With every directive and decision—as you tweak and optimize your store and as you scope and plan larger initiatives—think about how you can do it in the nimblest way possible—to minimize complexity and technical debt and maximize flexibility. By being intentional and keeping things simple, you will find that you're able to iterate more quickly, make better decisions, and grow faster.

Patagonia. They epitomize authenticity in everything they do—the founding principles of the company, the way they treat their workers, the materials they use, their circular secondhand Worn Wear economy, the friendly staff in their brick-and-mortar stores, their lifetime guarantees…. Everything they do is considerate, intentional, and genuinely purpose-driven.

I work mostly with leaders of founder-led consumer brands who are investing in growth but are overwhelmed and struggling with the complexities of the many moving parts of ecommerce. Engagements typically begin with a conversation about challenges and objectives (and big hairy audacious goals!) to determine whether my expertise and perspective will be valuable.

Value and volume of inventory on hand. Over-stocking can ruin the cash flow of a business, while under-ordering is missed potential. Your buying team's decisions provide valuable data points to inform your marketing and merchandising initiatives.