Tru Earth

Tru Earth offers a plastic-jug-free laundry detergent alternative in a revolutionary new strip form.
Helping save the planet, one small change at a time.

Co-Founder & CMO

My Passion Media Inc.

CMO for My Passion Media.  Oversee product development, paid media, content production, SEO, Social Media, marketing automation, funnel development and email marketing across all My Passion Media Properties. 

Brands including but not limited to Explore-mag.com, Canadiantraveller.com, Exploretheusa.com, InfoBarrel.com, Environment911.org, and Pawmanefin.com.

Chief Marketing Officer

Canada Wide Media

Vice President of Content Marketing.

Responsible for online content strategies, lead generation and marketing funnels.

Vice President Content & Marketing

Hinzie Media Inc

Owner

Business Objects

Technical Support for Business Objects Enterprise.  Was on the Elite team supporting only top tier companies and their Business Intelligence solutions.

Technical Support Engineer

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

Nothing burned me out faster than waking up every day with a full schedule and zero direction.

But once I got clear on my values, burnout and confusion lost their hold on me.

Autonomy:

The ability to choose how I work and what I work on. It drives almost every decision I make.

Simplicity:

The discipline of removing excess. It’s my framework for clarity because complicated solutions usually hide risk, waste time, and cloud judgment.

Variety:

The need for new challenges. It keeps me engaged and motivated, which is why launching something new excites me more than hitting arbitrary revenue targets.

When I was 25, ego and early wins had me thinking I had it all figured out.

But when life took an unexpected turn and I ended up in a sales job, the crash humbled me and forced a reset. 

That moment made it clear: values, not ego or external validation, should guide my decisions in life.

If you’re a founder drifting or drained, try this straightforward approach to get aligned:

- Sit down and write out what truly drives you.
- Identify the conditions that make you excited to work and the things that drain you.
- Let your values guide every choice: the projects you take on, the people you bring in, and the opportunities you chase or decline.

Defining your values puts your decisions back on track and makes burnout powerless.

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

I spent years thinking I was broken and everyone else just had this natural focus and drive that I was missing.

I remember sitting down to work, getting a solid hour of deep focus in, and then spending the next 7 hours floating between busy work, useless tabs, and pretending to be productive.

There’s so much preaching about “deep work” and focus, but honestly my solution ended up being Ritalin. 

I took it for the first time at 33, and I just sat there thinking, “Wait...people actually feel like this every day?”

That one day, I tore through a backlog of procrastination I’d been avoiding for months.

It was the first time I realized the problem was my ADHD this whole time.

I was struggling because I didn’t understand how my brain actually worked.

Once I understood that, everything changed. 

For the first time, the way I handled work and decisions finally aligned with how my brain actually worked.

I never realized how dangerous it was to share my ideas too early.

I used to cling to every opinion, hoping for clarity, but ended up more scattered and drained than ever. 

Whether it be friends, families, or business associates, I needed someone to “sign off” on every single idea, sketch, or landing page. 

And pretty quickly, I noticed every conversation pulling me into decisions that didn’t align with my goals.

One cousin said it was too niche. 

A friend said it wouldn’t fly. 

My mom freaked out about the risk. 

I kept twisting my ideas around based on emotional feedback instead of real market signals. 

By chasing reassurance, I lost momentum before I’d even built anything.

I had to learn the hard way that the only feedback that matters comes from the people who will actually open their wallets. 

Not your family, friends, or anyone who’s just trying to be nice. 

Your real audience only cares if your product actually solves a problem for them.

So I started running small experiments by listening to early pushback, watching how buyers really acted, and then tweaking everything based on what stuck.

Now, this is a core principle for me in business: zip it, build, test, and validate with your market.

I didn’t realize it at the time, but chasing entrepreneurship was my way of filling a gap I grew up with.

And I see many young entrepreneurs doing the same. “I didn’t have this growing up, so I need to be successful to finally have it.”

That “it” usually turns out to be material: a house, a car, the validation you think will finally make it all feel worth it.

Ask someone to describe their dream life if money didn’t matter, and most will list what they want to have or buy, not how they really want to live that life.

You don’t see this hedonic trap until you start getting the things you once dreamed about.

The high fades, and you start chasing bigger wins just to feel the same dopamine rush.

Then it hits you that real success is having the freedom to spend your time how you want, doing what you love, without being trapped by your own success.

Maybe that’s what freedom really is.

li_at

JSESSIONID

Talks about #dtc, #ecommerce, #marketing, #marketingstrategy, and #ecommercemarketing

I’ve built my brand to $150M+ in revenue and learned one thing the hard way: 

If you want predictable scaling, optimize the ENTIRE funnel.

1. The Hook:

Make sure you execute your hooks properly.

I’ve tested multiple hooks around the same creative theme and seen CPCs swing from $4 → $1 just because of different hook execution.

2. The Offer: 

Even a winning hook can’t compensate for a weak offer.

That’s why it’s best to test:

- Value props
- AOV thresholds
- Bundles
- Pricing
- Urgency

3. Audience Relevance: 

Match your creative messaging to their awareness level.

Test personas, angles, and emotional frames to figure out what actually resonates with your target audience. 

4. Audience Retention:

A click means nothing if your viewer bounces after three seconds.

Track completion rates, story structure, and comment quality to make sure my attention retention is also good.

Scaling only works when you get every part of your funnel right.

Your hook, offer, audience relevance, and attention retention all need to work together.

Miss one, and you’re going to feel it in every metric.

You can get your Canadian operation live in as little as 2 weeks.

I’ve seen that many successful U.S. DTC brands hesitate to expand into the Canadian market, assuming it means paperwork, customs delays, and slow shipping.

That’s why we built Breakthrough Fulfillment to make expanding into Canada a two-week decision and handle everything you need to get up and running.

We simplify the entire process by:

- Taking the hassle out of cross-border logistics. We handle imports and fulfillment from start to finish.
- Getting your products to major Canadian cities the next day, keeping customers happy, and your carts full.
- Navigating compliance, taxes, and paperwork effortlessly with our expert guidance.
- Skipping the middleman. Work directly with decision-makers for fast answers and smooth operations.

We’ll have you live in Canada within two weeks, ready to test, scale, and start selling without the usual slowdown.

See how we’re helping U.S. brands launch and grow faster across the border:

Open article: Cut Shipping Costs by 68% and Get Next-Day Delivery Across Canada | Premier 3PL Services by www.breakthrough.studio

Cut Shipping Costs by 68% and Get Next-Day Delivery Across Canada | Premier 3PL Services

Dear Ecom founders, 

You didn’t come this far by being soft. 

But the next chapter requires something harder:

graphical user interface, text, application

The hardest punch I ever took in business was realizing how little money we were actually keeping.

Before you scale another dollar of revenue, understand this:

If I had to rebuild Tru Earth to 8 figures from scratch, I’d ONLY use these 3 tools. 

1. Shopify

Everything your customer experiences, from landing page to checkout, happens on Shopify.

If your traffic won’t convert on the storefront, that’s your signal to fix fundamentals before adding more apps, automations, or growth hacks.

2. Klaviyo

This will stabilize cash flow and expand margins.
Email and SMS will always outperform any “growth hack” or paid tool in terms of ROI.

If you’re not maximizing revenue from the customers you already have, adding more tools just means you’re burning money faster.
3. A one-click upsell app

This is your AOV unlock and scale enabler.

Even a modest lift in AOV can transform your acquisition strategy and make paid traffic more forgiving, so you can make scaling less risky for your business. 

But I’ve seen founders do the total opposite. 

They’ll:

- Spend $700/month on segmentation tools before fixing their offer.
- Pay $499/month for an AI CRO assistant before testing their product page.
- Install 4 attribution tools before improving their creative quality.

It’s complexity disguised as progress.

Before adding another tool, ask yourself:

“Is this solving a real bottleneck in my business, or am I hoping it covers up a weak one?”

90% of the time, you’re better off taking that money and reinvesting it into better:

- Product
- Customer feedback loops
- Creative testing
- Email flows

Beyond Shopify, Klaviyo, and a one-click upsell app, every other tool is optional until your fundamentals demand it.

January is when everyone suddenly remembers email is still their highest intent channel.

• Founders start shopping for agencies.
• Agencies start shopping for better ESPs.
• Everyone is trying to fix retention before another chaotic Q4.

Omnisend just published a roundup of the top email agencies going into 2026, and there is a clear pattern in the brands that are actually winning.

They are not choosing between “agency or software.”

They are pairing serious strategic help with a platform that lets them execute at scale.

You get the agency for the thinking.

You use Omnisend for the doing.

The blocker for a lot of operators is the same every year.

They know their current ESP is holding them back, but the migration sounds like a painful, risky project that nobody has time to own.

That is exactly what Omnisend’s Personal Migration Partner Program is designed to solve.

If you are spending $250+ per month, Omnisend assigns you a dedicated migration partner who:

• Moves your automations and flows over
• Rebuilds your email templates
• Transfers forms, tags, and segments so you are not rebuilding everything from scratch

You keep your team focused on growth while someone who does this all day handles the move.

And when you do bring in an agency, they are stepping into a clean Omnisend setup with automation, segmentation, and reporting already in place.

Omnisend’s own data shows their US merchants average around $68 in revenue for every $1 spent on the platform.

Pair that with the right agency, and your “new year, new retention plan” actually has the infrastructure to work.

If you are rethinking your email setup going into this year, this is the moment to get both the strategy and the stack right.

You can check it out here:

 https://lnkd.in/dddMBgx8

Use code RYAN30 for 30% off your first 3 months, and if you are at $250+/month, ask about the Personal Migration Partner Program so they handle the migration for you.

Open article: Recommended by Ryan McKenzie by omnisend.com

Our $150M+ growth at Tru Earth came down to one validation pillar that gave us confidence for every launch:

Focus first on the problems your customers are already facing.

Teams will automatically jump to the next cool idea thinking

“My customer already bought. Surely they’ll buy again.”

But your customer is only interested in buying the next solution in their journey.

Fortunately, you really only need three things to crush every product launch:

1. Understand what your customers want next.
2. Deliver such a good first experience that buying again feels like the safest decision.
3. Build products that are aligned with your brand values.

Get your launches aligned with the customer journey and your customers will naturally circle back without too much force.

$1–5M brands often hit a wall. I’ve scaled past $250M and share the exact 8-figure roadmap in my newsletter.

Open article: Ryan McKenzie by ryanmckenzie.com

I’ve burned more money than I care to admit testing this.

The top landing page conversion killers:

The most common growth bottleneck is sending all traffic straight to the PDP.

You're limiting yourself to people who are already ready to buy or compare products. 

That works to a point, BUT you're cutting off every new audience that doesn't know your product exists yet.

If someone lands on a PDP with no context, all they see is a product and a price. 

There's no curiosity. No excitement or reason to care.

You can't take someone from excitement to logic to overcoming objections when you skip straight to logic.

You need a hook that makes them curious about the solution before you show them the product.

Otherwise, you're just jamming a price in their face and hoping they're already convinced.

That's not a funnel. 

That's a filter for people who were going to buy anyway.

It took me years to realize it’s not worth suffering through the process for a finish line that might never come.

We’re wired to think, I’ll be happy when...

I graduate.
I get a job.
I get a partner.
I buy a house.
The kids move out.

Chasing milestones is natural, but the things you think will bring happiness often become the liabilities that limit your peace.

At the peak, I had it all on paper, business was ripping, condo and house were secured, and I had an expensive car lease.

But when money dried up suddenly, all those “luxuries” were liabilities that weighed me down. 

I realized the less you’re tethered by dopamine traps, the easier it is to actually be at peace.

I definitely believe in having goals, but chasing them at the cost of the present is a trap.

Ask any ultra-wealthy entrepreneur, and most would trade it all to go back 10 years and enjoy life as it was.

If you want to:

- Create listicle landing pages that actually convert for your ecom brand
- Use the exact blueprint I follow to drive sales
- Grab proven listicle templates for inspiration
- Multiply sales from a single high-converting page

Check it out here:

ryanmckenzie.com

Ryan McKenzie

You can cut your CPC in half by pivoting to a niche listicle landing page. 
The riches are in the niches.

Take hair products. 

African-American women need different products than Asian women or white women with blonde hair. Different textures, different problems, different objections.

Generic psychological tricks in copy won’t work here, but a niche-specific listicle targeting micro audiences will definitely convert.

- You swap out the top 3 points of your listicle for a different niche. 

- Change a few images. 

- Update the testimonials. 

Your designer doesn't need a week because you can crank it out in hours.

You don't even need a video in your ads. The entire customer journey happens inside the listicle. 

You prime them, address objections, build trust, and send them to PDP ready to buy.

When ad costs go crazy, listicles let you pivot to cheaper, more targeted audiences without rebuilding your entire funnel.

Check out how we build high-converting listicles for our clients here: https://lnkd.in/gxrfWz5D

Listicles are Ad Spend Insurance when CPMs spike, they keep your CAC stable

A friend of mine came to me because they were losing close to $10K a month on $30K in revenue.

6 months later, their supplement brand hit a $20M run rate.

At first, he ran his supplement brand like a dropshipping operation, obsessing over making a profit on every first sale.

But it was holding him back from true scale.

A perfect example of what happens when someone comes from dropshipping into real ecom and realizes the rules don’t translate.

So instead of focusing on front-end profit alone, we changed his strategy to optimize upsells and backend revenue.

Rather than chasing $10 profit on 10 sales, we aimed for $5 profit on 100 sales while optimizing upsells and repeat purchases.

His brand absolutely exploded after this.

Been incredible to watch their comeup.

One offhand comment from a friend completely rewired how I scaled True Earth to 8 figures. 

I realized I'd been doing it backwards.

Two words from my friend completely changed the way I built Tru Earth.

For ecom founders spending $50K+ a month on Meta and looking to scale from $1M to $10M+:

I’m taking on 1 more brand for hands-on ad guidance + growth strategy.

I’ll be working directly with you in our weekly hour-long sessions (bi-weekly if needed) to:

- Review your campaigns and troubleshoot what’s not working
- Optimize creative, targeting, and funnel structure for higher ROI
- Build a clear roadmap for scaling ad spend without wasting money

If this sounds like it could help, DM me and we’ll see if it’s a fit.

Justin Buckley

ATTN Agency

ATTN Agency is a full-funnel performance and growth digital advertising agency. We amplify brands' value through strategic and tactical media buying, data-driven analysis, unparalleled creative services, and an unwavering dedication to our client's success.

Co-Founder

LiveRecover

Strategic Adviser

Internet Cowboys LLC

Internet Cowboys, LLC provides seed investment, incubation, operating and management services for internet businesses including e-services, e-commerce, and SaaS.

Apex Media

Apex Media provides seed investment, incubation, and operations management services to internet businesses including e-services, apps, SaaS, and e-commerce.

Founder

Performance & Growth Marketing Fueled by Creative

Co-Founder of ATTN Agency, a full-funnel performance and growth digital advertising agency. We amplify brands' value through strategic and tactical media buying, data-driven analysis, unparalleled creative services, and an unwavering dedication to our client's success.

Results-oriented, entrepreneurial, the ultimate “get it done” individual. Always learning. Constantly evolving. An Internet Cowboy.

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