Albert Wettstein

Spoke with the CEO of Melon Mobile last week about his personal LinkedIn. Loved what he said. Here are 3 things I thought you should know… Calvin Collett founded their company a little more than 3 years ago. From his own posts, he’s attracted huge deals. Opportunities that came from LinkedIn because of the content he shared. He shared plenty of valuable things with me. Here are 3 that I thought you should hear: 1. Don’t create content for the sake or creating content “Don’t share generic bs. That gets you nowhere. Share things that are relevant to people.” 2. The LinkedIn community are worlds better than any other social channel People doing business on here are more genuine, supportive and relevant than other flashy socials. Connect with leaders, ask for advice. You’re bound to get what you ask for on here. 3. Authenticity gets you a “yes” Calvin gets a lot of DMs of people trying to sell. Some he ignores and other DMs he can see the genuine interest or ask coming from a real place. (It’s part of why I got the call in first place) It’s simple advice from someone who takes Linkedin seriously. But it’s the opposite of how most people approach it. They try to “fill the content calendar.” Or they post without human input. LinkedIn isn’t just a job hunting platform anymore. It’s a place where you can really move the needle for your own business or create your own opportunities. Best time to start is now. Thanks for the conversation Calvin! I don’t have a podcast, but if I did, I’d have you on 😉

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Everyone's selling a "how to build a business" newsletter. Here's why mine isn't one of them: What worked for Factor_ won't work for your DTC brand. What scaled Highkey won't scale your omnichannel brand. What's growing MALK won't grow your retail beverage brand. And anyone who tells you different is full of it. I spent 12+ years building brands. Know what I learned? The tactics don't transfer. The thinking does. Understanding why we chose fresh meals over frozen at Factor_ matters more than copying our playbook. Knowing how to spot when your ego is making decisions instead of data? That's universal. Learning when to be relentless vs when to be patient? That applies everywhere. My newsletter isn't about the what. It's about the how. To think. Because you can copy every successful company's tactics and still fail spectacularly. But learn how to think through problems like someone who's been in the trenches? That shit compounds. Every week I share observations and lessons from building early stage brands. Not blueprints. Not formulas. Not "10 steps to success." Just raw insights on how to think through the chaos of building something real. If you want tactics, there are 1,000 other newsletters for that. If you want to learn how to think? That's what I'm here for. Link in the comments (or in my profile) if you're into that kinda thing.

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Startup marketers need to do more with less. → The easiest way to start? → Focus your efforts at a specific seniority level. The biggest issue we see with startup marketing teams is spreading their efforts too thin. Not only do they try to crack multiple channels at once (i.e. running podcasts, ads, LinkedIn thought leadership, SEO, etc.)... ...they also try to mix and match which roles they want to reach. You can greatly increase your success as a marketer on a budget by focusing on the right level of seniority for your specific business model. There's four dimensions to determine where you should focus: 1) time to value 2) length of implementation 3) ACV 4) growth model You should focus on the end user if: 1) your time to value is immediate (like measured in minutes) 2) your require no implementation 3) your ACV is tiny (free to $10-20 a month) 4) you using product-led growth You should focus on middle management if: 1) your time to value is more modest (30-90 days) 2) your implementation is moderate (with some dev support needed) 3) your ACV is lower (but still would require procurement) 4) you're going to market via traditional sales-led approaches You should focus on the C-suite if: 1) your time to value is incredibly long 2) your implementation is 12 months or more 3) your ACV is incredibly high (8 to 9 figures) 4) your likely being recommended by consultants as part of large enterprise transformation projects

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“B2C to B2B is impossible.” That’s what everyone told us at ScholarshipOwl. But here we are in 2025: ✅ ~650% growth in scholarship campaign revenue in 2 years ✅ 135% growth in B2C during the same time – impressive, but scholarship campaigns are growing about 5x faster ✅ Partnering with brands from startups to SMBs to Fortune 500s ✅ Created an entirely new category in Gen Z marketing ✅ Became the largest independent scholarship marketplace ✅ Our students were selected for $2,692,048 in scholarships (YTD) This pivot wasn’t easy. We had to: 🛠️ Build "ScholarshipOwl for Business" from scratch 🌱 Evolve our DNA to serve brands as deeply as we serve students 🧭 Rethink our go-to-market strategy 💡 Convince brands that scholarships are the ultimate Gen Z engagement tool 📊 Prove ROI in a category that didn’t exist 🌍 Transform how 2M+ students per year connect with brands When brands are desperate for authentic Gen Z connections, and you already have their trust, the “impossible” becomes inevitable. The lesson? Your B2C foundation can be your B2B superpower. The data. The trust. The audience. It’s all there—you just need to reimagine the value proposition. So to anyone told their pivot is “impossible”: 👉 Keep building. 👉 The best B2B businesses often start with deep B2C insights. #B2B #StartupGrowth #ScholarshipOwl #GenZMarketing #SaaS

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Timing is everything.... Most brands guess: “30 days after purchase” or..." maybe 45 days” The problem is, people don’t use your product on your CRM calendar. Here’s what to do instead: 1. Look at your top 20% repeat customers. 2. Find their average days between orders. 3. Send reorder reminders 10% before that average. Example: If your best customers reorder in 27 days, you email at day 24. Why this works: (especially if you sell consumables) You reach them before they buy from someone else. You save them from running out and getting frustrated. Don’t rely on round numbers. Follow your customers’ timing instead.

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THG just did something most DTC brands only dream of in 2025: their strongest organic growth since 2021. And no, it wasn’t some wild new AI gimmick or a viral TikTok collab. It was… Advent calendars and protein powder. Here’s what actually happened: 💄 THG Beauty (think Lookfantastic) grew 4% and is already smashing early holiday sales with their beauty Advent calendars. 🥤 THG Nutrition (think Myprotein) jumped 10%, its best quarter in years. 📈 Overall group revenue: £405m, up 6.3%. That’s not explosive, but it’s meaningful because THG has been trying to climb out of a messy few years of overexpansion and complexity. So what does this mean for DTC and marketplace operators? 🔥 1. Old-school tactics still print money. Limited-edition drops and scarcity are timeless. THG just reminded everyone that “unboxing season” starts in October, not December. 💪 2. Subscription and bundling still win when priced right. Myprotein’s growth shows you can lift margins and volume if you build bundles people actually need, not just random SKU stacks. 🧠 3. Marketplace sellers should steal these playbooks fast. If you sell beauty, nutrition, or lifestyle goods, this is the time to treat your listings like mini DTC brands. Add countdowns. Build hype around shipping. Use your marketplace traffic as your content lab. The punchline? You don’t need to reinvent commerce. You just need to execute the boring stuff brilliantly. #ecommerce #DTC #marketplaces #retail #beauty

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Greptile has built a 10/10 social proof engine - insanely impressive work. On the heels of their $25M Series A led by Benchmark this week, Greptile's team has been shipping top tier GTM content across nearly every channel. Some social proof elements that stand out: - Killer logos (above the fold) with clear ICP messaging (1k+ software teams) - Really sharp positioning (Kill The Bug), super easy to recall + top of mind - Strong testimonials w/ variation in use cases, features, customer types - Emphasizing enterprise readiness in case studies (premium design) Highly recommend checking out Greptile's site - fantastic resource.

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