Matthew Bertulli
@mbertulli
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CEO @ Lomi & Pela Case -- Founded 4 companies. 1 great exit -- Co-Host of Operators Podcast -- Just trying to be helpful.
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Joined July 2008
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If food waste were a country it would be the THIRD LARGEST emitter of greenhouse gasses in the world.
Basically, when food waste goes to landfills it creates methane. And methane is worse than CO2 by like..80x.
It's bad. Very bad.
So…today we launch our newest product.
Lomi
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I’ve interviewed 1000s of people over my career.
Only 1% of candidates truly know how to stand out.
Learn to answer these 13 questions and I guarantee you’ll ace your next job interview:
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If you haven't read these 10 books, you shouldn't be a leader:
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I’ve interviewed 1000s of people over my career.
Most leaders ask the same terrible questions every time.
Ask these 13 questions and I guarantee you'll make better hiring decisions:
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Jeff Bezos said:
“Focus obsessively on the customer”
Here’s the framework I use to be like Bezos and build loyal customers (you can steal this):
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What do CEO’s actually do?
7 areas every CEO should invest their time in. Without the BS and “woo-woo”.
** In my humble opinion as someone who has built multiple companies and teams in the 100’s.
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I’ve interviewed 1000s of people over my 15-year career.
Most candidates have no idea how to stand out.
Do yourself a favor and read this before your next interview:
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We have to double our team from ~70 to ~140 in the next 6 months.
Honestly I'm just sitting here thinking(maybe screaming silently?)...fuckkkkkkkkkk.
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Entrepreneurs, how often do you feel the roller coaster of emotions?
From “I’m king/queen of the world!”
To “This sucks. I’m failing”
Honestly...
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Nespresso does more than $4 billion a year in revenue.
It is one of the only DTC brands that successfully removed the 'middle man'.
Here’s the story, and the magic:
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17 powerful sentences that will make you a better leader in just 2 minutes:
1. No one else is willing to do that, so that's what I’m going to do.
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Instead of a call-to-action, use a call-to-value.
“Buy this today” -> “Invest in your success”
“Sign up now” -> “Start learning now”
“Book a call” -> “Kickstart your journey”
Don’t tell them what they will lose.
Tell them what they’ll gain.
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So...wow. We just smashed $600,000 in pre-orders in the first 30 minutes. The game is afoot. ->
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Inspired by
@mrsharma
‘s recently dropped DTC launch pre-flight checklist.
Here’s my own “Growth Marketing 201” checklist.
I reference these often when thinking about Pela. (Note: This is not exhaustive).
If you have some ideas to add, let me know!
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7 things I hate about being a CEO.
(the honest truth most will never admit)
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10 books that'll teach you more about business than a $150k College degree:
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For the next 6 months,
You need to adopt these 10 habits,
And, you'll be unrecognizable by September:
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1. If you were to tell a friend about our company, how would you describe what we do?
Time to test your preparedness.
How much do you know about the business?
Mission. Vision. Values.
If you are a marketing/sales hire and can’t answer this well...no thanks.
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Did your last job suck?
Here’s a little secret that took me 20+ years to learn.
You get it in 3 minutes.
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There's only 1 type of person I'm scared of competing against.
1 - They are driven
2 - They care...a lot.
3 - They're having fun.
That person is scary AF.
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I have a weirdly large friend group of CEO’s who run $100M-$1B companies.
One thing I’ve noticed about their weekly schedule is they are VERY repetitive.
Here are some of the types of meetings they have in their calendars:
1. Conductor Meetings
This is my foundation.
Without
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7 things I hate about being a CEO.
(the honest truth most will never admit)
1 - Repeating myself..a LOT.
Nobody likes repeating themselves.
But as the CEO, this is a major part of your job.
You need to get everyone aligned.
And that means saying the same thing over and over
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I struggle to take productivity tips from people without young kids.
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8 fascinating factors that influence all people (and how you can exploit them):
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1. The 5 Dysfunctions of a Team by
@patricklencioni
What you'll learn:
- Tools to overcome common team hurdles
- How to build a team that weathers storms
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I don't get the obsession with running multiple businesses.
I run 2 brands that'll do well over $100M in 2023.
I wish I had just 1.
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Everyone wants to be more productive.
But most people get it dead wrong.
Here's how to get more done in 4 hours than most get done in 8:
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2. What’s the most influential book you’ve ever read?
I bias toward perpetual learners.
Always wanting to improve yourself is an indicator of humility and strong work ethic.
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7 no-code website builders that feel illegal to know:
(my opinion as a “recovering” software engineer)
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A common mistake made by first-time CEO’s:
You are not supposed to be responsible for the creation of work.
Your job is to be the editor.
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There's only 1 type of person I'm scared of competing against.
1 - They are driven
2 - They care...a lot.
3 - They're having fun.
That person is scary AF.
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My stomach was in knots.
The company I had built was broke two weeks before Christmas.
I had 100+ employees expecting a paycheck that I couldn't write.
Here's what I learned from almost bankrupting my company (twice):
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Since 2018, Pela Case has made >$100m in DTC sales.
This is largely due to a great marketing team.
Here's how I built the Pela Case team with my first 5 hires as we grew from $1m to $20m in sales:
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@patricklencioni
@johndoerr
3. Emotional Intelligence 2.0 by
@talentsmarteq
What you'll learn:
- How to place yourself ahead of the pack
- Why self-awareness is the key to your success
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@patricklencioni
2. Measure What Matters by
@johndoerr
What you'll learn:
- A system to collect data and track progress
- How to build a fast-moving team
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3. Do you have written goals? How often do you revisit these?
Driven people tend to have goals.
No written goals?
I'll dig deeper on what motivates you.
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13 quotes that'll improve your leadership more than 8 years of management training:
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The 5 types of products people buy:
1. This makes me money
2. This makes me feel good
3. This makes me look good
4. This makes me feel connected
5. This makes my problem disappear
That’s all.
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What's the most difficult role to hire for right now?
I'll go first.
sr. performance/growth marketers
Specifically who have contributed to companies that have gone from $10M to > $100M
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DTC/Consumer brands love to give money to Facebook & Google.
But for some reason we don’t like to pick up the phone and build partnerships with other brands.
Here’s why I think partnerships are a great growth lever (with examples)
👇🧵
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5 steps to become a leader people actually want to follow:
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4. What's been the most embarrassing moment of your career?
Humility.
I want people who aren’t afraid of their past, especially the things you aren’t proudest of.
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Probably scariest night of my life.
We were evacuated from our home and are now safe in Squamish.
So many homes lost. The devastation is real.
Ours seems to be ok right now.
So damn grateful for the friends we have. Instant support when we needed it.
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Apple's new attacks on "privacy" are going to smash so many DTC companies. Which makes me wonder what the 2nd order impact to Shopify is here? First ads, now email. Those are 2 very big levers for any modern day dtc heavy company.
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Paid ads were the driver of DTC for the last 5 years.
Content will be the driver for the next 5.
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As CEO, there are 3 things constantly on your mind.
1 - grow sales
2 - reduce costs
3 - mitigate risk
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In the last 5 years Pela has done well north of $100M in DTC sales largely because of the work our in-house marketing team does.
These are the first 5 hires I made and why I made them.
👇
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I hope you’ve learned something by reading this!
If so, please RT the first tweet in the thread:
I’ve interviewed 1000s of people over my career.
Only 1% of candidates truly know how to stand out.
Learn to answer these 13 questions and I guarantee you’ll ace your next job interview:
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2K
8K
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You didn’t make it past the interview for 1 reason…
You weren’t memorable.
Here are 5 tips to make sure you’re never forgotten again:
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8. What was your greatest contribution to your last company?
Giving you a chance to show off your work.
I want to see if you mention your team.
Or is is just a “me” show?
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I write a ton of copy.
The majority of what you see from Pela has my fingerprints on it.
(and my team of course)
This is one of the simple frameworks we use for writing sales copy VERY quickly.
👇 [short thread]
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@patricklencioni
@johndoerr
@talentsmarteq
@DanSullivanSC
5. Radical Candor by
@kimballscott
What you'll learn:
- Techniques to maintain employee satisfaction and drive results
- How to build stronger relationships in your team
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5. How do you handle an apology?
As a leader, I want to encourage constructive conflict.
But sometimes things get out of hand at work.
How people show up in these moments is insanely important.
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7 TED Talks you need to watch if you're serious about your work:
I love the short format of a TED talk.
Enjoy!
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Never dunk on another founder. Ever.
You know 1% of the story.
I don’t care how successful or rich you are. This makes you small.
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@patricklencioni
@johndoerr
@talentsmarteq
@DanSullivanSC
@kimballscott
@mwbuckingham
7. The First 90 Days by
@MichaelDWatkins
What you'll learn:
- The way to make a smooth transition
- The pitfalls every new leader must avoid
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5 years ago I wrote the first angel check into a company called Pela Case.
We started out bootstrapping and became venture-backed.
Today we’re on track to have our first 9 figure year.
This is the story.
👇
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6. Tell me about someone who is better than you in the role you are applying for.
Humility again.
If you can’t think of someone, that’s an orange flag.
At the very least, you should be able to name someone who would be better in certain aspects of the role.
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In the last 10 years I've:
• Sold my agency to Private Equity
• Scaled Pela Case/Lomi to a 100+ person team
• Raised $50m in Venture Capital
I've done agency AND product scaling.
Here are 5 painful lessons I learned as an entrepreneur:
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@patricklencioni
@johndoerr
@talentsmarteq
4. Who Not How by
@DanSullivanSC
What you'll learn:
- How to make the mindset shift for explosive growth
- A way to build personal freedom
1
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135
@patricklencioni
@johndoerr
@talentsmarteq
@DanSullivanSC
@kimballscott
6. First Break All the Rules by
@mwbuckingham
What you'll learn:
- Why you should select an employee for talent, not skill
- How to turn talent into high performance
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10. Tell me something you’re proud of that will never make it onto a resume?
Resumes are boring, polished turds.
They tell me little about the actual person I'm talking to.
I use this to learn a little about what lights you up beyond pure work.
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Is there a creator who does nothing but review basics for men?
Not boys, but 30+ men.
I've tried a dozen t-shirt brands. And haven't even scratched the surface looking for the best of the best.
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I built an 8-figure business by making plant-based phone cases.
Here’s how I did it:
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This might be really unpopular...but I'm just going to say it.
I wish Shopify had a "shitty customer" ranking.
This is beyond fraud.
Analyze all of its customer data and flag these grumpy humans when they buy from another brand.
Help us all avoid assholes and save our
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7 insanely useful books that will teach you how to add hours back into your day:
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7. How did the culture of your last company empower or disempower you?
Everyone talks about wanting a great culture.
This is a test to see how much you actually think about it.
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The CMO has to be the most difficult seat in the c-suite.
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The biggest brands in the next 10 years will be organic-first, and paid ads second.
What’s holding you back?
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The brutal truth about success:
(what's missing from self-help books)
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I have NEVER...
clicked and purchased something from an ad.
Ever.
I don't think I'm alone either.
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The business of waste is a $2.5 trillion industry.
It's centralized, it lacks innovation, and it's only getting worse.
These 11 amazing brands are here to change the game:
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Everything you know about marketing is wrong.
Here are 7 unconventional strategies I used to win customers + grow my business:
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9. What are the characteristics of the best boss you’ve ever had?
This is a nice way to see what kind of leader you respond well to.
I'm looking for a fit with whomever your would report to in my organization.
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Which brands have the best organic TikTok content?
(just brands, not famous people/creators who own brands or rep brands)
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@patricklencioni
@johndoerr
@talentsmarteq
@DanSullivanSC
@kimballscott
@mwbuckingham
@MichaelDWatkins
@jockowillink
@reedhastings
10. Creativity Inc by
@edcatmull
What you'll learn:
- The techniques that make Pixar great
- How to bring out the best in your team
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99% of people suck at 1:1 meetings.
I do mine in under 10 minutes.
(without being an asshole)
Here’s how:
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@patricklencioni
@johndoerr
@talentsmarteq
@DanSullivanSC
@kimballscott
@mwbuckingham
@MichaelDWatkins
8. The Dichotomy of Leadership by
@jockowillink
What you'll learn:
- Why you need to take extreme ownership
- How to understand the laws of combat
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Most companies SUCK at hiring.
Give me 3 minutes and I’ll save you hours of wasted time and pain.
How to run a hiring process you won't hate:
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80M people in the USA are between the ages of 40-60.
Tell me again why most DTC brands are focused on the < 40 consumer?
Even worse. < 40 and lives in handful of coastal/major cities.
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Things are getting festive here.
And yes, I have a green Lomi. Of course I do!!
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Have a lot of money?
Try being an overly generous tipper once in a while. 50%+.
Why?
Our service industry workers get paid like shit.
This small act will have impact. I promise.
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11. Tell me something that’s true that almost nobody agrees with you on.
Most people stumble on this question.
I’m looking for those that have really creative answers.
Skip the obvious (politics).
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Ok DTC twitter.
You’ve built your brand to ~$3-5M in (DTC) sales using 1 dominant channel and solid email playbooks.
What’s your next best move to keep growing 30-50%+ / year?
Selfishly, I just love hearing how people think about roadmap/order of action.
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These aren’t conventional interview questions, but that’s not the point.
Regardless of whether or not you’re asked these questions, you need to know the answers.
It will put you in the best state of mind to crush any job interview.
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You can write about being an entrepreneur all you want.
But until you have felt the pressure of having other people’s livelihoods rest on your shoulders, you don’t actually know.
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In 2021 we launched Lomi. We sold ~20,000 units ($9 million) in < 45 days.
This is how we came up with a great idea (Lomi), by first coming up with a terrible one.
Oddly enough, it was inspired a lot by
@elonmusk
.
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In my experience, having your team manually enter numbers into a weekly dashboard is better than automating it.
You’re more likely to feel the numbers as you enter them.
Just reading automated reports is just too easy.
It’s a lot like advertising blindness. Eventually you
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In 2021 we launched Lomi:
• ~20k units ($9m) sold in <60 days
• Raised $50m over 2 rounds
• Closed Series B
Before launch, everyone told me it was a terrible idea.
But here’s how a terrible idea was the first step in coming up with a GREAT idea:
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TL;DR - How to delegate:
1. Clear expectations
2. 80% vs. 100%
3. Trust but check
4. Don’t tell them how
5. Abdicate vs. Delegate
6. Person → Task Alignment
7. How will I know?
8. It’s also about your development
9. Playbooks for repeatability
10. The most important thing
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I'm the CEO of a $100M company.
I've interviewed 1000s of candidates and I've seen every mistake in the book.
Avoid these 7 mistakes if you want to have a chance of landing the job:
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@patricklencioni
@johndoerr
@talentsmarteq
@DanSullivanSC
@kimballscott
@mwbuckingham
@MichaelDWatkins
@jockowillink
9. No Rules Rules by
@reedhastings
What you'll learn:
- Why you should never try to please your boss
- How honesty wins at Netflix
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