What really drives success? The answer is more complex than you think

Over the past seven years, I’ve had the privilege of working directly with hundreds of brands, ranging in size from startups to businesses generating over £100 million in revenue, as well as getting to meet and talk to many more thanks to the thousands of people who have attended DTC Live events and workshops. 

Across that time, one question has frequently crossed my mind: If I apply the same, world-class, highly-detailed growth marketing framework to each brand, often using the same team to apply that framework across multiple brands at the same time, why can the results differ so dramatically?

The truth is that success in the modern business landscape is driven by far more than just marketing. Marketing is important, but it’s only one piece of a much larger puzzle. 

A brand’s technology infrastructure, product quality, team dynamics, consumer behaviour, and even the broader economic climate all play pivotal roles. In fact, these factors often explain the differences between businesses that skyrocket to success and those that struggle.

Let me illustrate this by highlighting one of my private clients, SISTERLY, a supplement you need to know about if you are a woman (and you can get 20% off as a reader of this newsletter by clicking any SISTERLY link!), and a brand who has grown to profitability and achieved over £1 million in ARR within just four months. 

Their revenue is now compounding upwards in a way that I see only occasionally.

A multi-faceted approach: SISTERLY’s success story

SISTERLY, founded by three dynamic women – Jen, a barrister, Aoife, a former investment banker, and Louise, a luxury brand developer – is not just a brand that offers supplements for women. 

It’s a business built around a clear mission to prioritise female health with scientifically backed, ethically produced supplements. 

SISTERLY’s Elevator daily sachet supplement has quickly gained a loyal customer base because, at its core, it works.

What’s crucial here is this:

SISTERLY’s success isn't just a product of growth marketing

Although we’re certainly applied my A-Z digital growth framework, which not only takes the best of growth tactics from 2007 to 2022, but also focuses on new platforms like TikTok and live shopping to meet consumers where they are. 

I’m often wary of Meta as it can quickly drain cash from brands, but we’re seeing Meta deliver fantastic results right now, and we have room to scale there. But we’re deliberately avoiding an over-reliance on one platform.

Beyond digital channels, the SISTERLY founders are working on partnerships, events, publicity and building a real-world community. 

And my goodness they are good at this. 

This multi-pronged approach – along with a product that delivers real results – has driven their rapid growth.

It’s more than marketing: The building blocks of brand success

As I’ve seen time and time again, marketing is only a fraction of the story. A brand’s ability to cut through grow depends on many factors including:

Product quality

Without a product that delivers real results, even the best marketing strategies will eventually fall flat.

In SISTERLY’s case, their supplements are formulated specifically for women’s physiology using premium, scientifically-proven ingredients. The quality speaks for itself, driving repeat purchases and long-term customer loyalty.

Technology & innovation

From live shopping events to real-time customer engagement on TikTok, brands that embrace rapid website development and latest tech tools have a distinct advantage.

It’s not just about selling; it’s about creating an experience that resonates with consumers in the moment.

Consumer behaviour

Understanding the consumer – what they want, where they spend time, and how they make purchase decisions – is critical.

As seen with SISTERLY, targeting female health concerns with a premium, trusted product, often at real world events, has created a direct line to a highly engaged audience.

Team

A brand is only as strong as the people behind it.

SISTERLY’s founders come from diverse backgrounds (investment banking, luxury brand development, and law), which gives them a unique perspective and drive to build a successful business.

While SISTERLY's founders bring invaluable expertise from their respective backgrounds in investment banking, law, and luxury brand development, they recognized that their skill set didn’t fully extend into the world of e-commerce.

That’s where I come in, as their strategic advisor and fractional head of growth, to guide them through the intricacies of digital commerce and help steer the brand toward long-term success.

With over seven years of experience working directly with hundreds of brands, many beauty and supplement brands, I can quickly identify the underlying revenue patterns that predict a brand's success or failure in the e-commerce space.

By benchmarking SISTERLY against high-performing brands in the market, I was able to assess its trajectory and implement strategies that set it on the path to rapid growth.

This combination of insight, data analysis, and forward-thinking strategy is crucial for ensuring the brand can sustain its early momentum and continue to scale in a competitive market.

Financial clarity and the role of Viable

SISTERLY's founders recognised early on that while they brought deep expertise from investment banking, law, and brand development, e-commerce was a different beast.

That’s why we also leverage Viable, the fintech platform of which I am a proud investor, to manage finances with precision.

Viable’s Intelligent Finance platform is specifically designed for DTC, multi-channel, and wholesale brands, offering real-time visibility into their financial operations.

With a unified view of their cash flow, budget forecasting for inventory, marketing, and operational expenses is no longer a guessing game.

This clarity enables SISTERLY to make informed, data-driven decisions about their resource allocation and growth.

It's not just about financial hygiene – it’s about empowering the brand to scale in a way that is both sustainable and strategically sound.

Why SISTERLY stands out

SISTERLY is an excellent case study in how attention to detail and quality across all areas – not just marketing – can drive rapid growth. 

The product is scientifically formulated and ethically produced, with every ingredient tested for purity and quality. 

The result? 

A supplement that women trust and feel good about, which in turn fuels growth.

Moreover, SISTERLY’s success can also be attributed to the real-world engagement efforts led by the founders, from hosting events to fostering partnerships with relevant communities.

This goes hand-in-hand with their digital strategy, creating a holistic brand presence that consumers connect with both online and offline.

As a subscriber to this newsletter, you’ll get 20% off your order! 

Click here!

My TikTok Week

TikTok Shop is still a relatively new concept when it comes to online retail.

Lots of brands are doing it really well – but it’s the kind of platform where you really need to know what you’re doing if you’re going to get the best returns from it.

I was lucky enough to speak to Shipbob’s Enda Breslin about this very subject at DTC Live in Manchester.

If you’re looking to test the water with TikTok Shop, Enda’s advice about continuing to spread your strategy across other platforms is hugely valuable.

And if TikTok Shop is going to become part of your eCom strategy, think carefully about the hero product you’ll go live with, too.

Check out some of my conversation with Enda here.

And, if you'd like to follow me on the platform, you can right here!

Over in Notting Hill...

Down in Portobello Road at the Notting Hill Shopping Bag, our Me & My Girl collection, made for mothers and daughters (and yes, even for you if you’re looking for a smaller tote) has launched. 

These totes are flying off the virtual shelves, and here’s why you’ll love them:

Perfect for Little Hands (and Big Style)

• Bold colours they’ll love: These totes come in a rainbow of bold, vibrant colours that your kids will be excited to carry – whether it's to school, the park, or anywhere else their adventures take them.
• Eco-friendly & practical: Say goodbye to plastic bags! Our totes are 100% reusable and environmentally friendly. A fun way to teach your kids about sustainability, all while looking stylish. 
• Hand-printed with love: Every bag is lovingly hand-printed right here in London. Each tote has its character with slight colour variations, so no two are exactly alike – just like your little ones.

That's it for this week!

As always, thanks for reading :)

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