Jure Knehtl

Growth Expert for International Scaling ECOM Brands

3x Founder | 2x CMO from 0 to 50M+ € in Europe | Now building my own eCommerce brand 🛠️

Hey, nice to meet you. I am Jure Knehtl (also called JK), driven by results, creativity, and being a distributor on the market.

In my career, I helped generate 300M+ € eCommerce revenue for my partners by developing a customized marketing mix to maximize the brandformance.

For the last 11+ years, I've been leveraging Meta ads, TikTok, Influencer marketing, scientific performance-oriented creatives, localization, and retention channels to help DTC brands grow.

Here are 3 of my biggest successes so far:
- Built the whole marketing department from scratch and reached an explosive growth of a bootstrapped eCommerce business from 0 to 50M € revenue in 4 years.
- Founded a Boutique DTC Performance agency WeScale, in 2020, that grew to 20+ team members and 5 Mio € revenue in 3 years.
- Hyper-Scaled a beauty brand from 0 to 100M € revenue in 3 years, profitability.
 
❤️ Growth, leadership & basketball.
🛠 Chasing the NEXT WIN.

Knowing that I have more to offer, I apply that same drive to work with established brands as well as brands looking to make that pro jump.

If you have a question or just want to exchange ideas - send me a message - I look forward to our conversation!

Want to get in touch about the potential collaboration, mentorship or a speaking gig?
Email me: jure.knehtl.digital@gmail.com

Chief Executive Officer

At WeScale DTC performance marketing agency, I am in charge of building an ecosystem and strategy to empower the growth of fast-growing DTC brands.

We built multiple 8-figure brands in Europe with the help of scientific creatives, behavior-driven media buying & advanced acquisition strategies.

WeScale performance 🚀 numbers:
• +152 Mio € revenue generated across all our clients
• +41 Mio € ad spend across Meta, TikTok & Google
• Scaled a business from 7 Mio to 25 Mio €
• 1.1 Mio € Revenue in 72 hours
• 27,000 products sold in 1 day

Click the links below and check our value posts 👀

Want to get in touch?
Email me: jure.knehtl@wescale.agency

Jure 🚀 Knehtl

I've:
🚀founded 2 of the fastest scaling agencies in the region 
🚀2x CMO from 0 to +50 Mio €
🚀Founded my own ecommerce brand
🚀Spoke on international stages and podcasts
🚀Worked on 40+ international expansion projects
🚀Generated +300 Mio € with FB ads

The truth is that I didn't do it alone. I had an amazing group of people behind me:

My wife and family
Friends
Incredible team members
Mentors and coaches
Therapist
Personal trainer
Business partners
Mastermind members

So like + 100 people to help me get to where l am...

Thank you all ❤️

I'll continue the journey - Far from done 💪

Founder/Growth CMO🚀 • Growth Advisor • 300M+ € Sales Generated in Europe • On a Mission to Scale Profitably

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6 years ago, I was working with a founder from Sweden who already understood the:

CAC: Contribution margin 90-day ratio.

What an early adopter 🧠

So I was running Meta ads, and the target CAC was set based on the projected contribution margin from Lifetimely data.

Result: Superscale

Going from 0 to 12 Mio € in 14 months.

We beat the competition and took a significant market share.

No one in my circle was looking at profitability and acquisition this way back then.

Now, this is becoming the norm.

I love seeing how the game changes and how early adopters disrupt the market.

My 5 main learnings from my entrepreneurial journey: 
1) If you want to go far, don't go alone 
2) You will never be as smart as someone's experience 
3) Follow your passions but stay flexible 
4) Take some time off 
5) You will have to re-invent yourself multiple times on your journey 
 
I am grateful for everything that I am learning every single day and how I am getting better. 
 
What was your biggest learning so far?

Revenue feeds your ego. 
 
Profit feeds your business. 
 
Don't be blinded by revenue numbers and focus on profit because it is way better. 
 
It applies to the ECOM brands. 
 
It applies to any business. 
 
Remember that and grow profitably. ✌️ 
 
Have a good week.

Do less & do it better.

My mentor told me this, and I took it to heart. Focusing on things that work and doing more of them.

Forgetting about everything else.

Been scaling ever since 🚀

Underrated marketing tactic 💡 
 
Analyzing your competitors. 
 
Understand their: 
- Angles 
- Offers 
- Creative approaches 
- CRO tactics 
- Acquisition strategy 
- Retention flow 
 
Do the analysis at least bi-weekly. 
 
This can save you: 
- Time 
- Money 
- A lot of resources

Your Facebook ads won't work if: 
- your product is 💩 
- you have a broken business model 
- you have really bad reviews and an NPS score 
- you ignore creative strategy 
- you think the next media buying hack is going to save your poor performance 
- you are not constantly creating new content 
- if you are not systematically testing and just throwing spaghetti at the wall 
- you are not trying to improve things outside the ads manager 
 
What else is missing?

ECOM Startups 101: 
 
Product-market fit is the most important thing in your business. 
 
Don't read too much marketing stuff; try to build something that people want first. 
 
Build a product people love, then figure out how to sell it.

Quick scenario for e-commerce founders 👇

You’re doing €3–5M/year in revenue.

Meta is still working, but:
> CAC is creeping up
> Creative fatigue hits faster every month
> Scaling spend doesn’t scale profit

You have €150k to invest this quarter.

What do you do?
A️⃣ Hire an in-house performance marketer
B️⃣ Double down on creative production
C️⃣ Invest in retention (email, SMS, CRO)
D️⃣ Expand to a new channel or market
E️⃣ Fix unit economics before scaling further

There’s no “right” answer — but your choice says a lot about how you think about growth.

I’ve seen brands win (and lose) with every option above.

Curious — which one would you choose and why? 👇

Following the blended ROAS will slow down your (profitable) growth.

Still, most founders don’t know their:

- new customers(NC) ROAS, CAC, contribution margin per order, and AOV

- returning customers(RC) ROAS, CAC, contribution margin per order, and AOV

- CAC: Contribution margin 90-day ratio

These are crucial for profitable scaling.

9/10 times, when we launch whitelisting (partnership) ads on an account, they outperform everything else.

Different niches. Different budgets. Same outcome.

We combine:
- Different following sizes
- Different personas
- Content formats
- Copy angles

Been working especially well for acquiring new customers.

Not a hack — just how trust scales in paid media.

Use that insight however you want.

How Meta’s Andromeda changes quietly killed old e-commerce playbooks

If your Meta performance feels less predictable than 2–3 years ago, you’re not imagining it.

The Andromeda update changed how Meta decides what scales — and what dies.

Here’s what most brands still don’t fully understand 👇

Before Andromeda:
- Media buyers “controlled” performance
- Small tweaks = measurable improvements
- Structure > creative
- Winning audiences could scale for months

After Andromeda:
+ Meta optimizes at the system level
+ Structure matters less, signals & diversity matter more
+ Creative quality beats targeting hacks
+ Learning phases punish weak inputs fast

In simple terms:
👉 Meta stopped rewarding media buying tricks
👉 Meta started rewarding real businesses with strong signals

What actually wins now:
✅ High-volume, high-quality creative
✅ Clear product-market fit
✅ Clean conversion signals (AOV, CVR, retention)
✅ Fewer, stronger campaigns — not 50 ad sets
✅ Patience through learning instead of constant “fixing”

The brands struggling most?

Those still trying to:
- Out-structure the algorithm
- Force scale with budget instead of personas, angles, offers
- Blame Meta instead of fixing the business

The brands scaling?

They treat Meta as:
+ a demand amplifier — not a demand creator.

Meta didn’t break e-commerce.

It exposed weak systems.

If you’re running Meta right now, what changed the most for your brand since Andromeda?

What separates brands that scale past €10M vs those that plateau

After 11+ years in e-commerce, here’s the uncomfortable truth:

Most brands don’t stall because of traffic or ads.

They stall because the business stops evolving.

Here’s what I consistently see 👇

Brands that plateau at €2–5M:
- Chase ROAS instead of contribution margin
- Rely on 1 channel (usually Meta)
- Optimize ads, but ignore retention
- Make decisions based on “what worked last year”
- Founders are still in execution mode, not leadership mode

Brands that break past €10M:
+ Know their true numbers (LTV, CAC payback, margin by channel)
+ Build systems, not hacks
+ Treat creative as a growth engine, not an afterthought
+ Invest early in retention (email, SMS, repeat purchase)
+ Founders shift from “doing” → “designing the machine”

The biggest difference?

€10M brands stop asking:
👉 “How do we get cheaper clicks?”

And start asking:
👉 “How do we build a business that compounds?”

That’s when growth stops being fragile — and starts being scalable.

If you’re stuck in the €1–5M range and feel like you’re pushing harder every month for the same results, it’s usually not a marketing problem.

It’s a system problem.

Curious — what do you see as the biggest blocker to scaling right now?

Why is January rough for acquiring new customers?

A) Zero gifting pressure
This shifts customers into:
“Do I really need this today?” territory

B) Financial recovery period
After holidays:
- credit card bills hit
- less discretionary spending
- paycheck cycle mid-month matters more
- people delay non-urgent purchases

C) No urgent problems to solve
January consumer problems are:
- health
- self-development
- weight loss
- gym
- organization
- supplements

If you are one of them, HAPPY SCALING 🚀

For the rest of you, here are some options:
> Explore new messaging 
Self-Improvement, Fresh Start trigger, Replacement Cycle

> Craft new exclusive (bigger) bundles 
Because they convert the rational brain:
“This makes logical sense. I’ll save now and stock up”

> Attach product to a Goal for the customers set for themselves
Speak about how the product is going to help them reach their goals faster, better 
  
> Creative Refresh
January requires different creative than Q4

> Reallocate Budget & focus
Shift away from aggressive broad acquisition campaigns (for 2–4 weeks). Shift towards returning customers via Email/SMS, and you may also include them in your ads

Not all the budget, just part of it that is higher then ussual.

These are common Q1 optimization rhythms for DTC.

For my brand, we already made some adjustments:
📈 better offers for acquisition
📈 exclusive offers for retention
📈 messaging angles
📈 creative testing
📈 scaling tactics
📈 gathering social proof

.. and it works!

What else is missing from the January DTC survival guide? ;)

I never forgot the words from a HubSpot speaker on Web Summit…

It was 2017, and I was attending my first international event with my friends.

From all the speeches, something stuck with me more than anything else.

It was about how the investment between buying advertising space vs. the creative production switched on TV 📺 

First it was just about being on TV being enough, even with the 💩 creative. The more time passed, the more brands needed to invest to be relevant and effective on the platform.

“And on social media, it will be the same.”

And it was Facebook, Instagram, Snapchat, Pinterest, YouTube, TikTok, etc.

>> The more mature it gets, the bigger the role creative plays. 

I sadly don’t know the name of this guy, but this fact changed the path of my career.

Since then, I always prioritized CREATIVE as the needle-mover to success.

What I did then:
> internal studio
> external shooting teams 
> Influencers
> Content creators
> Employee-generated content
> Customer-generated content
> Namings and analytics for measurement
> Creative sprints
> Hire more internal people to content department

We invested more in creatives, and we got better results every time.

 8,5 years later, this mindset still works, but the methods are evolving.

Most e-commerce brands obsess over ROAS & CPC.

But there’s one leading indicator of sustainable scale that almost no one talks about:

👉 CAC payback period by product and by channel.

Here’s what I see in successful brands:
• It’s tracked weekly
• It drives budgeting decisions, not “gut”
• It predicts scaling viability before traditional KPIs

If your CAC payback is trending up — even with good ROAS — that’s a red flag.

A good rule of thumb:
If you can’t pay back CAC within 30 days, the margin gets fragile real fast.

Curious —Do you track payback period weekly or monthly?

What’s your current payback trend telling you? 👇

3 ways for an ECOM business to grow:

- Increase the number of customers
- Increase the average transaction with each customer
- Increase the frequency of customer transactions

Helping DTC Brands Scale 5+ New Ad Creatives Every Week // $150M+ In Trackable eCom Sales // DM me CREATIVE and let’s chat

DTC Brands: Click the button in my featured section below 👇

Evan Carroll

The creative strategist has become the most important role in DTC eCommerce.
 
Here are 3 things high-level creative strategists do in 2026:
 
1. They make data-driven decisions
 
The best creative strategists know where to find winning angles, and build systems that connect creative variables to performance outcomes.
 
→ They mine customer reviews for recurring language and pain points.
→ They study what's performing organically in their niche.
→ They analyze competitor ads to identify whitespace.
→ They pull insights from post-purchase surveys, support tickets, and community feedback.
 
Then they translate all of it into briefs with clear hypotheses - not guesses based on what looks good.
 
2. They make meaningful iterations on winning ads
 
Most brands make meaningless iterations.
 
In 2026, Andromeda groups visually similar ads together and limits their reach.
 
The best creative strategists isolate why an ad is winning:
 
→ The hook
→ The angle
→ The format
→ The creators performance
 
and they build new executions around that specific element.
 
Same insight, different delivery. That's how one winner becomes ten.
 
3. They take measured creative risks
 
Safe creative scales linearly - breakthrough creative scales exponentially.
 
The best creative strategists allocate a percentage of output specifically for testing concepts that may not be conventionally safe.
 
Formats they haven't tried, angles that seem counterintuitive, styles outside their comfort zone.
 
Every risk will have a hypothesis behind it, informed by what's working organically in their niche or adjacent categories.
 
Most big swings will miss - but one hit can outperform months of safe iterations.
 
A great creative strategist can 2x your business.
 
A weak one will have you stuck in the same place wondering why nothing is working.

DTC Growth Expert // $700M+ In Trackable DTC Sales // Scaling 7-9 Figure DTC Brands

6 Months ago, we 5X'd our creative output with AI
 
And we’re giving away the entire framework for FREE today.
 
We've been using AI Creative Strategists to produce new winning Facebook ads in a fraction of the time.
 
This has increased the output of our Creative Strategists by 5X.
 
The craziest part?
 
86% of our winning ads over the last 6 months have been produced with the help of these AI bots.
 
I've just recorded an 18-minute step-by-step training showing exactly how to build your own AI Creative Strategist from scratch.
 
I walk through:
 
✅ How to create the AI Creative Strategist bot
✅ How to train the bot in direct response copywriting
✅ How to train the bot on your brand voice and info
✅ The exact prompts we use to ideate new winning angles
✅ How we turn AI-generated ideas into winning ads
✅ The tool we use to make this all possible
✅ Real examples of the bot in action
 
We make 2000+ unique ad creatives every month using this AI system.
 
Which allows us to produce new winning ads in a fraction of the time.
 
To get access, all you need to do is:
 
• Connect with me
• Comment 'AI' below
 
And I'll send the 18-minute training straight over
 
PS. As a bonus, I'll include the exact prompt we use to train the bot in direct response AND the prompt library we use daily to find new winning ads faster.

---

Feel free to repost if you find it valuable to help someone in your network with their Facebook ads ♻️

Your greatest creative resource is not influencers or UGC creators.

It's your real, paying customers.
 
The problem? Getting content from them is a nightmare:
 
→ They're not creators
→ They don't know what to say
→ And they have no real incentive to help.
 
That's why we built a system to fix this.
 
It's our Customer Generated Content SOP - the exact process we use to source high-converting testimonial content from real customers.
 
Here's what's inside:
 
→ The offer structure that actually gets customers to respond
→ A high-converting email template you can steal
→ How to collect and organize footage at scale
→ The 9 questions we ask every customer to create mashup-ready content
→ How to turn raw footage into testimonial ads that convert
 
This content outperforms creator UGC almost every time - because it's real.
 
And you can have the full SOP for free.
 
To get access:
 
• Connect with me
• Like this post and comment 'SOP' below
 
And I'll send it straight over.
 
Ps. I've included the exact 9 questions we ask customers as a bonus - these are key to making the footage usable in mashups ♻️

There are no silver bullets in DTC eCommerce.
 
Only lead bullets - and most founders don't want to hear that.
 
When results dip, the temptation is always to look for the magic fix:
 
→ A new ad platform
→ A new agency
→ A new creative strategy
 
Something clever to sidestep the problem.
 
But silver bullets rarely solve your problems.
 
They may mask them for some time, but they won’t fix them for the long run.
 
In eCommerce, your growth will always lie in using lead bullets.
 
→ Better creative, tested on solid foundations
→ Tighter unit economics
→ Stronger offers
→ More volume, more iterations, more reps
 
The brands that struggle are the ones constantly chasing silver bullets.
 
They jump from agency to agency. Platform to platform. Strategy to strategy.
 
Always looking for the one thing that changes everything.
 
Brands that win pick up the lead bullets and get to work.
 
They go through the problem, not around it.

Most DTC brands slack off on Q1 creative.
 
They take everything that was working in Q4, strip away the offer, and keep it running.
 
But when the ads fatigue?
 
They're left with creative that doesn’t work anymore and no system to diagnose what's actually broken.
 
So they panic. Launch random concepts. Burn cash hoping something sticks.
 
We see this pattern every single year.
 
That’s why I’ve spent the last 3 years building an internal system we use to fix this exact problem.
 
It's our Q1 Creative Optimizations Cheatsheet.
 
Here's what's inside:
 
→ The exact creative benchmarks your ads need to hit in Q1
→ A diagnostic framework for 12 different metric scenarios
→ Step-by-step actions to take when ads underperform
→ Real-world iteration examples from our top accounts
→ How to turn winning Q4 creative into Q1 performers
 
High Hook Rate but tanking CVR? There's a fix.
 
Strong CTR but no conversions? There's a fix.
 
Every underperforming ad scenario has a specific solution.
 
This is how we help brands avoid the Q1 creative slump while competitors scramble.
 
And you can have it for free.
 
To get access:
 
1. Connect with me
2. Like this post and comment 'Q1' below
 
And I'll send the cheatsheet straight over.
 
PS. Q1 moves fast - get your creative dialed in now before February hits ♻️

A brand came to us spending $350k/month on Meta.
 
But we found something they didn't want to hear…
 
The founder was happy.

Their media buyer was happy.

Everyone thought they were crushing it.
 
Then we ran the numbers.
 
When we factored in their actual unit economics - COGS, transaction fees, shipping costs, pick and pack fees, return rate - we found something alarming.
 
They weren't profitable.
 
At all.
 
Every dollar they spent scaling was losing money.
 
Their "winning" 2.1 ROAS campaign needed to be at 2.6 ROAS just to break even on day one.
 
For them, this was earth shattering news - for us, it was just another Tuesday.
 
We get audit brands in this same situation at least 2-3 times per quarter.
 
After our audit, it’s always the same diagnosis: they’re scaling to bankruptcy.
 
Here’s where they went wrong:
 
They're making decisions based on platform ROAS without understanding their true unit economics.
 
Day-1 ROAS tells you nothing about actual profitability.
 
You need to know:

→ What's your gross profit per order after all costs?
→ What's your true breakeven CPA?
→ What does profit look like at 30, 90, and 180 days?
 
Because here's what we see constantly:
 
Some brands think they're profitable at 2.0 ROAS when they're actually bleeding cash.
 
Others sit at 3.5 ROAS thinking they're maxed out, when they could profitably scale all the way down to 2.2 ROAS and unlock massive growth.
 
The difference between these scenarios is often six figures in missed profit or wasted spend.
 
This is exactly why we built our Gross Profit Forecaster.
 
Before we onboard any client at Linear, we run their numbers through this tool to calculate:
 
→ True breakeven CPA and ROAS
→ Gross margin per order after all costs
→ Profit projections over time
→ Multiple scaling scenarios
 
This single tool has helped us identify profit leaks for 250+ brands.
 
And it might be the most important spreadsheet we have at the agency.
 
If you want to calculate your actual breakeven numbers and stop guessing:
 
• Connect with me
• Comment 'PROFIT' below
 
I'll send you the exact forecaster we use internally.

Most 7-8 figure brands operate on broken creative testing frameworks:
 
→ They rush production to hit volume targets
→ They don't have solid benchmarks for testing
→ They kill winning ads based on "early signals"
 
The result?
 
The account stalls with no new winners for months, leaving thousands on the table.
 
This is fixable with a robust creative testing framework.
 
Here's the exact system we're implementing:
 
𝗣𝗿𝗲-𝗟𝗮𝘂𝗻𝗰𝗵:
 
→ ABO testing campaign
→ Broad targeting
→ 1 angle per ad set, 3-4 different iterations & formats
 
𝗗𝘂𝗿𝗶𝗻𝗴 𝗧𝗲𝘀𝘁 (𝟱-𝟳 𝗱𝗮𝘆𝘀 𝗺𝗶𝗻𝗶𝗺𝘂𝗺):
 
→ Let ads spend 2-3x CAC before evaluation
→ Winners = below target CPA
→ Scale winners by 20-40% every 48 hours
→ Keep winners running in testing campaign
 
𝗣𝗼𝘀𝘁-𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 (𝘄𝗵𝗲𝗿𝗲 𝗺𝗼𝘀𝘁 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝘁𝗼𝗽):
 
This is where the real work happens.
 
You need to understand WHY each ad won or lost to inform your next round.
 
Analyze every variable:
 
→ Creator performance
→ Angle effectiveness
→ Winning formats
→ Hook strength
→ Pacing and length
 
Form a hypothesis. Test it. Extract learnings.
 
Use those learnings as your North Star moving forward.
 
Rinse and repeat.
 
The best brands obsess over the feedback loop.
 
When you systematically extract insights from every test, you build a data-driven creative engine that compounds with every iteration.

Your best Q4 ad had a 70% Hook Rate.
 
So you stripped the offer and kept it running into Q1.
 
Now it's bleeding money and you don't know why.
 
The creative didn't get worse. The context changed.
 
Q4 offers mask weak spots in your ads - Q1 exposes them.
 
And most brands have no system to diagnose what's actually broken.
 
Every metric combination points to a specific problem:
 
→ High Hook + Low CVR = Your hook grabs attention but has nothing to do with your product

→ Low Hook + High CVR = Strong ad buried under a weak opening

→ High CTR + Low CVR = Post-click experience is killing conversions

→ High Watch Time + Low CTR = No compelling reason to click
 
Once you understand these relationships, iteration becomes simple.
 
I have a Q1 Creative Cheatsheet breaking down every possible scenario with the exact fix for each.
 
Connect with me and comment 'Q1' below - I'll send it over.

People > Products > Profits
 
In that order. Always.
 
Most founders get this backwards.
 
They chase profits first. Products second. People last.
 
Then wonder why nothing works.
 
Here's why the order matters:
 
When you take care of your people first, they build great products.
 
Great products generate profits.
 
It's a simple chain - but it only works in one direction.
 
Reverse the order and everything breaks.
 
I've seen this play out dozens of times.
 
Founders who obsess over margins before investing in their team always end up in the same place.
 
Founders that grow build teams that build products that print money.
 
It's not complicated. But it requires discipline.
 
Because when cash gets tight, the temptation is always to flip the order.
 
Take care of the people.
 
The products will follow.
 
The profits will come.
 
In that order.

Most brands are sitting on a goldmine of UGC.

They just have no clue how to extract it.
 
In 2026 - people’s BS radars are stronger than ever.

That’s why nothing beats a testimonial form an actual buyers who already loves what you sell.

The problem is getting content from them feels impossible:

They're not creators.

They don't know what to film.

And a 10% discount isn't enough to get them off the couch.

Here's how we fix that:
 
→ Lead with a compelling offer
→ Email your top customers directly
→ Give them specific questions to answer
→ Have them upload to a shared folder

When you ask the right questions, you can mix and match clips to create testimonial mashups that feel authentic - because they are.

This content scales better than creator UGC because it's real social proof from real people.

We have an SOP that breaks down the entire process from offer to finished ad.

If you want a copy, connect with me and comment 'SOP' below - I'll send it over.

Here’s what no one tells you about AI UGC:

It works, but not always…
 
We spent a lot of time in Q4 of last year testing and running AI UGC
 
Here’s what we learned:
 
𝗔𝗜 𝗨𝗚𝗖 𝗰𝗮𝗻 𝘄𝗼𝗿𝗸 𝘄𝗵𝗲𝗻:

→ You need high volume for testing
→ The product demo is straightforward
→ Your team has the skillset to pull it off
 
𝗔𝗜 𝗨𝗚𝗖 𝗳𝗮𝗹𝗹𝘀 𝗳𝗹𝗮𝘁 𝘄𝗵𝗲𝗻:

→ Trust is the primary conversion barrier
→ The audience can spot inauthenticity
→ You're trying to build genuine connection
 
The whole point of UGC is simple:

humans trust other humans based on real experience.
 
When you remove the human element, you risk feeling hollow, disconnected, like you're cutting corners.
 
And audiences can feel that instantly.
 
𝗧𝗵𝗲 𝗽𝗮𝘁𝗵 𝗳𝗼𝗿𝘄𝗮𝗿𝗱:
 
When you stop treating AI UGC as a replacement, and start treating it as an enhancement - everything changes.
 
We saw the biggest wins when we combined AI elements with real creator content in post-production:
 
→ Real creator footage for authenticity
→ AI hook iterations for better performance
→ AI voiceovers for iteration speed
→ AI B-roll to supplement product demos
 
The hybrid approach gave us the best of both worlds: authentic connection with production efficiency.

I had to unlearn everything school taught me to succeed in business.
 
I'm a perfectionist.
 
I carried this mindset with me from high school all the way through my masters degree in chemical engineering.
 
Being a perfectionist served me well for over 15 years.
 
Until suddenly it didn't.
 
When I started my agency, I realized the world of business doesn't reward perfection.
 
It rewards speed.
 
In marketing, good & fast beats perfect & slow every single time.
 
Here's why:
 
When you wait for perfection, you're not just losing time - you're losing data.
 
Every day you spend perfecting is a day you could be learning what actually works.
 
Your competitor isn't waiting for the perfect ad.
 
They're launching 20 concepts this week and learning what works.
 
Your competitor isn't spending 3 weeks to perfect their landing page.
 
They're shipping it today and optimizing based on data tomorrow.
 
Your competitor isn't spending another month refining the perfect offer.
 
They're testing three versions right now and scaling the winner.
 
The best marketers don't make perfect launches.
 
They make incremental progress and compound their learnings over time.
 
This is how you win in marketing:
 
Launch. Iterate. Perfect.
 
Not the other way around.
 
I spent weeks trying to be perfect before I launched anything.
 
Now I launch fast and let the market make it perfect.
 
Perfectionism feels like diligence.
 
But in marketing, it's just expensive procrastination.
 
Progress beats perfection every time.

Your next 90 days as a 7-8 figure DTC brand: (to maximize revenue & profitability in Q1)
 
𝗪𝗲𝗲𝗸 𝟭-𝟮: 𝗧𝗵𝗲 𝗔𝘂𝗱𝗶𝘁
 
Pull every ad that scaled during Q4 and dissect why it worked.
 
Not just the surface-level metrics.
 
The actual angle, hook, messaging, and emotional trigger that drove conversions.
 
This becomes the foundation for everything else.
 
𝗪𝗲𝗲𝗸 𝟯-𝟰: 𝗜𝘁𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗦𝗽𝗿𝗶𝗻𝘁
 
Take each winning concept and create multiple variations.
 
→ New hooks
→ Different creators
→ Fresh visual styles
→ Less aggressive offer
→Same core angle.
 
𝗪𝗲𝗲𝗸 𝟱-𝟴: 𝗔𝗻𝗴𝗹𝗲 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻
 
Q4 messaging was urgency, gifting, and deals.
 
Q1 messaging goes in-depth on solving real problems, and why your product is the answer.
 
Develop entirely new concepts built around these triggers while our iterations keep the account stable.
 
𝗪𝗲𝗲𝗸 𝟵-𝟭𝟮: 𝗦𝗰𝗮𝗹𝗲 𝗦𝗲𝘁𝘂𝗽
 
By March, you’ll have a full pipeline of tested concepts ready to scale into Q2.
 
No scrambling. No starting from zero. Just compounding momentum.
 
Most brands make the same mistake every January.
 
They strip the offer from their Q4 winners and ride them until they burn out.
 
Then they panic when February hits and nothing is working.
 
By March, they're starting from scratch with zero momentum.
 
This roadmap is how you prevent that.

There’s 1 trait that separates top performing DTC operators from average ones:
 
The best operators don't optimize for metrics.
 
They optimize for questions.
 
Here's what I mean:
 
Most DTC operators ask second-order questions:

→ "Why did ROAS drop this week?"
→ "Which ad should we scale?"
→ "How do we lower CPA?"
 
Elite operators ask first-order questions:

→ "What inputs create the conditions for sustained performance?"
→ "Which invisible systems govern our outcomes?"
→ "What can we remove to make this work better?"
 
One assumes the system is fixed.
 
The other assumes the system is the variable.
 
The truth no one wants to hear:
 
Great creative can't save poor unit economics.
 
Perfect landing pages can't fix a product no one wants.
 
Flawless ad account structure means nothing if you're measuring the wrong things.
 
Business isn't a series of tactics.
 
It's a design problem.
 
And the brands that win in 2026 aren't the ones with better ads.
 
They're the ones who understand that scale isn't about doing more.
 
It's about building systems that compound.
 
Systems that produce consistent creative feedback loops.
 
Systems that generate reliable data.
 
Systems that turn learning into leverage.
 
While everyone else chases performance, the best operators build the conditions that make performance inevitable.

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The Battle

Jure 🚀 Knehtl

Evan Carroll

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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);}Jure 🚀 Knehtl's LinkedIn Performance

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