Adam Robinson

I would do what Ryan Babin's Ian at Jolie did. And I would do a micro to medium influencer UGC strategy. And I would start before I had the device it's manual. So, so by the way, I'm not trying to like promo my stuff or whatever, but like I had this guy, uh, And there's this B2B app called Clay, who's also massive UGC motion. I had the two of them on my weekly live show a few weeks ago.

And it was unbelievable. A lot of it was unintuitive. And they were saying the exact same thing that they did, right? To grow this B2B app with Legion agencies and to grow a showerhead business with... micro influencers it was the exact they were saying the same words guys, don't overthink this. It's literally just outreach, right?

Like we, you know, we had a novel thing in like these people tried it and liked it and they made content about it. Right. So I would, um, I would pick a few thousand influencers who kind of like had either, either we're talking about things related to health and mental health or, um,

They have an audience that like the subject matter are things that are like tangentially interesting to affluent people. And I would go after them and I would say, I have this pouch. If I send you one for free and you like it, would you post about it? If you don't like it, throw it away. But if you think it's dope, post about it, right? And...

with interest-based social media and the randomness of Tik TOK or whatever, it's like, if you get enough of that going, uh, you know, one out of every couple of hundred goes viral. Like basically what Babinzi was saying is he's like, before we started this, uh, we were trying to come up with like, how do you create a stream of traffic that was the volume of paid, but the quality of organic.

and that is what i would do it's a it's basically a cold calling thing so by the way those guys got this showerhead business joely to 50 million run rate in 36 months with three people they just hired their fourth full-time employee they have double-digit free cash generation off of this physical product business

They send a $99 filter every year to people who buy the showerhead that does not get canceled, has 93% gross churn, 19 million ARR with like 95% margin of filters, right? It's like one of the most beautiful businesses I've ever heard of. And if you're like, what's the strategy? He's like, it's all inbound now. They all come to us. But like in the beginning, it was outbound UGC.

That was the only thing that we did. So that's what I would do.

this is what I, Ryan's a great entrepreneur. He's a second timer. He sold a shoe business to Steve Madden. Uh, he waited for years before he started another company cause he was looking for the perfect combination of financial and product principles to build a product around. And then his skin was drying out and he's like, Oh, the shower head, it's perfect. It's, you know, one size fits all.

It's like whatever. It's not susceptible to fashion, which was like killing him about this. The inventory management is not a problem. And, um, He's basically like, they're ugly. There's no brand story around shower heads. So he just saw the opportunity there. And the product is very good. We have one.

If you have a great product that is good enough to have word of mouth, there are 1,000 things in the world that you can do to speed it up. This UGC thing would be one of them. The problem is it's hard to get a product that's good enough to get word of mouth.

But my thing is you need to keep talking to people until their eyes light up because their eyes lighting up is a sure indication that if they get it in their hand delivered as you promised, they will tell somebody else. Right. So like, is this going to work if you have something like the product of the first company that I started 14 years ago? No, because the product wasn't good enough.

But I have this company, RB2B now. We have an incredible UGC strategy because the product is so good and so hot that these lead gen agencies, when they post about it, it does more for them than posting about anything else. So that's my point. Both of them said this. It's like they did not incentivize these people with money at all, not $1. And that's why what they also said was it's about...

the breadth of the coverage of the audiences rather than going to one person. And they were like one person with a massive audience, like Kardashian or whatever. They're like, they both had this view. They're like, Those people are way overpaid. They haven't really helped the brands at all.

And the way to think about it is, if you were going to pay, rather than paying $500,000 for one post, you should pay $500 for 1,000 posts from small people. So those are just some kind of core principles of getting it to work.

I would hope that with the experience that I have, that I wouldn't even be at that point unless I was like, I know that rich people want this because they're asking me where they can buy it. And then I get the prototype, I hand it to them and they're like, other people are then coming to me who know them and saying, how do I get this?

At that point, I would start the UGC outreach and I'd be like, here's what's coming, good sales copy. If I get you one and you like it, will you make content about it?

Yeah, totally. And I think, look, you can't copy people. That doesn't work. If you copy people, you'll get like 1% of what they're doing. That's my deep belief. It takes people a long time to learn that. It took me a long time to learn that. It took me years to learn that like copying, I don't know why it took me that long. I don't know why I didn't like, I just didn't appreciate copying.

the kind of artistry of being an entrepreneur and like the fact that the world doesn't want something that's the same. It wants something new, but like taking a lot from what's working over here and applying it over here does work. You know what I mean?

Like what came to my mind immediately is like, I went to Bhutan on a trip in 2011 and they're drinking this like butter tea, which was like so good. And then a few years later, I start seeing this bulletproof coffee. And it's like the same idea. It's like this dude was in Nepal drinking this butter tea. And he's like, oh, if you put that in coffee, it kind of does the same thing.