Future Commerce

This week, we revisit “The Uncorkening.” A spoken-word version of our Insiders essay of the same name, this episode is one of our most popular. In it, we question some of the factors that have led to the decline of DTC and how pent-up frustration with products that cost more without delivering on their promise will soon be a vestige of a bygone era. It’s been three years since the episode’s first airing, but the content still resonates. This could largely be attributed to many “digitally native darlings” still struggling to maintain their positioning in a crowded market. One possible exception could be Warby Parker, a brand that has successfully evolved into an omnichannel, omnipresent brand, effectively retaining the high product quality, service, and experience that many shoppers have come to love. When we discuss the struggles of DTC brands, what comes to mind for you?DTC Groupthink and Brand Criticism… Three Years LaterKey takeaways:“The Uncorkening” is a latent criticism that was stymied by the loudest voices in an ecosystem who didn’t feel that they had permission to speak up, has now been unleashedDTC models (particularly VC-backed IPO exits) have proven unsuccessful. The original promise was that DTC would remove middlemen and form a direct connection with the consumer; meanwhile, eCommerce is nothing but middlemen.  Many products don't live up to the hype. Another factor of The Uncorkening in DTC is that the loudest voices and advocates for DTC have often silenced criticism by playing a trump card—to critique a small brand is to criticize the founder behind the brand.The loudest DTC voices have quieted. As capital outcomes wither for those who had built their reputations on the examination of the DTC space, the loudest voices were silenced. Due in large part to The Great Resignation and the inaccessibility of capital in the current state of the markets, many of the most visible DTC acolytes have moved on to new projects or industries.What will The Uncorkening make us not want to buy next?In-Show Mentions:Nate Poulin’s tweet outlining 12 DTC IPOsImmi ratings and reviews (since this essay’s launch, Immi’s score has increased to 3.4) Associated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Rachel Parker, Global Head of Customer Marketing at FDJ United, and Pini Yakuel, CEO of Optimove, dive into the concept of positionless marketing. Rachel shares insights from transforming her organization’s assembly-line model to a more flexible approach, enhancing team morale and customer engagement. They discuss how AI speeds up processes and the importance of evolving team roles to expand capabilities. The duo emphasizes the need for internal communication and visionary leadership in navigating this bold shift, aiming to free marketers and optimize performance.

Join a fascinating journey through time capsules as we explore how culture and commerce intertwine. Discover why brands might be the only survivors of civilization in the next five thousand years. Unpack the significance of an image from the Voyager Golden Record that captures humanity's shift from agriculture to consumerism. Delve into the psychology behind our buying habits and how they shape our identities. This thought-provoking discussion invites us to reflect on the cultural permanence of brands in a rapidly evolving world.

In this discussion, Justin Breton, Head of Brand Marketing at Walmart, shares insights on their innovative journey into immersive digital experiences. He emphasizes how Walmart Realm redefines online shopping, focusing on discovery rather than conversion. Avoiding the buzzword 'metaverse,' he discusses Walmart's embrace of familiarity in digital interactions. Breton highlights collaborations with creators, including partnerships with Drew Barrymore and Netflix, which enhance consumer engagement through immersive, community-driven experiences.

Positionless marketing isn’t just a framework—it’s a return to how work once was: flexible, intuitive, and deeply human. In this episode, Phillip, Pini, and Optimove’s VP of Product, Shai Frank, unpack how cultural mindset, military experience, and generative AI converge to create teams that move with speed and creativity.Listen to decode how technology and ambition together can strip away organizational friction, empower self-sufficient marketers, and dramatically improve customer experience. It’s not about removing roles—it’s about removing blockers.Key TakeawaysPositionless marketing is more cultural than structural. It’s not about tearing down departments—it’s about cultivating people who take initiative without waiting for permission. That mindset, modeled after Israeli military culture, is what truly drives speed and creativity."Big-headedness" is a feature, not a flaw. Shai introduces the idea of “big-headed” employees—those who embrace ambition without being told—as essential to modern teams. In fast-paced orgs, initiative is a strategic asset.Creative execution is no longer gated. With tools like Optimove's Canvas and embedded brand controls, marketers can produce polished, on-brand campaigns without relying entirely on designers or developers.CRM is shifting from broadcast to orchestration. Instead of blasting segments, marketers can now trigger context-aware journeys that consider history, behavior, and optimal timing—raising the bar for customer experience.AI isn’t about acceleration alone—it’s about ambition. When friction is removed from creative and technical processes, teams don’t just move faster—they aim higher.Key Quotes“Being small-headed means you’re just an order-taker. A big-headed person says, ‘You asked for A and B, but I saw it also needed C and D, so I did that—and prepped for E.’ That’s what we look for.” – Pini Yakuel“Who said the first message should be the one you send? We don’t want to serve the first—we want to serve the best.” – Shai Frank“If it used to take eight weeks to get a campaign out, now it might take two days. That frees up time to actually be creative.” – Shai Frank“If you don’t create good customer experiences, people will leave. This isn’t a moral imperative—it’s survival.” – Shai FrankAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Bestselling author and journalist Jo Piazza is best known as the host of the Under the Influence podcast, which boasts over 25 million downloads. Piazza is the author of the upcoming thriller Everyone is Lying to You, which dissects the rise of ‘trad wife’ influencers and the multi-billion-dollar industry built on selling idealized domesticity.Drawing on her background in investigative journalism, which has covered everyone from Donald Trump to mommy bloggers, Piazza reveals how traditional values have become the latest form of performance marketing.Nostalgia As a Business ModelKey takeaways:"Everyone is lying to you. They're creating a magazine; they're creating a TV show. Most of this is not their real life. When you look at it like it's actually media and not a glimpse into someone's window, I think then you can let go of some of the guilt and the shame, but you're still going to buy the shit." - Jo Piazza [10:40]"The funniest thing about trad wives is they're encouraging all of these women to quit their jobs and rely on a man. I'm like, where are all these rich men that just want to make enough money to support a family? The average male income is something around $60,000 and the average American household spends $70,000. So the math does not add up in this equation." - Jo Piazza [19:12]"You can now rent entire houses for your influencer content. You can rent out a house with the beautiful kitchen and the pristine countertops. You can even rent a bathroom that's beautiful for your get-ready-with-me routine. And then [you can] shoot all of your content in it for one day. It's not your actual freaking house, but no one knows that." - Jo Piazza [13:31]"We're all brands. We're all trying to create something online. I'm very honest about this. I want people to buy my damn books. And so that means I have to post on social media." - Jo Piazza [26:35]Associated Links:Order Everyone Is Lying to You by Jo PiazzaCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Neil Hoyne, Chief strategist at Google and author of 'Converted', joins Pini Yakuel, Founder and CEO, to dissect how organizations often prioritize optimization over customer needs. They highlight that behavioral rigidity, not technology, hampers innovation. The duo advocates for adaptable, outcome-driven teams that foster customer connections. They explore how small shifts in team structures can lead to significant improvements in customer experience and suggest that AI should amplify, not replace, genuine human strategy.

In this engaging conversation, Bryan Cano, Head of Marketing at True Classic, shares insights on the brand's rapid rise to an $850M valuation. He emphasizes democratizing AI, empowering employees to innovate solutions organically. Bryan discusses building a century-long legacy by shifting from mere products to a cultural force that connects with communities. He highlights the importance of human empathy in brand strategy, revealing how emotional intelligence complements AI in driving authentic customer relationships. This blend of technology and storytelling aims to foster genuine connections and sustainable growth.

Phillip and Pini decode the implications of operating in a world where generative AI acts as both creative partner and analytical assistant. The walls between departments are dissolving. Roles are becoming more flexible. Tools are learning faster than their users. And the new creative process starts with a prompt. Key TakeawaysAI is now the default creative and analytical partner—prompting, planning, and predicting across workflows.The boundary between job functions is vanishing. Designers analyze data, data scientists shape stories. You no longer need to be a specialist to do specialized tasks.Context collapse is real. But AI is rapidly learning how to avoid it.Generalists who can flex across roles (with help from AI) are the new MVPs.Curiosity beats credentials. The only requirement is a mindset that’s open, iterative, and unbothered by a little ambiguity.Key Quotes“It gives you back hours and hours and hours of time... and it’s $100 a month. That’s ridiculous.” – Pini Yakuel“I used to look for excuses to use AI. Now it’s part of my all-day, every-day routine.” – Phillip“You can’t be creative if you can’t lie. And now the computer can lie.” – Pini Yakuel“Instead of having positions, we’ll have roles. You might be 80% designer—but you’ll need to do data too.” – Pini Yakuel“Hire for attitude, not skill. New skills can always be acquired if you have the right mindset.” – Pini YakuelAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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