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  • How PlantPaper Built One of the Best Retention Curves in DTC

    How PlantPaper Built One of the Best Retention Curves in DTC
    May 13 2026
    This week's Hard Margins is our first founder interview — a conversation with Lee Reitelman, founder of Plant Paper, on how he built one of the best retention curves in DTC without raising outside capital, on two products, and without understanding LTV...
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    36 Min.
  • Hard Margins #15 How to Build Decision Frames

    Hard Margins #15 How to Build Decision Frames
    May 6 2026
    In this episode, we make the case that most conversion problems aren't offer problems — they're framing problems, and that the mental filter you put around an offer determines what the customer evaluates first, which is upstream of subscription take ra...
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    8 Min.
  • Your Ad Platforms Aren’t Broken, They’re Learning From the Wrong Signals.

    Your Ad Platforms Aren’t Broken, They’re Learning From the Wrong Signals.
    Apr 30 2026
    In this episode, we make the case that when Meta keeps finding you the wrong customers, the platform isn't malfunctioning — it's doing exactly what it was trained to do on an undifferentiated signal that treats your best orders and your worst ones as e...
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    7 Min.
  • You're Not Managing Returns, You're Managing an Average.

    You're Not Managing Returns, You're Managing an Average.
    Apr 30 2026
    In this episode, we explain why chronic returners are one of the most expensive and least visible problems in a DTC customer file — and why blanket promo campaigns actively make it worse by treating high-return customers exactly the same as the clean b...
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    8 Min.
  • Deep Dive: Your Catalog is Your Retention Strategy

    Deep Dive: Your Catalog is Your Retention Strategy
    Apr 30 2026
    In this episode, we make the case that retention isn't fundamentally an email problem — it's a product strategy problem, and most brands are running lifecycle marketing on top of a catalog structure they've never actually mapped. We walk through a fram...
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    11 Min.
  • AOV is Not a Checkout Metric, It's a Quality Filter

    AOV is Not a Checkout Metric, It's a Quality Filter
    Apr 30 2026
    In this episode, we break down why AOV isn't a checkout metric — it's an enrollment signal that reveals the quality of the customer before any downstream behavior has had a chance to show up. We walk through how the same ROAS can produce radically diff...
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    8 Min.
  • You're Not Retargeting Buyers. You're Retargeting Traffic.

    You're Not Retargeting Buyers. You're Retargeting Traffic.
    Apr 29 2026
    In this episode, we explain why most retargeting setups look efficient on paper but are structurally broken in practice — mixing genuine high-intent buyers with one-time bouncers, ghost sessions, and deal-hunters in a single undifferentiated audience t...
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    6 Min.
  • Your Entry Product Sets Your Ceiling

    Your Entry Product Sets Your Ceiling
    Apr 29 2026
    In this episode, we explain why the price of your hero product isn't just a conversion decision — it's a customer quality filter that determines who you attract and how far they'll go with you. We walks through the structural relationship between entry...
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    8 Min.