commonthreadco.com/pages/accelerator
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
In this episode of The Random Show, Taylor Holiday and Andrew Faris are back—new set, same chaos.
They dive into the uncomfortable truths of e-commerce: zero barriers to entry, infinite competition, and the creative treadmill that never stops. If you’ve ever felt like you’re sprinting just to stay in place, you’re not alone.
Why ecom profits get competed down to zero
How “just take a thousand shots” became the default creative strategy
What Andrew’s new brand launch reveals about market belief
You’ll also hear their usual blend of philosophical rabbit holes, family, AI, and finding purpose.
Show Notes:
Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
Meta just dropped a game changing attribution feature, and it could completely upend how you measure ad performance.
In this episode of the Podcast, CTC’s VP of Paid Media Tony Chopp and Paid Social Manager McCay Rasmussen join Richard to break down Meta’s new incremental attribution setting—a behind-the-scenes update that uses continuous holdout testing to determine true incremental conversions in real time.
We cover:
What incremental attribution actually is
How it compares to 1-day click, 7-day click, and 7+1 attribution
Early test results from real ad accounts
How this changes your media buying strategy going forward
Whether this could finally bring an end to attribution guesswork
If you're a performance marketer, media buyer, or brand owner, this is a must-watch.
Show Notes:
Explore the PROPHIT System: prophitsystem.com
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
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In this solo episode of the Podcast, Taylor shares a powerful lesson from Cozy Earth’s CMO, who broke free from the measurement rabbit hole to create a viral TikTok challenge that earned 10M+ impressions over Memorial Day weekend.
If you’re a CMO, marketing leader, or operator stuck in the endless loop of attribution models and incrementality debates, this episode is your permission slip to zoom out. Taylor introduces the concept of “Best Available Truth”—a mindset shift that allows you to act with confidence even in the face of imperfect data.
Learn how Cozy Earth leveraged their team, their product, and a simple idea to generate massive reach, build community, and create a moment that cut through the noise—without obsessing over the perfect CAC.
What you’ll learn:
Why chasing attribution perfection is a trap
How to build a system that enables bold marketing ideas
The behind-the-scenes of a 10M-view viral campaign
What great CMOs do that no one else in the org can
Ready to stop measuring and start creating? Hit play and get inspired.
Show Notes:
Join the Growth Strategy Deep Dive: https://webinar.commonthreadco.com/strategic-growth-grade
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
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Is your brand truly set up for growth? Or just treading water?
In this episode of the Podcast, Taylor and Richard introduce CTC’s brand new Strategic Growth Scorecard—a 7-metric framework designed to help you quickly assess the strength of your growth engine.
You’ll learn:
Why we replaced ROAS with IMR (Incremental Marginal Return)
The key metrics behind sustainable, efficient growth
How to identify red flags in your customer acquisition strategy
What separates brands that scale from those that stall
If you’re an 8-figure brand trying to grow in today’s volatile market, this tool is built for you. Get instant clarity on your brand’s biggest growth opportunities—and where you’re most at risk.
Show Notes:
Download the scorecard: https://commonthreadco.com/blogs/coachs-corner/strategic-growth-grade-scorecard
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
95% of ecommerce brands are worth ZERO. Why? In this episode, we unpack the harsh reality behind most DTC businesses, why logical decisions don’t drive entrepreneurship—and what actually does.
Taylor and Richard dive deep into:
The real odds of building a valuable brand
Why success in ecommerce is often delusional by design
How to align your business model with your personal financial goals
The traits that separate the 5% from everyone else
If you’ve ever wondered whether your business is on the right path or what it takes to build one that truly matters this episode is for you.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.
Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.
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Are you obsessively tweaking your ad campaigns only to see flat results?
In this episode of the Podcast, Richard sits down with Luke Austin, to expose why daily bid and budget changes are wasting your time and money. They dive into the root issue behind inconsistent performance: a lack of belief in the data.
Luke shares the system CTC uses to align teams, set targets with confidence, and stop the reactive cycle. You’ll learn why geo holdout testing is the most trustworthy signal in media buying, and how shifting focus to creative output rather than micromanaging ad accounts is the real unlock for growth.
If your team is stuck in the weeds, this conversation will show you how to rise above and operate with clarity.
Stop second-guessing. Start scaling with confidence.
Show Notes:
Go to alialearn.com and mention our podcast on the demo, to get 30 days free and 20% off!
Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
Ever wonder how $10M+ ecommerce brands make their next move?
In this episode of the Podcast, Taylor and Richard walk through a real world growth scenario pulled directly from CTC’s work with a 9-figure brand. Using live data from our proprietary platform, Statlas, we break down exactly how our team evaluates performance, spots hidden opportunities, and decides what to do next.
What You’ll Learn:
What to do when you’re overperforming
Why beating your forecast might signal a problem
How a growth strategist holds the tension between short-term efficiency and long-term scale
The metrics and hierarchy we use to power every decision
If you’re serious about scaling your brand with clarity, precision, and profit in mind this is the inside look you need.
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.
See Taylor’s Tweet: https://x.com/TaylorHoliday/status/1920552618914373992
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
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We just did something radical: we killed the Growth Map—CTC’s signature media buying tool used for years across hundreds of ecommerce brands.
Why?
Because AI changed the game.
In this episode of the Podcast, we break down why our old system no longer works, how AI is reshaping the future of media buying, and what we’re building to replace human limitations with 24/7 omnipresence.
Learn about:
Why the Growth Map is dead
What “circadian media buying” is (and why it’s obsolete)
How AI forecasts spend, ROAS, and campaign performance better than any human
The launch of Compass + Scout—CTC’s next-gen media ops platform
What role humans still play in an AI-dominated future
This isn’t just a tech update. It’s a shift in how performance marketing will be done from now on.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/thread
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
Most brands think they have a growth problem—but what they really have is a DOING problem. In this episode, we break down why volume of action is the single greatest predictor of business growth—and how to build a system that trains this muscle every day.
From 400+ ads to 52 product launches a year, we’ll show you what it takes to build momentum, create consistently, and generate real results.
You’ll learn:
Why most brands dramatically underestimate the effort required
The 3-stage framework: Quantity → Diversity → Quality
How consistent action builds compound returns
The system we use at CTC to drive mid-8-figure growth
If you’re tired of waiting and ready to start creating, this is your blueprint..
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Shaping the Future of DTC in 2025: Virtual Event - May 12th - https://go.chargeflow.io/ctc-dtc-2025Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
What happens when you collaborate with a competitor instead of competing with them?
In this episode of the Podcast, we sit down with Skullcandy CEO Brian Garofalow to unpack the bold business strategy behind their surprising partnership with Bose. From leveraging “product as marketing” to rebranding perception, launching at $99, and turning retail into a megaphone, this episode is a masterclass in how to create buzz, distribution, and long-term brand equity.
You’ll learn:
Why Skullcandy teamed up with Bose (and how it worked)
The hidden math behind smart brand partnerships
How to make your product the marketing
Lessons DTC brands can apply at any scale.
Show Notes:
Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners.
We’ll break down:
Why incrementality testing is the gold standard of marketing measurement
How our tool makes geo holdout testing more affordable and accessible
Real world results from brands already using it
How this changes the way we plan, forecast, and allocate ad budgets
If you’re tired of guessing what your ads are really doing, this one’s for you..
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
How did our clients actually perform in March 2025?
On this episode of the podcast, Taylor and Richard break down the latest performance scorecard across our client portfolio—revealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals.
Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning.
Here’s what you’ll learn:
The exact numbers behind our March forecast (and how close we came)
Why most agency case studies are misleading
How to evaluate an agency with real data, not anecdotes
How CTC forecasts client growth using a self-scrutinizing model
Why contribution margin is our north star metric—and what that means for your brand
If you’ve ever wondered how to hold an agency accountable (including your own), this is the episode for you.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!
What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategy
Explore the PROPHIT System: prophitsystem.com
The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC.
The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
Meta’s ad platform has changed—again. In this episode, we break down the exact strategies we’re using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.
You’ll learn:
Why cost caps alone won’t cut it anymore
How we’re adapting bidding strategies to Meta’s new algorithm
The role of creative diversification in targeting & scale
How to use attribution windows (like 1-day view) without losing your shirt
The importance of incrementality and media measurement
What we’re doing right now to unlock growth in high AOV accounts
Whether you’re running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.
Show Notes:
Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
What if you could get full funnel growth support, media buying, strategy, forecasting, creative direction, for just $5K/month on a month-to-month agreement?
In this episode of the Podcast, Richard and Taylor break down the $5K Global Accelerator Program that’s helped over 50 seven-figure brands grow through one of the most volatile economic environments in recent memory.
You’ll learn:
Why this program was built specifically for $1M–$10M brands
The systems and structure behind its outsized results
How CTC leverages global talent, proven frameworks, and technology to deliver enterprise-grade strategy
Why brands are staying longer, scaling faster, and spending smarter
We’re opening up 12 new spots this month—this is your chance to join the movement.
Show Notes:
Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Get our Global Accelerator Program: https://commonthreadco.com/pages/acceleratorThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284. -
Tariffs are here—and they’re not hitting every brand the same. In this solo episode, Taylor walks through a critical 4 part framework designed to help ecommerce founders and operators craft the right response based on their unique balance sheet realities.
Whether you’re cash rich with deep inventory or strapped for both, this episode will help you determine your strategic posture: go on offense, get lean, or something in between.
What’s covered:
The 4 key variables shaping your response (cash, inventory, debt, velocity)
How to know which type of brand you are
What to adjust in your CAC targets and growth strategy
Real examples from CTC’s private client webinar
This isn’t one-size-fits-all advice—it's an actionable strategy based on your business’s real financial position..
Show Notes:
Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
If you’re waiting for things to “go back to normal” in ecommerce… stop.
In this episode, Taylor and Richard break down why chaos is no longer the exception “it’s the rule” and what that means for how you run your brand. From unpredictable macro shifts to supply chain disruptions, stability is out. Adaptability is everything.
We dive into the 7 core traits of anti-fragile brands, why your inventory strategy might be your biggest risk, and how to make smart decisions in a volatile market.
Whether you’re trying to maximize EBITDA or just stay alive in the current landscape, this conversation will help you plan, act, and build with uncertainty in mind.
Show Notes:
Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm -
In this episode of the Podcast, Richard is joined by Steve Rekuc, our Director of Data, for a deep dive into what Q1 taught us — and what’s coming next.
We’re breaking down the latest from our Direct to Consumer Confidence Index (DTCCI) and revealing what macroeconomic signals, consumer sentiment, and real brand performance tell us about the road ahead.
Spoiler: It’s not just vibes anymore — the data shows real shifts in behavior that you need to understand.
What You’ll Learn in This Episode:
Why Q1 consumer sentiment hit record lows
How shoppers are thinking (and acting) in the face of economic uncertainty
What our data reveals about new customer acquisition struggles
The impact of tariffs, stock market drops, and shifting confidence on Q2 forecasts
How Facebook’s Andromeda update is influencing ad performance (hint: high CTR, low CVR)
Why future and present purchase sentiment matters more than ever
What our MER based DTCCI forecast predicts for April and beyond
Whether you’re a DTC founder, performance marketer, or ecommerce operator, this conversation is packed with insights to help you navigate a turbulent Q2.
Show Notes:
Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Get our Tariff Relief Plan: http://ctctariffrelief.com/Get the DTCCI: https://dtcci.co/The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm - Mostrar mais
