When I cofounded Truvani, I had zero experience in creating my own consumer packaged goods and selling them. This inexperience turned into one of our biggest strengths. Here’s why…

Got a cold call today. They were selling some saas. I flipped it back on them. “Do you go to the gym” “Nice, so you’re trying to hit certain protein goals?l “Great. On our site we have a special deal going on. You said you care about the gym and protein. I’ll wait for your order to process.” Now… Do you think the cold caller purchased?

Sales people who auto add things to peoples calendars via GMAIL should go to jail. Don't change my mind.

Here’s how copywriting changed in advertising in 2026. In 2015, you’d start with story and build the hook. Now in 2026 you’d hit them in the face with it. But here’s the thing: founder yapping videos are getting traction. People think it’s because founders yapping is what people want. Authenticity. After all. Maybe. I have a different opinion. People are tired of the social media attention gimmicks and someone yapping with light editing genuinely stands out in the feed right now. Ramble on yappers. You’re doing good work.

As someone who grew up poor… The internet allowed me to make something of myself that would have never been possible otherwise. It wasn’t school. I majored in English. It wasn’t friends. It was single handedly the internet. It allows people to build whatever they want… Learn whatever they want. And accomplish something meaningful. The world becoming 100 percent connected with access to computers will be the greatest equalizer.

Should emails be image based or text? For a while, I believed the hype. We switched Truvani emails to those nice image based emails… Deep down I thought it was a mistake. But everyone else was doing it. And brand. And looks so pretty. Yea, well. They also don’t perform. Text based emails beat image based emails and that’s that. We went back and email is now a channel that’s growing. Found the right agency - which is rare - to run it. But man. Looking back at our image email performance is gross.

This is Googles fault in my opinion. Scammers duplicate ecommerce websites. They buy google ads bidding on branded terms sending to scam ecommerce website. People buy product thinking its the official website, and find out its a scam site when they get no product. The scammer gets credit card information. The scammer gets personal address information. The scammer gets money. All because they were able to buy a Google ad to a fake, duplicated ecommerce website. We get these sites taken down fast, but they pop up even faster. Even when you submit trademark disputes, scam reports, all these platforms just dont deal with it fast enough. But google? They could stop it dead in their tracks because google ads seem to be how they generate the sales.

When I see someone brag about running Facebook ads for 10 years, my first thought: Who cares. Longevity means nothing. The question is: have you run them successfully for the past 6-12 months. And have you pushed innovation forward or rode the ripple of someone else’s wake? This isn’t just about ads, either. It’s about everything. Longevity may mean wisdom but longevity may also mean “set in old ways.” Even me. I’ve been a marketer for 22 years. I’ve lived different seasons. From content. To direct response. To advertising. From courses to software to CPG. I’ve had to completely change the way I look at everything every few years. Sure, some things are timeless. Like Claude (not the ai one). And Schwartz. And collier. But many things are completely reinvented. What’s important isn’t how long you or I have done something. What’s important is how often we reinvent ourselves to win in the new world.

Just got told Truvani crossed 65,000 points of distribution... I remember when we had our first 100 stores. It felt amazing. And I thought, what happens when we reach 1,000? Who would have thought that a few years later this would be our normal. What's even crazier is: we have a clear path to almost doubling these points of distribution in the next 18 months. Back to work.

I say no to almost every public appearance or interview I get asked to do. But I said yes to one podcast interview. It's coming up in the next 2 weeks. What's ONE thing you'd hope I'd share about Truvani on this interview?

15 years ago I was teaching people marketing. And psychology. And persuasion. Now I run a brand. What's funny to me is watching all these people who run brands rush to teach people business. They think the grass is greener... Just like I thought the grass was greener on the brand side. Having done both I can tell you this: Running a company - that isn't teaching people - is way better than teaching people to run a company.

I’m glad that I’m not the only one who had to Google “larping” recently. You know you’re becoming an “unc” as the kids say when you have to google their insults to understand what they are talking about.

I find that I irrationally write people off when they use some sort of gimmick to get my attention. Stupid subject line. Auto scheduling a meeting on calendar without conversation. A fake introduction. On one hand, I appreciate the desire to get in touch. But the gimmick feels so horrible that I can’t ever work with you. This doesn’t mean I’m unreachable. I mean, im here on Twitter. Make a few smart comments over the course of a week or two and then reach out and say hello. It isn’t that hard. But people just don’t do it. Why?

They say writing is dead in the world of AI and I believe that’s true. For mediocre writers. Being able to have an opinion. A point of view. An interesting insight. Being able to see something that others can’t… because there’s no logical reason why you should see it… And being able to effectively communicate it will never die. And that skill is reserved for people who want to be great writers.

The biggest lie is the “bank error in your favor” card in Monopoly. I feel like every time a saas company makes an error with pricing… it’s always in their favor. Conveniently. And when you catch it, they apologize. “Our mistake.” Why are mistakes seemingly only one way?

When you build a successful business, you meet real friends and fake friends. Real friends are your ride and die people. You may not always hang out, but you know exactly who they are. You also make fake friends. Something I learned the hard way. When I changed industries from being internet famous to being behind the scenes, a lot of people who hoped to work with me one day disappeared. No more checkins. No more hellos. Nothing. On your come up it’s absolutely vital that you learn how to spot real friends and fake friends so you know where to invest your time.

So, I'm at the coffee shop, and my phone rings. I say, "Hello, who is this?" And the lady to my left taps me on the shoulder, "Excuse me, could you please speak a little lower." That was weird, I thought. I said 3 words. So I lowered my volume because I believe in being considerate at the coffee shop. 5 seconds later, this lady answers her phone. And proceeds to talk at the top of her lungs. I can't even make this stuff up. So, I look over to her, and she says, "Thanks again for lowering your voice." And she continues talking as loud as she can talk. After 13 minutes of her yapping, she finally hangs up the phone, and she leans over: "Thank you again for quieting down." At this point, I thought, for sure, I am being pranked. I fired back, "Do you realize how loud you were?" And she's like, "Oh, but I was covering my mouth!" Apparently covering your mouth while you talk creates an impenetrable sound barrier. I fire back, "i'm not trying to have a conversation with you. Just want you to know you're rude." The lady eventually left, and someone else came up to me and laughed. "Thank you for saying that to them." This happened a while back, but revisiting it today makes me just as annoyed as ever.

For years, I taught marketing and people said, “how come you don’t launch a real business?” Now that I have a “real business,” people say, “how come I don’t teach anymore?” I can’t win. And that's okay. People will perpetually tell you to do the other thing you're not doing. They don't mean anything badly by it, it's just how we're wired. We are wired to put many eggs in the basket. We are wired to dip our toe into new things. But you are almost always better off: putting your eggs in one basket, and watching that basket. I think that may have been a Carnegie quote, or at least falsely attributed to him if it wasn't. Bottom line: Do you.

I almost signed a multi-hundred thousand dollar contract with a data provider. And they lost the deal over 15ish thousand dollars. Here’s what happened: I wanted to sign up for a data company. I knew what other people paid for the service. I was ready to sign the deal the day of. And I’d have never thought about it again. Then they tried to charge me more because “their finance guy” wanted them to raise prices. I was ready to sign, at a specific price, and I would have signed instantly. They insisted on the price increase and I walked away. Weeks later they came back and offered the cheaper price, but by then, my excitement for the platform waned. I opted to skip signing up for the data platform all together. Because in the end, I’d rather spend that money on advertising instead of data. And by that point, I found a solution for my data needs at a fraction of the price. It’s not as good. And I’m sure their data would help me make better decisions… but the excitement wasn’t there anymore. Let this be a lesson to everyone: To entrepreneurs: don’t sign multi year contracts when you’re excited about something. Sit on it a week. If excitement fades maybe it’s not as important as you originally thought. To sales people: your clients excitement is more important than your product. Sign the deal. Move on. To saas companies: kick rocks. I hate almost all of you. lol. Note I said almost all. Some are great. Truly. And keep their customers best interest at heart. But the others… new ick unlocked, as the kids say.

So, someone told me I should make video again. I mean, I had about 100k YouTube subscribers from talking about business and marketing. 10 years ago. Clearly I knew something. Not as much as many. But more than most. The problem: The content that interests me these days has nothing to do with the content that interested me back then. I don’t care about your conversion rates. Or sales pages. Or your marketing. What I care about: I’m a dad of two kids. One is trying to be the best gymnast in the world. The other is 2 and thinks it’s hilarious to tell me he’s going to put things in his pocket. Running a business is cool. It’s so much cooler when you can do it while being a present dad. “Oh you mean like work life balance?” No. I don’t believe in that. You work until your hands bleed. And then you keep working. But I go to every gymnastic meet. And I’d watch every practice if they’d let me. It’s about, as Jeff Bezos said, work life integration: I may not be as successful as some of the most impressive people… But I can say I’ve accomplished a lot. Especially when you consider my dad was in jail my whole life. And my mom was on welfare. I don’t use this as some sort of attempt to gain pity. Fuck that. My story is my fuel. It’s what makes me me. It’s what makes me realize what I’m fighting for in the first place. I’m not here to build a great business. It’s happening. But I’m here to build a great business that has a genuine impact on the world. And I’m doing just that. Here’s to the rest of 2026. For me, For you. For all of us who are trying to make a difference in some meaningfully positive way.