Hey friends,
2026 is officially here. We’re one week in.
And already, I’m seeing the same pattern repeat.
New year.
New budgets.
Same bad advice.
Everyone is rushing to “do more.”
The best operators are getting ruthless about what not to do.
This week’s reads are about starting 2026 with clarity instead of chaos. Real examples. Real opinions. No fluff.
If you run a retail or ecommerce brand, these are worth your time.
January is prime time for bad decisions.
More tools.
More channels.
More complexity disguised as progress.
This piece is a reminder that growth usually comes from subtraction. Especially when everyone else is chasing the same shiny objects.
Vote which categories you want me to break down how to audit:
Most brands will “optimize” their site this year and see nothing change.
Why? Because they treat CRO like a checklist instead of a system.
Real conversion gains come from understanding buyer hesitation and friction. This reframes CRO the way elite operators actually think about it.
This is a strong take from someone who’s earned strong opinions.
TikTok creates demand.
Amazon captures it.
Everything else is optional until you earn complexity.
You don’t have to agree. But you do have to think about it.
If one of these made you uncomfortable, start there.
That’s usually where the biggest unlocks are hiding.
Here’s to a focused start to 2026,
-Parker & Graham
PS - Quick thank you to Evana and Pixel Theory for powering this week’s newsletter.
Evana helps brands recover serious cash through import duty refunds that most companies don’t even realize they’re eligible for. If you import products, there is real money sitting on the table.
Pixel Theory is the growth team behind some of the fastest growing, highest-converting ecommerce brands out there including Lucky Energy, Hume Health, Masa Chips, Fazit and many more.
