Geometry of Growth, Issue #79

Hey y’all!

Hope your week is going swimmingly. We’ve had a fun week here at FERMÀT with the launch of our Q1 product releases - featuring some of our most powerful updates yet.

Some of my favorite rollouts: plug-and-play funnel templates, the Funnel Visualizer, Heatmaps, an Experiments page revamp, & more. You can check out the full Q1 releases page here.

And that’s not all — we’ve got something biiiiiig coming soon…but I can’t spill the beans yet. In true FERMÀT fashion, we’re dropping the announcement IRL with a proper party, drinks, & a room full of some of the coolest people in ecomm. 🍾 

If you want to be one of the first to know, come visit us in NYC on the evening of June 11th for FERMÀT’s Bessier Soirée. We’ll be making the big reveal at the party! You can RSVP here.

Onto the newsie! 💃 

In this week’s edition: a tactical guide to highly effective customer interviews, the Shopify Editions Summer ‘25 TLDR, FERMÀT's fresh product releases, & more.

Wishing you a lovely long weekend.

Cheers,
Lex 💚

🛒 Store of the Week

Olive My Pickle

I don’t know if it’s the summertime sunshine or what, but I’ve been featuring so many playful & bold brands as of late — and this week’s pick might be my favorite thus far!

Olive My Pickle is a probiotic fermented foods brand. Their mission is to help customers achieve their “Best Gut Ever” with natural foods like pickles, brine, sauerkraut, kimchi, and more. Pretty awesome stuff.

I’m going to be honest…I’m genuinely obsessed with this entire site. Every page is so beautifully & thoughtfully crafted, branded.

I can’t fit everything I love about this store in this breakdown, but some highlights:

• Homepage/Hero → SUCH a fun hero! Includes product photography + some of their foods dressed up, seasonally relevant copy, an overview of their product line, and a CTA to start building your box. I love a bundle CTA, especially for products like these.

• Homepage/Grab a Popular Pickle Pack → Really cool presentation of a best-sellers section with concise product info, great close-up photos, reviews/ratings, pricing, and a Shop Now CTA. Even better, they’re highlighting a 6-pack bundle. Chef’s kiss - no notes!

• Homepage/As Seen In → Great logos here - Forbes, RealSimple, TIME

• Homepage/The “new” superfoods section → Quick product benefits breakdown paired with gorgeous photography. Wish the visual content here was dynamic, but still awesome.

• Homepage/Reviews + badges → Eye-catching, dynamic callout section to highlight their 5-star reviews & certifications (GF, Kosher, Whole 30, etc).

• Homepage/Subscribe & Save Big section → Again, magnificent. Highlight subscription benefits with a subscription CTA. I would personally split-test sending this CTA to a build-a-bundle page with subscription defaulted.

• Homepage/Where does your food come from? section → Big fan of this sizzle-reel style video breaking down the brand value prop + sourcing info.

  
  

  

• Get Started page → SO GOOD. Tells the brand story, highlights the value props + features + benefits, features reviews, is shoppable… big fan.

• Easy Bundles page → Y’all know how I feel about bundles. Great curation work here.

• Product Category pages → So many rad dynamic elements. I really like the added product info when hovering over a card, as well as the color shift.

Gonna stop myself while I’m ahead, because I could go on & on. Big shoutout to Sunny Road (agency merger between C&R Co + Fireside Digital). I know they worked on this site, and they’ve knocked it out of the park on this one.

 🥒 Check out Olive My Pickle’s shiny, briny website here.

🛍 Product of the Week

HMD OffGrid

Ever found yourself hiking in the middle of nowhere, desperately wishing you could text your family that you're still alive? Yeah, that's a special kind of stress.

Enter the HMD OffGrid – a satellite communicator that keeps you connected even when cell towers are just a distant memory.

This little device links to your phone via the OffGrid app, letting you send and receive messages through satellite connection just like regular texting. You can share your location in real-time (great for anxious family members tracking your adventure), send quick check-in messages with one button, and most importantly, hit that SOS button if things go sideways.

Even cooler - the SOS feature isn't just sending a message into the void – it connects you to Overwatch x Rescue™, who coordinate 10,000 rescues annually across nearly 1,000 search-and-rescue agencies.

The catch? You'll need a subscription plan, but considering it could literally save your life, that seems like a reasonable trade-off for peace of mind.

Coverage is available across North America, Canada, Europe, and Australia/New Zealand – so your adventures can finally extend beyond cell tower range.

🛰️ Stay connected anywhere with HMD OffGrid here.

📖 Content of the Week

The Good: How to Conduct Effective 1:1 Customer Interviews

Hot take time. Most brands think they know their customers, but they don’t talk to them nearly enough.

If you've been wondering how brands like Glossier came up with "Milky Jelly Cleanser" or why Harry's expanded into deodorant, the answer isn't some brilliant marketing insight—it's customer interviews.

This comprehensive guide from The Good dives deep into why talking directly to customers might be the most underappreciated (and highest ROI) strategy in your toolkit. It’s a tactical, step-by-step playbook for actually doing them right.

The guide covers everything from recruitment strategies to crafting non-leading questions to batching interviews for maximum insight extraction.

This is not an SEO-optimized piece of fluff. It is a real, free resource that can make a tremendous impact on your business. If you’re not a long-form reader, I recommend putting it in one of those fancy AI tools that can read it to you like a podcast while you’re driving or doing the dishes. It really is great.

☎️ Crush customer interviews with this guide from The Good here.

🎧 Listen of the Week

Shopify Editions Summer ‘25 Youtube Playlist

Shopify just dropped their Summer ‘25 Editions, and as always, it’s amazing. If you don’t have time to dig through all 150+ updates on the core Editions site, I recommend giving this Youtube playlist a quick listen.

Each video is ~3 minutes long and covers the big hitters from this release. It’s a very digestible way to check out some of the most powerful new features & determine how you’d like to make use of them!

👂️ Listen to Shopify’s Editions ‘25 playlist here.

🧰 Tool of the Week

Distro

I haven’t tried Distro myself yet, but am planning to play with it this weekend — it looks pretty cool!

Distro acts like your personal podcast host, and turns conversations into ready-to-publish content in minutes. Instead of staring at a blank page trying to write your next LinkedIn post or blog article, you have a natural conversation in their AI Studio, and the app transforms your insights into polished content.

Also interesting: the app’s Idea Agent researches trends in your field and suggests creative content ideas on the fly, which could be a game-changer for busy founders who know their stuff but struggle to find time for consistent content creation.

The platform also handles content repurposing across different social platforms and connects directly to your social media profiles so you can publish without jumping between tools.

The whole "conversation to content" approach feels much more natural than traditional content creation methods, and honestly, it sounds way less daunting than sitting down to write from scratch.

If you’ve tried Distro, let me know what you think! I’ll be sure to update y'all on my Twitter, too.

🎙️ Transform conversations into content with Distro 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.

Willpower NYC Consumer Catalyst Series w/ Poppi & Daily Harvest

May 27 // New York, NY

Whether you’re a NYC local or in town for The Lead Summit, this event is a must-attend. This edition of the Consumer Brand Catalyst Series features a conversation with Poppi’s Senior Marketing Manager (Alex Baumeier) & Daily Harvest’s Brand & Strategy Director (Emily Jenkins). Networking & bites to follow! PS: We also recommend checking out Willpower’s Padel Haus event on May 29th!

The Lead Summit

May 28 & 29 // New York, NY

The FERMÀT team is excited to return to The Lead Summit this year! Catch our Head of Revenue, Steve Hult, on the floor jamming with the industry’s best and brightest. He’d love to meet up for a coffee or bite if you’re in town.

Glossy E-Commerce Summit

June 2-4 // Miami, FL

Catch us soaking up the Miami sun & waves this June for Glossy’s annual E-Commerce Summit. This event brights together leaders from influential brands and retailers in the beauty space to break down how they’re winning customers, driving sales, and reshaping the omnichannel experience.

FERMÀT’s Bessier Soirée

June 11 // New York, NY

It’s time for a big reveal, and we’re doing the way FERMÀT does it best… a proper party. Join FERMAT and senior e-commerce leaders from the industry’s top brands for a celebration like no other on Wednesday, June 11th. More to be revealed soon.