How we got here
Three years staring at the same numbers
We started with a single brand, a media budget that doubled every six months, and a margin that melted at the same speed. The conclusion was uncomfortable: the channel was not the problem.
Rebuilding the journey backwards, starting from what the customer needed to understand rather than what we wanted to say, the same audience started buying. Without a single extra dollar.
We ran the exercise again on other catalogs, other categories, other average order values. The same order kept coming back. That order became the system.
