Founder & CEO @ Lever Talent | Host of The Lever Show | Helping leaders develop talent strategies that leverage a tech-empowered future.

You’re capable of more than you could ever imagine.

I started my career impatient, driven, and a little naive. In my mid-20s, I was sprinting up the corporate ladder… and got fired.  

That moment forced me to get honest about what actually changes a team: clarity, standards, and the courage to hold them.

My belief is simple: as AI and automation take more transactions, the human work matters more. Technology multiplies what’s already there (judgment, trust, focus). Software doesn’t change a team. Cadence does.

In 2022, I followed that belief and started Lever Talent. I work with CHROs, CPOs, and HR or L&D leaders to align talent with the business so teams get better because of technology instead of being buried by it. We make it practical:

• Lead with Leverage: a manager cadence that makes expectations real (and conversations easier)
• MVV that sticks: values → rituals → behavior change
• AI, but usable: 30-60-90 change plans that turn pilots into ROI
• People-ops command center: fewer dashboards, better decisions

With technology, our leverage is limitless. Let’s build teams that prove it.

DM me to get in touch.

Drew Fortin

I’ve stopped believing in generic leadership training.

You can’t copy-paste culture and expect alignment.

We kicked off a new program called Lead with Leverage, and it reminded me how rare true leadership alignment actually is.

Some of these leaders have been with the company for 20 years, yet not one has ever been trained on what leadership actually means inside their business.

They’d done all the usual things: 

- Attended a seminar
- Used a learning platform subscription 
- Had a one-off “manager bootcamp.”

But here’s the problem: 

Management training only works when it’s anchored to the business it’s meant to serve.

That’s why at Lever Talent, Inc. , we build leadership programs with companies, not for them, because culture and strategy can’t be outsourced.

Real leadership development has to answer questions that no generic curriculum ever can:

- What behaviors are non-negotiable for leaders here?
- What does “great” leadership look like in this company?
- What are leaders being asked to do differently right now to win?

When those answers are clear, training becomes actionable.

So yes, leadership training matters.

But only when it’s designed to be applied, not just completed.

That’s the difference between checking a box and actually changing how leadership shows up in your business.

Founder & CEO @ Lever Talent | SHRM-SCP | Helping leaders develop talent strategies that leverage a tech-empowered future.

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The best leaders do the same thing the best parents do:

They raise their teams to be independent of them.

It’s easy for leaders to get stuck in the business instead of working on the business, usually because they don’t trust the system you’ve built.

But if you're a leader and involved in everything, you’re the bottleneck.

Great leadership is creating enough clarity that the business can run without you, and that only happens:

- When the mission is clear.
- When the values actually show up in decisions.
- When people know what’s in bounds and what’s out of bounds.

You can only make so many decisions yourself before you hit a ceiling.

The only way to scale is to build a system where others make the same decisions you would, without asking.

And yes, it can feel like working yourself out of a job.

But that’s the point.

If your leadership still requires you everywhere, all the time, you haven’t built a system.

You’ve built dependence.

NVIDIA is one of the most valuable companies in the world.

Jensen Huang proudly says he runs a flat org with 40 direct reports, no 1:1s.

People are idolizing it like it’s the future of management.

But that structure only works in context.

If you’ve built a deeply tenured, insanely high-skill team over decades, maybe you earn the right to that span of control.

That’s the exception, not the operating model most companies can just copy-paste.

We’re heading toward a world where fewer people run much larger organizations. 

That means leaders oversee more, control less, and must trust deeper.

Because the moment your org grows, your job as a leader must evolve too.

Your brain only has so much time and attention. At scale, control becomes an illusion. 

The moment your organization grows, the job of a leader has to change with it.

Great leadership isn’t:

- Knowing everything.
- Approving everything.
- Overseeing every decision.

Great leadership is:

What people do when you’re not there.

Relinquishing control is a skill.

And the sooner leaders learn that, the faster their organizations actually grow.

Culture is the single biggest reason people quit.

And it’s the one thing most leaders still treat like a “soft” topic.

A new survey found that 94% of U.S. workers say workplace culture impacts their decision to stay.

When employees talk about “culture,” they mean things like:

- How connected they feel to their team and the company at large
- How genuine they can be with team members 
- Clarity in roles and responsibilities and alignment to the strategic vision
- Does it feel like everyone is showing up and equally contributing 

Culture isn’t owned by HR. It’s built moment by moment, especially by the people in charge:

- What questions are welcomed (or punished)
- Whether it’s safe to admit you don’t know
- What behaviors get rewarded under pressure
- What happens when you fail or don’t follow through 

And the data says that 22% of professionals plan to leave this year due to values misalignment. Because only 36% believe their company is investing in their growth.

Culture is the infrastructure of a company's success.

How leaders show up, how people are treated, and what’s rewarded under pressure all shape whether employees stay, grow, and give their best.

“Prove AI can’t replace you” might be the most dehumanizing sentence to enter the workplace in decades.

I understand what Shopify’s CEO is trying to push on.

AI should force leaders to question bloated processes and low-leverage work.

But the moment the conversation becomes “prove a human is necessary,” you’ve already reduced people to a cost problem.

That’s not how great work gets done.

AI is incredible at execution, pattern recognition, speed, and scale. It’s terrible at context, judgment, trust, and meaning.

Using AI as a gatekeeper for jobs is fundamentally different from using AI as an accelerator for people.

One creates fear, defensiveness, and employees who spend every review cycle justifying their existence.

The other creates better decisions, sharper thinking, and teams that ask higher-quality questions.

And let’s talk about performance reviews for a second.

If AI becomes part of how employees are evaluated, leaders need to be crystal clear about what they’re optimizing for.

If leaders don’t take responsibility for defining that relationship, employees will fill in the gaps themselves.

And fear always fills the gaps faster than clarity.

AI shouldn’t be about replacing people.

It should be about figuring out how much more people can do when the machine finally carries its share of the load.

The best career advice I ever got?

Follow what makes you forget to check the clock.

Here’s the litmus test I’ve come back to over and over again in my career:

When you’re truly aligned with your work, you lose track of time.

You start thinking, “I should take a break… but I can’t wait to get back to this”.

We’ve all felt it somewhere.

Maybe it was a creative project, or a problem you couldn’t stop thinking about. 

Something that pulled you in so deeply, you forgot the clock existed.

That’s what work feels like when it’s aligned. It fuels you.

So when someone says, “I just want to work my hours and be done,” I get it, we all need balance.

But I also get curious:

Have you immersed yourself enough to see if the spark is there?

Or are you still standing at arm’s length?

And if the answer is honest, “This doesn’t do it for me,” then the next question matters even more:

Where do you lose track of time?

And how might you turn more of that into something valuable?

Your career is the greatest asset you’ll ever own. You get out what you put in.

The worst kind of leadership is the kind that hides bad news behind a smile and calls it optimism.

The kind that insists everything is fine when everyone can see the flames.

This forced positivity is a trust killer; all it does is erode employee confidence and doesn't boost morale. 

Because when leaders only share the upside and deflect hard questions with vague platitudes, all that grows is suspicion.

When words and actions don’t match, people assume the worst.

If your strategy relies on pretending the dumpster fire is just a “temporary heat source,” don’t be surprised when your best people start looking for exits.

Being truthful as a leader doesn’t mean dumping confidential details or catastrophizing the future.

It means being honest enough to say:

“Here’s what’s going well, and here’s what’s not. This is what we’re doing about it. And while I may not be able to share everything, here’s what I can...”

People expect honesty, accountability, and a little humanity from their leaders.

So have the hard conversation. Trust me, your team can handle it.

I think I finally found the image that best describes me, trying to keep up with AI learning.

We use AI every day at Lever Talent, Inc. . It’s part of how we work, how we think, how we experiment. We're continuously building it into our client-facing programs and internal processes.

And I’ll be the first to admit: there are moments when I feel behind. Because I should.

AI is moving faster than any leadership shift I’ve seen in my career. The only way I know how to respond is to keep learning constantly.

To read, to test, to break things, and to talk to people who know more than I do.

But what worries me is the leaders who don’t feel continuously overwhelmed.

In most big decisions, reorgs, restructures, and investments, we want ~70% confidence.

But with AI, I’m seeing leaders operate at 50% confidence and call it transformation.

Weak leadership is hoping the tool will save them all, which is just denial.

AI can’t rescue a broken operating model or turn mediocrity into excellence.

It only amplifies what’s already there.

So yes, I’m still learning, and drinking from the fire hose.

The only way to lead through change is by staying agile.

I’d rather be soaked and curious than dry and pretending I’ve got it all figured out.

Big Tech is spending hundreds of billions on AI.

But tech unemployment is climbing...

For years, tech was the safest bet in the labor market. There was high pay, high demand, and major tailwinds.

But that era is over. What we’re watching now is a sorting event.

If your skills are tightly coupled to:

– legacy systems
– outsourced execution
– work that AI can accelerate or replace

You’re feeling the squeeze already.

If your skills help organizations:

– design better operating models
– apply AI to real business problems
– lead humans through uncertainty and change

You’re still in demand.

There's this misconception that most companies are “overstaffed.” That's not true, they're misaligned.

They cut people before they redesign how work gets done.

They invest in AI before they rethink roles, decision rights, and incentives.

They pause hiring instead of building confidence and clarity.

That creates fear, and that fear is the real talent risk heading into 2026.

Tech isn’t dying. But the old tech career bargain is.

If leaders were totally honest about their 5–7 year plan, it would look a whole lot like this:

The future is messy. 

Most leadership teams can describe the destination beautifully. It sounds great out loud.

What’s far less clear is the distance between today and that future, and what actually has to change to get there.

That’s the uncomfortable gap. 

The confusion comes down to three words that sound similar, but mean completely different things:

Mission, vision, and values.

Your mission is the reason why you exist. It doesn’t change just because the market does.

Vision is where you’re going in 5–7 years. It should feel aspirational and also a little scary.

Values are what have to change in how people think, decide, and act to get there.

And those values must evolve.

If your company was built on risk-taking, there will come a point where raw risk-taking is no longer an advantage.

If you never evolve those values, you end up protecting the past instead of building the future.

So if your future plan looks a little chaotic on the wall, that’s actually a good thing.

Just make sure you’re being precise and pragmatic about what has to change in order to get there.

Only 6% of Gen Z want to be a traditional leader.

Because we made leadership look miserable.

- Endless hours
- Inbox anxiety
- Burnout disguised as loyalty.

If that’s what “making it” looks like, who would want the corner office?

But there’s something deeper happening here. We’re living through a quiet revolution in what agency means.

Agency used to mean getting promoted, someone else handing you authority.

Now it means owning your time, your values, and your impact.

That’s why when I started Lever Talent, Inc. I kept coming back to this idea:

We need a Jerry Maguire for the individual.

Because today’s headhunters don’t really work for talent, they work for business. They don’t get paid to build your career; they get paid to fill a seat.

But people are realizing they can take ownership of their own careers, fractional, freelance, hybrid, on their own terms.

They’re building agency into the way they work.

Here’s the twist, though, and it’s one too many leaders and creators are skipping over:

You can choose balance.

But if you want flexibility, you might have to trade speed.

If you want balance, you might have to let go of the myth of “having it all.”

The goal isn’t to have your cake and eat it too.

It’s to know which cake you’re baking, and why.

We’ve been hiring backwards for decades.

Job descriptions shouldn’t define the org; the org should define the jobs.

AI is changing how we organize work.

People are one resource.

Tools and partners are others.

AI is reallocating human energy to where it actually matters, which means the real shift needs to be in organizational design.

Most companies still design orgs around people first:

“I need a payroll person.”
“I need an L&D lead.”
“I need a generalist.”

That model is backwards.

Instead of hiring a payroll manager, companies should design for automated compliance, then decide if that’s a person, a tool, or a partner.

Strategy and org design should define the capabilities you need.

Only then do you decide where humans belong.

If AI keeps accelerating, we can’t rebuild our orgs every few years.

That's why the focus needs to be on designing for adaptability from day one.

Because when AI takes the busywork, org design becomes the real leadership job.

I don’t think the AI + ARR conversation is actually about revenue.

I think it’s about leadership.

ARR (annual recurring revenue) has long been the lifeblood of SaaS. It’s a clean signal of durability, predictability, and product-market fit.

But AI app companies aren’t playing the same game.

Right now, we’re celebrating speed. 

Fast ARR. Fast adoption. Fast valuations. 

And I get why, AI is moving at a pace none of us has seen before. $275B in investment will do that.

But I can already see the bottleneck that's about to happen:

When leaders chase metrics they don’t fully understand, they start optimizing for optics instead of durability.

A lot of AI “ARR” today isn’t recurring in the way leaders assume. 

It’s pilots, credits, usage-based experiments, and early excitement multiplied by 12. 

That may satisfy a board deck, but it creates false confidence inside the organization.

And false confidence leads to bad leadership decisions:

– Overhiring in areas before demand is proven
– Betting culture on momentum instead of value
– Promising stability to teams that don’t yet exist

And no, this isn’t just an AI startup issue.

It’s the same leadership mistake we’ve seen in every major shift; AI is just exposing it faster.

It’s time for leaders to start asking harder questions:

Are we building something people depend on, or just trying to look like we are?

AI won’t be the downfall of companies. Leadership will, if it keeps confusing activity for impact.

Leaders need to be willing to slow down, tell the truth, and build systems: people, tech, and operating models that actually hold.

That’s responsible leadership.

And it’s about to matter a lot more than ARR charts.

Apple had five CEOs before Steve Jobs came back.

So why do we all think of Apple as the iPhone company?

Because leadership doesn’t just run a company, it defines its identity.

Look at the products Apple shipped under each CEO before Jobs returned:

- Apple II
- Lisa
- Macintosh clones
- Newton
- Copland OS

A dozen experiments that look like they came from entirely different companies

They don’t even resemble each other, and that’s the point.

When strategy is unclear, the product becomes unclear.

Each CEO had talent. Each had a vision.

But they created five different operating systems for the same organization.

Everyone inside Apple was forced to run on whatever version happened to be installed at the time.

Then Jobs returns in 1997 and does something simple:

He deletes almost everything, and he aligns teams to a single, coherent future.

And suddenly, the Apple we recognize is born.

Because of a leadership philosophy that unified product, people, and purpose.

If five CEOs can turn Apple into five different companies, ask yourself:

What version of your company are you creating right now?

And is your operating model capable of delivering the future you keep selling?

Most companies don’t have a clear definition of what leadership means, and that's what sets them up for failure.

Every exec deck starts the same:

At Acme Studios, we value...

“Trust.”
“Integrity.”
“Honesty.”

Cool. But can you explain what your values actually do? How do they help your company move toward your vision?

When I ask leaders to explain, I'm usually met with silence.

For a lot of companies, mission, vision, and values are just boxes to check.

Not systems to operate.

And that used to work when managers could rely on metrics, approvals, and oversight to keep things moving.

But AI is already stripping out transactional work.

Middle management is thinning. Leaders now own more people, more decisions, and more ambiguity than ever before.

But frameworks and dashboards can’t solve that.

Leaders can’t OKR their way through ambiguity, or metric their way to judgment.

That's why real leadership needs to build trust systems so people can make sound decisions without constant oversight.

Because good management is what people do when you’re not watching.

That's why your mission needs to reduce drag, and your values need to accelerate decisions.

Because if your leadership model depends on constant oversight…

The only thing it's causing is friction.

AI is forcing every leader into a choice they can’t dodge:

Do you believe your people are fundamentally creative and motivated, or lazy and in need of control?

Your AI strategy has already answered:

When leaders deploy AI to monitor keystrokes, rank “productivity,” we’re telling people exactly what we think of them.

And people respond accordingly.

- Fear replaces initiative.
- Compliance replaces creativity.

Work stops being about contribution and starts being about survival.

AI is reinforcing our dimmest view of humans that people can’t be trusted unless machines watch them.

But we don’t need AI to tighten control.

We need it to free people from the work that dulls their talent.

The real opportunity is using AI to uncover the potential we’ve buried under bureaucracy:

• Redundant approvals
• Performative documentation
• Meetings that exist because the calendar said so

That’s how you get outcomes AI alone will never deliver.

Leaders need to create conditions for people to think freely again.

So be honest with yourself:

What does your AI strategy say you believe about your people?

Leaders who’ve successfully built even one new venture lean into uncertainty. 

Because they’ve learned something most organizations never do: 

That growth is a leadership problem. McKinsey’s latest research confirms it. 

Yes, the economics have changed. 

AI has collapsed timelines, headcount, and cost in ways that would’ve sounded irresponsible five years ago.

But that’s not why some companies win, and others stall.

The difference is leadership maturity.

The strongest leaders do the hard work: 

Designing teams that can actually experiment, and cultures where learning is rewarded instead of quietly punished.

That takes discipline.

And it takes leaders who are willing to say “no” far more often than “yes.”

Venture building fails when leaders treat it like an innovation initiative instead of an operating model shift. 

You can’t bolt this onto a rigid org, a fearful culture, or managers who’ve never been trained to lead ambiguity.

In uncertain times, it’s tempting for leaders to play defense and optimize what already exists.

But history keeps showing us the same thing: the companies willing to build while things feel uncomfortable are the ones that create the next wave of growth.

CRO To Make Your Bank Account Dance 🕺🏼 | Scaling D2C Brands | $30 Million In Incremental Revenue Added Through CRO | 400+ Websites/Landing Pages Average CVR 5.37% | Co-Founder @ Solvexmedia | We Are Hiring |

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Working at Deloitte gave me direct exposure to Fortune 500 companies looking to diversify their marketing efforts into digital. My three years there consisted of handling ad-spend budgets in excess of $1,000,000 a month all while generating a positive ROI and meeting all KPIs.  

Got tired of corporate, decided to use the skillset I had to build a few ecom brands, made some money (two exits), then had some fun. 

Now back running the show at one of the fastest-growing growth agencies, Solvexmedia. With the goal of passing forth the knowledge, skills, and experience I have acquired by being in the trenches, getting my teeth kicked in, and learning the hard way.

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🤙 Message me here or email kam@solvexmedia.com

Kam Hossieny

Last Black Friday nearly broke me.

Not because sales were bad.

Because they were TOO GOOD.

$37,426 in revenue.
342 orders.

My best day ever.

Then January hit...

"CHARGEBACK DISPUTE: Order #1294"
"CHARGEBACK DISPUTE: Order #1301"
"CHARGEBACK DISPUTE: Order #1358"

One after another.
Like dominoes falling.

I didn't understand what was happening until I analyzed the patterns:

Orders slightly above my average ($110-150)
All paid with different credit cards
All shipped to freight forwarders

Professional fraudsters had targeted my store.

In desperation, I called a Shopify expert who asked:

"Are you using Shopify Protect?"

That conversation saved my business.

I discovered a completely free fraud protection system built directly into Shopify that:

➜ Automatically identifies high-risk orders
➜ Covers 100% of eligible fraudulent chargebacks
➜ Reimburses even the chargeback fees

The banking executive I spoke with admitted:

"Most merchants lose 5-10% of holiday revenue to sophisticated fraud rings."

🛡️ I've documented exactly how to activate and maximize Shopify Protect.

Want it?

Comment "SHIELD" below.
You'll receive:

Step-by-step Shopify Protect activation guide
====
Graphic inspo
Visual: A Shopify Protect dashboard screenshot + a red “CHARGEBACK ALERT” stamp

Text: STOP CHARGEBACKS BEFORE THEY DESTROY YOUR PROFITS”
“Comment ‘SHIELD’ below to get my step-by-step Shopify Protect guide!”

undefined undefined

solvexmedia

A story about how a 30-minute hack transformed an entire marketing strategy.
Last quarter, I was working with an e-commerce brand bleeding subscribers. 
Their opt-in rates were DEAD
(averaging a pathetic 2.3%)
Then we deployed the most controversial conversion tactic: 
👉 The *urgency* timer

Here's exactly what happened:
Before Timer:
Opt-in rate: 2.3%
Subscribers/Month: 437
Revenue impact: Minimal

After Timer: ⏱️
Opt-in rate: 7.6%
Subscribers/Month: 1,892
Revenue impact: +$47,300/month

Why does this work?
Two simple reasons:
1. Humans are wired to avoid LOSING something
2. Scarcity triggers immediate action

Most marketers are leaving MASSIVE money on the table by not understanding psychological triggers.

🎁: I'm releasing my EXACT Standard Operating Procedure (SOP 263) for implementing conversion timers.

How to get it:
Comment "TIMER" below
I'll send the full step-by-step SOP

I was sitting in a coffee shop when an e-com founder broke down in frustration.

"I've tried everything," she said. 

"Ads, influencers, redesigns—nothing works."


If this feels like you, you are playing a losing game. 

You're burning money because you don’t see the invisible battlefield of conversion optimization.

Let me show you what’s really happening behind the scenes:

Most founders don't realize:

- Your conversion rate isn’t just a number—it’s the heartbeat of your business.
- It’s driven by customer psychology, not just design tweaks.
- Every 0.1% life matters MORE than you think

Meaning:

❌ More traffic isn’t the answer.
✅ Higher conversion rates are.

Think about it—if your store is leaking sales, sending more traffic is like pouring water into a leaky bucket. 

Fix the leak first.

Here’s how a small conversion lift changes everything:

1) Starting Point:

Conversion Rate: 2%
Sessions per Month: 32,600
Average Order Value: $120

2) Optimized Potential:

Conversion Rate: 2.90%
Additional Monthly Revenue: $19,560

(that’s a brand-new Tesla every single month 🚗)

In just 1 year...

Total additional revenue is $234,720 📈 

(a free revenue stream you’re leaving on the table 😔)


I’m giving away my best-kept CRO tools to help you stop burning money:

What's inside?

- Advanced A/B Testing Calculator

How to claim:
1. Like this post
2. Comment your biggest conversion nightmare
3. Tag an e-commerce founder who needs this

Last summer, I noticed a terrifying trend:

"Sorry, I forgot I had items in my cart."

This message kept popping up in our abandoned cart emails.

It wasn’t that people didn’t want our candy—it was that they got distracted and never came back.

Here’s how we fixed it. 👇🍬

Instead of panicking, I got curious.

I personally reached out to 132 abandoned cart customers.

🙅♂️ Not with automated emails.
🙅♂️ Not with discount codes.

But with genuine questions about why they left.

Their responses revealed the truth:

41% simply "forgot"
27% were comparison shopping
18% got distracted mid-purchase
14% had payment concerns

What did I realize? 

Most weren't saying "no" - they were saying "not yet."

So I built a system.

A simple Shopify abandoned cart setup that felt personal, not pushy.

Results after 60 days:

43% recovery rate (industry average: 10%)
$22,483 in recovered revenue
Customer loyalty scores up 28%

🎁 I'm sharing my exact Shopify abandoned cart recovery SOP.

Want it?

Comment "REMEMBER ME" below.

You'll receive:
5-minute Shopify setup guide

Stop losing customers who already decided to buy once.

One simple way to:
🤑 increase CTR from 2.50% to 2.70%
🤑 boost Add to Cart from 10% to 12%
🤑 reduce Cost per Purchase by $8.53

Here’s the $3.1 million secret most e-com founders never realize

"I'm spending $100K on ads monthly, but I'm barely breaking even."
Sound familiar?

Most founders see advertising as a cost. 
I see it as a strategic chess game.

Here's how I did it:
“THE MICRO-CONVERSION MULTIPLIER METHOD”

Step 1: Creative Refresh Strategy
- Rotate ad creatives every 72 hours
- Use 3 variations per ad set
- A/B test visual vs. video content
- Implement scroll-stopping hooks in first 3 seconds

Step 2: Targeting Refinement
- Narrow audience by:
 * Purchase behavior
 * Detailed interests
 * Lookalike audiences (1-3%)
- Remove underperforming audiences weekly

Step 3: Landing Page Optimization
- Reduce page load time under 2 seconds
- Create clear value proposition above the fold
- Add social proof (reviews, testimonials)
- Implement urgency triggers
- Optimize mobile experience

Step 4: Conversion Path Breakdown
- Simplify checkout process
- Reduce form fields by 40%
- Add multiple payment options
- Implement trust badges
- Create exit-intent popups

My clients results after implementing this to their sites:
✅ CTR Increase: +0.20%
✅ Add to Cart: +2%
✅ Cost per Purchase: -$8.53
💰 Revenue Impact: $60K additional monthly

And you can too!

🎁 Get my "E-commerce Profit Detonator"

What you'll get:
- Funnel Performance Master Spreadsheet

How to get yours:
1. Like this post
2. Comment your biggest revenue roadblock
3. Tag an e-com founder who needs this

Will send you thru PM ;)

That drop at the end? 
It made us $155,558 in 10 days 🔥📈
What looks like failure actually revealed our biggest opportunity.
The 10-day journey that changed how I view sales data forever...

Day 1-8: Steady sailing
~$20K daily revenue
3,615 orders flowing
5.76% conversion rate

Nothing exciting, right?
Then February 9th hit. The graph took a nosedive. 
Most managers would panic.
But here's what everyone missed:
Despite the drop, we were UP:

• Sales: +62% vs last month
• Orders: +42% growth
• Conversions: +9% higher


That "scary" drop? 
It came after we RAISED prices.

The result?
Lower volume BUT higher profits.

Before: Lots of small orders
After: Fewer but bigger purchases

What we discovered were our power days:
Early month = High volume
Mid-month = Steady performance
End period = Quality buyers

BUT the most shocking part?
This pattern repeated for 3 months straight.

Bonus:
Here’s our 3-action plan that worked:
1) Focused ads on high-value days
2) Adjusted inventory for pattern
3) Matched support staff to peak times

Results:
$155K+ revenue
62% growth
A happier team

P.S. Next time your graph dips, look closer. 
The story might surprise you.

I once spoke with an ecom founder who spent $100,000 on ads every month.
His conversion rate? 1.89%.
His operating profit? Barely $20K.

He thought he had a traffic problem.
He actually had a conversion problem.

The biggest mistake? 
👉 Focusing only on top-of-funnel traffic while ignoring the leaks in the funnel.

Here’s what happens when you fix your funnel instead of just spending more on ads:

By making small BUT strategic changes:
✅ Increasing CTR from 2.5% → 2.7%
✅ Boosting Add-to-Cart rate from 10% → 12%
✅ Improving Cost Per Purchase from $37 → $28

Revenue jumped from $2.4M to $3.1M per year.
Profit skyrocketed from $20K to $382K.

All without increasing ad spend. 😉

Want to see how small improvements add up?

I’m giving away my Ecom Funnel Performance Calculator (normally paid) for FREE. 🎁

📩 Comment “ecom” below, and I’ll send it to you.

This spreadsheet will show you EXACTLY where your store is leaking money and how to fix it.

Why Gordon Ramsay would HATE HelloFresh 

If Gordon Ramsay reviewed HelloFresh, he’d probably call it:

❌ "Lazy cooking"
❌ "No real skill involved"
❌ "Pre-measured ingredients? Are you joking?"

And you know what? 

He’d be right.

But that’s exactly why HelloFresh is a marketing genius.

A year ago, I tried HelloFresh out of curiosity.

I was expecting high-end, restaurant-quality meals. 

Instead, I got:

✅ Pre-chopped veggies
✅ Step-by-step instructions
✅ Foolproof cooking

It wasn’t "real" cooking. 

It was cooking for people who don’t want to cook.

And that’s where HelloFresh wins.

They didn’t market to chefs. 

They marketed to busy people.

Their website, ads, and messaging make it stupidly clear:

✔️ No meal planning
✔️ No grocery runs
✔️ No thinking—just follow the steps

If they tried to impress food snobs, they would’ve failed. 

Instead, they focused on the people who just want good food without the effort.

Most brands make the mistake of trying to please everyone.

HelloFresh? 

They embraced the criticism and leaned into their audience.

Ramsay would hate it. 

But their customers love it.

And that’s why they win.

Why professional dog trainers HATE this subscription box

A friend of mine is a professional dog trainer.
When I mentioned a certain wildly popular dog subscription box, he rolled his eyes.

❌ "It’s ruining dog training."
❌ "People are rewarding bad behavior."
❌ "They’re just stuffing random toys and treats in a box!"

And honestly? 
He’s not wrong.
But that’s exactly why this brand is a marketing god.
I looked into it. 

Their entire pitch is:
✔️ Surprise toys & treats every month
✔️ Personalized for your dog’s size & chewing habits
✔️ Hassle-free, delivered to your door

Notice what’s missing?
❌ No mention of training
❌ No talk about behavior correction
❌ Nothing about discipline

Because their audience isn’t full of professional trainers. 
It’s dog owners who just want to spoil their pets.

This is where most brands mess up.
They try to be "technically correct" instead of speaking to what their audience actually wants.
This brand knows its customers don’t care about strict training guidelines. 
They just want their dog to be happy.
And that’s why it works.

The experts might hate it. 
But the customers? 
They can’t get enough. 
=== 
Graphics inspo:

Concept: A mock customer review screen with extreme reactions.

Trainer Review: “Bad for discipline. Ruining dog behavior.” ❌
Customer Review: “My dog goes NUTS when this arrives!” ✅

Text: “Experts hate it. Customers can’t get enough.”

Why IKEA Executives lose sleep Chairish’s genius strategy

A few weeks ago, I was looking for a new chair.

I checked IKEA first—affordable, modern, easy to find.

But something felt... off.

Every piece looked the same.

Mass-produced. 
Generic. 
Lacking personality.

Then I stumbled upon Chairish.

And suddenly, I wasn’t just shopping for a chair.

I was looking at one-of-a-kind pieces with character, history, and craftsmanship.

This is why Chairish keeps IKEA executives up at night.

IKEA sells affordability and convenience.

BUT Chairish sells exclusivity and storytelling

(something no flat-pack furniture can compete with)

Their secret?

✔️ A marketplace of vintage & designer furniture
✔️ Limited availability (scarcity = desire)
✔️ A brand that makes furniture feel like an investment, not an impulse buy

Most brands race to the bottom on price.

Chairish flipped the script.

They made people crave uniqueness instead of settling for mass-produced.

They turned furniture shopping into treasure hunting.

And that’s why they’re converting like crazy.

That notification still makes my stomach drop:

"CHARGEBACK NOTICE: Transaction #47293"

Three years ago, I woke up to 7 of these.

My biggest sales day ever...

Completely wiped out.

I called my mom in tears.

"We can't pay rent this month."

Then a fellow store owner messaged me:

"Have you activated Shopify Protect yet?"

I hadn't even heard of it.

15 minutes later, everything changed:

6 of 7 chargebacks covered
$12,764 reimbursed
My business saved

The craziest part?

This protection was sitting in my Shopify dashboard THE ENTIRE TIME.

Free.
Unused.
Hidden in plain sight.

Most store owners have no idea it exists.

Today, I get chargebacks like everyone else. 

But I haven't paid for a fraudulent one in 2 years.

🎁 I've created a complete step-by-step SOP for activating and maximizing Shopify Protect.

Want it?

Comment "PROTECT" below.

You'll receive:

My 15-minute setup guide
The exact timeline to ensure protection

Don't lose your hard-earned profits to fraudsters.

I failed 3 times before I cracked the e-commerce profit code. 
Here's what most "gurus" won't tell you:
Your conversion problem isn't about traffic. 
It's about TRUST.
In my last 5 years working with 47 e-commerce brands, I've discovered a pattern that separates 7-figure stores from struggling shops:

Most founders think customers buy products. 
WRONG.

Customers buy:
➜ Solved problems
➜ Emotional relief
➜ Identity validation
➜ Social proof
➜ Perceived value

Here’s my “Trust Conversion” Framework:
1) Prove you understand their EXACT problem
2) Show tangible results (not just promises)
3) Remove ALL purchase friction
4) Create a narrative bigger than the product

Perfect example was:
How we took a fitness supplement brand from $50K to $387K monthly by redesigning ONE landing page.

To reduced checkout steps by 62%, we:
- added real customer video testimonials
- created risk-reversal guarantee
- simplified product value proposition

🎁 I'm giving away my EXACT e-com funnel optimization spreadsheet that breaks down every conversion metric.

How to get it:
Comment "SCALE"
I'll drop the Google Sheet link
Bonus: Walkthrough video explaining EACH metric

Who's serious about building a real business, not just another Shopify store? 👇

We made $1.4M by breaking every "expert" rule 🤭
That spike in December?
It wasn't Black Friday.
It wasn't a viral moment.
It wasn't even planned.

Here’s the story about how ignoring conventional wisdom led to our biggest breakthrough...
• $1.4M in sales
• 34,092 orders
• 6.16% conversion rate
• 83% growth

But here's what everyone missed:
Look at that December dip.
Traditional advice: "Panic and slash prices."
What we did: Nothing.

Here's why...
1. Every "dip" was followed by sustained growth
2. Our baseline kept rising.
3. Small steady spikes > Big, sudden spikes for long-term success.

We deliberately ignored what others were doing:
• Skipped the "peak" shopping days
• Avoided the major sales events.
• Focused on steady, sustainable growth.
• Built long-term patterns, not just short-term gains.

Marketing "experts" called us crazy.
Then the numbers proved us right.

What happened next?
While competitors saw a post-holiday crash, we saw:
• 30% increase in baseline
• 62% customer retention
• 40% decrease in refund rates

Stable growth beats viral moments.
Every. Single. Time.

Question for you:
When did going against "expert" advice actually work better for your business?

P.S. Next time someone tells you to "maximize peak seasons," show them this graph.

Last week, a first-time visitor landed on our client's store.
She almost left within 10 seconds.
Why? 
A popup jumped at her face the moment she arrived.

I see this mistake EVERYWHERE.
We immediately fixed their strategy:
- No popups for the first 20 seconds.
- Let visitors breathe. 
- Let them explore. 
- Let them get comfortable.

The results?

37% increase in signups. 
24% drop in bounce rate.
$14,300 more revenue last month alone. 💸

One tiny change. 
Massive impact.

I believe most stores get this wrong because they're too desperate for emails.

But here's what I know after ___ years in e-com:

Respect earns more subscribers than aggression.

🎁 I'm sharing our complete "E-commerce Conversion Toolkit" with 3 people this week.

You'll get:
- Our exact popup timing framework

To enter:
1. Like this post
2. Comment your biggest conversion headache
3. Tag a friend who needs better conversions

I'll announce the winners on (____Friday!)

Confession: I used to be the WORST popup creator.
My first e-commerce store? 
Visitors ran away faster than free samples disappear at Costco.
I was that marketer bombarding people with popups every single click. 
Desperate? Absolutely.
Then I learned the magic of strategic patience.
Here's the game-changing insight most marketers miss:
❌ Your popup isn't about YOU. 
✅ It's about THEM.
Imagine this: A visitor lands on your site. 
They're exploring, curious. 
You DON'T assault them with a signup form.
Instead, you wait. 
7 strategic days.
Why 7 days? 
Because people need space to fall in love.

The results shocked me (and my clients too):
- 42% higher engagement rates
- 3x more genuine email signups
- Visitors who actually WANT to hear from you

🎁 I'm dropping my complete "Pop-up Optimization Masterclass" 

What you'll get:
- Exact 7-day popup strategy blueprint

How to get yours:
1. Like this post
2. Comment your biggest popup fail
3. Tag a marketer who needs this wisdom

The day I discovered shopping could actually be fun
Endless scrolling. 
Frustrating clicks. 
Another boring online store?

Not Farfetch.

1) Navigation that finds your likes in one snap.
Farfetch understands how you shop:

- Crystal-clear categories

2) Curation
This isn't shopping. 
This is fashion storytelling.

- Every item is carefully selected by a trendy fashionista

3) Searchbar’s strategic placement in the top right corner makes it easily accessible.

4) Product pages that converts

What makes a great product page you ask?
- Stunning, high-res images
- Trusted brands (Simon Miller, Jacquemus)
- Transparent pricing
- Easy heart-save feature


Farfetch isn't just an online retail store.
It's a personalized fashion experience.
Retail, reinvented. 🔥

Brooklinen is not selling sheets. 
They’re selling eight hours of psychological freedom.

2 months ago, I needed new bedsheets.
I wasn’t looking for luxury. 
I wasn’t looking for high thread counts.

I just wanted something comfortable.
without spending hours comparing fabrics.

Then I saw Brooklinen’s tagline:
“The Internet's Favorite Sheets”

And suddenly, I was hooked.
💭 What makes them the favorite?
💭 Are they really that good?

I had to find out.

At that moment, I wasn’t just buying sheets.
I was buying better sleep, less stress, and pure comfort.

Brooklinen understands something most brands miss:
❌ People don’t buy products. 
✅ They buy better versions of themselves.

Their marketing doesn’t obsess over cotton blends or weave types.

They focus on what their customers actually want:
✔️ A peaceful night’s sleep
✔️ Stress-free comfort
✔️ A small luxury that feels like self-care

And that’s why they win.
Most brands focus on what they sell.
The best brands sell why it matters.

So, Brooklinen isn’t just selling sheets.
They’re selling the feeling of finally exhaling after a long day.

And that’s why people happily pay the premium.

I nearly shut down my business last January.

3 months of shrinking sales.
No clue why customers weren't buying.
44 sleepless nights wondering what went wrong.

Then my mom asked the question that saved everything:

"Why don't you just ask the people who put stuff in their shopping cart why they didn't buy it?"

I dove into Shopify's backend and discovered a feature hidden in plain sight: 

➜ Abandoned Cart Recovery.

The results shocked me:

• 67% of my shoppers were abandoning their carts
• $34,967 in products sitting in digital limbo
• All recoverable with a 5-minute setup

Most store owners never activate this feature because they don't know it exists.

Within 30 days of implementation:

• 31% recovery rate
• $10,840 in recovered revenue
• Zero additional ad spend

🎁 THE 5-MINUTE RECOVERY BLUEPRINT:

I've turned this game-changing discovery into a step-by-step SOP.

Want it?
Drop "RECOVER" in the comments.

You'll receive:
• My exact abandoned cart recovery setup
• Setup checklist to implement in 5 minutes flat

Last month, my best friend called me at 2 AM.

His voice was shaking.

"I just got hit with SEVENTEEN chargebacks in one week. I might lose everything."

As someone who has been deep in e-com for years, I knew exactly what was happening:

His store had been targeted by a sophisticated fraud ring. 😨

But instead of giving him the standard advice, 

I taught him my unusual "Blue Dot System."

Years ago, I developed a method to visually organize Shopify orders by protection status:

Blue dots = Protected orders
Red dots = At-risk orders
Yellow dots = Pending protection

Sounds simple, right?

What happened next shocked him:

⤷ He identified 43 high-risk orders before they shipped
⤷ Prevented $11,873 in potential chargebacks
⤷ Saved his entire Q1 profit margin

The method works because it transforms complex fraud data into ➜ a simple visual pattern our brains can instantly recognize.

Most store owners are overwhelmed by order management. 

They don't realize Shopify has built-in tools to PREDICT which orders might be fraudulent.

🛡️ I've documented my exact order filtering protocol in a step-by-step SOP.

Want it?

Comment "BLUE DOT" below.

You'll receive:
1. My complete order filtering SOP

The 10-minute morning ritual that saved my Shopify store $78,000

For 16 weeks straight, I started each day with the same ritual:

Coffee. 
Laptop. 
Shopify admin. 
Filter orders.

You see, after nearly losing my business to a devastating wave of chargebacks, I developed an obsession with order protection.

But it wasn't until I organized my approach that everything changed for the better.

The system was deceptively simple:

Morning: Filter orders by "Protection active" status
Afternoon: Prioritize fulfillment of protected orders
Evening: Review any "Not Protected" orders for red flags

The results?

98.7% protection rate across all orders
Zero successful fraudulent chargebacks in 9 months
$78,000 in potential losses prevented

What shocked me most?

This wasn't some expensive fraud tool.

It was built directly into Shopify.

Completely free.

Just hidden behind a few clicks.

I've watched countless fellow store owners struggle with chargebacks while this protection sat unused in their dashboard.

I've documented my exact daily order filtering routine in a simple SOP.

Want it?

Comment "FILTER" below.

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Drew Fortin

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The Battle

Drew Fortin

Kam Hossieny

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Drew Fortin's LinkedIn Performance

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