Focusing on ROI, won't help you scale
If you’re a DTC founder and this is your default mindset, it’s worth questioning, because your approach determines your outcomes.
ROI-only thinking usually leads to:
- High Churn
- Low Brand Loyalty (low retention in disguise)
- No Differentiation (brand purpose + soul is the only viable moat. Everything else can be replicated!)
Long Term Thinking
Being obsessed with impact. I’m not talking about philanthropy or brand fluff.
Impact = Strategic Advantage
When customers feel your brand actually benefits them and supports a greater cause:
– They stay longer (High LTV)
– They buy without needing constant discounts (Improved Margins)
– They choose you even when cheaper options exist (Low Competitor Threat!)
This is retention economics.
The long-term game isn’t choosing impact instead of profit. It’s realizing impact is how profit compounds.
I’ll be sharing practical breakdowns of how this shows up in email — what brands get wrong, and how small shifts change outcomes.
If this way of thinking resonates, you’ll probably find value here.