Ecomm Breakthrough

AI Strategy for Amazon Sellers: What to Automate First (And Why)

Lee Assoulin is the Founder and CEO of Stonecutter, a boutique Amazon brand management agency that partners with premium brands to scale profitably on the world's largest marketplace. With over 12 years of Amazon expertise, Lee has guided venture-backed startups, heritage brands, and category leaders through the complexities of the platform, combining strategic depth with operational rigor. He's currently managing over $220M in annual revenue while building AI-powered infrastructure to redefine how agencies operate. His mission is to prove that premium brands can win on Amazon without compromising on quality or brand equity with an agency they can trust.Highlight Bullets> Here’s a glimpse of what you would learn…. Integration of AI in e-commerce, particularly for Amazon sellers and brand management agencies.Challenges and considerations in adopting AI technologies for business operations.Importance of having solid standard operating procedures (SOPs) before automating processes with AI.The distinction between smaller sellers as early adopters of AI and larger sellers focusing on core business functions.The risks of "shiny object syndrome" and the need for a strategic framework when implementing AI tools.The necessity of human oversight in automated processes, especially in nuanced areas like PPC advertising.The role of data-driven frameworks in managing AI outputs and decision-making.Strategies for empowering teams to adopt AI tools effectively and fostering an "AI native" culture.The significance of maintaining brand authenticity and uniqueness in AI-generated content.Recommendations for newcomers on starting with foundational AI tools and focusing on high-impact tasks.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Lee Assoulin, founder and CEO of Stonecutter, a boutique Amazon brand management agency. Drawing on 12+ years of experience, Lee discusses how AI is reshaping Amazon brand management. Key topics include avoiding "shiny object syndrome," building solid SOPs before automating, keeping humans in the loop for critical decisions, and developing an "AI native" team culture. Lee also shares practical advice on recording team calls, refining documentation with AI, and empowering team members who genuinely embrace AI tools to drive sustainable business growth.Here are the 3 action items that Josh identified from this episode:Fix your SOPs before adding AI Document and refine your workflows first—AI should optimize proven systems, not automate messy processes. Use AI for execution, not strategy Automate repetitive tasks (PPC tweaks, reporting, emails), but keep humans in charge of high-impact decisions like pricing, positioning, and scaling. Adopt AI with a clear ROI filter Don’t chase tools—only implement AI if it solves a real bottleneck and delivers measurable time or profit gains.Timestamps:00:00:23 Introduction to AI in E-commerceThe host introduces the topic of AI for top Amazon sellers and teases the actionable advice from the guest.00:01:01 Guest Introduction: Lee AssoulinHost Josh Hadley introduces Lee Assoulin, founder of Stonecutter, highlighting his extensive experience managing major Amazon brands.00:02:46 The Current State of AI in E-commerceLee discusses how AI is being adopted differently by large, established sellers versus smaller, scrappier ones in the mature Amazon marketplace.00:04:31 AI and "Shiny Object Syndrome"The discussion turns to the risk of entrepreneurs getting distracted by new AI tools instead of focusing on core business needs.00:05:57 The "Aladdin's Cave" Analogy for AILee uses an analogy to explain the danger of chasing countless small AI tools without a solid, overarching framework.00:08:33 SOPs: The Foundation for AIThe importance of having proven, repeatable processes (SOPs) in place before attempting to automate them with AI is discussed.00:10:00 The Right Approach to AI AutomationLee explains that the best automation strategy depends on scale; larger brands require a more cautious, human-in-the-loop approach.00:12:15 Can One Person Build a $100M Brand?A discussion on the future of business structures, predicting small, highly-skilled teams enabled by AI will become the norm.00:14:55 The Risk of AI HomogenizationIf everyone uses the same AI strategies, there is no competitive edge. The human element provides the necessary differentiation.00:16:27 Practical AI Use Cases for BeginnersLee suggests starting by using AI to analyze content and rewrite copy based on frameworks like Amazon's COSMO paper.00:19:24 The Dangers of Lazy AI ImplementationWarning against the pitfalls of lazy AI use, such as generic auto-generated emails that can damage brand perception.00:22:23 Automating Your Executive AssistantLee shares a practical example of creating a virtual EA to manage his calendar, pre-meeting briefs, and task reminders.00:24:10 Building a Company "Brain"A complex use case is detailed: creating a central database that ingests all company communications for deep contextual analysis.00:27:11 The Power of Personal Context for AIThe idea of feeding personal journals and thoughts into an AI to give it deeper context for decision-making.00:29:47 How Top Brands Automate OperationsLee shares a real-world example of automating Buy Box monitoring, where an AI agent detects losses and notifies the team.00:32:14 Staying Compliant with Amazon's AI RulesHow to automate safely by using third-party APIs and keeping a human in the loop for actions inside Seller Central.00:33:55 The Cost-Benefit Analysis of AI vs. HumansA discussion on whether AI is always cheaper, concluding that building custom AI solutions can be a waste of time.00:36:01 The Trap of "Sexy Dashboards"Building custom dashboards is often a distraction; focus on the underlying data and analysis, which is what AI actually needs.00:39:09 How to Onboard Your Team to AILee shares his strategy of offering to pay for AI tools and courses for any team member who shows interest.00:41:55 Three Actionable TakeawaysThe host summarizes the episode's key takeaways: document skills, record everything, and enable your team to adopt AI.00:45:26 Most Influential BookLee recommends "The Untethered Soul" by Michael Singer for its profound impact on his mindset and way of thinking.00:45:59 Favorite AI ToolLee names Claude as his primary tool but highlights WhisperFlow for voice dictation as a game-changer for productivity.00:47:01 Admired Person in E-commerceLee recommends following Sean Gill of Triquetra for his methodical, framework-first approach to building a successful brand.00:48:32 How to Connect with LeeLee provides his email address and social media handles for listeners who want to connect with him after the show.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comTools and Websites"Claude": "00:08:38""

The Cost of Scaling Beyond Amazon No One Talks About

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares his blueprint for scaling an e-commerce brand beyond Amazon through a strategic omnichannel approach. Drawing from over a decade of experience, Josh debunks the myth that simply adding sales channels drives growth. Instead, he outlines a phased expansion strategy: master Amazon first, then expand to marketplaces, TikTok Shop, Shopify, and retail. He emphasizes building documented systems, hiring capable teams, and approaching each platform as a unique business to avoid operational chaos and achieve sustainable, long-term growth.Links and Mentions:Tools and Websites  "Amazon": "00:01:50"  "Shopify": "00:01:50"  "TikTok Shop": "00:01:50"  "Walmart": "00:01:50"  "Etsy": "00:26:43"  "Temu": "00:26:43"  "Shein": "00:26:43"  "Meta Ad Library": "00:46:35"  "Faire": "00:49:22"  Videos and Masterclasses  "Seven Step Hiring Process": "00:23:36"  "CEO Dashboard": "00:25:44"  "How We Generated Over 50 Viral Videos with Our Affiliates": "00:34:32"  "How to Double Down on the Creators that are Actually Driving Sales for Your Brand": "00:34:32"  Recommendations  "Loom": "00:19:01"  "ChatGPT": "00:20:01"  Key Concepts  "Omnichannel Strategy": "00:07:22"  "CAC to LTV Ratio": "00:09:20"  "Product Launch Checklist": "00:19:01"  "Weekly Ad Optimization Processes": "00:19:01"  "Inventory Forecasting Models": "00:19:01"Timestamps:00:00:00 Introduction & The Omnichannel MythJosh introduces himself, the podcast, and debunks the myth that simply adding channels guarantees growth.00:01:50 Stages of E-commerce Brand GrowthOutlines the four stages: launch on Amazon, expansion optimism, hidden complexity, and the breaking point.00:06:30 The Real Problem: Sequence, Not ProductExplains that chaos comes from scaling too soon without systems, not from product quality.00:07:22 Channel-Specific ComplexitiesBreaks down the unique operational demands ...

Throwback: Don’t Launch Your Product Without This Audience-Building Secret!

In this episode, host Josh interviews Will Russell, CEO of Russell Marketing, about effective strategies for launching e-commerce products. Will shares his five-step framework, emphasizing audience building through paid ads, partnerships, virality, and organic growth. They discuss practical tactics for Amazon sellers, such as using product insert cards with QR codes, leveraging surveys for product validation, and segmenting email lists for launch campaigns. Will highlights the importance of nurturing existing customers and using their feedback for product development. The episode offers actionable insights for entrepreneurs aiming to maximize launch success and scale their businesses efficiently.Chapters:Introduction to Will Russell and Russell Marketing (00:00:00)Will Russell’s background, agency achievements, and book introduction.Strategies for Building an Engaged Audience Pre-Launch (00:00:55)Overview of paid acquisition, piggybacking/partnerships, virality, and organic growth for audience building.Piggybacking and Partnerships Explained (00:01:20)How to leverage existing communities and partnerships to access target audiences.Virality and Organic Growth (00:02:47)Discussion of viral marketing, influencer strategies, and the role of organic content.Summary of Audience-Building Approaches (00:03:53)Recap of paid, partnership, viral, and organic methods for audience growth.Leveraging Existing Customer Bases for Product Validation (00:05:07)Using current customers for product validation, feedback, and preorders to reduce launch risk.The Value of Existing Communities in Launches (00:07:11)How established audiences give a head start and lower costs for new product launches.Applying the Five-Step Framework to Amazon Sellers (00:08:14)Host introduces actionable takeaways, adapting Will’s framework for Amazon product launches.Step 1: Product Validation Tactics (00:09:26)Using product inserts, QR codes, and Amazon analytics to validate new product ideas.Step 2: Audience Building and Customer Surveys (00:10:37)Reaching out to existing customers, using surveys to identify pain points and refine products.Step 3: Audience Engagement During Product Development (00:11:50)Keeping customers involved in product design and updates to build anticipation and loyalty.Step 4: Conversion Strategies and List Segmentation (00:13:05)Segmenting email lists for staggered launch campaigns to optimize Amazon ranking and conversions.Step 5: Scaling and Ongoing Audience Engagement (00:14:02)Using product inserts and ongoing engagement to prepare for future launches and scale the business.Review Research and Copywriting Insights (00:14:28)Using competitor reviews for product development and marketing language.Segmentation Strategies for Different Launch Models (00:15:19)How to segment audiences for Amazon vs. crowdfunding launches, prioritizing likely converters.Conclusion and Final Thoughts (00:17:01)Recap, book recommendation, and closing remarks.Links and Mentions:Advertising Tools:"Facebook Ads": "00:01:20""Google Ads": "00:01:20""Reddit Ads": "00:01:20""Amazon Brand Analytics": "00:10:37"Books:"Take Your Idea from Light Bulb Moment to Profitable Business in Record Time" by Will Russell: "00:00:52"Marketing Concepts and Strategies:"Piggybacking": "00:01:20""Virality": "00:02:47""Organic Growth": "00:03:53""Customer Surveys": "00:06:02""Product Insert Cards": "00:09:26""Segmentation for Email/Text Lists": "00:13:05"Content and Influencer Strategies:"User-Generated Content": "00:02:47""Influencer Marketing": "00:02:47""Referral Strategies": "00:02:47"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Will Russell. He is the CEO and founder of Russell Marketing. Russell Marketing is an innovative digital agency specializing in e-commerce launch marketing. To date, they have generated more than 25 million in revenue for over 300 new entrepreneurs. Will has been featured on Forbes, Business Insider, Crain's New York Start-Up nation and many more. Will also has launched the Russell Gibbs Foundation, a family foundation that offers grants and mentorship to 501 C3 partners committed to diversity, equity and inclusion. In November of 2022, Will's first book launch in five. Take your Idea From Light Bulb Moment to Profitable Business in Record Time, was published by Nicholas Brealey. So welcome to the show, Will.Will 00:00:52  Thank you. Thanks for having me, Josh. It's a real pleasure to be here.Josh 00:00:55  When you talk about building an engaged, you know, audience or, you know, building it up a The following. What are what are the channels or strategies to kind of build this following of people before you've even launched a product?Will 00:01:15  By and large, most people are going to lean heavily into paid acquisition.Will 00:01:20  And so, you know, that means paying Facebook or Google or Reddit for ad space and driving traffic using those methods. Now, not everyone has big budgets. They can just plug in. To do that, I always suggest paid acquisition because frankly, is the quickest and easiest way of getting from where you are to where you need to be. But I understand not everyone has the budget. So for those who don't have those budgets, or for those who don't want to rely entirely on those budgets, there's a few other avenues you really look to. One is piggybacking. And so by piggybacking, we're looking for partners or like minded communities that already we have the people we want, and we want to build a connection with the managers or the founders of those communities and essentially piggyback on top of the success they've had to get access to these people. So examples of that might be, maybe you don't want to put $10,000 into a Facebook ad campaign, but maybe you could purchase an advertising spot or in a particular media websites newsletter, or you could write a guest post, or you could do some sort of exchange post promotional exchange with them over a period of six months, where maybe front end of that relationship, they're helping you, but then towards the back end, you're going to balance that out more and start helping them in different ways.Will 00:02:47  So piggybacking and looking at those kind of partnerships is a really good route. Another effort we're going to look to is virality. It's a tough one because it's you know, there are obviously elements to what makes something viral and, and checkboxes that you can go through. But there's always an element of luck there. You don't really know for sure whether a big effort to go viral is going to work. And so it can be a bit of a risk, but virality and that can be things such as word of mouth, marketing strategies, referral strategies and fun content, user generated content, things like ambassadors or affiliate marketing. We might even include some influencer marketing in that. So we've got the virality is certainly a good a good path to go. If you don't want to lean into pushing too much of your budget into paid ads, and then I mean, the fourth and longest one, I suppose is is the organic, you know, people that don't have big budgets and and maybe don't excel. I don't have any partners or I don't have.Will 00:03:53  I can't make things viral. They can't ...

The #1 Mistake Ecom Brand Owners Are Making with AI

Today on the Ecomm Breakthrough Podcast, we’re joined by a true expert at the intersection of technology, data, and e-commerce growth. Ellis Whitehead is the co-founder of DataBrill and a leading mind in PPC management, data science, and business intelligence space. With a PhD in automation and years of experience architecting smart technology for Amazon sellers, Ellis has helped brands leverage data-driven strategies to scale profitably and stay ahead of the competition. He’s here to share how sellers can use advanced analytics and Ai to break through the seven-figure ceiling and unlock the path to eight figures and beyond. Ellis, welcome to the show! Highlight Bullets> Here’s a glimpse of what you would learn…. Leveraging AI and data for scaling e-commerce businesses, particularly for sellers with seven-figure sales.Importance of establishing a proper data infrastructure before utilizing AI.The concept of a "data chain" consisting of four essential links: centralized data, capturing history, connecting disparate data sources, and constructing guardrails for AI.Challenges faced by e-commerce sellers regarding messy or disconnected data.The significance of capturing historical data for trend analysis and forecasting.The necessity of connecting various data sources to derive meaningful insights and metrics.The role of structured databases versus unstructured data storage solutions like shared drives.The impact of AI on decision-making processes and the importance of providing accurate context for AI tools.Recommendations for hiring the right talent to manage data infrastructure and AI integration.The critical need for a solid foundation before implementing AI to avoid compounding errors in business operations.In this episode, host Josh Hadley interviews Ellis Whitehead, co-founder of Data Brill, about how seven-figure e-commerce sellers can leverage AI and data to scale effectively. Ellis outlines a four-step “data chain” for success: centralizing data, capturing historical records, connecting disparate data sources, and building guardrails for AI. They discuss common pitfalls, the importance of solid data infrastructure, and actionable hiring advice for building in-house data teams. The episode emphasizes that AI is only as powerful as the data foundation supporting it, offering practical strategies for sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Prioritize Data Infrastructure:Invest in building a centralized, historical, and connected data warehouse before layering on AI. This is a full-time job—don’t try to do it all yourself.Make Data-Driven Decisions:Use live, visual dashboards to monitor trends, market share, and leading indicators—not just lagging P&L statements. Let data guide your strategic focus.Leverage AI Only After Laying the Foundation:AI can scale your business—or your mistakes. Only deploy AI agents once your data is clean, structured, and governed by clear guardrails.Timestamp:00:00:00 Podcast IntroductionLeveraging AI and data for scaling e-commerce businesses.00:00:58 Guest IntroductionEllis Whitehead’s background and expertise in data, PPC, and Amazon seller growth are introduced.00:02:00 AI Hype & Seller ChallengesDiscussion about the overwhelming AI chatter among e-commerce sellers and the feeling of being left behind.00:02:37 The Importance of FundamentalsEllis emphasizes sticking to business fundamentals despite rapid technological changes.00:03:11 Common Data Mistakes in E-commerceEllis introduces the “data chain” concept and outlines common mistakes sellers make with data and AI.00:05:07 Overview of the Four Data Chain LinksEllis lists the four essential links: centralized data, capturing history, connecting data sources, and constructing guardrails.00:07:29 Step 1: Centralizing DataDetailed explanation of why a structured database (like Postgres) is crucial versus using spreadsheets or shared drives.00:09:21 Technical Setup for Centralized DataDifferences between databases and shared drives, and why structure, speed, and reliability matter.00:11:38 Non-Technical Founders & Getting HelpAdvice for non-technical founders: learning, hiring, or consulting for proper data setup.00:15:14 Ongoing Maintenance CaveatEllis explains that data systems require ongoing maintenance due to changing APIs and data sources.00:16:45 Ways to Ingest DataDifferent methods for getting data into databases: APIs, manual downloads, and handling multiple currencies.00:19:15 Navigating Amazon API AccessChallenges and solutions for brands seeking Amazon API access, including using third-party services.00:21:45 Step 2: Capturing HistoryWhy historical data is vital for trend analysis, forecasting, and making informed decisions.00:24:27 Use Cases for Historical DataExamples of how historical data helps with leading indicators, seasonality, and strategic decision-making.00:26:30 Pitfalls of Ignoring TrendsDangers of relying on static data blocks and the importance of trend analysis for inventory and forecasting.00:29:10 AI Automation Cautionary TaleRisks of automating decisions without proper context and historical data.00:31:01 Tracking Keyword Popularity Over TimeHow tracking keyword trends can explain sales drops and inform campaign adjustments.00:33:24 Step 3: Connecting the DotsCombining disparate data sources to calculate advanced metrics and gain actionable insights.00:35:53 Practical Tactics for Data IntegrationHow to use database views, scheduled calculations, and file storage for efficient data analysis.00:37:05 Step 4: Constructing GuardrailsBuilding guidance and guardrails so AI can answer business questions reliably and avoid costly mistakes.00:39:06 Guardrails in Action: Use CasesExamples of how proper guardrails enable AI to deliver actionable, accurate reports and campaign strategies.00:43:12 Building In-House Data TeamsAdvice on hiring the right mix of technical talent or using consultants.00:44:30 Three Actionable TakeawaysSummary of key actions: hire for data roles, let data drive strategy, and only use AI after building a solid data foundation.00:47:38 Final Recommendations & ClosingEllis’s final advice: start centralizing data in Postgres and set up guardrails for AI.00:48:07 Book RecommendationsEllis shares influential books: “Warren Buffett Accounting” and “1984.”00:49:30 Favorite AI Tools & WorkflowEllis describes his preferred AI tools and workflow: Claude, VS Code, TypeScript, Deno, Postgres, and git.What is Git? (00:50:19)Explanation of git as foundational versioning software for code and text files.00:51:22 E-commerce Influencer RecommendationEllis recommends following George Meressa for advertising and e-commerce insights.00:51:51 Where to Find Ellis WhiteheadInformation on how to connect with Ellis and Data Brill for further help.00:52:20 Podcast OutroClosing remarks and call to subscribe and review the podcast.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Had...

The TikTok Shop Strategy No One Is Teaching (Creator Engine Framework)

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley introduces his "TikTok Creator Engine," a structured system for turning product samples into loyal brand evangelists. Josh outlines five creator stages—Inactivated, Activated, Emerging, Performing, and Evangelist—and explains how to move creators through each using personalized outreach, gamification, community building, and targeted ad spend. He also details key team roles, essential KPIs, and onboarding strategies to replace the ineffective "spray and pray" approach with a scalable, relationship-driven affiliate program that generates consistent revenue.Links and Mentions:Tools and Websites"TikTok Creator Engine": "00:01:12""Shopify": "00:01:12""Amazon": "00:01:12""WhatsApp": "00:09:34""CRM (Creator Relationship Management System)": "00:11:42""TikTok Shop": "00:10:40""Fulfilled by TikTok": "00:13:55""Amazon MCF (Multi-Channel Fulfillment)": "00:13:55""Beehive": "21:31""Discord": "22:31""ChatGPT": "23:39"Videos and Playlists"YouTube Onboarding Videos": "00:18:51""YouTube Playlist for New Creators": "24:27"Concepts and Strategies"Creative Briefs": "23:39""Creative Brief": "00:42:53""Bingo Card Game": "28:51""Ad Spend Strategy": "00:39:18""Performance Coach Role": "00:41:54""Affiliate Support Specialist Role": "00:41:54""VIP Program": "00:43:50""Monthly Contests": "00:44:43""Personalized Contests": "00:48:19""Weekly Creator Calls": "26:10"Metrics and KPIs"Contact Information Capture": "00:51:08""Performance Metrics": "00:52:56""Pareto Principle": "00:45:38""Gamification": "00:44:43"Timestamps:00:00:00 Introducing the TikTok Creator EngineA systematic process to turn product samples into loyal brand evangelists, focusing on consistent revenue over viral moments.00:01:12 Host IntroductionJosh Hadley shares his background as an e-commerce entrepreneur, father, and host of the E-com Breakthrough podcast.00:02:17 Core Principles of the SystemThe system focuses on inspiring creators, tracking behavior, doubling down on winners, and ignoring the rest based on performance.00:04:10 Common Problems with Creator ProgramsOutlines issues brands face, such as creators not posting, one-off videos, wasted samples, and overreliance on TikTok DMs.00:06:49 The Five Stages of the Creator EngineAn overview of the five distinct stages creators move through: Inactivated, Activated, Emerging, Performing, and Brand Evangelist.00:10:40 The Required Team StructureDetails the three essential team roles needed to run the engine: Affiliate Support Specialist, Performance Coach, and Store Operations.00:15:03 Stage 1: Inactivated CreatorsFocuses on approving samples and, most importantly, capturing the creator's contact information to move them out of TikTok DMs.00:17:53 The 30-Day Onboarding SequenceA detailed breakdown of the first 30 days of communication, including emails and WhatsApp messages for new creators.00:21:31 Tools for the Activation ProgramDiscusses essential tools for creator activation, including email newsletters, community platforms like WhatsApp, and detailed creative briefs.00:24:27 The YouTube Onboarding PlaylistOutlines a mini-course for creators covering mindset, hook strategy, lighting, audio, and success stories to build relationships.00:28:51 Gamifying Onboarding: The Bingo CardA gamified "bingo card" system that incentivizes new creators to complete key tasks like posting multiple videos.00:30:42 Stage 2: Activated CreatorsCovers the team's actions once a creator posts their first video, including congratulations and providing initial feedback.00:33:29 High ROI Move: Boosting Videos with AdsA strategy to use small, targeted ad spend on new creators' videos to generate initial views and sales.00:35:29 Stage 3: Emerging CreatorsThe goal for this stage is to build consistency with creators who have momentum but aren't posting regularly.00:40:13 Stage 4: Performing CreatorsFocuses on scaling the output of consistent creators by building a personal relationship and offering exclusive VIP program invitations.00:45:38 Stage 5: Brand EvangelistsA high-touch strategy to retain top creators through personalized contests, gifts, and exclusive access to new products.00:50:16 Collecting Creator Contact InfoEmphasizes the critical importance of capturing creator contact information and offers creative methods like auto-DMs and product inserts.00:51:58 Key Metrics to MeasureA breakdown of the essential KPIs to track weekly, including samples sent, post rates, and GMV per stage.00:54:48 Daily Roles of the TeamA summary of the daily action items for the Affiliate Support Specialist and the Performance Coach within the system.00:55:50 Conclusion and Final ThoughtsA summary of the system's benefits, emphasizing that consistent action, refinement, and focus are the keys to success.Transcript:Josh Hadley 00:00:00  That activation stage is honestly the biggest miss that I see most brands like just completely skipping and they just go from inactivated creator to somebody went viral and it's as simple as that. And and that's all they're relying upon. Whereas we're going to methodically walk all of these creators through these five different stages. Welcome to the Ecomm Breakthrough podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Today, I want to share with you all the TikTok Creator Engine. This is how we're turning thousands of samples into thousands of brand evangelists. This isn't just about like sending out as many samples as you possibly can. The spray and pray approach, just hoping that somebody will go viral. Rather, this is a systematic process that we follow to ensure that every sample we send out actually has the chance of helping some of t...