The Real Reason Most eCommerce Brands Don’t Scale (and What the CEO of Blenders Does Differently)

Liam:

Jack, incredibly excited for today’s episode. You are someone that many people know in the world of ecommerce and just scaling brands — scaling the heck out of brands, really. You’ve had an incredible career at companies like Adidas, now at Blenders Eyewear, which everyone of course knows. Why don’t you give everyone just a quick 60 seconds on who you are?

Jack:

Yeah, so first off, thank you for having me. I’ve been in the industry of product, culture, marketing, and an omnichannel approach for about 27 years. I started my career in CRM consulting — not what I’m doing now, but I had ambitions to be in the entertainment industry. I was actually a screenwriter in college and was like, yeah, I’m going to go make the next Good Will Hunting. I went and did CRM consulting, got a nice lesson in what corporate America can look like, and we got acquired and I was fired within the first year. Then I went to work for Warner Brothers, was an assistant in television, and did a lot of product development. Product in that TV industry is TV shows. I was able to work on some pretty amazing shows and took my love of sport and sneakers and moved over to Adidas where I rose up through the ranks and became the Head of Basketball there.

Liam:

That’s a pretty cool title. Everyone wants that title.

Jack:

It was amazing. I didn’t know jobs like that existed where you could say, “Hey, we should create this type of shoe, work with this type of athlete,” and then throw some crazy colors on it and say, “Here’s a Mardi Gras pack.” That was an amazing experience and my first real taste of how product and brand can propel culture and conversation. Then I pivoted into the DTC space once I had my daughter. I started a company with LeBron James, Arnold Schwarzenegger, Lindsey Vonn, and Cindy Crawford called Ladder — a DTC subscription business selling supplements. After that, I moved through a variety of brands, all in the consumer space. I worked at Black Crows, a ski company out of France, helping build the North American business, everything from 3PLs to product assortment. I became Chief Product Officer and President of North America. Then I went to Parks Project, a B Corp focused on supporting national parks and conservation efforts through product. About 11 months ago, I was tapped to partner with Chase Fisher, the founder of Blenders, to take over the brand and steward it into the next 14 years.

Liam:

Amazing. It’s an incredible brand with so much growth opportunity. Looking back on your career before we look forward — was there something small at the time that ended up being really pivotal?

Jack:

The discussions around subscription and DTC as a business model with talent were really interesting. We initially thought it would be one type of business, but one conversation about DTC 1.0 completely changed the model and honestly changed my trajectory.

Liam:

You spent 13 years at Adidas. What does it take to consistently grow a brand like that?

Jack:

I think I have a very different appreciation now. You have such infrastructure, legacy, and halo that you can propel culture globally. But people assume awareness and acquisition are easy. Honestly, it’s even tougher. You have to navigate perception, distribution, and pricing, and figure out how to stay relevant.

Liam:

What’s something people misunderstand about Adidas externally?

Jack:

They assume awareness and acquisition are easy, that you don’t have to try. But it’s harder. The rise of DTC completely changed the industry. Challenger brands changed how consumers are serviced and how stories are told. It’s harder because you’re a big machine with baggage and perception you have to navigate, both internally and externally.

Liam:

Storytelling has become such a big thing. That’s something you’re passionate about too.

Jack:

That started with being a creative writing major. I loved storytelling and realized you could do it through products and experiences, not just words. Storytelling connects emotionally — that’s what separates brands that last. Some brands hack an algorithm or scale one product, but when the algorithm changes, it’s “oh crap, storytelling matters, brand matters.”

Liam:

Where do brands even start with storytelling today?

Jack:

It can’t be an initiative. It has to be foundational. Without a strong “why” and understanding of your consumer, paid can either be a force multiplier or completely dilutive. The Blenders story started with a simple problem — there was nothing between cheap gas station sunglasses and expensive designer ones. That gap became the brand identity.

Liam:

What’s the last 12 months been like as CEO?

Jack:

We were a first mover in DTC, but now we have to expand beyond digital. You can’t rely on paid and social alone. You need multiple touchpoints and a broader brand presence. One big push has been expanding beyond digital and building a more holistic brand experience.

Liam:

What does it take to land partnerships?

Jack:

A lot comes down to network and relationships. As a challenger brand, you can’t always go through the front door — you have to find creative ways in. And sourcing deals and making them successful are completely different skills.

Liam:

What does it take to truly scale a brand today?

Jack:

You can’t scale without a culture of scaling. Curiosity and growth mindset are everything. Many teams are just executing and not looking up to see what’s next. Many brands get to $100M and then fail. Scaling requires thinking long-term, not just hitting quarterly targets.

Liam:

Speed always wins. How do you move faster?

Jack:

Process and clarity matter. Don’t do 80 things — do two things very well. Focus and execution drive success. Leadership isn’t just about managing people. It’s about unlocking talent and helping others perform at their best. Clear roles and accountability frameworks help organizations move faster and operate better.

Liam:

How are you thinking about AI today?

Jack:

There’s pressure to use AI or risk being left behind. Many companies see AI as a way to reduce headcount, but that’s the wrong approach. I see AI as additive — it should amplify strengths and remove weaknesses. I use it daily, even role-playing ideas or simplifying concepts to make them clearer.

Liam:

Personalization is evolving rapidly.

Jack:

AI allows more dynamic and human-like interactions, but it needs to feel natural, not intrusive. Personalization should reflect real behavior and preferences, not just basic segmentation.

Liam:

AI enables constant experimentation.

Jack:

The binary A/B testing model is outdated. Brands need to constantly evolve or risk becoming irrelevant. The fastest growing brands are obsessed with experimentation. If you’re waiting, you’re already behind.

Liam:

What should brands focus on over the next 12 months?

Jack:

Be very clear on who you are. If you’re not, you’ll constantly chase trends instead of building something that lasts. Confidence, clarity, and consistency are critical to building a lasting brand.

Liam:

When everyone aligns on a clear North Star, execution becomes much faster.

Jack:

Exactly. That alignment is everything.

Liam:

Jack, this has been an incredible episode. Thanks so much for coming on.

Jack:

Thank you.

Why most brands are chasing trends instead of building identity

The biggest misconception about scaling a brand today

How AI is changing eCommerce and why most companies are thinking about it wrong

The difference between brands that scale to $100M and those that disappear

Why storytelling and culture matter more than ever

If you’re building a brand or thinking about the future of eCommerce, this episode will change how you think about growth.

00:00 Intro

00:23 Career story: From Adidas to Blenders

03:31 The decision that changed his career

04:50 What it really takes to grow a global brand

06:31 Why big brands don’t have it easier

09:02 Why storytelling separates great brands

11:23 Why most brands think too short-term

12:39 The Blenders origin story

16:08 Why DTC alone isn’t enough anymore

20:05 What actually scales a brand

31:45 Why most companies are using AI wrong

40:48 Why experimentation is everything

45:08 The #1 thing brands need to get right