Threading The Needle

In this episode of The Random Show, Taylor Holiday and Andrew Faris sit down for a moment of focus—because something big just happened.Common Thread Collective has a new growth partner. Taylor breaks down what the deal really means, why it isn’t a retirement plan, and how private equity views agencies differently than eComm brands.• Why service businesses generate more cash (and get better multiples)• How CTC nearly collapsed—and what saved it• The real reason agency owners burn out (and how to avoid it)This is a must-watch.Ready to solve your influencer strategy? Book Your Strategy Demo at https://www.getsaral.com/demoExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of eCom

At CTC’s recent Client Summit, Taylor Holiday and Richard Gaffin sat down to unpack what happens when you get out from behind Zoom and into a room with the people you work with. The result? Honest conversations, unexpected insights, and a clearer picture of what brands really need right now.From creative volume challenges to leadership struggles, this episode explores the unspoken truths that surface when vendors and clients share space—and why in-person connection is still one of the most powerful tools for growth.You’ll learn:Why face-to-face conversations uncover issues Zoom never willThe creative volume problem every brand is wrestling with—and how to fix itThe leadership challenge CEOs secretly struggle withHow agencies and brands can build trust and alignment beyond metricsShow Notes:Ready to learn how your consumers truly experience your brand today! Request your FREE report at https://stord.link/mystery Explore the Prophit System: [prophitsystem.com]Have a question for the podcast? Email us at podcast

The Tale of Two Cities in E-Commerce: Winners and Losers in 2025At CTC’s Client Summit, Taylor Holiday shares an unfiltered perspective on where the economy, the world, and the e-commerce landscape are headed—and why the future will be defined by a sharp divide between winners and losers.From macroeconomic pressures to changing consumer behavior, Taylor explains why the current environment isn’t creating a level playing field—and what separates the brands that will thrive from those that will struggle.You’ll learn:- The key economic signals shaping e-commerce in 2025- Why some brands will find massive opportunity while others collapse- How to position your business to be on the winning sideShow Notes:Ready to start texting smarter? Visit postscript.ioExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Can you turn 14 days into $1.28 million? We did—and we're breaking down exactly how we crushed our million-dollar challenge!In this episode, join Richard and Luke as they unpack the intense 14-day journey that led to massive revenue success. You'll learn:How we strategically turned a critical marketing moment into explosive growth.The day-by-day breakdown of how we overcame a nearly half-million-dollar gap in just four days.Why forecasting, clarity, and a well-engineered brand collaboration were game-changers.Whether you're a marketer, brand owner, or entrepreneur, you'll gain powerful insights into the systems and strategies behind generating massive revenue spikes on tight deadlines.Show Notes:Ready to start texting smarter? Visit postscript.ioExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Discover the next chapter in Common Thread Collective’s story as Taylor Holiday takes you behind the scenes of our 12-year journey from a tiny IKEA furnished office and our first Facebook ad experiments with QALO, to the seismic shifts of COVID and our reinvention as a “profit agency.” In this special episode of the podcast, you’ll hear:How CTC evolved from a passion project into a mission-driven agency focused on connecting marketing efforts to real financial outcomesThe cultural transformation that refocused us on customer experience and shareholder valueThe story behind our strategic growth partnership with Acacia—and what it means for our technology roadmap and your bottom lineShow Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions

In this episode of the podcast, we dismantle the old school attribution windows holding your ad strategy hostage and reveal a simple framework for measuring true incremental ROAS.What you’ll discover:Why standard “7-day click” and “1-day view” settings both mislead youHow to run a zero cost geo holdout test for real incremental dataWhen to stick with your current settings and how to apply a correction factorWhat Meta’s new incremental conversion optimization means for your campaignsBuilding one unified measurement system to compare Facebook, Google, and beyondReady to see your real ROI?Run your free holdout study now at commonthreadco.com/pages/incrementality and stop guessing.Show Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you

Is your brand feeling the squeeze? You’re not alone.In today’s episode, we break down three essential moves every DTC and ecommerce brand must make to survive—and thrive—amid rising bankruptcy rates and tightening capital markets.You’ll learn:Why capital constraints are killing growth—and how to turn your supplier into a lenderHow to generate organic demand by tapping into pop culture and communityThe critical Q4 inventory planning strategy that could save your cash flowWe’re seeing a tale of two cities in ecommerce: brands that are scaling and brands that are dying. This episode gives you the playbook to land in the first group.Show Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommWatch the Andrew Faris Podcast: https://youtu.be/F0u0JF8ogSc?si=N0pII8Fxdvc8pg8I

Ecommerce brands are quietly shutting their doors, but what's really behind this sudden wave of closures? In this episode, we dive deep into exclusive industry data, consumer trends, and expert analysis to uncover what's truly happening behind the scenes in the ecommerce space.Join our panel of industry experts as we reveal:Why more brands than ever are filing for bankruptcy.The surprising trends impacting consumer spending.How major economic factors like tariffs and inflation are shaping the industry.Which brands are thriving—and who's at greatest risk.Don't get caught off guard. Watch now to discover what's happening, why it's critical for your brand, and how you can adapt to survive (and even thrive) during this turbulent time in ecommerce.Sign up for a 30 day trial and TaxCloud will give you free migration onboarding services when you decide to make the switch. Check it out at taxcloud.com/threadExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — e

Are you building a resilient brand or just delaying the inevitable?In this episode of the Podcast, we tackle six hard hitting questions every founder and operator needs to answer right now. From survival mode decision making to brand building under pressure, we break down what separates strong, adaptable brands from those on the edge of collapse.Topics We Cover:When to cut (and when to protect) your marketing spendHow to justify brand investments under financial pressureWhat “healthy” CAC efficiency actually looks likeWhy some business models won't survive 2025The biggest mistake brands make in market downturnsWhen it's okay to walk away from your businessWhether you're slashing CAC, navigating a P&L crisis, or questioning your business model entirely this episode is your gut check.Show Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@common

We’re $423K into our 14-day, $1M revenue challenge—and the pressure is mounting. With just 6 days left, we’re $577K short of our goal.In this episode, Luke Austin breaks down:What’s working (returning customers are showing up)What’s not (new customer revenue is lagging)Why our efficiency is solid, but volume is the problemThe high-stakes brand collab launching on June 26th that could make or break the challengeCan we still pull this off? The next few days are everything.Show Notes:Explore the PROPHIT System: prophitsystem.comFollow the full journey: https://commonthreadco.com/blogs/million-dollar-challengeCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided

What’s next for Meta ads? We just got back from Meta’s Performance Summit, and the future is clear: incrementality, AI tuning, creative velocity, and less button pushing, more strategy. In this episode of the Podcast, VP of Paid Media, Tony Chopp, shares an exclusive insider recap of what Meta’s top brass revealed about the evolving ad platform and what it means for performance marketers.You’ll learn:Why Meta is obsessed with incrementality (and how it’s changing measurement forever)How creative diversity and fatigue are impacting ad performanceWhat Meta’s new “Opportunity Score” and “Headroom Analysis” tools actually meanHow AI is becoming customizable with profit and LTV signalsWhat you should start doing today to future-proof your ad strategyThis isn’t just another update—it’s a roadmap for what’s coming next.Show Notes:Explore the PROPHIT System: prophitsystem.comGet your ticket to the UGC Workshop: https://offers.youradmission.co/ugc-production-machineCommon Thread listeners get $250 by depositing $5,000

Meta just rolled out a brand new attribution setting called Incremental Attribution and we put it to the test.In this episode of the Podcast, Richard is joined by Tony and McCay to break down the results of a real A/B test comparing Meta’s new setting vs. standard 7-day click attribution. The outcome? An 18% lift in conversion value—from the exact same ads and budget.We’ll cover:What Incremental Attribution actually isWhy it might replace geo holdoutsHow it works under the hoodThe exact test setup we usedReal data and resultsWhat this means for the future of media buyingIf you're serious about getting more out of your Meta ad spend, this is a must-watch.Show Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the

We’re attempting something BIG. Over the next two weeks, our VP of Ecommerce Strategy, Luke Austin, is taking on a real-time challenge to generate an additional $1,000,000 in revenue profitably for one of our clients.Every day, we’ll document the actions, strategy shifts, wins, and losses required to hit this massive goal. No fluff. No filters. Just real execution and behind-the-scenes access to how we actually grow brands at scale.What You’ll Learn:How to structure a revenue forecast and daily targetsThe role of marketing calendars in driving growthHow to adapt when you're behind goalHow to identify and act on real-time performance insightsCreative strategy, promo timing, and media spend adjustments that drive resultsWhat it actually takes to scale revenue profitably in 2025Subscribe and turn on notifications to follow the challenge day by day.Show Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card w

How did our clients perform in May against their forecasted targets? In this episode, we analyze the latest client report card—detailing key insights from over 60 brands we manage.We dive into:How we managed to underspend budget but still exceeded contribution margin forecasts.Real examples of price testing and rapid flash sale strategies.Actionable insights from our growth strategists on driving profit despite revenue misses.Discover what worked, what didn't, and how transparent accountability continues to drive real, profitable results for our clients.Show Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services p

Is your marketing stuck between creating meaningful stories and pumping out endless ad variations? This episode of Podcast breaks down the critical tension between creative storytelling and the high volume ads required for success on platforms like Meta.Join Richard and Taylor as they discuss:How the best DTC brands successfully balance creative depth with ad volume.Why two distinct marketing rhythms are essential to growing your business.Practical strategies to empower your internal team while maximizing your external partners.How micromanagement undermines creativity and what you should do instead.Discover how to navigate the creative conflict that's quietly sabotaging your marketing performance and learn exactly what steps you need to take to start driving sustainable growth today.Show Notes:Go to https://bit.ly/4mFOWa1 to get 30% off your first 3 months of Omnisend with code CTC.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com

In this episode, Tara Austin, founder and CEO of Ruthie Grace, reveals the raw and honest story of how she nearly lost her seven figure ecommerce business—and exactly what she did to turn it around.From facing a payroll crisis that nearly shut her doors, to completely transforming her team's culture and operating systems, Tara shares powerful lessons on leadership, communication, and resilience.You'll discover:The pivotal moments that almost ended her businessHow transparent leadership radically changed her company cultureThe operating system she built to handle 450 new product launches per monthActionable tips to build a resilient business that thrives through adversityIf you're an entrepreneur navigating tough times or seeking insights to scale sustainably, this episode is a must watch.Show Notes:Get our Global Accelerator Program: https://commonthreadco.com/pages/acceleratorCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your firs

In this episode of The Random Show, Taylor Holiday and Andrew Faris are back—new set, same chaos.They dive into the uncomfortable truths of e-commerce: zero barriers to entry, infinite competition, and the creative treadmill that never stops. If you’ve ever felt like you’re sprinting just to stay in place, you’re not alone. Why ecom profits get competed down to zero How “just take a thousand shots” became the default creative strategy What Andrew’s new brand launch reveals about market beliefYou’ll also hear their usual blend of philosophical rabbit holes, family, AI, and finding purpose.Show Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Meta just dropped a game changing attribution feature, and it could completely upend how you measure ad performance.In this episode of the Podcast, CTC’s VP of Paid Media Tony Chopp and Paid Social Manager McCay Rasmussen join Richard to break down Meta’s new incremental attribution setting—a behind-the-scenes update that uses continuous holdout testing to determine true incremental conversions in real time.We cover:What incremental attribution actually isHow it compares to 1-day click, 7-day click, and 7+1 attributionEarly test results from real ad accountsHow this changes your media buying strategy going forwardWhether this could finally bring an end to attribution guessworkIf you're a performance marketer, media buyer, or brand owner, this is a must-watch.Show Notes:Explore the PROPHIT System: prophitsystem.comCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!The Ecommerce Playboo

In this solo episode of the Podcast, Taylor shares a powerful lesson from Cozy Earth’s CMO, who broke free from the measurement rabbit hole to create a viral TikTok challenge that earned 10M+ impressions over Memorial Day weekend.If you’re a CMO, marketing leader, or operator stuck in the endless loop of attribution models and incrementality debates, this episode is your permission slip to zoom out. Taylor introduces the concept of “Best Available Truth”—a mindset shift that allows you to act with confidence even in the face of imperfect data.Learn how Cozy Earth leveraged their team, their product, and a simple idea to generate massive reach, build community, and create a moment that cut through the noise—without obsessing over the perfect CAC.What you’ll learn:Why chasing attribution perfection is a trapHow to build a system that enables bold marketing ideasThe behind-the-scenes of a 10M-view viral campaignWhat great CMOs do that no one else in the org canReady to stop measuring and start creating? Hit play

Is your brand truly set up for growth? Or just treading water?In this episode of the Podcast, Taylor and Richard introduce CTC’s brand new Strategic Growth Scorecard—a 7-metric framework designed to help you quickly assess the strength of your growth engine.You’ll learn:Why we replaced ROAS with IMR (Incremental Marginal Return)The key metrics behind sustainable, efficient growthHow to identify red flags in your customer acquisition strategyWhat separates brands that scale from those that stallIf you’re an 8-figure brand trying to grow in today’s volatile market, this tool is built for you. Get instant clarity on your brand’s biggest growth opportunities—and where you’re most at risk.Show Notes:Download the scorecard: https://commonthreadco.com/blogs/coachs-corner/strategic-growth-grade-scorecardCommon Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Sign up for a 30 day trial and TaxCloud wil