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.

Nigel Thomas

We help B2B Founders sign 5 high ticket clients in 90 days using our flywheel system (Used by 300+ clients). DM me ‘Scale’ if you are interested

You’re making it work. Just like most 'business' owners I meet.

But the truth?

You haven’t built a real business yet.

- You’re talented
- You’ve got some clients
- You know how to get results

But your sales call calendar? 
The inconsistent revenue? 
The never ending slack messages?

That’s the real problem.

Most agency owners I work with want three things:

1) Consistent pipeline with high quality leads
2) A team to delegate client work
3) Clarity on what to work on when

A business that works for you. Not a job.

Here’s how I help:

1) We position you to win premium retainers
2) We install a lead gen system to fill up your calendar
3) We fix your calendar so you can lead like a real CEO

And we do it together in a focused 90 day sprint

No fluff. No cookie-cutter advice. 

Just real support that drives results.

Here’s what that looks like:

📌 Tanner: From $15K with 1 client → $30K/month, in 4 months
📌 Sam: Doubled his agency and hired a new team in 90 days
📌 Tobi: Went from freelancer to $30K/month with A+ clients
📌 Alex: Scaled from $12k to $70k in 4 months
📌 Stephen: Scaled from $10k to $18k by increasing prices 
📌 Sammy: Grew by over 50% in 60 days and hired a team

And I’ve also done it all myself. Twice.

Built two 7-figure agencies from scratch.

Now I coach high-performing remote agency founders like you to do the same.

Minus the mistakes I made (LOL)

So if you’re:

- Running a marketing agency
- Already at $5K+/month
- Ready to grow without losing your sanity

→ Hit the ‘Book an Appointment’ button at the top of my posts

And let’s build the agency you actually want.

Consultant

Harry Phokou is one of the hardest working guys I know. 

We’re lucky enough to have him in our community. 

We joke that he has more hours in the day than the rest of us. 

Obviously not possible.
But not unbelievable either.
He works way harder than most.

He joined Undeniable in July.

Last month he launched the final part of his business.

He already does LinkedIn content.
He already runs a successful podcast.
He already offers appointment setting.
Now, he's launched events with sponsorship.

(he's running one right now in London!)

But the amount he gets done isn't what makes him so impressive.

It's the fact that he's always helping everyone else first.

Always offering to connect people.
Always offering solid business advice.
Always supporting others in the community.
Always believing in you before you believe in yourself.

It's all coming back around.

The opportunities.
The partnerships.
The growth.

Karma is a real thing. Harry is proof.

He's not just building a business.

He's building a reputation as someone who genuinely gives a damn about other people winning.

That's rare.

Big heart. Big impact. Big future.

That's Undeniable.


P.S. I'm sorry I couldn't attend your event this time Harry Phokou I'll make it up to you I promise 😘

Mischa Collins was great at building brands on LinkedIn.

But her prices didn’t show that. 

She’d built her LinkedIn to 40K followers.
Coached 30+ others how to do the same. 
Ghostwritten for a billion dollar company. 

But she didn't believe she could charge what she was worth.

So she kept her prices low.
Playing it safe.

She joined Undeniable in August. 

One week later she doubled her prices.
Signed a client straightaway. 

6 months later…
She’s more than tripled her MRR.

And, the results she got for clients got better.

Because when you charge more, everything changes:

- You attract better clients
- You take the work more seriously
- Clients value (and implement) your advice more

Mischa said something on our call that stuck with me:

"I didn't have confidence that I could do it for other people, even though I was literally already doing it for other people."

That's the trap.

You have proof it works but you're too scared to own it.

So you undercharge and overdeliver.

Mischa broke the cycle.

Now she finally believes what we could already see: 

She's really bloody good at what she does.


P.S. The confidence comes after you raise your prices. It’s scary but once you do it, you know your true value.

I went from charging $2K to $28K/month retainers. 

(and documented exactly how I did it)

After helping 300+ agencies scale, I can tell you…
More leads isn't the answer to your scaling problem.

Higher prices is.

You literally make more revenue by doing less work.

Then you have more money to:

- Hire better people
- Invest into your personal brand
- Invest in more marketing 

The problem?

Most agency owners don't know how to raise prices.

(Or they’re too scared to) 

So I recorded an 11-minute video showing the exact 5 techniques that took me from $2K/client to $28K.

What you'll learn:

- The reason why you're massively undercharging 
- The pricing psychology that guarantees yeses 
- How to position so price becomes secondary
- The technique that could double your revenue

If you want to:

1. Stop leaving money on the table
2. Charge what you're actually worth
3. Scale without burning out on more clients

This gives you the exact playbook.

Want it?

Comment "PRICE" and I'll send you the video.

Last week, whilst most people had their feet up…

I was in the gym with Mark Tweed at 6:30am. 

Mark started working for me 6 months ago. 
Last week, I flew to Northern Ireland to visit him. 
I wanted to see what his life looked like. 

So at 6:30am we went to the gym. 
Old-school bodybuilder gym. 

We did a brutal workout. 
Ended the session with the "Lose Yourself Plank" challenge.

Know what that is?

You hold a plank for the entire Eminem song.
5 and a half minutes.

And yes, we made it.

But in that moment I realised something. 

That feeling of pushing each other. 
Holding each other accountable. Not letting each other quit.

That's what Undeniable is all about.

That’s the community we are building. 

Because the truth is business isn’t fun. 

- Sending cold DMs isn’t fun. 
- Making sales calls isn’t always fun. 
- Tough conversations with clients isn't fun.

But if you're in the right environment with the right people?

You do it anyway.
You push through.
You start to enjoy it. 

That feeling I felt in the gym with Mark?

That’s what we're creating for ambitious founders. 
24/7 online and soon-to-be offline. 

If you're building something hard right now...

Stop doing it alone.

The right environment changes everything.


P.S. Are you brave enough to attempt a "Lose Yourself Plank"?

We help Agencies Sign 1-5 High Ticket Clients a Month using our FlyWheel System (Tested with 300+ Clients) DM Me “Scale” if you’re interested

My Grandmas 84 and she’s smoked for 70 years. 

Last week she thought she was going to die. 

She’s a larger-than-life character.
Life of the party.
A Northern British accent you can't miss.

Last week, she couldn’t breathe. 
Scar tissue on her lungs was killing her. 

She was in hospital thinking it would be her last breath. 

She’s okay now thankfully. 

But driving home from Yorkshire, I couldn’t stop thinking about what she said…

"Make the most of the time you've got."

I spend so much time worrying about things that don’t matter. 

Revenue targets. Competition.
What people think of my LinkedIn posts 😅

But all my grandma cares about right now is time. 

The time she has left.
The time with people she loves.

You can’t buy more time.
No matter how rich or powerful you are. 

So here's what I'm taking into 2026:

Stop sweating the small stuff.

Make the big moves while I'm young and healthy.

Because one day I'll be 84.

I won't care about how many followers I had.
I won’t care about who my competition was. 

I'll care about what I actually did with my time.

And, who I helped.

Who's with me?

I built an agency with clients worth $180,000 that stayed for 18+ months. 

I’ve just documented exactly how I did that: 

It was because of our onboarding system.

Most businesses lose 30-50% of new clients within 90 days.

Not because their service is bad.

Because their onboarding is broken:

- Generic welcome emails with no strategy
- No plan for the buyer's remorse window
- Waiting until delivery to ask for testimonials
- Treating onboarding like admin 

This system is different. It's what we actually ran. 

What you’ll actually get:

- How onboarding starts on the sales call (not after)
- Buyer's remorse window + how to close it in 48 hours
- Pre-delivery testimonial system 
- The $50 gift strategy that keeps you top-of-mind 
- Client check-in cadence that prevents churn
- Expansion triggers built into the first 90 days
- Referral system that turns clients into advocates

If you want to:

1. Stop losing 30-50% of clients in the first 90 days
2. Build a system instead of winging it every time
3. Turn new clients into long-term partnerships

This gives you one onboarding system to run.

Want it?

Comment "ONBOARDING" and I'll send you the full breakdown.


P.S. This isn't theory. It's the exact system that kept $180K clients for 18+ months.

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The Battle

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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);}Ronak Shah's LinkedIn Performance

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