Geometry of Growth, Issue #77

Hey y’all!

I’m finally back at home in Austin after a very busy spring season of events. I absolutely love getting to hang out with you guys IRL, but after 3 weeks on the road and countless hours in-flight, nothing compares to the feeling of putting on your comfy pants and plopping down on your own couch. 🤣 🛋️ 

Last night I got home from New York, where we hosted our Cipher AI retreat — and I genuinely think it was the coolest event we’ve ever thrown. The castle was stunning, the speakers were brilliant, and our closing gala dinner included a live sax player who put on one heck of a performance while covering Careless Whisper. 

And while I would like to take a month’s siesta to celebrate the team’s success…the grind never stops.

On Monday (May 12th), I’m honored to be speaking on Chargeflow’s Shaping the Future of DTC in 2025 webinar alongside some incredible industry leaders like Nik Sharma, Eli Weiss, Jon Snow, Taylor Holiday, and more. We’ll be sharing our insights on all things trending amongst 2025’s highest performing brands, such as emerging technologies, strategies for customer acquisition & retention, and techniques for navigating shifting consumer behaviors in this ever-evolving economic climate. Added bonus: besides all the knowledge dropped, registrants will be entered into an insane raffle for multiple prizes, including a Meta Quest VR Headset! You can RSVP for and learn more about the webby here.

Okie dokie! Onto the newsie.

In this week’s edition: Disney’s powerhouse streaming ads business, a breakdown of The Wander Club’s shopping experience, an AI tool for better AI prompting, and more.

Cheers,
Lex 💚

🛒 Store of the Week

The Wander Club

We had the tremendous pleasure of hosting Kenny Azama, Founder of The Wander Club at our Cipher AI retreat this week, and I quickly fell in love with both his business & his Shopify store!

The Wander Club is a keepsake company. They sell small, collectible charms (“tokens”) that can then be displayed on “token holders“ such as keychains and necklaces. The business was built when Kenny traveled the world for 8 months after graduating from college and wanted to bring home souvenirs… but quickly realized that lugging around a heavy bag of those souvenirs was not ideal.

The Wander Club’s tokens are light, portable, sustainable, and can even be customized! In addition to offering 230 country tokens, 55 US State tokens, 63 US National Park Tokens, and 168 City tokens, the brand has a variety of additional options, including MLB Stadiums, US Army bases, and even famous landmarks.

Here are some of my favorite elements of The Wander Club’s site:

• Homepage/Hero → Infographic-meets-storytelling hero creative with a juicy CTA button offer (save up to 30% off). This button directs to their Shop All page, which then allows shoppers to find their desired tokens by category.

• Homepage/Scrolling Banner → Scroll speed is quick enough to catch the eye, but still legible. Highlights 250K+ happy customers, product features & lifetime guarantee, 30-day return policy, and their 4.9-star TrustPilot rating.

• Homepage/How it Works → Simple icon-based section that explains how to get started with The Wander Club. Connects back to their sustainability mission. The CTA button here is “Start Collection” - this is very smart & helps subconsciously drive LTV.

• Homepage/Best Sellers → Great for exposing shoppers to the variety of tokens & token holders they offer, including the pricier Custom Tokens

• Homepage/As Seen in → Always a fan of these sections (they’re super effective), especially when the publications make a lot of sense for the target audience. These are perfect for this demo - Travel + Leisure, Southwest, Conde Nast, Goop, etc.

  

• Homepage/30K+ Reviews Section → Love the UGC here paired with rave customer reviews. Would love to see some video integrated beyond just statics in the future. Also wish these images were shoppable.

• Homepage/Ordering As a Gift? Section → YES!!!!! This is one of my soapboxes. If you sell a highly giftable product, offering specialized gift packaging is a MUST. This graphic should be linked to a shopping page, but I’m so glad it’s here in the first place.

• Navigation/Search → A MUST for location-based collectibles like this one. I like that this search function also shows a small image to preview the token before selecting.

• PDPs/Progress Bar→ LOOOOOVE the Buy More, Save More progress bar here. Magnificent AOV play.

• PDPs/Search Function → This is a must for a brand like this, where the base SKU has dozens to hundreds of variants. The quick-add plus sign makes it easy to add multiple variants to the cart, and I also like the hyperlinked option to personalize each token for an additional $5.

Big shoutout to Kenny & his team; they’ve done a wonderful job of truly telling a story while offering shoppers a highly frictionless buying experience.

 🌎 Explore The Wander Club’s store here.

🛍 Product of the Week

Thirsty Dumpling’s DIY Dumpling Kit

Ever tried making dumplings at home only to end up with a kitchen disaster and sad, misshapen pouches that fall apart in the pot? Same here.

Enter the Thirsty Dumpling DIY Kit — the foolproof way to channel your inner dumpling master without the usual frustration.

This all-in-one kit includes everything you need (except the meat) to create 36 restaurant-worthy dumplings in about an hour. Pre-measured ingredients, a crimper, and a dough roller ensure your dumplings look legit, not like they were folded by a toddler.

The kit feeds 2-4 people and transforms dinner into an interactive experience perfect for date nights or family gatherings. And if you're worried about technique, they've got a whole YouTube channel with step-by-step guides.

At around $60, it's not the cheapest dinner option, but considering you're getting both an activity and a meal, it's worth the splurge.

🥟 Get your hands deliciously dirty with the Thirsty Dumpling DIY Kit here.

📖 Content of the Week

Marketing Dive: Inside Disney’s ad playbook as streaming becomes ‘core growth platform’

Disney's streaming strategy just got a whole lot more interesting, and this Marketing Dive article gives a fascinating peek behind the curtain.

Not only has Disney’s streaming income jumped 614% YoY (now at $336M), but they’ve also developed a sophisticated and data-driven approach to brand integrations.

The results speak for themselves—71% of viewers say show integrations combined with supporting media make them more interested in a brand. That's pretty wild.

Especially interesting is Disney’s "Freshman Class" program that integrates brands into new series from the very beginning. Brands like Poppi (that prebiotic soda PepsiCo just acquired) are jumping on opportunities with viral shows like "The Secret Lives of Mormon Wives," while Lysol's integration with "Abbott Elementary" was so seamless that viewers on social couldn't tell if it was part of the show or an ad.

For e-commerce brands looking beyond traditional advertising, this offers a glimpse into how content partnerships could evolve in the streaming era. The lines between entertainment and advertising are blurring—in potentially good ways for both viewers and brands.

👀 Read the full Disney deep-dive from Marketing Dive here.

🎧 Listen of the Week

TikTok Shop Tutorial: Reaching $100K Per Month, by Jordan West

If you have yet to meaningfully invest in TikTok Shop, this video is for you. Skip hiring an agency to get started; watch this first.

In this super actionable tutorial video from Jordan West, you'll discover a methodical 4-phase strategy for scaling to six figures on TikTok Shop — without needing to “go viral”. You'll learn everything from fast-tracking your business documents and product listings to the perfect posting cadence for gaining traction.

The tutorial even breaks down the exact moment to level up with Spark Ads, VSAs, and PSA campaigns — plus how to use ChatGPT to generate better angles, optimize listings, and predict what will convert.

👂️ Listen to Jordan’s complete TikTok Shop tutorial here.

🧰 Tool of the Week

PromptGenie

Another feature this week was founded by a Cipher AI attendee (and keynote speaker) - Kushank Aggarwal!

PromptGenie is solving a problem many of us face when working with AI tools — getting stuck in that frustrating loop of prompt tweaking and still not getting the results we want.

Think of PromptGenie like "Grammarly for AI prompts" — it helps you transform basic instructions into super-optimized prompts that get you high-quality results from AI on the first try. It’s like an AI whisperer that knows exactly how to phrase things to get ChatGPT and other AI tools to deliver what you actually need.

The tool actually lets you compare responses across different AI models side-by-side, so you can see which prompt variations work best for your specific tasks. The Chrome extension is particularly handy since it works right inside ChatGPT — no need to bounce between different tabs or tools.

🤖 Level up your AI prompting game with PromptGenie here.

🎉 Upcoming Events

👉️ PS: Want to secure your spot on the guest list for future FERMÀT events in your city? Add your name to the VIP guest list here.

Shaping the Future of DTC in 2025

May 12, 12 PM EST // Virtual

Step into the future of eCommerce with bold insights, expert forecasts, and the strategies that will define 2025. Join FERMÀT and industry leaders including Nik Sharma (Sharma Brands), Eli Weiss (Yotpo), Ron Shah (Obvi), Taylor Holiday (Common Thread Collective), & more to navigate what’s changing now and what’s coming next. Hear how leading DTC brands are responding to global tariffs, adapting to the demands of modern consumers, and implementing emerging technologies to fundamentally transform their businesses. If you can’t join live, make sure to RSVP to get the recording after.

Tinuiti Live 2025

May 15 // New York, NY

FERMÀT is proud to be a partner of Tinuiti Live 2025. This year’s theme? The New Marketing Imperative. We’re breaking down the two forces shaping your brand’s future: Growth—higher returns, lower CAC, stronger retention, and full-funnel acceleration. And waste—budgets leaking inefficiencies, talking to the wrong audience, and measuring what doesn’t matter. Learn from iconic brands to hear firsthand how top CMOs are redefining growth by pushing the boundaries of what’s possible with technology, creativity, and measurement. Speakers include Andy Judd (CMO, Poppi), Brooke Cullison (Director of Ecommerce, Liquid IV), Renee Fuller (VP of Marketing, OLLY), and more.