Ryan is the Co-Founder of Tru Earth

Purpose driven direct to  consumer brand builder.

Ryan has:

✅ Helped Grow Tru Earth to more than 160,000 active subscribing customers
✅ Together with Tru Earth's Changemakers, eliminated more than 165,000,000 plastic-containers from landfills..
✅ Donated more than 33,887,227 loads of laundry detergent to those in need.
✅ Grown multiple premium subscription boxes to multi-million dollar businesses.
✅ Written content has been read by more than 100,000,000 readers.

Connect: 
Facebook https://m.facebook.com/theryemckenzie/
Twitter: @RyeMcKenzie

About Tru Earth
Tru Earth® based in Vancouver, Canada is a leading eco-friendly household product company committed to eliminating plastic from landfills and oceans. At its core, you’ll discover that Tru Earth, is actually a movement (#TruEarthMovement™). The Tru Earth team joins more than a quarter million equally committed people in more than 50 countries to combat the 645 billion plastic household product containers dumped in landfills and oceans globally each year. 

Our customers are #TruChangeMakers™, disrupting the multi-billion-dollar household product industry, reducing carbon emissions by up to 94% and caring for the health of the planet and their families. 

Tru Earth’s suite of products and planned launches come with our pledge to provide #TruChangeMakers with laundry, bathroom and kitchen products they need to make a substantial impact on the health of our world. To do ourpart, we promise to match all first-time subscriptions by donating to families in need across the globe. Because at Tru Earth, we know many small hinges can swing very, very big doors.

Ryan Mckenzie

Every founder on this app is losing their minds over AI tools right now. ClaudeBot this. Moltbook that.

Half of it is slop. The other half you’ll never really use.

But every new drop makes you feel like you’re falling behind. The pace of AI right now is a shiny object machine. And it’s pulling operators away from the stuff that’s been working all along.

I run an eight-figure business. This is my entire AI stack: 

>Open ChatGPT in dictate mode
>Talk through 50 half-baked ideas
>Tell it to organize my brain
>Grab competitor copy, dump it in
>Ask what persona they’re targeting
>Hop on a call
>Let Granola take notes
>Pull action items 

That’s it. 

Free plan. No autonomous agents. No tools I don’t trust accessing all my stuff. 

Don’t let the timeline make you feel behind.

Everyone wants the sophisticated play. 

The sophisticated play is getting good at boring.

undefined undefined

Co-Founder Tru Earth | Saving the planet, one strip at a time.

Before Tru Earth I was running this outdoor adventure brand, and with it came a revenue glass ceiling I didn’t even realize was there.

I thought anything over a million dollars a year was incredible. Like, why would you need more than that?

Then I met Matthew Bertulli at a mastermind. Told him my goals. That it was gonna be a slide of the desk business. Just a nice little thing.

All he said: “Think bigger.”

Two words. And something clicked.

Most of what holds you back is your own self limiting beliefs about what’s reasonable. And you don’t even want to shed those beliefs sometimes.

Because your life is comfortable and you’re afraid that if you change those beliefs, something you really like about your life might change too.

Seven years later and I still think about that conversation.

CEO @ Lomi & Pela Case - Follow me as I talk about building my brands.

Everyone's calling Ads in Chat GPT the next Facebook Ads.

It's not.

The people using ChatGPT today are the same people who used to search on Google. Same audience. Different platform. 

The pie didn't get bigger. The searches migrated.

So if your Google Ads performance has been declining for 2 years and you can't figure out why: your audience is still out there, they just moved. And now there’s a way to follow them.

The data angle is real. Facebook had behavioral tracking. Google had intent. ChatGPT has both. 

People literally tell it their problems in plain English. Every conversation is a targeting signal.

If OpenAI builds their ad product even halfway well, the targeting should be strong. Early conversion data already looks solid.

Everyone is talking about this like a gold rush, but it’s a recovery play.

Most of what you’re seeing is demand that already left Google. Now there’s a channel to go get it back. 

If you're spending on paid search and watching returns erode, pay attention. This doesn’t “change everything.” But it does explain what already changed.

6 behaviors I see in founders who stay healthy while scaling:

1. They focus on fewer things 
Running 30 initiatives = zero progress 
Focus is doing less, better

2. They chase asymmetric opportunities 
One big swing beats 20 small tweaks
Incremental wins rarely change a business

3. They optimize for signal, not activity 
Busy feels productive 
Outcomes are what matter

4. They update their thinking at each stage 
What works at $1M breaks at $10M 
Every revenue stage needs new mental models

5. They hold contradictory ideas at once 
Scaling is complex 
Black-and-white thinking doesn’t survive it

6. They build teams that make decisions 
Approval loops kill momentum 
Great teams have agency

The pattern: healthy founders remove complexity

My ADHD brain has 40 tabs open at all times.

Here’s what I do to manage:

- One task at a time. Not “mostly one.” Literally one.
- Physical Pomodoro timer on the desk. Something I can see counting down.
- Dedicated workspace. If you work where you relax, your brain fights you all day.
- Clear the desk every morning. A cluttered desk is a chaotic brain.
- Every notification off. Shopify, Stripe, email, Slack. All of it.
- Phone on permanent sleep mode. Five people can reach me. Everyone else goes to voicemail.
- No email or Slack during a focused block. They can wait.
- No open tabs. I used to have dozens running at all times. MinBrowser fixed that.
- Facebook ads? Go straight to Ads Manager URL. Never through the feed. I've lost hundreds of hours to that scroll.
- Freedom app to block sites during Pomodoro sessions. Even when you get tempted, you can't access them.
- Physical notebook for random ideas. Write them down, close the loop, come back later. Otherwise your brain opens a hundred tabs internally and none of them close.
- Take breaks. Parkinson’s Law is real: work fills the time you give it. If you sit at your desk for 8 hours straight, the last 4 are garbage.

Your brain isn’t broken. 

It just needs a system that works with it instead of against it.

This is first world advice.

If you can’t pay your bills, “build a machine that produces value” won’t help you eat.

You need revenue. Fast.

Maslow’s hierarchy applies to business too.

At the bottom: survive. Solve a problem someone will pay for right now.

Once you’re stable: yes. Build the machine. Think in systems.

Applying $10M thinking to a $10K problem gets you neither.

No alternative text description for this image

Building a durable company means stacking real pillars underneath it: DTC, third-party marketplaces, retail, international. 

Four years is enough time to get somewhere. Rarely enough time to build something.

When you’re growing that fast, you’re holding on by the skin of your teeth. The train goes wherever it wants. You’re just hoping not to fly off the caboose.

Every region needs localized packaging, localized payment gateways, localized language.

You can build fast. Just know the difference between building something fast and building something that lasts.

Two things changed the trajectory of my career.

1. Hitting rock bottom.

- Built a ringtone subscription business. It collapsed.
- Had just bought a house, a condo, and signed an expensive lease.
- Owed the government a pile in taxes.
- Put the tax money into a “regulated” forex opportunity.
- Forex collapsed too.
- Bailiff showed up to seize my SUV.
- I was driving around screaming from stress.

2. Choosing commitment.

- Standing in the shower one morning. Full messaging framework for Tru Earth just clicked.
- The product seemed too cheap to scale. But at that moment, the entire positioning downloaded.
- Voice-noted the whole thing before I dried off.
- That messaging carried Tru Earth for years.

If you can, choose #2.

But if you’ve already hit #1, the clarity that comes from survival mode is real.

The bottleneck isn’t taste, intelligence or creative systems.

Most people online are so vanilla. They don’t expose their interests or say anything controversial. 

They just share business stuff.

Look at Hormozi. Grows his hair, grows his beard, always wears a tank top, works out like a motherf*cker. Says a lot of controversial stuff. I bet you half of it he doesn’t even mean. But people align with it.

Because when everything starts looking the same, nobody’s attracted to you because they don’t feel like they have anything in common with you outside of “I'm this hard working, grinding” guy.

My kids already say everything’s AI this, AI that.

We're heading back to a place where people follow and listen to people who are clearly real. You’ll get verified by being authentic.

Founders sand off every edge that would make someone actually give a sh*t about them.

You've got maybe 1000 days before AI levels this whole playing field.

A friend of mine runs a supplement brand doing solid numbers in the US.

About six months ago he started noticing something unusual in his analytics. Consistent traffic from Canada. Not paid. Organic. People were finding him through social media and word of mouth across the border.

He was excited for about ten minutes.

Then reality set in. His US-based 3PL wouldn't ship north without brutal surcharges. The few orders he managed to fulfill took two to three weeks and arrived with surprise customs fees that destroyed the customer experience on delivery.

So he watched the traffic. Every week. Canadian visitors showing up, bouncing at checkout, leaving.

He described it as watching revenue walk out the door through a window he couldn't open.
We connected him with Breakthrough Fulfillment. 

They had him fully operational in Canada within two weeks. Freight forwarding to local warehouses, next-day delivery to Toronto, Vancouver, and other major cities. No surprise duty at the customer's door.

Within 90 days he had added a revenue stream he had been accidentally ignoring for over a year.

The part that stands out is how common this pattern is. Brands generating organic Canadian demand without realizing it, then losing those customers to a logistics problem they assume is too complicated to solve.

If you are doing real volume in the US, check your geographic analytics. If Canadian traffic is showing up and not converting, the demand already exists. The infrastructure is the only thing missing.

https://lnkd.in/eGUqzqCe+M+LinkedIn&utm_campaign=3pl+feb+wk2

If this sounds familiar, comment below or send me a DM. I will connect you with the team.

www.breakthrough.studio

Breakthrough Studio - Premier 3PL Services | Streamlined Logistics Solutions

Every upgrade feels like a flex for about two weeks.

The office, the car, the lease on a bigger warehouse.

Then it just becomes another bill. Another thing you have to feed every month whether the business is up or down.

The best thing I ever did was start asking "does this make my life easier or does this just make me look like I'm winning?"

Most of the time it was the second one.

Social proof is NOT dead. Stop listening to your timeline.

That’s just bad advice from brands who don’t understand the difference between a 1.5 and a 4x ROAS.

I spend $50K+/month on static ads. And it comes down to one thing: 

Matching the right trust signal to the right stage of awareness.

This changes everything about how you allocate ad spend. 

The same testimonial converts at 4x in one ad and barely breaks even in another. Because nobody asked: does this buyer even need convincing yet?

I broke down exactly which signals belong where here:

Social Proof Isnt Dead Youre Just Using It Wrong 

Landing pages are basically first dates.

You can say all the right things, look great, check every box.

Then you make one claim that's slightly too big and the whole thing falls apart.

Believability is more important than impressiveness. Always has been.

Entrepreneurs don’t like to admit this:

The janitor probably has a better life than you do.

For a few months after I stepped away from the day to day at Tru Earth, I'd be at the gym in the morning and my brain would start screaming at me:

You gotta get to your desk. You gotta get to your desk. You gotta get to your desk.

And I'd be standing there mid-set going... What desk? I don't have a desk to get to anymore.

That voice wasn't rational. 
It was just years of training. 
Years of being always on. 
Years of every morning being about the next fire, the next hire problem, the next thing that needed me specifically to figure it out.

You don't realize how much that costs you psychologically until you stop paying it.

When you're in the middle of it, you think everybody operates like this. You think this is just what it takes. 

- Managing people who won't be in the same room anymore because they don't like each other.
- Solving problems with no clean answer.
- Carrying decisions home every single night and pretending you're present with your family when your head is still at the office.

And then there's the janitor.

The janitor:
- Shows up
- Checks every box on the list
- Walks out at 5 o'clock
- Doesn't think about it again until tomorrow

No mental load. 
No 2am problem solving. 
No Slack notifications at dinner.

A lot of entrepreneurs look down on that. 

I think that's wrong.

Not everybody should be an entrepreneur. Not everybody values the same things. And the person who doesn't take work home with them? They're arguably wealthier in the one thing every founder eventually realizes matters most...

Time. 

And the ability to actually be present inside of it.

If you’re building something right now and you feel this weight every single day, I’m not telling you to quit. I’m telling you to notice this.

Because the cost is real.

My kids are only young once. It's been really nice to just be there. Not thinking about tomorrow's fire. Just hanging out with them and soaking it in.

This is what life is all about.

Nobody tells you the weird part about stepping back from the business you built.

You go from "I'm the CMO of [brand]" to "I'm... working on some stuff."

Your identity was the company. Now you have to figure out who you are without it.

It's a better problem to have than most. But it's still a problem.

I’ve built businesses that did $100K months and ones that did $0 months.

The operator who walks out of the $0 month is someone you couldn’t have built on purpose. 

That only comes from surviving it.

Most operators are optimizing against themselves.

Your open rate went from 18% to 23%. You called it a win.

But 23% against brands your size, in your category, on your platform could be bottom quartile.

You don’t know. And that’s the real problem.

Omnisend’s Benchmark Calculator pulls real data from 150,000+ ecommerce brands and shows you where your email and SMS actually stands, not just whether the numbers are trending in the right direction.

Open rates. Click rates. Revenue per email. Benchmarked against brands running similar send volume and similar categories.

This is the difference between “our emails are improving” and “our emails are beating the top 20% of brands in our space.”

Q1 just ended. Before you commit to a Q2 plan, you should know where you actually stand.

If your benchmarks are coming up short, sending more isn’t usually the fix. Getting on a platform with the flows, segmentation, and automation infrastructure to actually convert is.

Omnisend’s US merchants average $79 in revenue for every $1 spent. The Benchmark Calculator is free.

If your current ESP can’t even show you how you stack up, that’s already your answer.

Run your numbers here: https://lnkd.in/dddMBgx8

Use code RYAN30 for 30% off your first 3 months.

Already on a paid plan elsewhere? Omnisend handles the migration for free. Automations, templates and flows. All done in 5 days.

And yes, I’m a proud Omnisend partner.

Open article: Recommended by Ryan McKenzie by omnisend.com

A friend of mine owns this little café I like to visit from time to time. 

And man, this guy’s got it figured out...

A couple real estate investments. His future is set. He runs the café because he wants to, not because he needs it to work perfectly.

And something clicked for me sitting there.

That’s the actual goal.

Not the flashy milestones. Not scaling to 9 figures for the sake of saying it. Not even the massive paydays.

The goal is having enough resources working for you that you can take risks and fail without everything coming apart.

I think most founders get into this game thinking about success. But they forget that things change.

Products lose steam. Business models stop working. Algorithms evolve.

It’s easy to feel untouchable when things are good. But what happens when it all stops?

That’s when you need to be okay starting over.

The café owner had it right. He built enough outside the business that he could operate without any desperation. No panic. No survival mode.

And it made me realize: I need enough resources outside of my main thing to keep going on my terms. Because everything ends eventually.

But if you’re prepared for that?

That’s freedom.

Building Contente and Founders Common, a social wellness club home to 230+ founders

Founders Common is a social wellness community home to 220+ of the best founders across the startup ecosystem. We host wellness events, fireside chats, industry & stage chat groups, office hours, 24/7 startup support. ​Want to explore a membership? Apply today: ​https://founderscommon.com/mobile-apply

Damian Tenuta

I locked myself in my parents attic for six months building a company. The thing I was missing wasn't funding or a product. It was a person.

But I didn't know that yet. I thought grinding was the only way to get ahead. I thought I had to figure it out alone.

Years later I met Louisa Li. 

She came into entrepreneurship after 10 years of management consulting at BCG. While I was making video ads for doctors. 

On paper we made no sense. But we never once had to decide who does what. 

She sat down with sponsors, lawyers and partners. I sat down and wrote the posts. She closed partnerships over coffee. I built the waitlist from a laptop. It just happened.

We're both introverts, which is funny for two people building a company around human connection. 

But she's the kind who thrives across the table from one person. I'm the kind who thrives creating content across from a laptop.

I spent six months alone in that attic and thought that was what building looked like. 

Turns out the thing that changes everything might not be a better strategy or more capital. 

It's someone whose strengths are complimentary.

🏠 Founders House - community coworking with sauna, cold plunge and yoga

Networking events are a scam and every founder I talked to this month knows it.

You show up. You hold a drink you don't really want. Someone asks what you do. You give the rehearsed answer. They give theirs. You trade LinkedIn QR codes. You leave and never speak again.

I know because I'd hosted a few over the last 2 years. So I stopped and started doing something different. 

I sat down with 30 founders one on one over the last couple of weeks and asked them all the same question: what is actually missing?

One runs a pre-seed fund and said New York is "a lot more fragmented than San Francisco." He just wants to find "different pockets of people who are building stuff."

A solo founder building a health data API said "I dont really meet very many people. Everybody is very busy and they have their earbuds in." He told me being a solo founder is "kind of a learning experience." What he actually meant was lonely.

A founder who goes to three to five events a week said she has been "looking for a community for quite a long time" because random events dont create "deeper connections."

A marketplace founder said he doesnt drink much anymore and the happy hour scene is "just getting kinda old." Another said the whole thing "becomes really exhausting after a while."

One built a talent platform and asked the simplest question of all: "How can I be closer to other founders and other people like me in the city?"

Thats why were building Founders House. Not another coworking space. 

A place where founders build next to each other, sweat together, and actually know each others names.

53 deposits down. No building yet.

Because it was never about the building.

We're entering a golden age of IRL connection.

Potluck dinners that go until midnight.
Cooking together. Campfires. Live music in small rooms.
Poker nights. Farmers markets. Open mics.
Long conversations with no agenda.
Morning run clubs at 7am...

The more AI takes over, the more we'll miss the things it can't replicate. 

Nothing will ever replace the experience of being with other humans, fully present.

Yesterday we ran through New York City at 7am. Gathered around coffee after. Talked about the struggles of being a founder. And left with new friends.

This is what it's supposed to feel like.

Dave Leach Katie Kuzin Deivis Mendoza Petterson Lucas Erb Joyce Shin Pavan Rahul Konathala Samanta Ruiz Giler Lucia Mari Sanguino

Our attorney stopped me mid-sentence yesterday. "Never sign an unconditional guarantee. Ever." I didn't even know what that was.

We're negotiating a commercial sublease in Manhattan for Founders House. 

We've signed vendor contracts, client agreements, NDAs. I thought I understood how contracts worked.

An unconditional guarantee means you accept personal liability with no cure period, no exit, no time limit. Business struggles, you're personally exposed. Indefinitely.

What you want is a "good guy" guarantee. 90-120 days to vacate cleanly. Leave in good standing, liability ends. Same document, completely different outcome.

Our attorneys flagged it in the first ten minutes.

Here's the real lesson though.

Every domain you expand into as a founder has a version of this. A term, a clause, a standard practice that looks normal to the uninitiated and is obvious to anyone with experience. 

The difference between signing it blind and catching it early is usually just having the right person in the room.

You can be five years into building companies and still walk into a room as a complete beginner. That's not a failure. That's what expanding looks like.

The failure is pretending you already know.

Someone on my team spent every Sunday night doing the same task for two years. I fixed it in three minutes on a Monday call.

He was going page to page, checking if clients signed agreements, submitted forms, completed training. Copy, paste, compare, repeat.

Yesterday I pulled up Claude on our call and said "let's try something."

I gave it access to our project management tool and asked it to check which clients had completed their onboarding steps.

It started pulling tasks, cross referencing form submissions, checking fields across two different platforms.

Then it flagged a signed agreement he had missed.

He stopped mid sentence. "That is the coolest thing I've ever seen."

Not because the technology was impressive. Because he realized all those Sunday nights didn't have to look like that.

Here's what I got wrong for months. I was building AI workflows in the background. Automating reports, scoring calls, generating drafts. All useful. None of it changed how my team actually works day to day.

The unlock wasn't building something smarter. It was sitting on a call, sharing a screen, and letting someone see what's possible with their own tasks.

AI adoption at a small company doesn't start with automation. It starts with one person saying "wait, it can do that?"

The founders winning right now didn't wait to feel ready. They just started while you were updating your resume.

Right after I graduated, everyone I knew was doing the same thing. Internships, resumes, LinkedIn profiles. Building credentials for a job they weren't even sure they wanted.

I didn't. Not because I was brave, but I genuinely couldn't picture doing it the other way.

I remember driving to the gym one morning, shirtless, watching the sun come up. No idea if anything I was building would work. But I felt more alive than I ever had sitting in a classroom waiting for someone to hand me a next step.

Every founder I know has done something similar.

This week I sat with a former McKinsey consultant for a Founders House interview. She has no technical background, cofounder, or dev team. 

But every Sunday she opens Claude, tells it what she wants, and builds until it works. Now she's closing enterprise deals across the US.

She's not waiting to feel technical. She's not waiting for the right hire. She's just building.

That's the pattern I see in every founder who's actually moving. It's not that they have more resources or more confidence. They just stopped treating "not ready yet" like a plan.

That drive to the gym at sunrise was me making the same decision. I didn't know it at the time. But that's when I stopped waiting.

What are you putting off because you're "not ready yet"?

He's built and sold companies on three continents... "the hardest part of being a founder has nothing to do with money."

He was an Air Force pilot in Brazil. Built a telecom company backed by UBS, sold another to the largest cell distributor in the world. Then he built a banking platform, sold half to the largest retailer in France, ran it for two years, and walked away.

Right now he's running a cross-border payments company. And he still flies volunteer rescue missions. Last month it was Australia.

He jumped on a call to learn about Founders House, and 20 minutes in he said this:

"When you're an entrepreneur, it's very lonely to take the decisions. If you're part of a community where you can at least speak out and get other opinions, it's usually helpful."

I hear some version of this in every founder conversation I have. The wins feel hollow when you celebrate alone. The hard calls feel heavier when nobody else gets the context.

That's what we're building with Founders House. Not a coworking space or a networking club. A place where every conversation is real because everyone in it has skin in the game.

What's one decision you made alone that you wish you had someone to talk through?

taplio

The Battle

Ryan Mckenzie

Damian Tenuta

Followers

Posts

Engagements

Likes

Performance ScoreRyan Mckenzie's LinkedIn Performance

Performance ScoreDamian Tenuta's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Ryan Mckenzie

Damian Tenuta

Followers

Posts

Engagements

Likes

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);}Ryan Mckenzie's LinkedIn Performance

Performance ScoreDamian Tenuta's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Mckenzie's LinkedIn Performance