🔥 The $350K Growth Engine Nobody's Talking About

👋 Hey Fastlane Insiders,

Well, that was fun. Yesterday's internet meltdown reminded us all just how connected (and vulnerable) our digital world really is. While Cloudflare and Google Cloud took their unscheduled three-hour nap, millions of us got a crash course in infrastructure dependency—and honestly, it wasn't pretty.

But here's the thing: while everyone was frantically refreshing their browsers and wondering if the internet was permanently broken, the smartest merchants were probably taking notes. Because outages like this don't just expose weaknesses—they reveal opportunities for the brands that know how to build resilience into everything they do.

Speaking of building smart, this week's edition is packed with strategies that work whether the internet's up, down, or somewhere in between:

🎙️ New Podcast Episode — Ray Reddy, Shopify's VP of Product for Retail, spills the details on POS 10 and why unified commerce isn't just a buzzword anymore. (Spoiler: the early adopters are already seeing some impressive numbers.)

💡 Knowledge Drops of the Week — Two game-changers: why your productivity system might be sabotaging your success, and how micro-influencers are becoming the secret weapon for brands tired of burning cash on ads.

🔥 Tool of the Week — Opensend is turning anonymous visitors into revenue, and the ROI numbers are honestly ridiculous. Perfect timing since we're all thinking about backup plans today.

Yesterday's outage was a reminder that the internet isn't invincible—but your business strategy should be. Ready to build something that works no matter what goes down?

Let's dive in,
—Steve

P.S. — At least X stayed up during the chaos. Thanks, Elon? 🤷‍♂️

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🎧 New Podcast Episode!

Shopify POS 10: The Retail Revolution That's Already Started (Are You In?)

While most brands are still wrestling with clunky, disconnected systems, a small group of merchants just got access to something that's about to change everything about retail.

Shopify POS 10 dropped as part of their massive Summer Editions release—and the early results are already turning heads. We're talking 5-8% faster checkout speeds, 40% fewer search failures, and staff who master the system in a single shift instead of weeks of training.

But here's what caught my attention: 80% of commerce still happens in-store, yet most brands treat retail like a side project. The winners? They're creating one seamless experience that makes customers forget where online ends and in-store begins.

I got Ray Reddy, Shopify's VP of Product for Retail, on the podcast to spill the details on what makes POS 10 different—and why brands are already seeing measurable improvements in their first month.

What he revealed:

• The "Google-style" search feature that's eliminating checkout friction

• How custom branding on POS displays is boosting upsell compliance

• Why this isn't just an upgrade—it's a complete platform shift

• The migration strategy that's getting enterprise brands off legacy systems in weeks, not months

• Real numbers from early adopters (spoiler: they're impressive)

Ray also dropped some hints about what's coming next for AI integration that honestly made my head spin. Let's just say if you think POS customization is complex now, you won't in six months.

The bottom line: The brands moving to unified commerce now are building an advantage that'll be hard to catch. The ones waiting? They're about to find out what "competitive disadvantage" really means.

LISTEN NOW: Inside Shopify's Retail Revolution With Ray Reddy

P.S. - Ray mentioned something about making POS customization "as easy as creating a TikTok" that didn't make it into the official announcements. You'll want to hear this one.

💡 Knowledge Drops of the Week

Living Beyond the Checklist: Why Your To-Do List Is Sabotaging Your Success

Here's something that might sting: your productivity system is probably making you less productive.

I just finished diving deep into Oliver Burkeman's Four Thousand Weeks and had one of those "oh crap" moments that changes everything. Turns out, the endless checklist mentality that most Shopify founders live by? It's actually a trap that keeps you busy but rarely moves the real needle.

The math is brutal: You get roughly 4,000 weeks in your lifetime. That's it. And if you're spending them chasing the illusion of "getting it all done," you're missing the brands that are quietly building something that actually lasts.

What I discovered:

• Why the most successful merchants are deliberately "underachieving" in certain areas

• The psychological trap that makes productivity hacks backfire (and what to do instead)

• How to identify the 3-5 activities that actually compound vs. the 50+ that just create noise

• The "default no" framework that's helping founders reclaim 10+ hours per week

• Why protecting "unproductive" time might be your most strategic move

The brands breaking through aren't the ones doing more—they're the ones who've figured out what to stop doing. And honestly? The difference in both results and fulfillment is staggering.

Fair warning: This isn't another productivity hack. It's a complete reframe of how you think about time, work, and what actually builds a brand worth having.

READ THE FULL BREAKDOWN: How to Escape the Productivity Trap and Build What Actually Matters

P.S. - There's a specific weekly ritual I borrowed from this book that's already changed how I approach my own business decisions. It takes 15 minutes and completely shifts your perspective on what deserves your attention.

The Micro-Influencer Engine: Why DTC Brands Are Ditching Ads for This Instead

Here's what nobody's talking about: While most brands are burning cash on increasingly expensive ads, a small group of DTC companies just cracked a different code entirely.

They're not spending more on Meta or Google. They're not chasing the latest TikTok hack. Instead, they're building something that's generating $350K+ monthly through a strategy most brands completely overlook.

The shift is real: Micro-influencers and modern affiliate programs aren't just "nice to have" anymore—they're becoming the primary growth engine for brands that want to survive 2025's customer acquisition costs.

What caught my attention:

• How one brand turned every customer into a potential affiliate with zero friction

• The "thank you page" strategy that's creating instant advocates (and why most brands miss this)

• Why dynamic links are crushing static coupon codes (and protecting margins)

• The psychology behind why micro-influencers convert 3x better than celebrity endorsements

• A simple dashboard approach that's unifying creator programs and driving serious scale

But here's the kicker: The brands already doing this aren't talking about it. They're quietly building communities of raving fans while their competitors throw money at ads that convert worse every quarter.

Fair warning: This isn't about finding influencers on Instagram. It's about building a systematic approach that turns customers into advocates and creators into growth partners. The difference in both cost and results is staggering.

GET THE FULL PLAYBOOK: How DTC Brands Are Building Growth Engines That Scale Without Ads

P.S. - There's a specific "thank you page" automation I detail in the post that's turning 15-20% of customers into active referrers. Most brands could implement this in under an hour.

🔥 Tool of the Week 🔥

Ever wonder what happens to the 98% of shoppers who browse your store and disappear without buying? Here's the tool that's finally cracking that code for smart merchants: Opensend.

What makes Opensend different—and why brands are seeing instant results:

Identify the Invisible
Opensend reveals who your anonymous visitors actually are, turning ghost traffic into real, marketable contacts you can reach with personalized campaigns.

Lightning-Fast ROI
Benchmade generated $85K in placed orders in just 30 days with a 12x ROI. Their secret? Opensend resolved 73,737 identities and achieved a 55% open rate—numbers that make traditional lead magnets look ancient.

Engagement That Actually Converts
With 24.53% click-through rates, Opensend isn't just identifying visitors—it's connecting you with people who are genuinely interested in what you're selling.

Here's what caught my attention: While most brands are still begging for email signups with pop-ups that convert at 2-3%, Opensend is quietly identifying high-intent visitors who were already browsing your products. No forms, no friction, no annoying interruptions.

The brands using this aren't just growing their lists—they're building audiences of people who've already shown purchase intent. That's the difference between spray-and-pray marketing and precision targeting that actually pays the bills.

Ready to stop letting qualified traffic walk away empty-handed?

TRY OPENSEND TODAY

 🚀 Keep Building What Matters

Thanks for spending part of your week with me—I know your time is precious, especially when the internet decides to take surprise breaks.

Your insights and questions keep these newsletters sharp and relevant, so if today's edition sparked an idea or you've got a strategy you're testing, hit reply. I genuinely read every response and they often become the seeds for future content.

Know a fellow merchant who could use these insights? Forward this along. The best brands grow when we all share what's working.

Next week, I'm diving into something that's been on my mind since yesterday's outage: building anti-fragile businesses that actually get stronger when things go sideways. Plus, there's a conversion tool making waves that most brands haven't discovered yet.

Until then, keep building resilience into everything you do—your future self will thank you.

Talk soon,
—Steve
eCommerceFastlane.com