Brand & Growth
Founder & Operator
5/18/26
12 min
The 2P Model
Liquid Death: How a Can of Water Became a $1.4B Brand
What's actually transferable from Liquid Death's rise to a $1.4B valuation? Two principles — concept validation and brand specificity. The rest was unrepeatable.
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5/13/26
12 min
The 2P Model
Stop Directing Customers Where You Want Them to Buy
Your DTC-first channel strategy isn't your customer's problem. Learn why brands should optimize for the first purchase anywhere, then build the relationship.
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8/30/25
5 MIN READ
The 2P Model
Vendor Negotiations and the Cost No One Budgets For
Q1 Amazon vendor negotiations consume 40-65% of leadership attention without compounding. The real cost is strategic work deferred, not margins lost.
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