Latest / The Empire of Wealth / How Comfrt Made _500M in 3 Years (and Became _1 Clothing Brand on TikTok Shop

Transcript

How Comfrt Made _500M in 3 Years (and Became _1 Clothing Brand on TikTok Shop · The Empire of Wealth

• 0:00
  Speaker 1: We went broke so many times trying to build this business.
• 0:03
  We've seen some huge names like Justin Bieber, Jojo Siwa,
• 0:08
  Scott Disick, some of the Kardashians. Jennifer Lopez has made
• 0:11
  a purchase on the website. And a lot of those
• 0:12
  people love the product. And the thing is, they've all
• 0:14
  paid for it. Go find content creators that align with
• 0:17
  your vision of your brand, where you want to take it.
• 0:19
  Speaker 2: Tell me the story about the waitress.
• 0:21
  Speaker 1: She was making about $ 25, 000 a year as a waitress.
• 0:25
  Everything that we recommended, she did. And then like did
• 0:28
  it tenfold. She now makes over $ 100, 000 a month. You
• 0:31
  learn what moves the needle. And when you can train
• 0:35
  via chat GPT, Claude AI, you go and bring your
• 0:38
  hooks into those. You have it spew out a hundred
• 0:41
  different hooks that you think would go viral. Like go
• 0:43
  use AI to your advantage. Go bring that to your
• 0:45
  team meetings with your creators. You're one of the biggest
• 0:48
  blessings in my life ever.
• 0:50
  Speaker 2: I appreciate that, man.
• 0:51
  Speaker 1: I used to watch you on YouTube. And take notes.
• 0:54
  Speaker 2: This is Hudson. He's growing one of the fastest growing
• 0:56
  direct to consumer brands that has ever existed. Number one
• 1:00
  on TikTok shops, comfort clothing is changing how direct to
• 1:03
  consumer brands market their product. He has an army of
• 1:06
  creators that get billions of impressions every single year, posting
• 1:10
  multiple times a day. Watch as he breaks down his
• 1:13
  entire story and all of his marketing strategies. You said
• 1:16
  to me the other day that you wanted to be
• 1:18
  the best in the world at e-commerce. Yes. I think
• 1:21
  you actually are the best in the world at e-commerce
• 1:23
  at the moment. You've got the fastest growing e-com brand
• 1:26
  probably ever. And if we were to pull up your
• 1:28
  Shopify dashboard, January is the most notoriously tough month for e-com.
• 1:32
  What revenue did you do last month?
• 1:33
  Speaker 1: We did 43 million.
• 1:35
  Speaker 2: That is absurd. Absolutely absurd. How old is the business?
• 1:39
  Speaker 1: About two and a half years old.
• 1:40
  Speaker 2: That's crazy. Well, let's go right back because I'm so
• 1:44
  excited to be, you know, have worked with you the
• 1:46
  past probably two, two and a half years ish. maybe
• 1:50
  a bit less, but it's just been such an exciting time.
• 1:53
  And I, I'm so excited to kind of introduce YouTube
• 1:55
  to you because your story is insane. Like your work ethic,
• 2:00
  the product that you've created, but let's take it right
• 2:03
  back to the early days. Were you always entrepreneurial? Yes.
• 2:08
  Speaker 1: I think it's interesting because I didn't know that I was,
• 2:11
  but I was always walking around in school and I
• 2:13
  felt like I just felt like I was always different.
• 2:16
  I didn't have a goal to go to college. I
• 2:18
  didn't even see myself in college. And I was about,
• 2:20
  I would say in 10th grade, I was 16 homeless
• 2:24
  for a little bit. I was introduced to the law
• 2:27
  of attraction and I was thinking about, you know, the
• 2:29
  way that I could build my life out and what
• 2:31
  I would be able to accomplish. And I think at
• 2:34
  that time I really started to think of like, look
• 2:36
  at all these people that have all these amazing things
• 2:38
  that are happening to them and the businesses that they're growing.
• 2:41
  And I started to really think about like, Hey, if
• 2:43
  I start now and I kind of just signed that
• 2:46
  contract with myself that I'm going to go and be
• 2:48
  an entrepreneur, like, it's not about like how I get there.
• 2:51
  It's just knowing that I will. So throughout 16, so
• 2:54
  I would say 18 through high school, I was just
• 2:56
  kind of like dabbling in different things. And I actually
• 2:59
  started a, a company called paradigm luxuries. Cause everyone was
• 3:03
  talking about paradigm shifts and I was getting these tiger's
• 3:06
  eye bracelets and I was selling them in school and selling,
• 3:09
  trying to sell them online and, I think the business
• 3:11
  made like 200 bucks. So I definitely lost money on it.
• 3:15
  But it was just a really good experience to create
• 3:18
  something and try to build a website.
• 3:19
  Speaker 2: How did you create it?
• 3:21
  Speaker 1: So I was Alibaba. Yep. Went on.
• 3:24
  Speaker 2: Back even then. Yep.
• 3:25
  Speaker 1: And yeah, Alibaba since the beginning. And just like... you know, just,
• 3:30
  I saw people wearing these bracelets. This was during the
• 3:32
  time when people were wearing those like pure Vita bracelets
• 3:34
  where they had like water in them from like glaciers
• 3:37
  and stuff like that. I saw people wearing them in
• 3:38
  school and the animal bracelets. I was like, what if
• 3:41
  we did, you know, tiger's eye beads and lava rocks
• 3:43
  and talking about, you know, the benefits of the beads
• 3:46
  and what they stand for. And I was, you know,
• 3:48
  selling them at lunch to my friends and trying to
• 3:51
  build an online store. And I can't believe people actually
• 3:54
  bought off that website.
• 3:56
  Speaker 2: I'm sure they bought to support you.
• 3:58
  Speaker 1: Yeah, definitely not because the website was good.
• 4:00
  Speaker 2: In a sec, I want you to break down every
• 4:02
  single step so that people can copy you and do
• 4:06
  500 million as well through their own TikTok shops business.
• 4:08
  But I think it's important that we just keep pushing
• 4:11
  through and understanding you as a younger person and how
• 4:15
  you grew up and probably failed. to get to the
• 4:19
  point you are today. So after you admitted the bracelets,
• 4:22
  what happened next?
• 4:23
  Speaker 1: So the bracelets didn't work. I tried drop shipping, which
• 4:27
  I don't even know if you knew that for a
• 4:29
  short period of time, I was using like Oberlo or
• 4:32
  something and I was doing that. And then, um, that
• 4:35
  didn't work at all. When I got out of high school,
• 4:38
  I was in a really bad state because, because, you know,
• 4:40
  I wasn't going to college. Like I knew I wasn't
• 4:42
  going to go. I barely made it out of high school.
• 4:44
  So I dropped out, I re-enrolled, and I finished high
• 4:48
  school in night school, which was very interesting and different.
• 4:51
  So I was going to school, obviously, at night. And
• 4:53
  it was an interesting group of individuals that I had
• 4:55
  met there that were going through their own things as well,
• 4:58
  but gave me a lot of perspective on what other
• 5:01
  people were dealing with as well. And it kind of
• 5:03
  made me want to keep my problems. And I think
• 5:06
  that that's usually what ends up happening. You go into
• 5:08
  a room full of people, you hear about their problems,
• 5:10
  you want to take yours and run. So, you know,
• 5:12
  that was kind of getting out of high school. I
• 5:14
  was like, what do I do? Very depressed at that time. Like,
• 5:17
  you know, really felt like I had all this, like this, this,
• 5:20
  this mental strength to want to go and build something,
• 5:23
  but I didn't know what it was yet. But I
• 5:25
  was still like, I was still positive in the thought
• 5:27
  that like, I knew that I was going to make it.
• 5:29
  I just didn't know how. So I actually got involved
• 5:32
  in the car business and And I was selling cars
• 5:34
  and I found purpose for the first time in my life.
• 5:36
  I felt like I had real purpose. I was going
• 5:38
  to work with a reason. Like there was, they were
• 5:40
  setting competitive nature in the industry. Like there was a
• 5:44
  lot of people that were like fighting for the top spot,
• 5:46
  the most sales in a month. And at that time,
• 5:48
  I was building my first company, like my first real company,
• 5:52
  which I still have today, which is Purely White Deluxe.
• 5:54
  So I was building my oral care brand. The way
• 5:57
  that I got introduced to it was so funny. I
• 5:59
  did some side modeling when I was like 18.
• 6:02
  Speaker 2: I got to get those photos.
• 6:04
  Speaker 1: You don't want those photos.
• 6:05
  Speaker 2: I'm putting them as video.
• 6:07
  Speaker 1: I'm putting them as video. And I met this dentist
• 6:11
  who lived in Venezuela that was doing an incredible job
• 6:14
  and was building an amazing business. And he was involved
• 6:18
  in the modeling industry at a time too. And was like,
• 6:21
  Hey man, like you should come model here. At the
• 6:23
  time I had no facial hair. I had like just
• 6:26
  a mustache. I had nothing else. And they were like,
• 6:28
  you're like 18 years old, but like a full blown mustache.
• 6:31
  Like you should just come down here, start modeling. And
• 6:33
  I was like, I was like, I really don't want
• 6:34
  to model. I want to like build a business. And
• 6:36
  he was like, dude, you got to look into teeth whitening.
• 6:39
  Like the Kardashians were blowing up. Everyone wants to look
• 6:41
  and feel their best. There's a problem and there's a solution.
• 6:44
  He's like, the problem is like, what's the alternative to
• 6:46
  not having white teeth? It's like having yellow teeth. I
• 6:48
  go create a product that is going to whiten people's teeth,
• 6:52
  better oil care hygiene. And I really was like, Hey,
• 6:55
  maybe I should go do this. So nothing in my
• 6:57
  wildest dreams would I think that my first successful business
• 7:00
  would be oral care brand. So at the time I'm
• 7:03
  in the car business, I'm building out my oral care
• 7:05
  brand and I'm like taking that money. And I started
• 7:09
  with a thousand dollars in my mom's basement. And we
• 7:12
  were doing like an assembly line trying to build this
• 7:15
  teeth whitening company. We were buying boxes from China. We
• 7:17
  were buying like labeling from Venezuela. We were buying stickers
• 7:21
  from the United States. And we started with a teeth
• 7:23
  whitening kit and a charcoal powder. We bring it into
• 7:27
  the house. I had it all over my mom's counters.
• 7:30
  It was getting all her counters dirty. She was freaking out,
• 7:32
  but she, you know, it was really great because when
• 7:35
  I ended up, you know, rekindling my relationship with my
• 7:38
  family and going back with her, she was my biggest
• 7:40
  supporter ever and really was one of the biggest reasons
• 7:43
  why Purely White was successful in the early days.
• 7:46
  Speaker 2: So you tried dropshipping with Oberlo. Yes. Which, you know,
• 7:50
  I've got my free e-commerce course. There are so many
• 7:53
  people in that that come through and they're like, This
• 7:56
  doesn't work. Dropshipping does not work. E-commerce doesn't work as well.
• 8:00
  And then you go to building what is probably one
• 8:03
  of the biggest teeth whitening businesses. There are a couple
• 8:07
  of bigger ones, but it's a million dollar business. What
• 8:11
  closed that gap of failing? Was it the product selection?
• 8:15
  Was it you learning something different to really finally get
• 8:20
  your first success?
• 8:21
  Speaker 1: Yeah. So we found out paid ads never worked. They
• 8:26
  never worked for me. So we had to pivot. And
• 8:29
  we were actually going, Kimberly and I, who you know, Kimberly,
• 8:33
  she's still with me today. We were going and knocking
• 8:37
  on influencers doors because at this time, influencers. It wasn't
• 8:41
  really a big thing yet. And people didn't believe in
• 8:44
  the business. We didn't really have a track record. We
• 8:46
  didn't have a big social media presence, but I was
• 8:48
  making phone calls to content creators that were just starting
• 8:52
  out making money on Snapchat. TikTok was just coming into play.
• 8:56
  The first four years, the business failed. Um, and that,
• 8:59
  and that was probably one of the hardest things for
• 9:01
  us because we were getting a couple of sales here
• 9:04
  and there. Um, we were doing some like Instagram promotions
• 9:08
  that really didn't work. And then we found out about
• 9:10
  Snapchat and we were seeing that people were getting millions
• 9:13
  and millions of views on a story post. And because
• 9:16
  we tried paid ads and it didn't work, we paid
• 9:18
  for all these courses, got scammed 90% of the time.
• 9:20
  Like it was a horrible experience, but like we kept
• 9:23
  failing forward that we finally were like, Hey, There's some
• 9:26
  people on the island that are getting some traction on
• 9:28
  their Snapchat and TikTok. They were young. They were 18,
• 9:32
  19 years old. Their parents wanted to meet us. We
• 9:34
  went and go to their house and meet the parents,
• 9:37
  shake hands, tell them about our product and our vision.
• 9:39
  And that was how Purely White started to get traction.
• 9:41
  We were actually getting people to make weekly postings on
• 9:45
  Snapchat saying, this is how I get my teeth white.
• 9:48
  They would do a cold traffic link. People would click
• 9:50
  on it. And we ended up at our height getting,
• 9:53
  we were getting over 300 million views a month. And
• 9:56
  that was how the business grew. But we have no
• 9:58
  Google ads, no meta ads, TikTok ads didn't work. It
• 10:01
  was all organic cold traffic. And that was how we
• 10:04
  started to put money in the bank so that we
• 10:06
  can really try to test the business and grow.
• 10:08
  Speaker 2: Can you remember a negative or positive story about knocking
• 10:12
  on some of these doors?
• 10:14
  Speaker 1: Yeah. I met with this one family and they were,
• 10:18
  they seemed excited. And then when we left the kid,
• 10:23
  like the kid, like we were only a couple of
• 10:25
  years apart, but the kid texted me. He's like, yeah,
• 10:27
  my parents think you're just going to scam us. I
• 10:29
  was like, ow. So it was like, it was hard, man.
• 10:32
  Cause you... You have all these like hopes and aspirations
• 10:36
  and intentions of doing the right thing. And you have
• 10:38
  to like hope that the other person believes you. And
• 10:42
  they just, you know, some did thank God and others
• 10:45
  were like, yeah, we're going to pass. And then, you know,
• 10:47
  as we started to build the business, some of them
• 10:49
  came back and they're like, Hey, we're ready now. But yeah,
• 10:51
  it was, it was interesting, man. We would go to
• 10:54
  like all walks of life, all places, you know, on
• 10:57
  Long Island and just drive an hour to just go
• 10:59
  meet somebody that like, just did not want to even
• 11:02
  see us.
• 11:03
  Speaker 2: I think this is the perfect segue to comfort because you,
• 11:08
  the first conversation we had like two years ago was
• 11:12
  around you smashing on Snapchat. And I was like, wow,
• 11:15
  this person is finding a way to arbitrage new channels.
• 11:18
  They're not following the exact playbook of, Hey, I'm going
• 11:21
  to find product channel fit for Facebook, find this new trend.
• 11:25
  It's got to work on Facebook, blah, blah, blah. And
• 11:29
  then you did it again. with one of the biggest
• 11:31
  categories in the world, which is clothing. And then one
• 11:34
  of the biggest emerging channels, TikTok. So how did Comfort
• 11:37
  come about? Did that start on Snapchat as well? Or
• 11:40
  were you just like, this is going to be TikTok
• 11:41
  shops is the thing.
• 11:42
  Speaker 1: So what we ended up doing was it was like
• 11:45
  this plug and play method. So we were taking the
• 11:49
  influencers that worked with us on Purely White Deluxe, and
• 11:52
  we were bringing them into the clothing brand. But the
• 11:55
  idea behind Comfort was we wanted to build something with
• 12:00
  so much value, so much bigger than clothing, and really
• 12:04
  tie in the mental health aspect to donating to charities
• 12:10
  and bringing people together and aligning them with such a
• 12:14
  deep vision. Purely why we had a lot of customers,
• 12:19
  but nobody was really posting about us. They're in the
• 12:23
  privacy of their own home. They're in their bathroom. They're
• 12:25
  whitening their teeth. They don't really want to show that.
• 12:28
  But comfort, I mean, clothing is the biggest tam in
• 12:30
  the world, and you know that better than anybody. So
• 12:33
  we were like, hey, we sent, you know, 10 of
• 12:36
  our favorite hoodies to our manufacturer. We built this hyper
• 12:40
  hoodie that was really soft, had amazing fabric and super comfortable.
• 12:44
  And we sent it to our top 15 influencers that
• 12:47
  worked with Purely White. And the feedback that we got
• 12:49
  was incredible. I bought Comfort domain name for $ 5, 000 before
• 12:55
  the business was even a thing. Like I was like,
• 12:56
  this is a great name we're going to use. And
• 12:58
  I just bought it. And we, you know, we took
• 13:00
  the funding from Purely White and we started Comfort with
• 13:03
  about $ 50, 000, which now if you look at the growth trajectory,
• 13:07
  like we went broke so many times trying to build
• 13:10
  this business. I mean, it was, and we'll get into that.
• 13:13
  Some of the things that we've had to do to
• 13:14
  try to keep the business afloat during the rapid growth phase. But,
• 13:18
  you know, we sent it to the influencers and they
• 13:20
  were like, I haven't taken it off in three days.
• 13:23
  And I was like, Oh, we're onto something. So we
• 13:26
  tied in with mental health charities. We've worked with some
• 13:29
  incredible people that have, you know, a similar, you know,
• 13:33
  a story to me and people that, you know, didn't
• 13:35
  have some of the best childhoods, but you know, they
• 13:38
  were able to align with this company and it made
• 13:40
  them feel comfortable and calm and it played right into
• 13:43
  the name of the business. So, you know, we were
• 13:46
  really looking towards and people said to help with my
• 13:48
  anxiety and help with my stress. Like, We heard all
• 13:50
  this feedback from like real life consumers. And we were like,
• 13:53
  imagine if we could scale this business and provide people
• 13:57
  like this shield. We're almost like when they get home
• 13:59
  from a rough day, like the first thing they want
• 14:01
  to do is put on a comfort hoodie. And that
• 14:03
  was how the business, the vision was there. We just
• 14:06
  needed to bridge that gap. So like you said, we
• 14:08
  started on Snapchat. We got on TikTok. the difference between
• 14:12
  purely white and comfort was paid ads really started to work.
• 14:16
  People were really excited and happy with the messaging and
• 14:19
  they aligned. And the website was horrible still. Like I still,
• 14:24
  I feel like my websites were horrible up until like
• 14:26
  six months ago. And the thing is, you're always getting better.
• 14:30
  But people were like, dude, you're not operating your business
• 14:33
  at a nine-figure brand. You look like a standard Shopify website.
• 14:37
  And that was opening my eyes to so many things
• 14:40
  in the business that we could do better. But the
• 14:43
  messaging was so strong that people just wanted to support
• 14:45
  the business.
• 14:47
  Speaker 2: Yeah, for sure. So where did you get the idea
• 14:49
  for a weighted hoodie?
• 14:51
  Speaker 1: So I look at this. Whenever I build a business,
• 14:53
  I look at the levers that you could pull on.
• 14:55
  There's a problem. There's a solution. There's no real problem
• 14:58
  in clothing. I mean, semi like the fabrics you use
• 15:01
  and things like that. But like you have to have
• 15:04
  a real solution to a problem. We wanted to create
• 15:08
  a slightly weighted hoodie that gave you a feeling of
• 15:10
  like real calm. Like you wanted to really put it
• 15:13
  on and feel like, wow, this is different than everything
• 15:15
  else that I have in my closet. And it's versatile.
• 15:18
  You can wear it out. You can wear it at home.
• 15:20
  You know, there's such a, again, such a huge tam
• 15:23
  to the business that we were like, this would be
• 15:25
  amazing if people understood that you can, because we were always,
• 15:29
  I mean, I like wearing comfortable clothes. I was always
• 15:31
  searching for like, the most comfortable clothing that I could
• 15:34
  put on and wear it all the time. Cause I
• 15:36
  work from home. I'm always in the AC. I'm always
• 15:39
  on the computer wearing a comfy hoodie, just kind of
• 15:41
  getting nestled in, hanging out and working for four or
• 15:43
  five hours. Like when we got that product, that sample,
• 15:47
  we were like, Oh, we have never felt anything like this.
• 15:50
  And that was kind of the idea is if we
• 15:52
  could master that and bring that to the masses and
• 15:56
  people got aligned, we think we would have a gigantic business.
• 15:59
  Speaker 2: So how was the first year of comfort?
• 16:03
  Speaker 1: August of 2022. So, uh, September, October, November. So five months,
• 16:08
  right out of those five months for the months where
• 16:11
  we had no stock, we launched the business and we
• 16:16
  were priced too high. We were projecting this gigantic drop.
• 16:20
  We had a lot of influencers posting and ready to go. And, um,
• 16:25
  it was not a great successful trip. I mean, okay,
• 16:28
  I will say what we did. We did $ 10, 000 that day.
• 16:30
  We were projecting a hundred thousand that day. We were
• 16:33
  projecting a sellout. Um, and we were priced too high,
• 16:37
  even though the product was good and we knew it
• 16:38
  was good. People were like, you're, you're just like a
• 16:41
  luxury brand and we don't, you have no track record.
• 16:44
  Why are we going to trust you? And you have
• 16:46
  nothing to show for, like you have no reviews, you
• 16:48
  have nothing. So we immediately switched our pricing model. We
• 16:52
  started We started dropping the pricing and testing and seeing
• 16:55
  what worked. We got to the $ 69 price range and
• 16:59
  people started to really buy then. As soon as we
• 17:03
  changed the pricing and doubled down on the traction of
• 17:06
  how we were promoting, which was Snapchat and organic TikTok,
• 17:09
  at that time, still no paid ads. We were seeing
• 17:12
  a huge return because people were loving it and then
• 17:15
  telling all their friends. And that's one thing that we've seen.
• 17:18
  Comfort till this day, no matter how much we spend
• 17:20
  on ads, our biggest driver of revenue is word of mouth.
• 17:24
  So we saw that very early on. People were like, oh,
• 17:27
  this is really comfortable and the pricing is good. And
• 17:29
  we were on sale. They bought it. Honestly, the next
• 17:32
  two weeks we did $ 150, 000 in revenue.
• 17:33
  Speaker 2: Wow.
• 17:35
  Speaker 1: Week two and week three. Cause the first day we
• 17:38
  were like, all right, we're wrong. We refunded the customers
• 17:40
  for the one 20. We were like, we'll, we'll split
• 17:42
  the difference. We're going to get this pricing right. And
• 17:45
  then within that first month we sold out and, uh,
• 17:48
  manufacturing was horrible. It took about another three months, uh,
• 17:52
  just to get product back in. And then we ended up,
• 17:54
  ended out the year, but it was, uh, we saw
• 17:57
  immediate kind of like an immediate success with a big problem.
• 18:00
  If we didn't change pricing, the business would have probably failed. Um,
• 18:04
  And then we got into paid ads that last month,
• 18:06
  which is that January. And then going into that next year,
• 18:09
  we really found legs.
• 18:11
  Speaker 2: So what was kind of the inflection point? Cause it
• 18:13
  sounds like it was, you know, it was starting to
• 18:15
  go well. What was the thing that just made it hyperbolic?
• 18:19
  Speaker 1: We started running meta ads and, and we've started running
• 18:23
  Tik TOK ads. Tik TOK shop wasn't out yet. And
• 18:26
  we were, we were seeing a four to five row
• 18:29
  as on our ads and, And we were getting unlimited
• 18:33
  creative at the time from our smaller influencer base. It's
• 18:37
  so crazy when I have to talk about the early stages.
• 18:39
  Because now people know we have 250,000 plus ambassadors. We
• 18:44
  have 500 content creators. At that time, 20 tops. We
• 18:49
  were getting a minimum of 10 posts a month. We
• 18:52
  were getting 200 creatives a month. And we were testing
• 18:55
  those creatives. And then we were seeing what worked on meta.
• 18:58
  And we were just doubling down.
• 18:59
  Speaker 2: I had... three daily mental calls the other day. Uh,
• 19:04
  cause I have one-on-ones with when they join and they
• 19:07
  each did $ 500, 000 in their third month, three in a row.
• 19:12
  And I was like, this is just so strange. Cause
• 19:13
  that's pretty rare. And I was like, there has to
• 19:15
  be one commonality between this. I was asking them a
• 19:18
  bunch of questions. They all had 200 creatives introduced into
• 19:23
  that account in that third month. And, You know what
• 19:27
  it's like in those early stages when you were talking
• 19:29
  about it before where you hadn't even started paid ads.
• 19:31
  To get 200 creators with no archive of footage, no
• 19:34
  creators actually in the ambassador, like it's very, very difficult
• 19:38
  to do. But it is so, so important.
• 19:41
  Speaker 1: It's the biggest thing in the world. Like to the
• 19:43
  people who are going to be watching this, like creative
• 19:48
  is the only way your business grows. that's it you
• 19:51
  could have the best business in the world it is
• 19:53
  a quality and quantity play that's it like you need
• 19:57
  that both because you've seen it we've both seen it
• 20:00
  the ad that we don't think is going to do
• 20:02
  well works However that happens. And then we're like the
• 20:06
  best ad in the world that we spent all this
• 20:08
  time on flops. You need to have both. And when
• 20:11
  you have enough creative that you test the business, just you,
• 20:16
  you're able to really see very quickly. You fast track
• 20:19
  what's not working, what's working, what do we double down on?
• 20:22
  What are the hooks that are working? What's the middle
• 20:23
  of content? What's called action? Like how do we build
• 20:27
  out this like hyper video that's going to make sense.
• 20:30
  And you just really work on the dopamine part of it.
• 20:32
  I know I'm going to, go off on this right now.
• 20:35
  Speaker 2: I want to, I want to drill down on that heap.
• 20:37
  So how does a new brand get a group of
• 20:40
  20 creators early on?
• 20:42
  Speaker 1: You as the founder have to have an unbelievable vision.
• 20:49
  Like when I started with our group, I dangled this
• 20:53
  carrot of like, this is what it could be, but
• 20:57
  I can't get there without you. And if you as
• 21:01
  a creator are willing to take this journey with me
• 21:04
  and believe in me, and Purely White had a track record.
• 21:07
  The business did about $ 10 million one year. Last year,
• 21:10
  we had our biggest year. And this year, we're projecting
• 21:12
  to do over $ 35 million in revenue.
• 21:15
  Speaker 2: That's your side hustle.
• 21:16
  Speaker 1: That's my side hustle. That's my baby. But that's like, yeah,
• 21:21
  it doesn't take as nearly as much time as comfort,
• 21:24
  I mean. Comfort takes all my time, but the business took,
• 21:27
  you know, we're in year nine. Think about this. We're
• 21:30
  in year nine. We're projecting our best year and we
• 21:32
  comfort does that in two and a half weeks. So
• 21:34
  like that is just going to show like the business,
• 21:39
  the TAM solving a problem, the levers. you have to
• 21:44
  really like show the vision of the business and where
• 21:47
  you want to take it. So that was what we
• 21:49
  did with the content creators. We just showed them this
• 21:51
  crazy vision of where we wanted the business to go.
• 21:54
  And if they tied in with us and helped us
• 21:56
  and we saw what was already working, if they did that,
• 21:59
  like there was going to be like an incredible result
• 22:01
  that we were able to drive.
• 22:02
  Speaker 2: By showing them vision, you kind of remove the transactional
• 22:05
  element of it. Yeah. And I think that that's where,
• 22:08
  you know, a lot of the tutorials out there, it's
• 22:10
  like you reach out to the creator, say, hey, I
• 22:12
  want a piece of content. And it's like, hey, it's $ 300, $ 500,
• 22:14
  three hooks, blah, blah, blah. And it's just like, that
• 22:16
  is so transactional. Whereas you jump on a call with
• 22:20
  these people and tell me the story about the waitress
• 22:24
  that you kind of changed her life.
• 22:27
  Speaker 1: I do the phone calls in the beginning. We bring
• 22:29
  on our creators. Whoever does really well does outreach for
• 22:33
  the business on our behalf. And they talk about their
• 22:35
  personal experience with comfort. And then from there, They're the
• 22:39
  ones recruiting. It's different than hearing from the founder. You're
• 22:42
  hearing from a creator that's just like you that's making money.
• 22:45
  So the way we found The Waitress is because we
• 22:49
  had a content creator that saw potential in her and said, hey,
• 22:54
  we think that she would be incredible for comfort. So
• 22:56
  we reached out to her. She was actually making UGC
• 22:59
  every single week for $ 25 a video just so that
• 23:03
  we can push on our TikTok account to just get
• 23:06
  organic traction. I saw her content. I was like, wow,
• 23:09
  she could be amazing. She was making about $ 25, 000 a
• 23:14
  year as a waitress. She was in a really rough spot.
• 23:19
  Incredible girl, one of the sweetest people on the planet.
• 23:22
  And she shared her story with me. And she was like,
• 23:26
  I want to take this thing to the next level
• 23:27
  with you. And I believe in your vision, Hudson. And
• 23:29
  I was like, do this. Do that. Let's work on
• 23:33
  this and tweak this. Like, like I gave just, I
• 23:36
  was like, we need this many pieces of content. We
• 23:37
  need this many hooks, this many middle of contents, this
• 23:40
  many call to actions. We need to test this type
• 23:42
  of verbiage. She did all of it. Everything that we recommended,
• 23:46
  she did. And then like did it tenfold. she now
• 23:50
  makes over a hundred thousand dollars a month. It changed,
• 23:54
  it changed her life. It changed her family's life. She said, Hudson,
• 23:57
  my family, my mom and my dad combined have never
• 24:00
  made a hundred grand in a year. We're making over
• 24:02
  a hundred grand a month. You've changed my entire family's life.
• 24:06
  And I was like, it's not me. It's you. Like
• 24:09
  you're doing it without you. I have no business. And like,
• 24:12
  they know that like they know, and I'm okay being vulnerable.
• 24:16
  Like I don't care. Like I need you. You don't
• 24:20
  need me.
• 24:21
  Speaker 2: Well, it's positive some, right?
• 24:22
  Speaker 1: Because yeah, like they don't need me. They can go
• 24:24
  work with any business. They could go work with any
• 24:26
  business in the world. They choose to work with us
• 24:28
  because we've created a family. I could have them sitting
• 24:31
  in this chair right now explaining the business the exact
• 24:35
  same way that I'm explaining it to you. They know everything.
• 24:38
  What's in stock? What's my best sellers? What's out of stock?
• 24:41
  What we're projecting in revenue? How we're going to get there?
• 24:44
  What videos are performing the best? What's performing the worst?
• 24:47
  Every single aspect of the business, they know. They know me.
• 24:51
  We meet once a quarter. We do brand trips. We
• 24:54
  do things. And these content creators, mind you, they're not
• 24:57
  A-list creators. They're micro creators that have never worked with
• 25:01
  a big brand ever that we saw a vision in.
• 25:04
  And we were like, we're excited to get working with
• 25:06
  you because we see the potential. And then they saw
• 25:08
  the potential in us and it was like a match
• 25:10
  made in heaven. So for anybody like you don't need
• 25:13
  a 5 million followers, I've worked with them. No revenue.
• 25:16
  They generate no revenue because people look at them and
• 25:19
  they're like, you got paid for that. You work with
• 25:21
  50 different brands. I want to see a content creator
• 25:24
  that has 10,000 followers that works with nobody that is
• 25:27
  so excited. A lot of the people that work with
• 25:29
  us today are customers. The 250,000 plus ambassadors now. More
• 25:34
  than half of them are like purchasers that are so
• 25:37
  excited about what we stand for that they're so aligned
• 25:40
  that they just want to be a part of it
• 25:42
  in any way that they can.
• 25:43
  Speaker 2: So for a beginner, they need to sell the vision.
• 25:47
  They need to work with an influencer that's probably less
• 25:49
  than 10,000 followers initially, maybe even like 2,000, 3,000.
• 25:52
  Speaker 1: Yeah, it doesn't matter.
• 25:53
  Speaker 2: All customers. But how do you find those initial ones
• 25:57
  if you don't have any customers? Should they start on Meta?
• 26:00
  Or should they find these creators initially?
• 26:03
  Speaker 1: Go scroll on Instagram. Go scroll on TikTok. Go take
• 26:06
  a look at the create. Like, you know your business.
• 26:10
  You know what it's doing. right? What the objective is,
• 26:14
  what the benefit is, go find content creators that align
• 26:17
  with your vision of your brand, where you want to
• 26:20
  take it, go scroll, find someone that makes good content.
• 26:23
  We have some creators that they're really like, they're amazing
• 26:27
  with aesthetics and creating great visuals on content, but they're
• 26:32
  poor at speaking to the camera. So what we did
• 26:34
  was we have them do voiceovers and then they got
• 26:37
  good enough with the voiceovers. They were confident to go-
• 26:40
  We have 80,000 different ways of making content for every
• 26:44
  single walk of life, and it works. Podcasts, street interviews,
• 26:48
  going and doing interviews with your family members, having them
• 26:52
  try the products, hearing their first reactions. voiceovers, speaking to
• 26:56
  the camera, different hooks, throwing the comfort on the bed,
• 27:00
  shocking the camera, doing hooks. We have a podcast that
• 27:03
  had 40 million views. One of my friends, they slapped
• 27:05
  his leg. Simon Beard talks about it all the time.
• 27:08
  He's like, the tonality and the pitch of the content,
• 27:11
  like you learn what moves the needle. And when you
• 27:14
  can train, we have chat GPT, Claude AI, you go
• 27:18
  and bring your hooks into those and you get, you
• 27:20
  have it spew out a hundred different hooks that you
• 27:22
  think would go viral. Like go use AI to your advantage.
• 27:25
  Go bring that to your team meetings with your, with
• 27:28
  your creators. Go have them test it. It goes back
• 27:31
  to the creative, unlimited creative. We have over We right
• 27:35
  now have over 10,000 creatives a week going out.
• 27:39
  Speaker 2: That's insane.
• 27:40
  Speaker 1: We have the most active ads of any company on
• 27:43
  the planet. And it's all because we need to test.
• 27:46
  Meta does better in one way. Snapchat does better in
• 27:49
  another way. Pinterest does better in another way. TikTok does
• 27:53
  better in another way. So you kind of have like...
• 27:55
  those different pockets of content that appeal to those demographics.
• 27:59
  And you just want to keep doubling down on what's working,
• 28:02
  but you don't know unless you repurpose all of that
• 28:05
  content where you originated and then you just put it everywhere.
• 28:08
  Speaker 2: So I think it's worth us chatting about the inflection
• 28:11
  point within the industry that has allowed you to do this,
• 28:14
  which is affiliate creators. So what has now happened is
• 28:19
  initially that transactional relationship that I talked about before, Person
• 28:23
  goes to creator, says, here, give me a piece of
• 28:26
  creative for $ 300. Now the creator can post on something
• 28:30
  like TikTok shops without your approval. You will just post
• 28:33
  it and then they can make money and they can
• 28:35
  see if it converts or not. And then they make
• 28:37
  a little bit of money and then they want to
• 28:39
  post again. And that is why it really, really snowballs.
• 28:44
  Can you explain TikTok shops and whether you would recommend
• 28:48
  it for a beginner at this stage? Like in that,
• 28:51
  you know, before I was talking about Yeah. Go find
• 28:54
  someone under, we said like under 3000 followers or whatever.
• 28:58
  Do we want to put them on TikTok shops straight
• 29:01
  away or how would you go about it?
• 29:03
  Speaker 1: You're a business and you have TikTok shops. You double, triple,
• 29:07
  quadruple down on TikTok shops. The thing is this in
• 29:10
  the early stages of your business, this is what you
• 29:13
  have to do. There's no other way to do it.
• 29:15
  So you're going to do it like this. You give
• 29:18
  them an either or we'll give you a thousand dollars
• 29:21
  a month. Let's just say, Or the commission rate, 15,
• 29:25
  20% commission, whichever earns you more, we're willing to pay,
• 29:28
  but you have a thousand dollar minimum. I need a
• 29:31
  video a day from you for 30 days. Wow. Get
• 29:34
  30 pieces of content posted all on shops. Remember what
• 29:38
  happens now? They make the commission on shops and they
• 29:41
  get paid from Tik TOK. So now all of a
• 29:43
  sudden a video goes viral. They make four or five,
• 29:46
  six grand on the video. They're hooked. Where do you
• 29:49
  make that type of money? Davey, like a hundred grand
• 29:52
  in a month as a content creator with less than 20,000 followers.
• 29:56
  Where does that exist? A hundred grand a month in
• 29:58
  e-comm for a founder. You have to make, be making.
• 30:00
  Speaker 2: Over five, 5 million a year.
• 30:02
  Speaker 1: Yeah.
• 30:03
  Speaker 2: Revenue to bring in price. Yeah.
• 30:04
  Speaker 1: Like they make that money. You give them that, that, that,
• 30:09
  that celebrity treatment, you respect them, you trust them and
• 30:13
  they work with you in the beginning. Any brand you
• 30:17
  have to find what works in your business, try to
• 30:20
  solve the problem in your industry. And then what you
• 30:22
  want to do with that content creator is you're going
• 30:24
  and scrolling, you're messaging them, you're getting on phone calls,
• 30:27
  you're bringing them in the business, and then you're giving them, hey,
• 30:29
  we'll give you $ 1, 000 minimum just for you to give
• 30:32
  me 30 pieces of content. I want it this similar way.
• 30:35
  Use this product because you have to have your hero
• 30:37
  product that you know is going to work. Obviously, everybody
• 30:39
  knows what their best-selling product is. And if you don't,
• 30:42
  go test it and find it. And then from there,
• 30:45
  like when they start making that content, they start making money,
• 30:48
  immediately have them on the other end, pay them a
• 30:50
  small salary to go recruit for you. For sure. And
• 30:52
  then double down. That's the snowball effect.
• 30:54
  Speaker 2: It's amazing. Yeah.
• 30:55
  Speaker 1: TikTok shops. Like if I was starting over tomorrow, I'm
• 30:59
  on the phone, I'm getting to work. Yeah. Yeah.
• 31:01
  Speaker 2: First of all, 30 pieces of content is a lot
• 31:03
  of content. A lot of people would just be doing two,
• 31:06
  three pieces of content or that's the request. But tell
• 31:10
  me about how you utilize that content in other ways.
• 31:14
  Do you then post it on Facebook? Do you reward
• 31:17
  people for that?
• 31:18
  Speaker 1: Yeah.
• 31:18
  Speaker 2: Yeah.
• 31:18
  Speaker 1: So we will, we will go. and repurpose content across
• 31:22
  all channels. So whether it sometimes will, I mean, we
• 31:26
  do white listing on meta. Um, so white listing is
• 31:29
  just pretty much you take your, you're showing the ad
• 31:32
  as the creator's name opposed to the business's name. Um,
• 31:35
  and what we're doing is we're doing that with a
• 31:37
  select group of people, like maybe 10 people that will
• 31:39
  only make content just for meta. But then what we'll
• 31:42
  do is we'll repurpose all of our content from Tik
• 31:44
  TOK to, to meta, to Pinterest, to Snapchat. So we
• 31:47
  do it that way. And then we pay commission on
• 31:50
  those channels as well. So you have like this unlimited,
• 31:54
  I like to explain it to my content creators like this.
• 31:57
  For every collection and every product, every color and comfort,
• 32:01
  it's one avenue of revenue. It's a stream of revenue.
• 32:05
  So we have over 150 streams of revenue that could
• 32:09
  be making you money on a daily basis while you sleep.
• 32:12
  You promote every single color, every single collection in the business.
• 32:15
  We're running those as ads, whether it's shops or meta
• 32:18
  or website from TikTok or Snapchat or Pinterest. If we're
• 32:22
  running those and they're winning, you're getting paid. So here's
• 32:26
  your revenue streams. why not go give yourself 150 plus
• 32:31
  revenue streams to go make money? And that's how we
• 32:33
  phrased it. Like you can make as much content as
• 32:36
  you want. The worst that can happen is you make money. Like,
• 32:39
  you know, but if the content doesn't work, we don't
• 32:41
  pay for it. Everything is commission only. And for people
• 32:44
  who are watching this, that are going to have to
• 32:46
  pay that upfront retainer in the beginning, just to kind
• 32:48
  of build the traction at a point, they'll be making
• 32:51
  so much money that the commission is paying more than
• 32:54
  the retainer. So you're never coming out of pocket. You're
• 32:57
  only paying when it makes money. You never pay unless
• 33:00
  that happens.
• 33:01
  Speaker 2: What's a really advanced TikTok shops or affiliate creator tip
• 33:05
  that you have that nobody else does that you came
• 33:08
  up with?
• 33:09
  Speaker 1: You need to be posting five to seven pieces of
• 33:11
  content a day per creator.
• 33:13
  Speaker 2: Wow. Wait, so one creator is posting five TikToks a
• 33:18
  day pushing to TikTok shops. That's a lot of volume.
• 33:22
  Speaker 1: Pays.
• 33:22
  Speaker 2: Pays money. And is that the same on Instagram as well?
• 33:26
  Or they're not willing to do that on Instagram.
• 33:28
  Speaker 1: We just repurpose it. So we, we post all those
• 33:30
  videos already.
• 33:30
  Speaker 2: They're posting on their account, right?
• 33:33
  Speaker 1: No, no, they're not. They're not posting it on there.
• 33:35
  Speaker 2: But they will start posting it as soon as Instagram
• 33:38
  shop comes.
• 33:39
  Speaker 1: We're there. Cool. But yeah, no, you TikTok shop. It's
• 33:42
  a numbers game, quality quantity game. Like we said, like,
• 33:45
  Five to seven pieces of content a day is a
• 33:47
  lot of content because we made it a lot of content.
• 33:51
  Who says it's a lot? Opinion.
• 33:52
  Speaker 2: It's a good point.
• 33:53
  Speaker 1: Matter of opinion. If you go take.
• 33:56
  Speaker 2: If it's profitable, it's profitable.
• 33:57
  Speaker 1: If you go take a Saturday and Sunday... Because we have...
• 34:01
  Content creators that have quit their jobs as nurses and
• 34:04
  like real jobs that are making them $ 90, 000, $ 100, 000, $ 120, 000
• 34:08
  a year. They've quit to come work full time with
• 34:10
  the businesses because they see the vision and they know
• 34:13
  where it's going. So I think for them, it's like
• 34:16
  instead of them going to their nine to five, how
• 34:19
  easy is it to go do a content day, go post?
• 34:23
  Speaker 2: That's a lot of pressure, isn't it? How do you
• 34:26
  deal with that pressure? How many creators have you got?
• 34:31
  Speaker 1: We have over, internally, that make content on a daily basis,
• 34:34
  about 500.
• 34:35
  Speaker 2: You've got 500 employees, technically.
• 34:37
  Speaker 1: Yeah, plus my real employees.
• 34:39
  Speaker 2: Plus your real employees, which is very, very low considering
• 34:43
  how much revenue. I'm constantly like hire more, hire more,
• 34:46
  hire more.
• 34:47
  Speaker 1: Plus five other people.
• 34:48
  Speaker 2: Yeah, plus five other people. 500 million, 100 million per employee.
• 34:53
  But anyway, how do you deal with the pressure? There's
• 34:56
  a lot of people there relying on you.
• 34:57
  Speaker 1: I don't feel it anymore. I look at it like this.
• 35:01
  When it was all me, And I was a year ago, right?
• 35:04
  In January, let's just say, we're filming this in February.
• 35:07
  So January last year, it was me and Kimberly. And
• 35:12
  that was it. No COO, no CFO. And who did
• 35:15
  I have that conversation with? You're like, Hudson, you're out
• 35:19
  of your mind. Like you have to go higher. And
• 35:21
  then I was like, this is how much I have
• 35:23
  to pay. And it was like, you're like, it's either
• 35:25
  that or your business fails. And that to me, I
• 35:28
  was like, damn, I gotta, I gotta get to work.
• 35:30
  And I think that, you know, you've been, I didn't
• 35:33
  want to get into this, but like, dude, you're one
• 35:35
  of the biggest blessings in my life ever. And for
• 35:39
  people who are watching this, that like, you know, there's
• 35:41
  always like people that hate and people like, dude, anybody
• 35:45
  that knows my story and your story, like I used
• 35:47
  to watch you. on YouTube and your course, like build
• 35:52
  a million dollar brand. And I used to watch your
• 35:54
  course and take notes and sit on my computer. And like,
• 35:57
  you said whitelisting. I didn't know what that meant. I
• 36:00
  was writing it down and I was like, oh, this
• 36:01
  is whitelisting. This is this, this is that. finding a
• 36:05
  mentor early on was like the biggest blessing in my life.
• 36:11
  And I DMG and then I DM you again. And
• 36:13
  then I DM you again. And then we got on
• 36:15
  a call. And the first thing I wanted to do
• 36:16
  is I try to give you value. Cause I was like,
• 36:18
  if I could show.
• 36:19
  Speaker 2: David, you told me about the Snapchat thing. It was awesome.
• 36:21
  Speaker 1: And I was like, if he knows that I have value,
• 36:24
  maybe like we could build a relationship from here. So
• 36:26
  I think like that is, was, was one of the
• 36:30
  biggest things. Damn. I just got caught up in that.
• 36:32
  The question was, What was the question? Content creators and
• 36:35
  my employees and pressure and pressure.
• 36:37
  Speaker 2: Yeah, pressure.
• 36:38
  Speaker 1: The pressure was– and I want to keep that part.
• 36:40
  I'm not cutting that part because that matters a lot
• 36:42
  to me, dude. You change– we're talking about my employees.
• 36:45
  You change my fucking life. And I think that with
• 36:49
  the employee piece is like the pressure is now I
• 36:52
  have 15, 20 individuals internally– that are working every single
• 36:57
  day with my vision to make this business work, right?
• 37:01
  And then the content creators every single day, they're going
• 37:04
  in and they know the vision and they're going and
• 37:07
  doing the same thing to make this vision work. So
• 37:09
  I have an army of people that think like me,
• 37:13
  and know exactly where the business is going like me
• 37:16
  that want to make this thing work as bad as
• 37:17
  I do. There's never a too big to fail, but
• 37:21
  we have so many people that are dedicating their life
• 37:23
  to this business that I have so much confidence and conviction.
• 37:27
  And the thing that everybody has to know is like,
• 37:30
  you need to almost be a little delusional in the beginning.
• 37:33
  Speaker 2: Of course.
• 37:34
  Speaker 1: You have to have this crazy vision that you, you
• 37:39
  can't touch it yet. When I was 16, I started this.
• 37:43
  I saw myself as a millionaire, but I was like,
• 37:45
  I don't know how I'll get there. I just know
• 37:46
  I will. And it's the same thing with comfort today.
• 37:49
  I know we're a billion dollar company. It hasn't, it's happened.
• 37:53
  Time has to catch up. And that's the way that
• 37:55
  my whole team, like the girls that have had their
• 37:58
  biggest month this month, they've changed their life. They quit
• 38:01
  their job. Like they're so happy and excited. They've never
• 38:04
  been happier. That energy just breeds growth. And that's the
• 38:09
  way that I don't feel that pressure.
• 38:11
  Speaker 2: You paid me a compliment before, so I'll pay you one.
• 38:14
  I think I went from 3 million, 20 million, like
• 38:18
  200 million in such a short period of time, but
• 38:20
  you've experienced that growth as well. And then we stopped growing.
• 38:25
  And why I think you will keep growing and go
• 38:27
  past that is you. Your leadership is like infectious. It's
• 38:32
  kind of hard to communicate jumping on a team call
• 38:35
  with you or jumping on, you know, watching you work
• 38:37
  with creators. Every single call you make, express the vision
• 38:41
  one more time. You don't care if you've said it again,
• 38:44
  you say that you're dialed four times. We're fucking dialed.
• 38:48
  We can do this. We can be a brilliant dollar brand.
• 38:50
  And it's just like your employees are willing to work
• 38:55
  those 12 hour days. Everyone is on the journey. And
• 38:59
  I think that is the main thing that I learned
• 39:01
  from you is like that intensity. You can just never
• 39:04
  let up.
• 39:05
  Speaker 1: You can't because like, You have to, there's a quote,
• 39:10
  I might butcher it, but you can't let your ambition
• 39:15
  rob you of your current blessings. Because there was once
• 39:18
  a time that you were exactly where you wanted to
• 39:20
  be right now. And the thing is, when I was
• 39:23
  16 and I was going through those emotional roller coasters,
• 39:27
  like you tell me that I'm going to have a business.
• 39:30
  that can do half a billion this year. What is
• 39:33
  not to wake up and be excited about every fucking day.
• 39:37
  Speaker 2: Love that.
• 39:38
  Speaker 1: And keep that integrity in the business and show people
• 39:42
  and give crazy bonuses to your creators and your employees
• 39:46
  and make them know that like their family, like this
• 39:49
  is home. This is their home. I dare someone to
• 39:53
  try to come poach my employees. I would love to
• 39:55
  see how that conversation goes. Never will happen because like
• 39:59
  we've created such a team and such, such a, like
• 40:03
  my CFO is coming to our design calls and he's like,
• 40:07
  I think we should do this.
• 40:08
  Speaker 2: It's very unorthodox.
• 40:09
  Speaker 1: It is unorthodox. Dude, our whole business is unorthodox. And
• 40:12
  there are any where he's like, I think we should
• 40:13
  do this. We're coming out with luggage. And he's like,
• 40:16
  I think we should put this. And I'm like, and
• 40:19
  we're all like, oh shit. He's like 65, was at
• 40:23
  Ralph Lauren for 17 years, like never did design in
• 40:26
  his life.
• 40:26
  Speaker 2: And like, so this is the difference. Cause I've worked
• 40:30
  in a few nine figure companies and got involved mentoring them.
• 40:34
  And this is the difference. Most CFOs in that situation
• 40:38
  would be like, why do I have to come onto
• 40:39
  this another call? And yours are like, please let me
• 40:42
  on this call. Even if I have to do my
• 40:43
  work after it, I want to be along for the journey.
• 40:47
  And I think that that's a powerful thing. We all
• 40:50
  start as unworthy of having a nine-figure business. I don't
• 40:54
  know anyone that has just kind of grown 20, 30%
• 40:59
  and just really eased into it. You get thrown into
• 41:02
  the deep end and you don't know what you're doing.
• 41:05
  What's been your main takeaway in that journey? What's the
• 41:08
  main thing that you've learned that is important to have
• 41:10
  that $ 100 million business?
• 41:13
  Speaker 1: You need... an unbelievable support system. Our customer support broke.
• 41:20
  We had a point of too many content creators internally.
• 41:24
  We were breaking there. As you scale your business, you
• 41:28
  run into problems. And you said it to me perfectly.
• 41:31
  You're like, there's a point where you get to in
• 41:34
  like All of your problems are things that a lot
• 41:36
  of people have never experienced at this level. And the
• 41:40
  circle kind of gets smaller and smaller of people you
• 41:43
  can communicate that with that have experienced that. So for me, like,
• 41:48
  thank God I have you. Thank God I had Simon.
• 41:51
  Thank God I had Kevin from Glamnetic and Ryan Pamplin
• 41:54
  from Blendjet. Like those guys that you just like meet
• 41:57
  and they're like, dude. this is all going to fucking
• 42:00
  crumble if you don't fix this. And a lot of
• 42:04
  it was crumbling, but we were aware that it was
• 42:06
  happening and we immediately were bringing people into the business.
• 42:09
  I mean, at one point we brought in agencies to
• 42:11
  help with customer support. We brought on 40 new customer
• 42:15
  support reps. Like within a month we were hiring rapidly.
• 42:19
  We're bringing people into the business. Like, like it was
• 42:22
  lightning speed because we went, we did our whole year
• 42:26
  in two months, right? We did a hundred million in
• 42:30
  two months. We did November, December. So like, and he
• 42:34
  sold out and we sold out of everything and we
• 42:37
  were sold out. We couldn't even release an SMS or
• 42:40
  email on black Friday. We were trending so hot that
• 42:44
  we had to literally put items out of stock on
• 42:47
  the website that still had stock because going into December
• 42:50
  we would have zero inventory. So like that, yeah, it
• 42:53
  sounds like a great problem cause it is. But the
• 42:56
  whole business would crumble. Our ad accounts would crumble. We'd
• 42:59
  go from all of our spend down to nothing. We'd
• 43:02
  have to restructure. We'd have to get back into the
• 43:04
  learning phase on meta, like real problems that we would
• 43:08
  incur in the business. Yeah, you get a short-term gain,
• 43:11
  you're making money, but your business long-term wise would fail.
• 43:14
  And like, People that have a business that are watching this,
• 43:17
  like they know what I'm saying. And people that don't
• 43:19
  are going to be like, Oh, like that's a bad problem.
• 43:20
  You made money. Like, no dude, your business. Yeah, we
• 43:23
  made money. Now we'd be fucked for the next four
• 43:26
  or five months. We would crumble, try to rebuild. So
• 43:29
  like you have to do, we put a flash sale on, on, on,
• 43:33
  on Shopify. I told you this. We had our first
• 43:35
  million dollar day, the beginning of October, we did 1 million, 1.5 million, 1.8 million.
• 43:41
  my COO was like, he like went gray and then
• 43:44
  bald all in the same day. He's like, Hudson, we're
• 43:48
  gonna like, he freaked out on me. And I'm like,
• 43:51
  I'm like, I'm like, but it works.
• 43:53
  Speaker 2: Yeah.
• 43:54
  Speaker 1: And he's like, I get it. But like, fuck. So
• 43:57
  that we learned now we've become a business that can
• 44:04
  sustain 40, 50, 60 a month. We can sustain that now.
• 44:11
  At 100 a month, because that's our goal now. We
• 44:14
  want to go and do that. What's going to break
• 44:17
  on that road? What are we going to have to fix?
• 44:20
  Who are we bringing into the business? I can tell
• 44:21
  you right now, you've seen my org chart. We got
• 44:24
  18 spots that are hiring.
• 44:26
  Speaker 2: That one might be out of my pay grade. I
• 44:30
  think you need to call up some billionaire e-commerce people.
• 44:33
  But look, I'm so excited, as I said, to introduce
• 44:35
  you to introduce YouTube to you because, yeah, you are
• 44:40
  a genuine person and you should be a leader in
• 44:42
  this space. You should be well-known. You should be listened to.
• 44:45
  So I wish you all the best. I've loved working
• 44:47
  with you and keep crushing it.
• 44:48
  Speaker 1: Oh, brother, thank you.
• 44:49
  Speaker 2: Love it.