What a crazy fucking year.

I vividly remember this time last year sitting in this same office chair, writing an email about what I learned in 2024. I was fired up, motivated, convinced I was about to have my best year ever especially after what I thought was already one of my best years.

God had other plans.

2025 humbled me in ways I never saw coming. I made less money than I ever thought I would. Watched opportunities I was "guaranteed" to get slip right through my fingers. Built partnerships I believed in that completely crumbled. Chased things I was convinced I wanted, only to realize they were never mine to begin with.

And through all that bullshit? I learned more about myself than any "good year" could have ever taught me.

Here are the 8 lessons that changed everything:

1. What's Written Will Never Miss You

Starting this off a little sentimental, but this year was driven by faith more than anything else. I've never felt more attached to Allah, never prayed the way I have, and never trusted the process more than I did this year.

When I say I trusted the process, I mean I stopped chasing these vanities the world has to offer. Not because they're out of reach. Not because "I don't care."

But because I truly understand now that what's mine will never miss me.

I cut people out I thought I couldnt live without. A deal that looked like it would 10X my networth went south. I watched opportunities I was "certain" about evaporate.

And you know what happened? Better things came.

Things I wasn't even looking for. Things that aligned perfectly with where I actually needed to be.

What's written by the man up there is going to happen no matter what.

My job isn't to force it. My job is to please Him, keep Him first in everything I do, and trust that the destination He has for me is better than anything I could plan for myself.

2. With Hardship Comes Ease

No matter what religion, God, or worldview you believe in, you need to understand that EVERYTHING is temporary. The hardships. The wins. The struggles. Everything.

Naval says "All benefits in life come from compound interest - money, relationships, habits." But what he doesn't say is that pain compounds too. And when it does, it prepares you for the ease that's coming.

I spent the first half of 2025 eating shit. Business slow. Partnerships failing. Money issues I never thought I'd face. I felt like I was grinding harder than ever with less to show for it.

Then I stumbled across a play that made up for it all. Not because I got lucky. But because I stayed in the game long enough for the right opportunity to find me.

I learned: The universe tests your patience before it rewards your persistence.

Learn to anticipate the good in every situation, because it WILL come - when you're ready for it.

3. Nobody, Nothing Is Irreplaceable

I got attached like never before this year. To money. To people. To ideas. To businesses. To lifestyles. To things I thought made me happy.

But it was all a high.

After making absurd amounts of money in 2022, 2023, and 2024, I thought 2025 was going to be a record breaker. I got to a point mentally where I was attaching my self-worth to the amount of money I had, the people I was around, and the things I owned.

And I fucking hated it.

I was never that type of person. I was never money-driven. But money did change me, and not in the way I wanted.

Then I lost some of it. Not all of it, but enough to shake me. And you know what happened? I realized I didn't need half the shit I thought I did.

It took me going through hell to figure out what heaven meant to me. And the life, the pace, the journey I'm on now is exactly what I've been asking for my whole life.

5. Patience Is Your Competitive Advantage

One of the most frustrating things about being an entrepreneur building something long-term is not being able to move at the speed you want.

As the men we are, we set hard deadlines. We have strong visions. But they get shifted and held back because of the lack of resources or talent around us.

And that's actually one of the biggest things i learned to understand and accept this year.

Your ability to be patient and confident while working through these frustratingly slow times will either help you become sharper or absolutely destroy you.

I wanted to move 10X faster than I could this year. I wanted results yesterday. But the universe forced me to slow down, move at a new pace, and trust the timing.

6. Boredom Breeds Results

When life starts getting boring, that's when you should get excited.

Gym every morning. 8:30 at the desk. 10pm sleep etc. Same work same bs..

The days that feel the same are the ones stacking into something great and you only realize that in hindsight

While we’re chasing the next dopamine hit, the beauty of life is embracing the monotony of mastery.

That "boring" routine is actually your competitive edge. Do the boring work that compounds.

7. Fear's a Bitch (But So Are You)

The most famous quote about fear, written by Marianne Williamson, is:

"Our deepest fear is not that we are inadequate, but that we are powerful beyond measure. It is our light, not our darkness, that most frightens us."

We're all afraid. Afraid to take big leaps alone. Afraid to start something hard. Afraid to let go of someone we love.

This year showed me the light. It showed me the courage and strength I have in me to deal with whatever gets thrown at me.

8. I'm an Asshole (And I'm Cool With That)

When you speak the truth and have no filter, some people can't handle it.

You shouldn't give in and change yourself for the world. Make the world understand who you are.

This year, I stopped apologizing for being direct. Some people call it being an asshole. I call it refusing to waste anyone's time especially my own.

I speak direct. I say it how it is. Take it or leave it.

I decided I'd rather be called an asshole and be myself than be liked and be fake.

A year ago I wrote to you excited about what was coming.

This year I'm writing to you grateful for what came - even the shit that hurt.

A lot of us are so consumed in this never-ending grind and chase for status and money that we forget that the best life is a life where you can enjoy the imperfections and find the good in every bad situation.

Be grateful. Appreciate the little things that money can't buy. Because those are the things that truly matter.

God's timing is the best timing. Everyone has their own path. You gotta trust the one you're on.

2026? I'm not making visions boards and writing big dreams. I'm just showing up, trusting the process, and letting what's written find me.

Happy new year.
Yours truly,
Moe

How much AI are you using on a day-to-day basis?

Writing this while sipping a creamy espresso and watching the Miami Beach sunset from my home office…

I went viral on TikTok this week. Kinda cool, didn’t try that hard either.

Naturally, my DMs started filling up with the same question:

“How are you using AI to grow your business?”

It’s a good question.

Because honestly, 2025’s been a weird year, slow for a lot of brands including ours.

But we’ve been bouncing back, and May was solid.

And what’s wild is... AI is kinda the reason things are working again.

Every day, I see new software, tools, and game-changing demos. It’s obvious we’re just scratching the surface.

AI isn’t just for writing product descriptions. It can:

• Research your customer with scary accuracy

• Find winning products and break down your competition

• Build entire ad campaigns, landing pages, and VSL scripts

• Test new offers faster than most agencies can react

And so much more.

Whether you're launching your first store or scaling your fifth AI is the unfair advantage.

And the best part? Most people still don’t get it.

They’re busy asking ChatGPT for logo names and simple Ad captions...

This week, I’m going to show you how to actually leverage AI for all things ecom.

You’ll get the prompts, frameworks, and workflows I’ve used to compress months of work into days.

Gonna be showing you guys how we’re using AI inside our brands and how you can too.

Stay tuned I’ve got something really good coming to your inbox all week long.

Yours truly,
Moe

This new YouTube video is kind of scary...

I created a UGC ad where the "creator" never actually said the words coming out of their mouth.

The words came out of MY mouth, but AI made it look like they said it.

It looked so real that even I couldn't believe what I made

Here's what's crazy about this:

While everyone's paying UGC creators $100-500 per video and waiting weeks for content, I have a system that makes 20 ads in 20 minutes.

Same script. 10 different "actors." All completely AI-generated.

And these are the type of results we get from them…

The process is stupid simple:

Find winning ads on Kalo Data → Rewrite the script in Claude → Plug it into Arc Ads → Watch AI create content that looks human

Now, I'm not saying AI UGC is going to replace everything (NOT YET)

But if you can create 30 ad variations in the time it takes to get 1 traditional UGC video back...

Why the hell aren't you?

Watch the full breakdown here →

I show you the tools, the scripting process, and how to make these videos sound as REAL as possible with this one little trick.

P.S. Speaking of AI changing everything... I have a special offer dropping in 2 days. This video is just a taste of what's coming.

Yours Truly,
Moe

It’s been a minute since I sent out just a value-packed email..I know

I’ve just been pouring that same energy into YouTube lately recording nonstop, breaking down brands, and trying to show you everything I know about the ecom game without curtains

That being said… I don’t want to lose the OGs who’ve been reading these from day one so shoot me back a reply and let me know what you want to see from me moving forward.

Speaking of YouTube, let’s say you needed to make $8,000 in the next 7 days..

No credit cards.
No savings.
No paid ads.
No experience.

Just some focus, and a brain willing to do the work.

What would you do?

That’s exactly what today’s YouTube video is about and I’m breaking down the exact process I’ve used to generate cash on demand over and over again.

Most people overcomplicate the game.

They waste time building websites, designing logos, filming fake “high quality” ads when in reality, all you need is a good product solving a relatable problem…

In todays video, I’ll show you:

• How to use Kalodata + ChatGPT to find a product people actually want

• The framework I use to differentiate instead of compete

• How to get creators to sell your product for you even if you’ve never messaged a UGC creator in your life

And no, this isn’t theory.

This is the exact method students inside Moementum University are using to go from $0 to $8K+ without burning cash or wasting time.

If you’re still stuck trying to figure out what to sell, who to sell it to, or how to sell it this is your blueprint.

Watch it here → → → → → →

Yours truly,
Moe

You know how everyone's saying "Run Facebook ads to advertorials with 2,000 words of copy"?

Yeah... that could work, but what this $80m brand is doing is way cooler.

I broke down the entire strategy:

• The psychology behind their simple yet deadly effective ads

• Why their landing pages convert at insane rates

• How they use repetition to hammer home their promise

• The exact AOV strategy they use to hit 3X higher cart values

• How they're getting customers to create UGC for them

They're using targeted landing pages with just 4 key elements that speak directly to different customer avatars.

I break down their entire psychology, from the ad language to post-purchase strategy, and show you exactly why consistency = legitimacy in your marketing.

Watch it here »

Yours truly
Moe,

You ever feel that imposter syndrome and think to yourself..what would happen if I had to start from 0?

Well I always do

So I decided to setup a new ecom brand and see if I really had the sauce

Turns out I do..

New product, new store, new everything and we generated $40k in 90 days (working 1 hour a week)

The crazy part? I didn't do anything fancy. No crazy photoshoots, no perfect website, didn't even make the content myself.

Just found something people were talking about and made it easy to buy.

Watch it here »»»»

Quick heads up - the part at 12:01 about content multiplication is probably worth watching twice. That's what changed everything.

Stay locked in, Moe

Whether you're doing $50M or $500k in revenue, everyone has the same problem - nobody knows who tf you are.

Let me elaborate.

Most people think "awareness" means running some meta ads with the objective of raising awareness. Hate to be the one telling you this..but its not it.

Real awareness comes down to these 4 questions:

• Do people know your brand exists?

• Do they trust you?

• Are real people talking about you?

• Does anyone care?

Here's the reality of ecom in 2025: Having a "good product" with "good marketing" isn't enough anymore.

We live in a time where any 16-year-old kid with a laptop can source your product, rip your ads and become a competitor overnight, so if your #1 advantage is ads..

Its time to pivot.

You need 3 things to actually scale:

A product that solves real problems Not just another "me too" product.

A real problem-solving product isn't just something people want - it's something they actually need. It needs to be unique enough that a random kid cant just find on Alibaba and copy it overnight. I'm talking about products that solve deep emotional pains or insecurities, backed by real customer testimonials and feedback. Something that actually changes people's lives and keeps them coming back for more.

Brand clout (yeah, I said clout) This isn't just about followers. It's about:

Real brand clout is when people actually get excited about your next launch. It's when other brands are sliding in your DMs trying to collab, and customers are showing off your product without you paying them a dime. You become the first brand people think of in your space, and when you speak, people actually listen. That's the difference between just having followers and building real influence that turns into sales.

Marketing that actually works Not just throwing money at ads, but:

Marketing isn't about throwing money at ads and hoping something sticks. It's about creating content your audience actually wants to watch, telling stories that connect with them on a deeper level. You need to be where your customers are. Most importantly, you need systems that can scale without burning through cash—ROI that relies on endless ad spending isn't sustainable. The goal is to build something that grows organically.

2 brands that do this very well are Divi Hair and Kanpai Foods.

Divi Hair did $40M in their first year with zero paid ads. 

Kanpai Foods did $1M in just 6 weeks this year. 

The common denominator? They understand that content is isnt just for marketing, content is the business. It's the whole game.

Short-form content isn’t just about random posts that go viral.

They're mixing educational stuff with entertainment, but always keeping their core message.

The key? Every piece of content points to a problem your product solves. One of our beauty brands takes customer questions and turns them into mini product demonstrations - they went from zero to $30k/month just from this strategy.

Then there's community building. This is where most brands overthink it. You don't need fancy software or complicated systems.

Start simple: weekly live sessions where you actually talk to customers, private WhatsApp groups for your best buyers, showing behind-the-scenes of how you make decisions. Get creative, and figure out ways to actually speak with your customers not just email and SMS them to death.

The influencer game has changed too. Forget macro influencers. We're seeing better results working with 10-20 “wanna be” influencers who actually love your product.

Give them creative freedom, let them share real results in their own voice. The authentic 30-second testimonials they create convert better than any professional ad we've tested.

The truth is, this isn't complicated.

So while everyone else is trying to find the next "hack" inside the ads manager, you can start now building something that lasts without it.

If you're ready to build something real, not just another dropshipping store, click this LINK to join Moementum University.

Stay locked in, Moe

7 years of ecom condensed into 27 minutes.

Just real talk about:

• Why most ecom brands are dying

• How to build something that lasts

• The psychology behind products that are worth building around

• Why being "good at ads" isn't enough anymore

Plus every major failure and lesson from building multiple 7-figure brands.

Watch it here »»»»

Stay locked in, Moe

Just dropped something new for you.

Been getting flooded with DMs about the best way to start an e-commerce brand in 2025, so I broke down my entire system on YouTube - including how we generated $4M in the last year.

I share my 5-step framework:

• How to find winning products that last (not trendy dropshipping stuff)

• Best AI tools that are actually worth using

• How to build content machines without making videos

• Real examples from my own brands

• The hiring blueprint once you start scaling

Plus I show you real numbers from my actual stores, and every tool I personally use.

Enjoy,
Moe

Just dropped a video thats going to blow your mind about what's possible with AI right now.

In this video, I show you exactly how I'm using Gemini 2.0's screen-sharing abilities to analyze my entire business in real time (and yes, it's as crazy as it sounds).

This isn't your typical "AI tutorial" - I'm showing you how I got Gemini to:

• Break down my P&L and spot opportunities I completely missed

• Analyze my ad campaigns and find hidden money leaks

• Tear apart my landing pages with conversion recommendations

• Even learn how to write and talk exactly like me (Insanity LOL)

Note: The craziest part? This is all happening LIVE through screen sharing!

No more copying and pasting data back and forth. You literally talk to it while showing it your business.

You will learn:

1. How to set up Gemini 2.0 for real-time business analysis

2. The exact prompts I use to get meaningful insights

3. How to train AI to understand your business on a deeper level

4. Ways to use this for your business

>>> WATCH THE VIDEO HERE

P.S. If you've been sleeping on AI agents, this video might make you reconsider. This isn't future tech - it's happening right now.

Yours Truly,
Moe

I meant to send this out yesterday but oh well here we are.

Happy Monday Moementum fam!

Writing to you some 9 pm thoughts, espresso in hand, and red light flooding my room while I talk to my AI about the future.

Yeah, we're getting weird with it tonight.

Today’s topic is my YouTube history for the last 2 weeks.

"AI agents" This isn't just ChatGPT or Claude we're talking about.

We're talking about a completely autonomous digital workforce.

Let’s dive in.

If you get geeked out by the end of this and have some development experience shoot me a reply 🙂 

Ai Agents

First off, let me break down what I mean by "AI agents" because this isn't just ChatGPT or Claude we're talking about.

We’re talking about a completely autonomous digital workforce.

These are autonomous AI systems that can actually execute tasks, make decisions, and interact with customers without constant human oversight..

I actually cant belive i’m writing this lol

Think of them as your digital employees who can:

• Handle customer service conversations

• Manage inventory and supply chain decisions

• Optimize your ad campaigns in real-time

• Personalize product recommendations

• Even write your email campaigns (don't worry, I'm still writing these newsletters myself for now)

The crazy thing is we are not that far off from seeing this become mainstream, the evolution of Ai is moving at a pace I’ve never seen before.

Here's what's happening right now that you need to know about:

Customer Service.

Remember how we used to stress about hiring and training CS agents? AI agents are already handling basic customer inquiries with platforms like Gorgias's AI agent.

But here's the real kicker - they're not just answering questions, they're actually learning from every interaction to serve customers better.

For example, I was testing Shopify's new AI agent capabilities last week, and it was able to:

• Pull order status updates

• Process returns

• Recommend products based on previous purchases

• Handle multi-language support without missing a beat

Inventory & Pricing Intelligence

This is where things get really interesting. AI agents are starting to make inventory decisions that traditionally require experienced supply chain managers and forecasting gurus..

You can now go to Google Gemini, open a screen share, share with her your data and start talking live 1 on 1 for answers regarding ANYTHING!!

“Hey Gemini”

• Looking at my last 12 months can you predict demand spikes before they happen for me

• Can you optimize restock levels across warehouses & place orders necessary

• Flag potential supply chain issues weeks in advance and send me a report on how to solve them

Ai is growing to be more than just a chatbot, it’s now getting to a point where you can train it to be FULL AUTONOMOUS employee and this is why it’s so mind-blowing.

I watched Andrew Tate live on Spaces debate with an AI agent of himself and pretty much get smoked lol

Twitter tweet

Marketing Automation

Forget everything you know about basic automation.

The new wave of AI agents can:

• Write and optimize ad copy in real-time

• Generate and test creative variations

• Create content and post them on socials

• Adjust bidding strategies on Google, Meta and any other Ad platform

The list goes on…

But let me share something that actually blew my mind last week.

I was speaking to a friend who’s generating 200k+ by himself using Ai to help him run a skincare brand, here’s what his agent can do:

• Write unlimited email sequences

• Handle 500 customer service tickets overnight

• Optimize their ad spend across 3 platforms

• Report, predict and analyze inventory on a daily basis with clear action items on how to order it…

This is enough work for a team of 5 people. He has an AGENT doing it!

For less than what you'd pay a junior VA for a day…

What’s even crazier is he wasn’t even using no crazy tech (from my understanding) - he was using tools available right now, and most brands aren't even looking at them.

His advice to me was to:

1. Start with Chat GPT 4 + Shopify's new AI tools

2. Learn basic prompt engineering (there's a free course at deeplearning.ai)

3. Pick ONE area of your business to automate first

4. Document everything that could be handled by an AI

5. Test different AI tools for 2 weeks each

The goal isn't to replace your whole operation overnight. It's to start building your AI muscles before it becomes a necessity.

And speaking of necessity...

I know some of you are reading this thinking "Yeah whatever, I'm too good at what I do to be replaced by AI."

The "I'm Too Smart to Be Replaced" Trap

Let me be real with you for a second...

. You've spent years mastering email flows, perfecting ad creative, and building customer service playbooks. But here's the harsh truth - this tech isn't coming to replace you, it's going to replace the people who don't adapt to using it.

Think about it this way:

Remember when everyone thought they were "too smart" to need TikTok? Now look at the brands crushing it because they jumped in early while others were sleeping on it.

The reality? This tech is going to create more competition than you can imagine. When any brand can spin up AI-powered customer service, smart email flows, and data-driven marketing campaigns... what's going to make you special?

The answer isn't to fight it - it's to get ahead of it.

Start building in-house tech capabilities now. Whether that's:

• Creating custom AI agents for your specific products

• Building proprietary data models for your customer base

• Developing unique automation workflows that your competitors can't copy

The brands that survive won't be the ones who think they're too smart to be replaced.

Because while everyone else is debating if AI will replace them, the smart ones are already building their competitive advantage.

Remember, small actions create Moementum.

Stay locked in!

Yours truly, Moe

Life is interesting, crazy to think that theres already an answer out there for every single question, scenario, and circumstance you can ever imagine, yet we as stubborn creatures truly only learn with experience.

Our most vulnerable & precious asset is wasted daily trying to learn things we already have answers to.

Sometimes you lose passion for things, find interest in other things, prosper, struggle, and learn just to grow and evolve. Life is a continuous journey of change and discovery, where each experience shapes who you are and guides you toward new paths and opportunities.

As time keeps flying by I continue being grateful for every lesson, every person, and every experience I encounter whether good or bad because ultimately everything comes with something I can carry with me forever.

2024 was one of the craziest years of my life and as I reflected on it earlier this week I kept digging deep trying to figure out what I could do to top it, to be quite frank, the answer I came up with is kind of cliche, I just need to keep focusing on myself.

I need to value myself, humble myself, train myself, remind myself, and overall continue making myself the best me I can be, god will do the rest because what’s written for you will come.

Today I'd like to give you guys 5 life-changing lessons that I learned last year that can hopefully help you as you prepare to take on the next 12 months and make them the best months of your life:

1. Life Is Not Chess

Whoever came up with the saying life is like playing chess is a complete buffoon.

The last book I bought in 2024 was Thinking In Bets by Annie Duke, the book does a phenomenal job talking about Poker and how similar it is to the game of life.

Life is not chess. If you ever played chess before you would know that the game contains no hidden information, no luck is needed and it is all about strategy, strategizing your way into a win with visible information to both you and your opponent.

In life, we do not have that luxury - the rules of the game aren't clear, every other player is doing things you can't keep up with and most importantly the tools you are given are continuously changing just like the game.

Funny enough 2024 was the first time I ever played poker, at that instant it was when I realized life is just like poker.

In poker, the game consists of bluffing, deception, and theory, knowing the unknown, analyzing, counting, and being disciplined with real RISK on the table.

The idea of poker isn't just about "betting" and being right or wrong.

It's about having the confidence to think in possibilities and betting on the most likely outcome based on all the information that's presented to you at that moment of time.

As you go through the next 12 months, you need to start thinking in probabilities, what is the probability of you accomplishing a goal, are the odds stacked in your favor? What are the chances you can outwork your competitors?

Those are the questions you want to ask yourself. Those are the answers you should be looking for.

If you can figure that out, show up daily, and trust your ability to stack the odds in your favor you become unbeatable, that's the game you want to play.

2. Movement Is Progress

If you ever wonder how Elon Musk operates 4 multi BILLION dollar companies and still finds time to shitpost, tweet, and meme his way into the culture it's because his job is to create movement, not progress…

This is a trap I continuously fall into, thinking of ways how to stay busy when instead I should be looking for ways to create movement that allows my business to progress.

What do I mean by movement?

As entrepreneurs were usually one of the 2, operators or visionaries.

Operators focus on progress, they like to set tasks, work in sprints, see something start, and see it getting finished.

Visionaries, on the other hand, are the dangerous ones. That is what Elon is.

No benchmark is ever enough, they're always looking for the next big thing, they're always looking for ways to up the last win and that's where movement is formed.

Visionaries think, they learn, they speak with people, and by doing that they create movement, they find a destination that they want to start moving towards and they build the team around them to get them there.

Figure out which one of the 2 you are and focus on playing into your natural traits, without movement there's no progress.

3. Action Over Promise

Making real progress starts with the promises we make to ourselves.

The opposite of a promise is a lie and the definition of a lie is: a statement made to deceive or mislead.

With everything that happened to me in 2024, the good and the bad.

I think the root of it comes from misleading myself into things I don't think about thoroughly.

When you tell yourself, "I'm going to get in shape" or "I'm going to become a millionaire," it's not just a statement - it's a promise.

If your actions don't align with those goals, your brain starts to fall into a trap of misconception, it starts deceiving you into being the opposite.

When you make decisions based on feelings—like skipping the gym because you're tired or procrastinating on big goals—you're telling yourself that your logic and discipline are easily sacrificed. It's a slippery slope, and it carries over into other parts of your life.

So my lesson here is to not break promises to yourself.

Go through the year focused on making LOGICAL decisions not emotional decisions, because your feelings are always temporary.

So stop waiting for something to happen and go do it yourself, remind yourself that the person you want to become requires the effort you're capable of giving today.

4. Success Comes With Confusion

Success often comes with confusion because the path to achieving it is rarely straightforward.

Funny enough after having one of the craziest runs this year making the most amount of money I've made, there were moments where I was confused.

I was confused as to why I was making that much money, I was scared of not being able to maintain it, and I started having moments of self-doubt.

These are moments where you need to settle down, be grateful, and remind yourself that you deserve to be in that position and be ready to adapt and grow because with every level the stakes get higher.

With every level, you'll face new challenges.

The truth is, confusion is actually a sign you're growing. Think about it - if everything made perfect sense, you'd probably be playing it too safe, staying in your comfort zone. When you're pushing boundaries and entering new territory, things aren't supposed to make sense right away.

I've learned that successful people aren't the ones who have it all figured out - they're the ones who keep moving forward despite the uncertainty. They embrace the confusion as a signal that they're in uncharted territory, which is exactly where growth happens.

When you hit those moments of doubt, when imposter syndrome kicks in, or when success feels almost too good to be true - that's not a sign to retreat. It's a sign to double down on your fundamentals, to remember the work that got you there, and to trust that you'll figure out the next steps just like you figured out the last ones.

Success isn't just about reaching new heights - it's about learning to be comfortable with the discomfort that comes with altitude. The bigger the wins, the bigger the responsibilities, and yes, the bigger the confusion. But that's exactly how it should be.

What time builds patiently, impulse can destroy instantly

Think about it. Your reputation? Years to build, seconds to lose.

That business you've grown? One wrong decision can undo months of progress.

The relationships you've cultivated? A single moment can shatter what took years to develop.

But here's the thing - understanding this isn't about living in fear. It's about respecting the process. It's about recognizing that real success, the kind that lasts, is built on countless small decisions made day after day.

When I look back at my biggest L's of 2024, they weren't from the slow, calculated moves. They came from those moments when impulse took the wheel - when emotion clouded judgment, when FOMO overrode logic, when impatience pushed aside strategy.

And I wish I could live some of those moments back..

So as you step into these next 12 months, remember: The game isn't won by the person who makes the biggest moves, but by the one who makes the right moves consistently.

Take your shots, but make them calculated. Build with patience, protect with wisdom, and let time be your partner, not your enemy.

Hopefully, you enjoyed this one, happy new Year, and Ill see you next Sunday.

Yours truly
Moe,

Happy Sunday!

If you’re reading this email, I hope you’re lounging comfortably, maybe getting ready for a Sunday night movie marathon just like I am after this email.

Today’s newsletter is all about video content, specifically going over a strategy I was reading about from a new book and random youtube videos

As you read through the key points, check your own content and ask yourself are you hitting the mark?

If not, I challenge you to put these ideas into action and see how they impact your business, I sure I am.

Lets dive in.

Customers as Heroes: The Power of Good Video Content

Video content is king, and there’s no denying it.

In today’s fast-paced e-commerce and social media landscape, creating videos should be at the top of your daily to-do list. Why? Because videos are hands down the preferred type of content for your audience, with platforms like TikTok and YouTube leading the charge.

Whether you're trying to grow your brand or looking to scale it, you need more video content in your strategy.

Videos not only build trust with your audience but also drive sales, making them a crucial investment for your business.

The 3 Main Pillars of Effective Video Content

1. Product Demos: Focus on showcasing the unique benefits of your product. Let potential customers see how it works and why it’s valuable.

2. Customer Testimonials: These serve as powerful social proof. When real customers share their positive experiences, it builds trust and credibility for your brand.

3. Educational Videos: Informative content helps educate consumers and positions you as a knowledgeable leader in your niche. This is where you can share valuable insights that resonate with your audience.

A common mistake I see among brands is focusing solely on quality without considering the narrative. Remember, your customers are on their own hero’s journey, and it's your brand's role to amplify that journey and guide them from start to finish.

What Does This Look Like?

Take Apple, for instance. Nearly all their ads feature a relatable character who represents the potential customer. This character embarks on a journey, using Apple products to achieve success along the way.

The problem is that many brands miss the mark in their bottom-of-the-funnel content or ads by adopting a pushy approach—it's all about selling.

Instead, think about the “pull, pull, then push” strategy.

This is where Donald Miller’s book, Building a StoryBrand, comes into play. He outlines a powerful framework for crafting a marketing narrative that resonates with your audience:

1. A Character: Identify your potential customer. What do they want? This is the heart of your story.

2. Who Has a Problem: Clearly define a real, relatable issue your customer faces.

3. Meets a Guide: Position your company as the trusted mentor. Show empathy and authority.

4. Who Gives Them a Plan: Provide a clear, step-by-step guide on how to achieve their desired outcome.

5. And Calls Them to Action: Tailor your call to action based on their level of awareness, whether it’s a direct response or educational content for those still considering.

6. They Avoid Failure: Highlight the real stakes of not addressing their problem. What negative consequences can they steer clear of?

7. And Achieve Success: Paint a vivid picture of the transformation your product enables—how they can gain confidence, improve their lives, or reach new heights.

Real-World Example: Bare Performance Nutrition (BPN)

Let’s look at how Bare Performance Nutrition (BPN) effectively applies this framework in one of their customer testimonial ads.

• The entire minute-and-a-half video focuses on the athlete/customer, not the brand.

• The product is only mentioned at the one-minute mark.

• The CTA is subtle, but product shots make the intention clear.

Applying the StoryBrand framework, we can break it down like this:

1. A Character: An athlete who battled an eating disorder.

2. Who Has a Problem: She struggled to fuel herself properly and lacked confidence.

3. A Guide: BPN helped her transform her life and discover a stronger, more confident version of herself.

4. Who Gives a Plan: The guide explains how proper nutrition fuels the body and features product shots as part of the narrative.

5. Calls Them to Action: There’s no hard sell, which is perfectly fine. The relatability of the story drives action.

6. They Avoid Failure: The athlete becomes a guide for others, sharing her journey of training and fueling.

7. And Achieve Success: The video showcases her transformation—from struggling with mental health and self-esteem issues to becoming confident and inspiring others.

This is the perfect example of the “pull, pull, then push” approach.

If you’re not leveraging video content and the hero’s journey in your marketing strategy, you’re missing out on major opportunities.

Remember, it’s about creating a connection with your audience and guiding them on their journey.

Don’t just sell; inspire!

Now, go out there and create videos that not only promote your products but also resonate with your customers' stories.

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The new Vlog wasn’t exactly what I had planned.

To be honest I didn’t plan at all..

For the last few weeks, I have been practicing holding the camera and sharing the raw reality of being an entrepreneur behind the scenes.

This week's vlog got pretty crazy

• I share a motivational message to start

• One of my students inside Moementum University hit $45,000 in revenue in a single day

• I got a chance to meet President Donald Trump

It's been a pretty boring week, to say the least.

Watch, comment, enjoy, and let me know your thoughts.

Better late than never.

Today was almost a write-off, but after four plates at the buffet, a long three-hour midday nap, and a bit of doom-scrolling, here we are!

Hope you guys are having an amazing Sunday!

In today’s newsletter, I’m going to share with you three strategies that allowed us to generate millions of EXTRA dollars.

These are simple but powerful tactics that can transform your business, especially as we gear up for BFCM.

Let’s dive right in.

Retention Done Right

This year has flown by, and in just a few weeks, BFCM is upon us.

Let’s be honest here: the biggest sales day of the year is not necessarily the most profitable one.

It’s the day when we all go out there and acquire as many one-time customers as possible.

One thing I’ve learned over the years is the importance of loading customers up with as many products as possible on days like this.

Maximizing Average Order Value (AOV) is key, and the best way to do this is post-purchase.

Customers are most likely to buy more of what they just bought from you.

Most people think about up/cross-selling the wrong way. After working with hundreds of students and brands on the agency side, I often see brands leaving tons of cash on the table because they misunderstand cross-selling.

Most marketers think that if a customer buys a coffee, the next step is to sell them a mug.

Wrong.

Sure, that might work, but it’s not the only approach to cross-selling.

At LimitlessX, for the first 12 months, we focused solely on one product, and that one product generated $10 million dollars.

Here’s how we did it:

1. Upselling the Same Product Instantly at 50% Off
   Anytime somebody bought a bottle of NZT-48, no matter what funnel it was, we instantly offered them another bottle post-purchase for half the price. The take rate on that was over 15%, which made a HUGE difference in our ROAS.
   

2. Repurposing Our Hero Offer
   Our best-performing funnel product was a free trial, where people received a 5-day serving and only had to pay for shipping.
   
   Instead of losing money on that order, we started breaking even by renaming the "free trial" to a "travel pack" post-purchase. This gave customers the same product in a new format. The biggest unlock here was split testing selling one bottle versus two, and we saw people begin buying travel pack duos at double the conversion rate.
   

3. Rolling Out Digital Products
   From pre-purchase to post-purchase, we loaded up the value with digital e-books—something I think every brand should consider. These provided additional insights and education on our products, making customers feel like they were getting even more value from their purchases.

In summary, it’s not just about selling one product; it’s about how you build an ecosystem around that product.

What we learned was that it’s really difficult to sell multiple units of one SKU on the front end. However, it’s much easier to get someone who bought one product to instantly buy three more.

So if you still haven’t optimized your post-purchase funnel or you’re not happy with its results, hopefully, these insights help.

If you enjoyed this newsletter today, reply let me know!

Ill assume you hated it if not.

Have a blessed week, see you next Sunday!

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Happy Sunday Moementum family!

Writing you this with a cappuccino on my left and a Pellegrino on my right

Consuming both simultaneously while I feel the ultimate “Winter Arc” rushing through my veins

Back in Boston for a few days, I’m sitting here at this rooftop coffee shop

Looking over the city and enjoying the colorful fall it’s going through

You’re probably reading this a lot quicker than I’m writing it but that’s ok

I know your excited to know what today’s topic is about, don’t worry it is not more poetry

Its TikTok Shop.

Over the last month alone we’ve messaged over 50,000+ creators, received hundreds of organic videos & generated 6 figures in GMV just on Tiktok Shop (Organically)

Let me share my latest learnings.

The Tiktok Growth Playbook

TikTok Shop is the hottest and best platform to be on

(says every single brand owner I’ve spoken with this year)

Those who disagree just haven’t been able to crack it

TikTok has single-handedly changed the way we do ecom in 2024.

We are seeing brands go from 0 to a million in record-breaking times

Data shows more than 125 Tiktok Shops have reached a $10m+ run rate on the platform despite it only being live for a year.

If I were to get started again here’s the exact playbook I would follow to start or scale a brand with TikTok Shop.

Step 1: Start Your Own Page

If somebody asked me how important is it to have your own brand page on TikTok last year I would say..its not

But now thanks to TTS you can actually measure your organic content performance directly in dollars not just views.

Your first step should be to source creators or to create the content for you, then you do the posting yourself Internally.

Few ways to go about it:

1. You hire them as your brand ambassador

2. You hire multiple UGC creators from places like JoinBrands & pay $50-100 per video

3. You do faceless content or create your own AI Avatar

The hack here is to mass-produce content and simply post it without having to spend any advertising dollars on it right away.

With brands running like headless chickens to hire “affiliates” you start off as becoming one yourself while leveraging actors and UGC creators.

Step 2: You Automate The Machine

Every single brand that dominates TiktokShop does this at scale.

TikTok is pretty much making influencer marketing cool again (& profitable)

80% of all revenue generated on Tiktok Shop comes from affiliate's posts, not brand pages, not ads, ORGANIC affiliate posts.

Think of it like a video reviews platform, with built-in attribution in each review.

The key here is VOLUME. I’ve said this before so I won’t repeat it.

On average, 70% of affiliate videos won’t produce any sales.

On the bright side, you’ll get some content.

From there - the other 30% will drive 90% of your GMV on the platform.

So as you do this be prepared for a lot one glorious day after weeks of failures.

The way we drive affiliate volume is this:

1. Sign up for UpTk for a full suite of Affiliate Outreach & retention bot

2. Setup your outreach criteria (I’ll write about this soon)

3. Watch the sample requests come in

4. Filter & approve qualified creators

5. Launch GMV Max Campaigns and watch the money come in

What I recommend doing is building some type of WhatsApp or Discord server to invite all the creators you like & start building your own mini-community

With more and more brands coming on to take advantage of the platform you want to have a direct line of communication with your creators and the Tiktok chat box won’t cut it.

Step 3: Scale!

There’s 2 parts to it.

The first one I haven’t seen many brands do properly YET.

Redistribute all the organic content on other platforms.

A lot of times these affiliates are leaving money on the table because they don’t report on Instagram or Youtube but there’s nothing stopping you as a brand owner from doing this internally.

Look to build 2-3 pages with specific themes and start reposting all the best content on YouTube Shorts, FB, and IG reels.

If you can do this right you’ll have an unstoppable organic machine

The other part is what every DTC guru tells you to do

Use spark codes or download your top videos and launch them into the ads manager with SPC or ABO campaigns.

To summarise here’s the TLDR:

• Build your brand page

• Use a bot to create massive social proof & review videos for your products

• Redistribute the best content onto other channels and pour some gasoline on the fire with ads

My second cup of cappuccino is done now so this newsletter must come to an end

Hopefully, you got something out of it, if not email me back telling me I suck!

Remember, small actions create Moementum.

Stay locked in!

See you next Sunday.

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Happy Sunday Moementum Fam!

Hope you’re kicking back, relaxing, and trying to decide what to watch because, let’s be honest, Sunday night football can get pretty boring.

If that's you, I've got some good news.

Instead of putting together a full newsletter breaking down 1 brand or sharing 1 win, I decided to record it all for you.

A week in the life of building, and running a $10m/year ecom business

From team meetings and new product launches to personal life lessons and a new apartment tour.

I shared it all

My new YouTube video is out, and I think you’ll really enjoy it

Check it out and let me know what you think!

Happy Sunday Moementum family!

Writing this from my Miami condo, with cloudy skies, gloomy weather, and a red-light home office that makes me feel as if I’m in some Matrix movie

The last 8 weeks have been filled with ups and downs but every day I wake up I remind myself to keep enjoying the lows the same way I enjoyed the highs because neither of them last forever

Stay consistent and let things work themselves out. If you feel overwhelmed, fall short of your goals, or feel anxious, remember it's all part of the journey.

Let me walk you through this week's newsletter without getting too philanthropic here.

While writing this today, the shiny object syndrome struck me and made me want to pick up a camera and go all on Tiktok shop as a creator myself

Everyday people on TikTok shop are taking full advantage of the opportunity, some making 6 figures PROFIT per month, yes PROFITTTTTT

Let me show you the number one creator on TikTok Shop from the last week.

The Creator Who Drove THE MOST Revenue Last Week

This creator we’re gonna be reviewing is @iamstormisteele and she’s absolutely crushing it right now.

She’s number one ranked on Kalodata for last week, and over the last 7 days she’s generated over 1.5 million dollars in revenue.

Wow.

That was my reaction too

After some research, I found the product she's selling is "body glaze," which I had written about in a newsletter earlier this year.

Now, I’m definitely not her ICP…

You use the body glaze just like lotion. It has antioxidants that are good for your skin and makes it look shiny, not oily.

If we check out her TikTok profile we can clearly see she’s pulling in some major views.

And after reviewing some of her videos, it’s easy to tell she’s nailed the TikTok Shop game.

Let’s review some videos together…

Top Video #1

Immediately after watching this video, it’s clear there are a few things we can learn.

First, her entire TikTok Shop video approach is casual. She never directly sells her product in a “salesy” way. This video is almost entirely focused on direct benefits.

Glossy skin, smelling good, and getting compliments from other people…

From the first second of this video she’s doing a POV applying the product sparking the viewer’s curiosity with her body positions and movements.

Organic, real, and straightforward that’s what works.

Bottom line for this one:

She’s mastered subtle selling.

Stormi doesn’t just list out the product benefits. She integrates them into her content so smoothly that you barely notice it’s a sales pitch.

People are drawn to the product benefits—glossy skin, smelling great, compliments from others—and that emotional appeal is what drives sales.

It’s never about hard selling.

Top Video #2

Once again, the second video takes a very casual tone…

But there’s something else to note here. Her videos have A LOT of this, and it’s one of the most important things your creators can do, but most end up missing…

And that’s embedding PERSONALITY in your videos.

Having a script is important…

But you have to remember that people don’t like being sold to instantly.

That’s where personality comes in.

See, even though it doesn’t seem like it, this video IS selling you… and it’s doing that through an advanced sales tactic we all know about:

Social proof.

Just look. She’s packing orders. A LOT of orders.

So micing this founder approach with social proof is a recipe for success.

The way she deploys this tactic is casual and she shows a lot of personality in the video.

The point? Make people comfortable. Because when they’re comfortable, their “buyer’s guard” is down. And when their guard is down, they’re more likely to buy.

Stormi didn’t generate $1.5 million off a fluke.

She’s an extremely talented TikTok marketer.

Top Video #3

Quick disclaimer, this actually isn’t her “third top video”…

Her real third top video was another order packaging & social proof video, similar to #2.

To keep things varied, we’re looking at a different top performer.

This video is the ultimate subtle before & after.

As we know showing EXACTLY how your product works is one of the best marketing angles you can try.

She’s not only the brand owner, shes also embodying her customer persona and creating content for those people.

Main Takeaways?

To summarize, here are the main things we can learn from Stormi that we should apply to own creator strategy ASAP:

1. Founder Driven - No founder is above being a creator for their product, and if done right its a huge advantage,
   

2. Less ads, more stories – Don’t focus on advertising your product, focus on telling stories and showing people how it works.

2. Personality matters – People buy from people they feel they can trust, and that trust starts by being authentic on camera.

3. Social Proof – Proving that others love the product without screaming "BUY NOW".

Shoot me a reply and let me know what other topics you’d like me to write about in the future.

Lock in, It’s Q4, Your time is coming.

The Moementum Accelerator

My private mastermind is now open for Q4.

Work With me 1 on 1 & get exclusive access to private community-driven and ambitious ecom builders, weekly live coaching & insights on how to leverage TikTok, AI, and strategic content creation to build your own Ecom brand.

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What’s up Moementum family!

Less words more content

Thats the theme for today’s newsletter

My longest, realest, most behind-the-scenes video i’ve ever made

I brought the camera along to share as much as possible.

From running multiple e-com brands, launching new projects, and the grind of scaling businesses…

You’ll see it all in this one.

I flew out to New York City with my whole team to give you a look at how we operate, plan, execute, and have some good old-fashioned fun.

Beyond the business side of things, this vlog gets a little personal. Team dinners at some of NYC’s finest restaurants to candid, unfiltered conversations about what it really takes to build an eight-figure business…

I think you’ll love this one.

Check it out right here:

See you on YouTube ✌️ 

Moe

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Happy Thursday Moementum fam!

Back with another one of those “wtf” type of newsletters.

I was browsing Kalodata the other day doing some typical research trying to hunt down some hot affiliates and I came across a brand that I recognized on TikTok:

Neuro

Not gonna lie I was kinda struck by the story of the brand and the rate of growth they had over the last few months

According to Kalodata nn the last 7 days alone, they’ve done over $440.6k in revenue just on Tiktok shop.

$1.01 million in the last 30 days.

So today, we’re going to do a little breakdown and pick apart some of their winning strategies to see what we can use ourselves.

Let’s get into it!

What’s Their Deal?

First off, here’s something really interesting…

This is not your average gum. Neuro Gum took something as basic as chewing gum and gave it a game-changing twist. They’ve essentially created “Nootropic Gum”—gum infused with caffeine and a few other cognitive enhancers to boost focus, energy, and mental performance.

It’s like a little productivity hack you can chew on.

And if the name sounds familiar, it’s probably because they appeared on Shark Tank a while back. But here’s the kicker—they got rejected. Or rather, they were actually the ones doing the rejecting.

It took them a few years to figure out the right strategy… but once they did, their business took off.

So what exactly did they do right?

They Went To TikTok

That’s right, they jumped on TikTok and went all-in on the volume game.

After years of testing Meta ads, google ads and other channels they couldnt find a way to crack the code.

Until they probably read my newsletter haha

Instead of relying on influencers & UGC creators, they hired an army of Tiktok affiliates. Based on what Kalodata says, Neuro Gum is working with around 332 creators.

But here’s the interesting part…

Out of all those creators, the top 5 are generating the 80% of their revenue.

Here’s What This Tells Me…

First off, they’re crushing it with the TikTok Flywheel.

In the process of hiring and working with hundreds of creators they finally found a handful that knew how to market their product and create viral moments.

Here are a few of those viral moments and winning angles that have completely changed thier business you can see in their top 10 highest revenue vids:

The Shark Tank Angle

@genaralapthy

The sharks on sharktank regret not making a deal with Neuro Gum! This might be the biggest loss in shark tank history! Mr Wonderful is pr... See more

Their Story

@genaralapthy

The sharks on shark tank regret passing on Neuro Gum! Neuro gum may be the biggest loss in shark tank history. The sharks lost millions by... See more

The Nootropic Angle

@chewy.energy

It feels wrong but also feels so good 😂 #ingredients #energy #focus #neurogum This is a real review of viral product Neurogum ❤️

The Joe Rogan Angle

@genaralapthy

Neurogum helps me so much whenever i need to get a lot of work done. It helps me focus and gives me more energy. It has caffeine L theanin... See more

Milking The TikTok Flywheel To The Max

Now, here’s where things get even more interesting…

I decided to check out their Facebook Ad Library, and they’re only running about 39 ads.

In comparison to other brands, this is nothing.

Clearly, they’ve gone all-in on TikTok. They’re using TikTok as their primary growth engine, but still lagging behind when it comes to META and i would too with all this political spend right now it probablymakes more sense to go all in on Tiktok.

And it’s working incredibly well.

This strategy just shows how powerful the TikTok Flywheel can be when executed right.

The Final Stage

So, they’ve got TikTok content down to a science. They’ve built up a ton of demand, their strategy is working, and the numbers speak for themselves.

But if they want to take it to the next level…

The next step would be to really scale up their paid ads. They’ve already got the content, so running more targeted ad campaigns could push their growth even further.

Out of curiosity, I also checked out their Amazon listings, and let me tell you—they’re crushing it.

Here’s a snapshot of the juicy search volume they’re getting:

And check out how many buyers they’ve had in just the past month on some of their listings:

This All Just Goes To Show…

Just like the other brands we’ve covered, Neuro Gum is crushing it with the TikTok strategy.

From Shark Tank rejection to a multi-million-dollar business… Neuro Gum’s proving again and again that it’s all about finding what works and doubling down on it.

There’s a lot we can learn from what Neuro Gum is doing right now. Who knows… you might just find your next breakthrough strategy here.

But anyway…

That’s it for today’s brand breakdown!

Let me know what you think, and I’ll catch you in the next one.

Crush your week, and keep building Moementum!

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