People make ecom far more complicated than it is. As someone who’s scaled over 400 brands now, there are very few things that significantly move the needle in this business. No matter if you’re at 6, 7, or 8 fig, these are the things actually lead to significant scale: 1. Build insanely desirable offers. The higher perceived value, the more you will sell & the more you can charge. Frame your offer as the solution to a mass-market desire (reproduction, status, belonging, avoiding pain/death). Bundle products that together provide a more complete solution. Add actually valuable free gifts to higher AOV tiers. Whatever you can do to justify 2x’ing your price, do that. Offers are the make-or-break of all brands. 2. RPVmaxx. RPV is the #1 metric in ecom. It does not have a cap like CPC so take it as high as humanly possible. You should always be thinking of ways to increase CVR & AOV. Optimize your PPUs. Build pre-sell pages. Test different funnels. A/B test constantly. The more you make per visitor the more you can spend & the more you’ll scale. 3. Increase TAM. You need to increase the amount of people you can sell to. Sell to colder traffic (run more TOF ads, build cold-friendly offers, pre-sell pages) & run a larger variety of angles, to a larger variety of avatars, on a larger variety of channels. Make separate pages for all angles/avatars you run in your ads to keep funnel congruency & CVR high. Sell to as many as possible. 4. Master human psychology & neuromarketing. This is the single most important thing to unlock “hyperscale”. Out-research your competitors. The one that understands the customer most gets the customer. Become autistic about how people react to stimuli. Study copywriting as much as you can. Learn basic consumer psychology. Get into the habit of writing down WHY things worked from a psychology perspective when you hit a winning ad/funnel/offer so you’re always improving at this. At its core, all business is human psychology, especially ecom. 5. Dial in positioning & USPs. You need to stand out. Never try to be a cheaper version of another brand. Find ways to differentiate through UMs, solving different problems, targeting different avatars. SPAM all your USPs everywhere on your product/offer pages - they should be impossible to miss. Try to find multiple factors that together would make your brand the only one of its kind & go HARD on those. Honourable mentions: product & creative. If you can make your product objectively more valuable, do it. If you can get cheaper COGS, do it. If you can change the appearance of your product to stand out more, do it. Creative is also very important of course, just not as important as the rest of the points. These are the things we focus on with every brand we work with. Study these points extensively & do your research on how to improve each one. There is not a reality where you nail all these & don’t scale to 8-9 fig. I hope you take this to heart. Happy scaling - Carl