Ryan Babenzien sold Greats, the first D2C footwear brand, to Steve Madden. Then he built Jolie into the #1 filtering shower brand in the world. $50M in revenue, profitable for 15 of 17 quarters, with Meta at just 25% of the total marketing budget. This is the full anti-paid playbook.
Everything from this episode, structured into a free playbook:
- How to set a hard cap on Meta spend before it owns your margin, and what to put in the rest of the mix instead - Why Ryan's North Star is first purchase profitability, not ROAS, and how that one decision changed every other number in the business - The pre-launch brand playbook: how Jolie seeded brand in New York before the product existed, using curated events, oysters, and zero paid media - The question every founder must answer before launch: what do you actually want out of this business, and what does the exit look like?
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