Build Simple, Sell More: Thomas Smith on What Customers Really Want

Coffee with Jon - Think Big. Get Unstuck. Grow Your Business · Aug 18, 2026 · 38m

I sat down with Thomas Smith, founder of skinatwork.com.

Here are 3 takeaways.

1. Simple is a strategy.

Nearly 70% of Thomas's customers buy a full kit on the first visit. Simplicity is doing the hard work so your customer doesn't have to.

2. Know your numbers.

Acquisition cost. Lifetime value. Repeat rate. Chase one metric and wonder why you're losing.

3. Build for a need, not a moment.

Thomas launched during the pandemic , when everyone said don't. He did it anyway because the customer pain was real. That's the only reason that matters.

---

In Thomas Smith's words:

I've been in skincare for…