Robb Akridge (Dr. Robb) is the Founder and CEO of REA Innovations, Inc., the creator of the skin care brand OPULUS Beauty Labs. The brand has been recognized by TIME as one of the top 100 inventions of 2021. As a multifaceted scientist with expertise spanning botany, HIV/AIDS research, and skincare technology, Dr. Robb began his entrepreneurial journey with Sonicare toothbrushes and later co-founded Clarisonic, a brand that transformed the beauty industry.

Consumers have become increasingly savvy about their purchases, demanding product transparency and authenticity. Yet too much information can be overwhelming, especially with science-based products. In this case, the science behind the products should be communicated simply and effectively. Does simplification compromise the products’ integrity?

Scientist, innovator, and business executive Robb Akridge understands how to transform complicated scientific concepts into compelling, consumer-friendly narratives that educate and captivate customers. When distilling complex information into easily digestible material, he emphasizes clear communication, visual storytelling, and tapping into shared human experiences to resonate with consumers and increase product appeal. You can also leverage influencers to introduce products when the market is primed and convey benefits that shape consumer perspectives.

Tune in to this episode of the Up Arrow Podcast as William Harris chats with Robb Akridge, the Founder and CEO of REA Innovations, Inc., about bridging scientific complexity and consumer appeal. Dr. Robb sheds light on the intricacies of marketing, the effectiveness of influencers, and the critical role of timing in product popularity.

David Wachs is the CEO and Founder of Handwrytten, a company bringing a modern twist to traditional communication through automated handwritten notes. As a seasoned entrepreneur, he founded Cellit, a text messaging company providing innovative communications solutions to leading brands. David is also a frequent speaker on messaging technology and has presented for the Direct Marketing Association, the Advertising Research Foundation, and other notable organizations.

What does it take to make your customers lifelong fans of your brand? Sometimes, going back to the basics is all you need to win over your customers in a digitalized market.

David Wachs, a communication brand builder, emphasizes the value of personalized communication, like handwritten notes, to stand out in the digital age. This demonstrates appreciation and lets your customers know they’re top of mind. Additionally, owning up to your mistakes and going above and beyond for the customer can turn negative experiences into positive ones and improve lifetime value. Producing valuable content, creating a cadence for communication, giving consumers choices, and providing a channel for feedback allows customers to feel in control and valued.

In this Up Arrow Podcast episode, William Harris welcomes David Wachs, the Founder and CEO of Handwrytten, to discuss personalized customer communication. David explains how augmented reality impacts the buyer’s journey, his journey to entrepreneurial success, and why he utilizes meditation and hypnosis for stress management.

Amanda Brinkman is the CEO of Sunshine Studios, which focuses on transformative brand storytelling. She is a seasoned producer, filmmaker, branding expert, and keynote speaker. Amanda has served in C-level roles in major corporations and has been the driving force behind the successful Hulu series Small Business Revolution, which ran for six seasons and garnered multiple Emmy nominations. A champion of women's achievements in business, Amanda has won numerous awards and is passionate about guiding others to identify their superpowers to create a positive change in the world.

Many are caught in the pursuit of a purpose so grand that it impedes their daily objectives. Aligning your personal purpose with your career can lead to feelings of confusion and uncertainty. How can you combine your professional ambitions with your desire to create a positive impact?

Amanda Brinkman addresses this struggle, having integrated meaningful work into the brand space and built a business around impactful storytelling. She emphasizes the importance of recognizing your core strengths and superpowers and aligning them with your career for a fulfilling and purpose-led life. Genuinely connecting with an audience requires translating your purpose into actionable brand storytelling by leading with authenticity. You can then employ metrics to track the engagement and reach of your efforts.

In this episode of the Up Arrow Podcast with William Harris, Amanda Brinkman, the CEO of Sunshine Studios, talks about translating personal purpose into professional excellence. Amanda also touches on overcoming purpose paralysis, integrating service into life, and building a career that harmonizes achievement with altruism.

Katie Richardson founded Puj, an internationally successful multimillion-dollar company with distribution across thousands of stores and numerous countries. Her innovative work has graced popular shows like The Ellen DeGeneres Show, the Today Show, and the Rachael Ray Show and has landed her on the cover of Entrepreneur magazine. As an executive business coach, Katie empowers founders and CEOs by teaching essential mindsets, skills, and tools for robust business operations and purposeful living. A highly creative individual, she shares tactics for business growth, effective branding, and the importance of personal development for comprehensive success.

Have you ever tried to fulfill your potential while being pulled in different directions? You can turn this dilemma into a compelling brand narrative that connects with people worldwide. Today’s guest’s story demonstrates how balancing life's dimensions with strategic thinking opens doors to unexpected opportunities. So how did she pull this off?

After her company experienced explosive growth and became featured in national television shows, design and leadership expert Katie Richardson struggled to be all things to all people. To solve her multifaceted entrepreneurial dilemma and meet customers’ needs, she created products that resonated with consumers emotionally. She maintains that infusing human values into every aspect of your company personalizes your brand, fosters customer loyalty, and leads to organic PR opportunities. Additionally, Katie says to shift your business model to prioritize personal development and wellness, ensuring you can sustain the demands of entrepreneurship.

In this episode of the Up Arrow Podcast, William Harris talks with Katie Richardson, the Founder of Puj, about weaving resilience and savvy branding into business growth. Katie illustrates the profound impact of storytelling through product experiences, the courage needed to reinvent oneself, and the empowering shift from a single-goal focus to a multifaceted approach to life and business.

Matt Bertulli is the Co-founder and CEO of Pela Case, which makes iPhone cases out of waste, and Lomi, a certified B-corp on a mission to eliminate food waste. The company is backed by Jay-Z’s Marcy Venture Projects and has been named the Top 10 in the Canada Business Growth 500 ranking and #1 in Deloitte’s Fast 50. Alongside his entrepreneurial success, Matt hosts the Nine Figure Operators podcast and is involved in angel investing, sharing and gaining further insights into the world of entrepreneurship.

When managing a DTC brand, success is more than just sales; it involves strong leadership, competitive strategies, inventory control, and compelling advertising. How can you scale your DTC brand to new heights?

Matt Bertulli, a two-time entrepreneur and e-commerce leader, maintains that curiosity and communication are the fundamental characteristics of any CEO or leader. These core competencies build valuable relationships with your employees, stakeholders, and clients and allow you to experiment with new strategies. Leaders must also recognize their company’s vulnerabilities to surpass the competition by focusing on their specialties. A scalable DTC strategy includes assessing and managing your inventory and diversifying your advertising channels to target consumers effectively.

In today’s Up Arrow Podcast episode, Matt Bertulli, the Co-founder and CEO of Lomi and Pela Case, joins William Harris to talk about sustainable growth for DTC businesses. He shares why building trust is foundational for high-performance teams and what it takes to scale effectively in the e-commerce world.

Shani Bocian is the Co-founder and CEO of Allermi, a personalized DTC allergy medicine. She founded the company with her father, an Allergy and Immunology Professor at Stanford University, who had been developing a comprehensive allergy medication. Since Allermi’s launch, Shani has raised over $4.7 million and grew the company over 1,000% in 2023.

Millions of people suffer from allergies, yet many medications only target one symptom, and consumers must browse an open market to determine the most effective treatment for their symptoms. Personalized DTC medicine has emerged as an alternative to traditional treatments, allowing consumers more autonomy over their healthcare journeys. How can DTC healthcare companies target customers with precision?

After suffering from chronic allergies for years, DTC entrepreneur Shani Bocian recognized a more effective way to treat symptoms and achieve long-term relief. By developing a single formula that incorporates multiple medications, companies can target customers with diverse needs. When building a consumer base, Shani says to differentiate yourself from mass-market brands by showcasing credibility and emphasizing customization. Customer retention and loyalty are integral to sustaining a DTC medicine brand, so you can offer free trials and employ subscription models and referral programs to drive sales and growth.

In today’s Up Arrow Podcast episode, William Harris hosts Shani Bocian, the Co-founder and CEO of Allermi, to talk about the rise of DTC medicine. Shani explains how she built a nine-figure e-commerce store, how Allermi provides personalized and accessible healthcare, and the obstacles she faced scaling her brand.

Josh Behr is the Founder and CEO of AMB Interactive, a leading email and SMS marketing agency enabling e-commerce businesses to grow their revenue and customer loyalty. With over nine years of digital marketing experience, he has worked with the world’s most renowned apparel brands managing email lists, launching viral campaigns, and generating millions of dollars in sales. Josh is a Klaviyo elite partner and a speaker at various industry events, sharing the latest trends and best practices in email and SMS marketing.

If your email list has more than a few hundred thousand contacts, you should probably consider segmenting it. Many of these users have never engaged beyond merely visiting your website and are hurting your profitability. How can you personalize your emails to target repeat customers?

Josh Behr, an email marketing thought leader, segmented his email list from two million after receiving thousands of customer service complaints with each email sent. He recommends segmenting lists based on viewing and purchasing habits and personalizing emails by mentioning recently viewed products in the subject lines. You can also collect customer profile information based on their purchases, including size and color, further curating the experience. Rather than focusing exclusively on open and click rates, export your email campaigns periodically to assess viewed product and checkout rates.

In this episode of the Up Arrow Podcast, William Harris joins Josh Behr, the Founder and CEO of AMB Interactive, who shares email personalization tactics. Josh explains why you shouldn’t rely on anonymous user tracking, contact enrichment for B2C companies, and the significance of email designs.

Jonathan Sorkenn is the Senior Vice President of Evergreen Trading, a media investment agency powered by trade. In his role, he originates, executes, and manages corporate trade partnerships and oversees the company’s real estate practice. With over 10 years of corporate trading transactional experience, Jonathan has been involved in numerous pioneering trade transactions, creating innovative structures for the corporate trade industry. As a licensed real estate broker, he has more than 25 years of experience in the commercial real estate industry, having served as the Director of Real Estate Capital Markets and Investment Banking at PricewatershouseCoopers Securities LLC.

Inflation and other economic pressures are building up, and e-commerce brands are facing supply chain disruptions, forcing them to liquidate excess inventory and other assets. Rather than relinquishing merchandise and confronting major financial losses, brands can trade their assets for media. So what’s involved in this process, and how can brands maximize asset value?

Media trading and investing involves selling unusable assets to media buyers who exchange additional ad spend for a discounted cost. Through this method, brands receive media credits of equal value to their unused inventory, eliminating the loss that occurs from wholesaling those assets. While this seems like a straightforward option, many brands are hesitant since they often outsource media buying to an ad agency. Yet this presents a greater risk and yields less of a return, so trade partnership facilitator Jonathan Sorkenn recommends partnering with independent trade agencies to optimize your supply chain and save money on media ads. These corporations collaborate with marketing and finance departments to enhance value.

In this Up Arrow Podcast episode, William Harris sits down with Jonathan Sorkenn, the Senior Vice President of Evergreen Trading, to talk about how to convert your assets to media. Jonathan discusses the ideal candidates for media trading, how he facilitated a triple-win for a customer, and how to buy and sell media effectively.