Unbound Merino took a painful hit to their sales and growth when the pandemic hit in March of 2020. The brand’s travel-centric messaging stopped working and paid traffic was no longer a profitable growth engine. But Dan saw an opportunity to evolve the messaging and pivoted to a new channel to regain that lost momentum. Maximizing customer LTV became the new focus as Dan saw the incredible unrealized opportunity within the brand’s email list. Since then, momentum has returned to the brand as they have achieved a 50% returning customer rate. In today’s episode, Dan shares his journey into e-commerce and his incredible adventure of pivoting and adapting in uncertain times. Enjoy!KEY TAKEAWAYS FROM THE EPISODEKnow thyself. If you don’t feel good about your situation, make a change.Create tests to prove product market fit early.Get creative with your referral programs. Then make sure your customers know about them!Use email to maximize your profitability and protect your business.TODAY'S GUESTDan Demsky is the Co-Founder of Unbound Merino, the stylish and sustainable apparel brand for men launched in December 2016. Dan used to run a video production agency that scaled to employing 20 staff and working with brands like Coca-Cola and Mastercard. After experiencing burnout in the world of client work, Dan decided to shift to ecommerce. Today, Unbound Merino is sold in 100 countries worldwide.Check out Unbound Merino at  https://unboundmerino.com/  Connect with Dan on LinkedIn. If you want to learn more about the eCommerce Growth Plan for your brand click here:https://mindfulmarketing.co/products/full-growth-planIf you've been paying attention and your brand is ready to GROW, apply now to be the one new brand we take on this month!https://mindfulmarketing.co/applyWant to join a network of founders and executives who know your unique challenges in scaling your E-com brand from 7 to 8 figures? Apply to join our Ecom Executives Mastermind here: https://Mindfulmarketing.co/mastermind