Ronak Shah

CEO & Co-Founder at Obvi | EY Entrepreneur Of The Year® 2022 | Featured on Inc. as 1 of 22 High Achievers | Chew on This Podcast Host

As the CEO of Obvi, I lead the company's vision to offer the most obvious choice of transparent products that deliver real results without sacrificing taste. Obvi, which has been featured on Inc. as one of the 22 high achievers of 2022, has grown rapidly since its launch in 2019, thanks to our innovative and customer-centric approach to product development, marketing, and community building.

With over a decade of experience in accounting, finance, and e-commerce, I have developed strong competencies in customer relationship management, analytical skills, communication, and technology. I have successfully completed enterprise-scale projects involving technology conversions, re-branding, custom CRM development, report design, and release management. As an EY Entrepreneur Of The Year® 2022 and a co-host of Chew On This podcast, I am passionate about sharing my insights and expertise on DTC content and strategies with other founders and entrepreneurs. I am also a growth ambassador for Gorgias, a universal tool for CX that I endorse and use for Obvi.

Chief Executive Officer

Obvi was founded with one objective in mind: present the most obvious choice of transparent products which present real results without having to sacrifice taste. At Obvi, we believe the industry as it is currently, is facing a phenomenon which is known as the paradox of choice; that is, the more choices there are, the less satisfied the customer is starting to become. We have set out to make that choice as obvious and easy for our customers. Simple and transparent formulas with a cutting-edge flavor systems make any Obvi product, the obvious choice.

$80+ shipping is customer betrayal.
You're asking customers to leave your store.

International shoppers don’t leave because they don’t want the product.

They leave because of sticker shock.

They'll see $59,99 on the website.
Then at checkout, it's suddenly $100+.

Conversion is gone.
And the fix isn’t cheaper shipping.

Here's the solution:
Show the full price upfront.

To do this, use software that detects the user's location.

Then, bundle product + shipping + duties + taxes directly on the product page.

So:
• US customer sees $59.99
• Australian customer sees $105

Both customers can see “Free Shipping”
(because it’s already baked in).

With international ads 60–70% cheaper than US ads, even small conversion lifts compound fast.

The Takeaway:
Stop charging $30+ for international shipping.

Just show all-in pricing depending on the user's location.

graphical user interface, text, application, chat or text message

If you want to grow your e-com business in 2026, avoid these 5 mistakes ⬇️
Mistake #1: Playing defense
No urgency = no innovation.

Markets punish complacency fast.

Mistake #2: No goal
When your team doesn't have a unified goal, your business will spiral.

Your employees won't know what to do and they won't feel motivated.

Mistake #3: Expanding too fast
At Obvi, our viral flavors made us famous.

Launching a line of unflavored greens would be a big mistake.
- That's why we made Strawberry Lychee greens.

Mistake #4: Ignoring subscriptions
Recurring revenue must be the core of the business.

Mistake #5: Mismanaging inventory & debt
Cash flow > expansion fantasies.

You can hire faster and chase growth, but if cash isn’t coming in faster than it’s going out, the business collapses.

The Takeaway:
Growth comes from urgency, focus, and doubling down on what works.

Don't make these mistakes in 2026.

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Attribution is the next Lego.
Attribution just means who you give credit to for a purchase.

And most teams are counting it wrong.

For example:
Someone hears me on a podcast during their commute.
They don’t buy.

A week later they open a newsletter that references Obvi.
Still no purchase.

Two days after that, a promo email hits their inbox.
They buy.

Last-click says the email did everything.
First-click says the podcast did everything.

Both are wrong.
Buying decisions aren’t a single moment. They’re a sequence.

Awareness without follow-up never converts.

A great closer without awareness can't close.

The fix is simple:
Lego attribution.

Instead of giving 100% of the credit to one touch, break it into blocks:
1) The awareness block gets credit
2) The conversion block gets credit

Why Lego attribution wins:
• Reflects how people actually buy
• Shows channels that create demand
• Proves what’s working together

The Takeaway:
Stop using single-click attribution.

Start tracking attribution blocks.

Common hiring mistake:
Thinking background is critical.

It’s not.
Reliability is what matters.

I’ll take a “get the job done” person with an average resume over a perfect background and shaky follow-through every single time.

Because follow-up emails close sales.

Because the CRM works only if someone updates it after the call.

Because the invoice needs to go out the same day, not three weeks later.

Because the unglamorous work keeps the lights on.

Because churn starts with “sorry for the late reply.”

Background tells you where someone’s been.

Reliability tells you what happens after you hire them.

The Takeaway:
Hiring isn’t about collecting impressive resumes.
It’s about betting on people who will execute.

Here's how I generated 1,000+ leads for AppLovin:
[steal this]

Most brands default to ads. We didn’t.

Instead, we published a starter guide for AppLovin that explained the platform from zero → launch.

This starter guide was the equivalent of a 2 hour acquired podcast on AppLovin.

Short-form video walkthroughs explained each section.

Old podcasts and clips from Chew on This were recycled inside the guide.

Real ad creatives showed what “good” actually looks like.

Here's the key to converting:
We gave an incentive for the audience.

$5,000 in free ad credits for anyone who signed up.

This was all on a landing page. Anybody can do this.

The result:
1,000 qualified leads from a single campaign without paying a dime in ads.

Takeaway:
Marketing doesn’t mean ads.
It means making something so useful people choose to opt in.

Most brands aren’t bad at marketing.
They’re bad at counting.

Specifically:
Who gets credit when someone finally buys?

Last-click attribution is the problem.
It gives 100% of the credit to the final touch.

Last click attribution is wildly misleading.

Example:
• Customer sees a random Instagram ad
• Doesn’t buy
• One day later Googles the brand
• Purchases

Last click gives Google the credit.
Instagram looks useless.

Here’s the damage:
You cut Instagram. Sales drop.

Now flip it.

First-click isn’t better either.
Now, you're ignoring what convinced the customer to buy.

Most purchases involve 6–10 touchpoints before conversion.

Which brings us to reality:
Marketing is a relay race, not a duel.

Weighted attribution fixes this:
• Awareness gets credit
• Consideration gets credit
• Conversion gets credit

The Takeaway:
Use weighted attribution to track sales.

It will make sure credit is given where credit is due.

3 things every brand must do to rank #1 in ChatGPT, Perplexity, and Gemini

(Brand operators: save this.)

Why this matters

Search behavior is changing fast.

- ~70% of discovery conversations are already moving to AI
- OpenAI has partnered with Shopify
- In 10 years, the majority of shopping decisions will start in AI search — not Google

If your brand isn’t visible inside AI answers, you’re not just behind — you’re invisible.

What we’re seeing in the wild

Sean Frank (CEO of Ridge Wallet) recently shared that ChatGPT is already driving meaningful traffic for them.

We’re seeing the same thing across brands like Obvi and others in our portfolio.

AI isn’t coming. It’s already here.

So how do you actually increase AI visibility?

Here’s the playbook we’re using.

1. Nail the boring (but critical) hygiene

AI can’t recommend what it can’t clearly understand.

That means:

- Clean Merchant Center + product feeds (titles, GTINs, variants, availability)
- Clear shipping, returns, and warranty pages (scannable, not fluffy)
- FAQs for every hero product
- Review markup + visible review counts everywhere
- One strong “About” page written in plain English that clearly says who the product is for

If AI can’t extract the facts, it won’t surface your brand.

2. Actively test your AI visibility

Stop guessing. Start querying.

Ask AI the way a real buyer would:

“I need an all-natural deodorant that works for heavy sweating, has no aluminum, and won’t stain black shirts.”

Then:

• Build 25–50 synthetic buyer queries per product line
 • Include use cases + constraints
 • Benchmark weekly across ChatGPT, Gemini, and Perplexity
 • Track who is ranking — and why

AI leaves clues. You just have to look.

3. Reverse-engineer where AI gets its opinions

AI doesn’t invent “best products.”
It synthesizes consensus.

Look at what it cites:

- “Best X” listicles (Wirecutter-style + niche blogs)
- Reddit threads
- YouTube reviews + transcripts
- Marketplaces (Amazon, etc.)
- Review platforms

Your job is simple (but not easy):

1. Get mentioned in the places AI already trusts

2. Make sure your brand positioning is consistent everywhere

AI rewards repetition and agreement.
Consensus is the ranking signal.

The reality

You can do all of this manually.

Or… you can use the same system we’re rolling out across 25+ brands.

Meridian 2.0 just launched, and it automates AI visibility tracking, benchmarking, and footprint analysis in one place.

It shows you — clearly — where your brand stands inside AI answers and what to fix next.

If you want to see what your AI visibility score actually looks like, drop a comment and I’ll share the framework.

Yes — full transparency — we’re a proud Meridian partner.

This is the future of SEO.

The first reader of your post is not a person.


It’s a model.

Email. LinkedIn. Now ChatGPT.

With SEO, page two still gets traffic.
With GEO (AI search), there is no page two.

Here’s how to optimize for GEO:

Take the example of what we did for Dr. Jen Natural, a premium toothpaste.

#1: Question the model
Ask ChatGPT and Claude what toothpaste they recommend.

Make a list of those exact articles & URLs.

#2: Copy the structure
Use the same framing. Same logic. But with a different product.

#3: Declare yourself the winner
Publish ranking-style content where Dr. Jen is the clear winner.

#4: Reinforce
Consistency trains the model. Repetition locks it in.

Now when someone asks AI for the best nano-hydroxyapatite toothpaste,

Dr. Jen appears.

The Takeaway:
If customers trust ChatGPT and ChatGPT doesn’t trust you, you have a problem.

Optimize for ChatGPT.

Director of Growth @ Node Media | Performance Marketing Expert | Scaling US-Based Brands from 1x to 10x

📌I currently manage growth for Hume Health Body Pod while overseeing $8M+ monthly ad spends, across US, CA, AUS, UK and other Key English Markets. 

📩 amishra@cubert.co 
📞 Book a call: https://calendly.com/talk-to-ani

Get my Meta Ads Toolkit for all the valuable resources: https://ani7ruddha.gumroad.com/l/ultimate-meta-ads-toolkit

Aniruddha Mishra

I've trained and upskilled 25+ Creatives Strategist. 💪 
Steal this framework on 
"How to Train Your Team to Create Winning Ad Creatives"
 
As a performance marketer, I get it. 
You know what works, 
but the creatives from your team aren't hitting the mark. 
 
So, how do you create an effective loop to find winning angles? 
 
Here’s the strategy that works: 
1️⃣ Define Creative Pillars 
2️⃣ Assess Awareness Stages 
3️⃣ Craft Targeted Hooks 
4️⃣ Track & Refine 
5️⃣ Clarify Roles 
 
🔄 Implement these steps and watch your team excel! 
 
*Giveaway is over*
Pls DM me if you commented before and 
didn't get the resource for some reason.

Director of Growth @ Hume Health | English Markets

2 months back, we were gifted with our first baby 🎉

And life has quietly (and loudly) changed.

1. My digital feed is now all about babies and all ads towards parenting products

2. Our schedule is crunched for sleep like crazy

3. Getting deja-vu from all mom and dad statements “You will only understand this, when you have your kid”. 

4. Every plan now comes with a silent disclaimer: “subject to baby mood.”

5. I’ve 10x more respect for all you ladies out there - for all you do. 

PS: Grateful to God and our family for all the love and support. ❤️

🚨REDDIT is a goldmine for creative insights. And I have curated 30+ handpicked prompts for detailed analysis. 👇 

✅ These prompts are segmented into:
 • Audience psychology
 • Pain points & objections
 • Language & inside jokes
 • Competitor perception
 • Hooks, ads & content ideas
 • Emotional triggers

✅ Designed for:
 • Meta & TikTok creatives
 • DTC & app marketers
 • Creative strategists tired of “vibes-based” research

*giveaway over*
If you commented already and didn’t get my resource for any reason pls DM me “Reddit”

11 years ago, when I started my career,
I was honestly lost.

I was studying Chemical Engineering,
and felt a quiet fear every single day.

“What if I’m stuck doing this forever?”

I spent 3 years coding websites,
telling myself I was learning a skill.

Truth was, I was just tweaking templates
and pretending I had it figured out.

I knew I didn’t want to work
with big IT tech giants.

But I also had no clue
what I wanted instead.

That uncertainty was heavy.
Watching others seem confident,
while I kept guessing.

The only thing I was sure about
was wanting to work with startups.

Fast. Messy. Real work.

Eventually, digital marketing found me.
Not as a plan - just an opportunity.

A rare mix of creativity,
numbers, and real feedback.

Slowly, the fog began to clear.

Looking back, this stands out:

Clarity doesn’t always come
from knowing what you want.

Sometimes it comes from being honest
about what drains you.

PS: That’s a 14-years-younger me,
back in undergrad.
Confused. Insecure. Still trying.

Most brands in 2026
aren’t losing because of bad ads. ❌ 

They’re losing because
their learning loop is broken.

They find one winner.
Then try to force-scale it.

🫠 Same format.
🫠 Same angle.
🫠 Same hook.

The algorithm learns fast.
The audience gets bored faster.

Creative diversity isn’t about
making the algo happy.

It’s about answering
multiple questions at once:
- What format sells trust?
- What angle creates intent?
- What hook stops the scroll?
- What proof removes friction?

If every ad answers
the same question,

You’re not testing.
You’re just spending.

The fastest-scaling brands I see
run creatives like experiments.

Each batch is designed to learn
something new, not repeat a win.

That’s how you turn ads into
a compounding system.

Not one lucky creative.
But a portfolio that keeps paying.

In our Creative Strategy bootcamp
for 6 weeks we tap on each of these pillars. 
DM me if you want to get a link to the course. 

Curious how others are
structuring their learning loops 👇

Creative Diversity in 2026 

Life of a performance marketer: Meta launched a powerful feature (squencing)

Life of a performance marketer: I tested sequencing for 30 days - here's why it didn't work.

Wish we see more of #2.

They say “Paid ads in 2026 are dead.”
Yeah.

Of course you can handle all this by yourself:

- Attribution accuracy
- Tracking that actually works
- Clean event setup
- Signal quality
- Conversion rates
- Landing pages
- Funnel leaks
- Creative fatigue
- Scaling without breaking efficiency
- Revenue, not vanity metrics

Paid ads aren’t dead.
Amateur systems are.

What’s harder for a performance marketer?
Getting an apology from your partner
OR
Getting one from the Meta Ads team?

At least your partner eventually says:
 “Okay fine, I’m sorry… but you also did something.”

Meta Marketing "PROs" say:
 - Nothing changed on our end.
 - Performance fluctuations are expected.
 - Have you tried broad?

or even worse you are not trying our revolutionary "AI enhancement features"

*rant over*

When performance is down, how your team or agency reacts tells you everything about how invested they are.

Reactive teams wait for numbers to recover.
- They blame seasonality, platforms, or “the algo.”
- They pause or reduce spend, swap creatives randomly, and hope tomorrow looks better.

Proactive teams assume responsibility.
- They diagnose before defending.
- They pull breakdowns, isolate variables, and come to you with a plan not an excuse.

The difference shows up fast:

• Do they surface issues before you ask?
• Do they bring hypotheses, not just reports?
• Do they test with intent, not panic?
• Do they protect learnings even when results dip?

Anyone can manage an account when ROAS is green.

Real test is when you turn that red to green.

They say a performance marketers mood is directly correlated to the performance of their ads. 

How’s your mood now - yay or nay?

80% of paid marketers don’t understand this:
your creative didn’t fail, your market level changed.

When creative fatigues
Most teams respond by

refreshing creatives
- Same claims
- Same angles
- Same thinking

But markets don’t get tired
They get smarter

What worked last quarter
feels invisible today

The real question isn’t
“What new ad should we make?”

It’s
“What level is our market in now?”

Because each stage demands
a different message

Winning brands don’t get stuck because
They stay one level ahead
That’s how you win long term.

Repost if this was valuable.

The latest Meta ads drop has been disastrous. I am finding an interesting pattern. 👇 

Safari UTM capture dropped from ~66-70% to ~50% starting January 9th — a ~17 % point decline.

Root Cause Indicators
1. Safari ITP (Intelligent Tracking Prevention) is likely stripping UTMs on redirect chains or after 7+ days of no user interaction

2. Facebook/Meta Safari traffic hit hardest: -36% session drop with UTMs

3. AppLovin Safari traffic: -23% with proper UTMs

Anyone else noticing this?

This is one of the 100s of ads we produced in-house. Do you think it's a winner or loser? 

And why.

MS Clarity Shopify app developers are so lazy they didn't even care about removing "prod" from the app slug. smh!

I’ve spent years inside Meta’s ecosystem.
Pixels. CAPI. Events. Audiences. Signals.

Platforms see far more than users realize
and far less than marketers wish.

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The Battle

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Posts

Engagements

Likes

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