Brand & Growth
Founder & Operator
8 min
The 2P Model
The 1P to 2P Migration: A CPG Brand's Playbook for Leaving Vendor Central
A CPG founder's playbook for migrating from Amazon Vendor Central (1P) to a 2P partnership. Six defined stages, real timelines, and why 2P beats the 3P scramble.
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8 min
The 2P Model
When to Fire Your Amazon Agency: 10 Warning Signs
en quantifiable warning signs that your Amazon agency is underperforming. TACOS thresholds, ROAS degradation, chargeback recovery rates, and when to make the switch.
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8 min
The 2P Model
How to Choose a 2P Amazon Partner: A CPG Brand's 2026 Selection Guide
Your 2026 guide to choosing a 2P Amazon partner for CPG brands: 15 essential questions, 5 red flags to avoid, and key proof points that distinguish true partners from mere agencies.
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8 min
The 2P Model
Amazon Brand Management: When to Build It In-House vs. Bring in a Partner
Build vs. partner on Amazon isn't a binary. A five-dimension framework for figuring out which capabilities belong in-house, which belong with a partner, and how to structure.
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7 min
The 2P Model
The Founder Letter: What I Wish I'd Known About Marketplace Economics 5 Years Ago
A different kind of post: five things Anthony wishes he'd known five years ago about how marketplace economics actually work — written without the polish of a framework deck.
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8 min
The 2P Model
The Ecommerce Accelerator Decision Framework: 7 Questions to Ask Before You Sign Anything
The Ecommerce Accelerator Decision Framework
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6 min
The 2P Model
What the Founders Got Right: Independence Day Lessons for Modern Brand Builders
The Founders were operators, not just political philosophers — and the disciplines that built a 250-year-old country map directly to building a durable brand.
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6 min
The 2P Model
Half-Year Reckoning: The 3 Numbers Every CPG Operator Should Stress-Test in July
The first week of July is the most useful week of the year to look at your business honestly. Three stress tests reveal whether your CPG brand is actually growing — or just appearing to.
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7 min read
The 2P Model
The Father's Day Lesson: What Building a CPG Brand Taught Me About Patience
A Father's Day reflection on the one lesson that runs through both parenting and building a CPG brand: the expensive, operational discipline of not reacting to a single bad week.
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7 min read
The 2P Model
Amazon Is Not a Channel. It's the Economic Center of Your Brand.
For most CPG brands, Amazon isn't one channel among many.. it's the price floor, demand signal, and capital-allocation engine for the whole business.
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