How do I? with Matt Putra

How Do I… Turn Company Culture into a Growth Engine? w/ Emily Yueh

Thu, 20 Nov 2025 09:00:00 -0800

How Do I… Turn Company Culture into a Growth Engine? w/ Emily Yueh

Subtitle

From outsider to industry leader: how authentic leadership and organizational “health” drive performance.

Episode Overview

In this episode of How Do I?, Matt Putra sits down with Emily Yueh, President at Sneex and former COO of David Yurman, where she led a 25% growth turnaround and international expansion. Drawing on 15 years as a McKinsey partner, Emily shares a rare, practical framework for transforming culture from a vague buzzword into a measurable business advantage. She breaks down how to identify when culture is capping growth, how to fix it, and how to scale teams globally without losing alignment or performance. If you’re a founder or executive looking to drive healthy, sustainable growth—this one’s for you.

Emily Explains

How to move from an outsider to an insider in leadership
Why culture and organizational “health” directly impact performance
The difference between compliance and true alignment
How to measure cultural health beyond employee satisfaction
What makes international expansion succeed or fail
Why the best culture champions are always your top performers

Timestamps

00:00 – Matt’s intro and why this conversation matters

01:30 – Emily’s journey from China to leading global brands

05:10 – How education and curiosity shaped her career path

10:40 – Lessons from 15 years at McKinsey

18:00 – Feeling like an outsider at the top

20:30 – Culture as a silent cap on growth

22:00 – How to diagnose “organizational health”

26:00 – Data-driven ways to assess team health

29:30 – Why satisfaction ≠ performance

31:00 – Designing the right interventions for culture change

34:00 – How to connect culture and profit

36:00 – Structuring teams for global expansion

38:30 – The balance between global consistency and local flexibility

41:00 – Corporate vs local decision-making

42:00 – Final reflections and how to reach Emily

Follow Emily Yueh

Website: sneex.com

LinkedIn: linkedin.com/in/emilyyueh

About Emily’s company

Sneex is a leading luxury brand known for its commitment to craftsmanship, innovation, and global growth. Under Emily Yueh’s leadership, the company focuses on building high-performing, resilient cultures that scale internationally without losing their creative edge.

What Emily shared:

Focus on organizational health as a measurable driver of performance
Link culture initiatives directly to business outcomes
Champion growth through authentic leadership and alignment

About How Do I?

The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately.

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5–80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

• Fractional CFO and financial leadership

• Cash flow management and optimization

• Strategic financial planning and forecasting

• Marketing ROI analysis and optimization

• Operational efficiency improvements

Website – eightx.co

How Do I Build a Prospecting System That Scales? w/ Gabe Lullo

Tue, 28 Oct 2025 09:00:00 -0800

How Do I Build a Prospecting System That Scales? w/ Gabe Lullo

Episode Subtitle

Turning cold calls into warm conversations: Gabe Lullo’s blueprint for scalable prospecting success.

Episode Overview

In this episode of How Do I?, host Matt Putra, Founder & CEO of Eightx, sits down with Gabe Lullo, CEO of Alō, the world’s largest cold-calling firm. Gabe has built and scaled SDR teams for major brands like ZoomInfo, Peloton, and Microsoft, delivering over 11 million cold calls per year. He shares his proven frameworks for building prospecting systems that actually scale — including how to find the right audience, structure SDR compensation, and make cold calling effective in a digital-first world. If you’ve ever wondered how to grow your outbound sales without burning cash or patience, this episode is your playbook.

Gabe Explains

How to identify and understand your ideal buyer before building your system
Why cold calling still works — and how to make it scale
The tech stack, data, and KPIs you need for predictable outbound success
How to recruit, train, and motivate world-class SDR teams
Why “prospecting is not a light switch” — and how long to give it before pivoting
How to blend LinkedIn thought leadership with multi-touch outreach for real results

Timestamps

00:00 – Matt introduces Gabe and Alō

02:10 – How Gabe got into sales at age 13

04:00 – The evolution of prospecting in 2025 and beyond

05:40 – Why LinkedIn is still the best B2B platform

07:00 – Cold calling vs. email: what really works

09:25 – How Gabe’s team makes 11 million cold calls a year

11:45 – Knowing your numbers and KPIs for fundraising and scaling

13:55 – How to incentivize SDRs and structure compensation

16:10 – The 3-stage hiring process for elite SDRs

18:30 – Why asynchronous video interviews reveal top performers

20:00 – The “bag of popcorn” analogy for consistent prospecting

22:30 – How long it really takes to see results

25:00 – When cold calling makes sense — and when it doesn’t

28:00 – Understanding ROI and ACV before scaling outbound

30:20 – Building multi-channel campaigns (calls, LinkedIn, email)

31:30 – Humanizing your outreach and standing out online

33:00 – Gabe’s offer for startups and how to connect with him

Follow Gabe

Follow Gabe Lullo

Website: www.aloai.com

LinkedIn: linkedin.com/in/gabelullo

About Alō

Alō is the world’s leading sales development and cold-calling agency, managing over 150 SDRs worldwide and generating millions of qualified leads for B2B companies. The firm provides end-to-end prospecting services — from data sourcing and messaging to full SDR enablement and management.

What they offer:

Fractional and fully managed SDR teams
Cold-calling and multi-channel outbound systems
Intent data and KPI-driven analytics
Recruiting, onboarding, and SDR training frameworks

Alō helps both startups and enterprise brands build scalable, high-performing outbound teams without the overhead of hiring in-house.

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5–80MM in annual revenue or venture-backed companies.

Services include:

• Fractional CFO and financial leadership

• Cash flow management and optimization

• Strategic financial planning and forecasting

• Marketing ROI analysis and optimization

• Operational efficiency improvements

Website: eightx.co

How Do I Create a Supplement That Solves Men's Aging Joints Without Looking Like a Beauty Product w/ Lennart Winqvist

Thu, 02 Oct 2025 09:00:00 -0800

Episode Overview

Lennart Winqvist, CEO and founder of Arctic Collagen, shares the two-year, half-million-dollar journey of creating a premium liquid marine collagen supplement specifically designed for men's aging joints. Drawing from his entrepreneurial background as founder of Socuza Corporation, Lennart explains how he transformed personal frustration with existing collagen products into a gender-agnostic solution that delivers 8,000mg of marine collagen in convenient, portable sachets. Joined by co-founders Jazan and Rayhan Winqvist, the team breaks down everything from product formulation and bioavailability science to packaging design and strategic market positioning for health-conscious male consumers.

Lennart Explains

◽️ Why gender-agnostic packaging design is critical for men's supplement adoption and market success

◽️ How liquid marine collagen achieves up to 95% absorption versus 40% for powder supplements

◽️ The scientific rationale behind 8,000mg dosing combined with hyaluronic acid and vitamin C

◽️ Why wild-caught Norwegian cod scales produce superior collagen compared to bovine or Asian sources

◽️ The real timeline and investment required: two years and $500K from concept to market launch

◽️ How to navigate early retail opportunities like QVC and Target without destroying your emerging brand

Timestamps

00:00 Intro

02:22 The collagen journey begins

04:40 Creating supplements without scientific background

07:00 Solving men's joint pain perception problem

09:25 Recovery improvements at 39 versus 60

11:47 73-year-old tennis player's transformation story

13:59 Marine collagen versus bovine explained

16:24 The 8,000mg dosing research process

18:48 Bioavailability: liquid versus powder absorption rates

21:13 Cold processing preserves collagen efficacy

23:14 Finding the right food scientists

25:43 The real cost: half million dollars

27:54 The two-page flyer strategy

30:03 Building a multigenerational team advantage

32:27 Turning down QVC and Target deals

34:54 Social media and influencer challenges

Follow Lennart

Follow Lennart Winqvist

Website: arcticcollagen.com

LinkedIn: [Not provided in transcript]

About Arctic Collagen

Arctic Collagen is a premium liquid marine collagen supplement launched in 2024, specifically formulated to address joint pain and recovery while maintaining gender-agnostic appeal. The product delivers 8,000mg of hydrolyzed marine collagen sourced from wild-caught Norwegian cod scales, enhanced with hyaluronic acid and vitamin C for optimal absorption. Each convenient sachet provides a honey-like texture that can be consumed directly or mixed into beverages and food.

Key Features:

Up to 95% bioavailability through cold-process liquidization
Sustainably sourced from pristine Arctic waters
Manufactured to EU standards in Norway, final production in Long Island, NY
Available in strawberry and lemon flavors
14-day supply boxes with subscription options (20% discount + free nationwide shipping)

Where to Purchase:

Direct: arcticcollagen.com
Amazon (recently launched)
OneLavi.com (health platform)
MedPaidMarket.com (purchase with HSA funds using pre-tax dollars)
Walmart.com (coming soon)

Special Offer: Subscribe for 20% discount and free shipping on all orders with flexible flavor selection between strawberry and lemon.

About How Do I?

The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately.

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

Fractional CFO and financial leadership
Cash flow management and optimization
Strategic financial planning and forecasting
Marketing ROI analysis and optimization
Operational efficiency improvements

Website: eightx.co

How Do I Adapt My Culture to Support Neurodiverse Employees? w/ Shawn Johnston

Thu, 25 Sep 2025 09:00:00 -0800

Episode Overview

Shawn Johnston, founder and CEO of a 14-year-old agency, shares his personal journey of being diagnosed with ADHD and autism later in life and how it transformed his approach to building workplace culture. After discovering his own neurodivergence while supporting his son's diagnosis, Shawn rebuilt his entire company around neurodiversity-friendly practices. Now leading a team that's approximately one-third neurodiverse, he reveals the specific accommodations, communication strategies, and cultural shifts that not only support neurodivergent employees but create stronger, more productive teams for everyone.

Shawn Explains

• What neurodiversity actually is and the common misconceptions that harm inclusive hiring

• How masking behaviors exhaust neurodivergent employees and why authenticity drives performance

• The five key workplace accommodations that transform neurodivergent employee success

• Why documentation and clear communication systems benefit all team members

• How workplace trauma affects neurodivergent individuals and what leaders can do about it

• The business advantages of building sensory-safe environments and flexible work structures

Timestamps

00:00 Introduction to neurodiversity in workplace culture

02:07 Shawn's personal journey with late diagnosis

04:25 What neurodiversity actually means and includes

06:45 How neurodivergent brains process information differently

09:06 Understanding masking behaviors in professional settings

11:15 Common workplace challenges for neurodivergent employees

13:36 The hidden trauma of workplace misunderstanding

16:03 Debunking autism spectrum misconceptions

18:29 The "spiky profile" of neurodivergent strengths

20:49 Why "high functioning" labels are harmful

23:05 Masking behaviors and their emotional toll

25:29 Sensory overwhelm in traditional office environments

27:48 The connection between neurodiversity and PTSD

30:04 Addressing the "superpower" narrative around ADHD

32:20 Essential workplace accommodations for success

34:41 Creating effective documentation systems

36:58 Building sensory-safe work environments

39:13 Communication strategies that work for everyone

44:03 Front-loading information to reduce anxiety

46:27 What neurodiverse employees really want

48:51 Common mistakes to avoid with neurodivergent staff

51:10 Building naturally inclusive company culture

53:31 Organic growth of neurodiverse teams

55:54 Final advice for creating inclusive workplaces

58:13 Shawn's current projects and contact information

Follow Shawn

Follow Shawn Johnston:

Website: refoundry.io

LinkedIn: linkedin.com/in/shawn-johnston-w

Email: shawn@refoundry.io

About Shawn's Company

Shawn runs a 14-year-old agency and is the founder of Refoundry, a low-code, seamless site builder for WordPress that helps agencies deliver digital projects faster and more efficiently. Refoundry is currently doing a pre-seed raise and showing strong early traction in the market.

• Specializes in systems and process optimization for agencies

• Built around neurodiversity-friendly practices from the ground up

• Approximately one-third of the team is neurodivergent

• Focus on clear documentation, flexible scheduling, and sensory accommodations

• Proven track record of creating inclusive cultures that drive business growth

For more information about Refoundry's SaaS platform, visit refoundry.io

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

• Fractional CFO and financial leadership

• Cash flow management and optimization

• Strategic financial planning and forecasting

• Marketing ROI analysis and optimization

• Operational efficiency improvements

Website - eightx.co

How do I get real-time financials for my ecommerce business? w/Rafi Ganz

Tue, 16 Sep 2025 09:00:00 -0800

Episode Overview

In this deep-dive episode, Rafi Ganz, UK chartered accountant and Head of Partnerships at Finaloop, reveals how ecommerce businesses can eliminate financial blind spots and gain complete visibility into their operations. After leading global tax at a multi-billion dollar IT security firm and serving as director at PwC, Rafi now helps entrepreneurs transform their accounting from outdated monthly reports to real-time financial intelligence. If you're tired of making business decisions with stale data and want to join the brands seeing 25%+ EBITDA growth year-over-year, this conversation is essential listening.

Rafi Explains

Why ecommerce accounting is 20x more complex than traditional businesses and how this complexity creates opportunity
The specific integrations and automations that deliver tax-ready financials updated multiple times per day
How real-time financial visibility helps brands reduce OpEx margins by 5 percentage points on average
The critical difference between proxy dashboards and actual reconciled financials for decision-making
Why brands using real-time accounting see 25%+ year-over-year EBITDA improvements consistently
The exact setup process to go from sign-up to live financials in under 48 hours

Timestamps

00:01 – Opening discussion on ecommerce margin vulnerabilities
02:02 – Why accountants make unlikely tech innovators
04:13 – The failed AI experiments at Big Four firms
06:29 – From 80-person finance teams to streamlined solutions
08:48 – Why ecommerce accounting breeds unique complexity
11:10 – The clearing account nightmare most brands face
13:29 – Razor-thin margins demand real-time financial agility
15:46 – What "real-time" actually means in practice
18:06 – Automated loan document processing demonstration
20:13 – Democratizing financial literacy for founders
20:55 – Live system demonstration begins
23:16 – Three-way reconciliation for payment processors
25:41 – Automated transaction spreading and amortization
26:39 – KPI dashboard and SKU-level profitability analysis
28:59 – Industry benchmarking with real-time data
31:21 – Real-time inventory and COGS calculations
33:25 – FIFO inventory management and landed costs
35:47 – Mission control for financial data gaps
38:10 – Five-minute integration setup walkthrough
40:22 – Bank and payment processor connections
42:42 – Onboarding timeline and balance sheet setup
45:11 – Monthly maintenance time requirements
47:37 – The discipline effect of daily financial visibility
49:59 – Proven results across three-year cohort studies
52:18 – TikTok integration and future developments

Follow Rafi

Follow Rafi Ganz Website:finaloop.com Email: rafi.ganz@finaloop.com LinkedIn: linkedin.com/in/rafi-ganz-a23b1a5b

About Rafi's Company

Finaloop revolutionizes ecommerce financial management by combining AI-driven automation with expert accounting teams to deliver real-time, tax-ready financials. Unlike traditional accounting software that requires manual data entry and monthly reconciliation, Finaloop provides native integrations with major ecommerce platforms, payment processors, and banks to create continuously updated P&L, balance sheet, and cash flow statements. The platform automatically handles complex ecommerce scenarios like multi-channel sales reconciliation, inventory COGS calculations, and payment processor clearing accounts.

Key features include:

Real-time financial statements updated multiple times daily
Automated transaction categorization with 90%+ accuracy
SKU-level profitability analysis and industry benchmarking
Three-way reconciliation between platforms, processors, and banks
Automated inventory management with FIFO calculations
Direct loan document processing and interest expense automation

Finaloop offers a 14-day free trial where new users can connect their accounts and see two months of historical data within 48 hours, providing immediate visibility into their financial performance without any upfront commitment.

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

Fractional CFO and financial leadership
Cash flow management and optimization
Strategic financial planning and forecasting
Marketing ROI analysis and optimization
Operational efficiency improvements

Website - eightx.co

How Do I Make Money from My Thank You Page? w/ Ankita Verma

Wed, 10 Sep 2025 09:00:00 -0800

Episode Overview

This episode features Ankita Verma, CEO and co-founder of Pier39.ai, a revolutionary AI-powered platform that helps eCommerce brands monetize their thank you pages. With her background as Head of Product at Amazon AI and AWS, plus an MBA from Wharton, Ankita reveals exactly how to transform your post-checkout experience from a dead-end into a profit center. She breaks down how brands can earn up to $1 per order while rewarding customers with personalized offers, creating a win-win scenario that drives repeat purchases and customer loyalty.

Ankita Explains

Why less than 5% of retailers currently monetize their thank you pages effectively - The exact AI-powered system that personalizes offers to maximize customer engagement - How to earn $0.45-$1.00 per order through strategic post-checkout monetization - The 40-20-40 revenue split model that benefits brands, customers, and advertisers - Why 55-60% of customers return within 60 days using this approach - The 5-minute installation process that works with both Shopify and custom platforms

Timestamps

00:00 Introduction to thank you page monetization

02:18 Ankita's background at Amazon AI and AWS

04:39 Live demo of Pier39.ai widget functionality

07:03 Revenue earning potential per order explanation

09:22 Installation process and Shopify App Store

11:43 Brand safety controls and offer selection

14:10 AI personalization engine and customer targeting

16:34 Advertiser onboarding and Pixel app setup

18:44 Additional placement options beyond thank you pages

Follow Ankita Verma:

Website: pier39.ai

LinkedIn: linkedin.com/in/ankita-pier39ai

About Ankita's Company

Pier39.ai revolutionizes post-checkout monetization by turning thank you pages into revenue-generating growth engines. The platform uses AI-powered personalization to display relevant sponsored offers from over 150+ partner brands, helping eCommerce stores earn additional revenue while rewarding customers with valuable discounts. Pier39 Pier39.ai Blog The company launched in October 2023 and has already demonstrated significant results, with brands earning up to $100,000 in additional revenue per 100,000 orders. Customers receive an average of $22 in store credit per offer conversion, with 55-60% returning to shop again within 60 days. Top Strategies for Post-Purchase Monetization | Pier39.ai Blog | Pier39.ai Blog

Special Offer: Pier39.ai offers a completely free setup process that takes just 5 minutes to implement. The platform operates on a revenue-sharing model where brands keep 40% of advertising revenue, Pier39.ai takes 40%, and 20% is allocated to customer rewards. Pier39.ai

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

**Eightx** helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

Fractional CFO and financial leadership
Cash flow management and optimization
Strategic financial planning and forecasting
Marketing ROI analysis and optimization
Operational efficiency improvements

Website - eightx.co

How do I clean up a shitty cofounder relationship? w/ Ryan Vaughn

Tue, 22 Jul 2025 09:00:00 -0800

Episode Overview

This episode tackles one of the most critical challenges in startup leadership: repairing damaged co-founder relationships. Ryan Vaughn, executive coach and founder of Inside Out Leadership, brings his experience as a 3x serial entrepreneur and coach to over 100 founders worth $10+ billion in equity value. Having navigated co-founder tensions in each of his three companies, Ryan shares his proven "Clearing Conversation Framework" - a simple but challenging 3-step process that eliminates relational debt and restores open communication between business partners.

Ryan Explains

What relational "cruft" is and why it inevitably builds up between co-founders over time
How withholding small grievances creates communication debt that destroys business performance
The "speaking inarguably" technique to present facts without triggering defensiveness
Why taking 100% responsibility is the key to unlocking change and preventing blame cycles
How to identify your role in creating dysfunction using the "adjunct professor" exercise
The complete 3-step Clearing Conversation Framework for rebuilding co-founder trust

Timestamps

00:53 - Introduction and audio setup discussion

01:46 - Hampton community background and revenue criteria

03:09 - Co-founder relationship challenges overview

05:51 - Matt's podcast evolution and format

07:14 - Ryan's multi-faceted co-founder experience

08:22 - Defining relational "cruft" and communication debt

10:02 - Marriage comparison and inevitable relationship buildup

12:00 - Three-step clearing conversation framework introduction

13:18 - Step 1: Observing what's true

15:36 - Speaking inarguably technique explained

16:10 - Emotional literacy for leaders discussion

17:33 - Step 2A: Taking 100% responsibility

20:19 - The adjunct professor thought experiment

21:08 - Ego resistance to taking responsibility

23:38 - Step 2B: Acknowledging impact on others

25:23 - Step 3: Making commitments for change

25:53 - Why no apology is required

28:33 - Framework frequency and maintenance

30:07 - Implementation success rates and outcomes

31:34 - Inside Out Leadership introduction and contact

Follow Ryan Vaughn:

Website: leadinsideout.io

LinkedIn: linkedin.com/in/ryanhvaughn

About Ryan's Company

Inside Out Leadership is a boutique executive coaching firm staffed entirely by post-exit founders who have transitioned into coaching. Founded by Ryan Vaughn after scaling and exiting VNN (a media company), the firm specializes in helping founders transform their companies into their masterpieces while stepping fully into their lives. Ryan's unique background includes founding and serving as CEO of three companies over 15 years, with experience raising venture capital, scaling operations, and navigating complex co-founder dynamics. The firm focuses on the personal growth process of startup leadership, working with founders at all scales on both individual development and organizational transformation.

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

Fractional CFO and financial leadership
Cash flow management and optimization
Strategic financial planning and forecasting
Marketing ROI analysis and optimization
Operational efficiency improvements

Website - eightx.co

How do I know what insurance I need? w/ Jeff Brewer

Wed, 16 Jul 2025 09:00:00 -0800

Episode Overview

Jeff Brewer, CEO of Cornerstone Insurance and a US Coast Guard veteran, breaks down everything you need to know about business insurance for eCommerce companies. With over 25 years of experience and licensed in all 50 states, Jeff explains how to select the right coverage, choose reliable agents, and avoid costly mistakes that could bankrupt your business. This comprehensive guide covers everything from basic liability to cyber insurance, helping entrepreneurs protect their companies without overpaying for unnecessary coverage.

Jeff Explains

Why business insurance is like a compass - how it pools risk and protects against unintended consequences that could destroy your company

The 5 essential types of commercial insurance - errors & omissions, cyber liability, employment practices, general liability, and property coverage

How to choose between captive vs. independent agents - and why shopping with 3-5 different agents can save you thousands

The critical factors that affect insurance pricing - including industry type, revenue size, claims history, and coverage limits

When to make a claim vs. paying out of pocket - strategic decisions that impact your future premiums and risk profile

Red flags to avoid when selecting insurance partners - how to verify agent credentials and spot inadequate coverage

Timestamps

00:00 - Introduction and Jeff's Coast Guard background

02:20 - What is insurance and how it works

04:44 - Common insurance terms business owners need to know

07:00 - The bad stuff: events, losses, and claims

09:17 - Types of insurance explained

11:41 - Errors and omissions insurance deep dive

16:12 - Data and cyber liability coverage

21:19 - Employment practices liability insurance (EPLI)

23:39 - Directors and officers insurance (D&O)

25:29 - General liability and property insurance

28:21 - Workers compensation requirements

30:08 - What affects insurance pricing

32:29 - Compliance triggers and requirements

34:52 - How to choose the right insurance partner

42:29 - Captive vs. independent agents explained

46:59 - Tips for avoiding under-insurance

51:38 - Annual policy reviews and relationship building

53:32 - Cornerstone Insurance services overview

56:12 - Contact information and next steps

Follow Jeff

Follow Jeff Brewer

Website: coveredbycornerstone.com

LinkedIn: linkedin.com/in/jeffreyabrewer

About Jeff's Company

Cornerstone Insurance (operating as Integrity First Insurance) is a premier provider of commercial insurance solutions specializing in financial services, fintech, and regulated industries. Founded over 25 years ago, the company serves thousands of clients nationwide with expertise in complex compliance requirements and risk management. Jeff's team offers full market access across 14 different carriers, providing transparent pricing and coverage comparisons to help businesses make informed decisions. For podcast listeners, they offer dedicated agent support through Donna Talbot at D.Talbot@coveredbycornerstone.com or 888-846-4192.

Services include:

Errors & omissions insurance for professional services

Cyber liability coverage for data protection

Employment practices liability insurance

Directors and officers insurance

General liability and property coverage

Workers compensation insurance

Transparent pricing across multiple carriers

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Services include:

Fractional CFO and financial leadership

Cash flow management and optimization

Strategic financial planning and forecasting

Marketing ROI analysis and optimization

Operational efficiency improvements

Website - eightx.co

How Do I Know If An Agency Is Good Or Not? w/ Natalie Kaminski

Thu, 10 Jul 2025 09:00:00 -0800

Episode Overview

This episode tackles one of the most critical decisions eCommerce founders face: how to identify and select a quality agency partner. Natalie Kaminski, CEO and co-founder of JetRockets, brings 15 years of software development agency experience to break down her proven framework for evaluating agencies. With JetRockets maintaining an impressive 99% project completion rate and serving clients from startups to enterprises like eBay, Natalie shares the insider knowledge that separates exceptional agencies from costly mistakes. Her multicultural background spanning Russia, Ukraine, Israel, and the US provides unique perspective on building successful agency partnerships that drive real business results.

Natalie Explains

Why agencies that say "yes" to everything are massive red flags - and what they should ask instead
The business-first approach - how quality agencies focus on your goals before technical features
Transparent communication standards - including team access and project involvement requirements
Smart budgeting strategies - why being honest about budget leads to better solutions
Reference checking tactics - the specific questions that reveal how agencies handle problems
Partnership vs vendor mentality - what separates great agencies from order-takers

Timestamps

00:00 Intro

02:26 Do They Ask The Right Questions?

04:30 Focus On Business Goals, Not Features

06:28 Pushing Back On Bad Ideas

08:27 Handling Unqualified Client Requests

10:19 Real Example: Wellness Platform Redesign

11:57 Partnership Over Vendor Relationship

13:45 Transparent Communication Requirements

15:44 What Happens When Clients Go Missing

17:49 Meeting Your Development Team

19:56 Client Selection Process

21:48 Relevant Case Studies Matter

23:35 Industry Experience Requirements

25:32 B2B vs B2C Experience

27:41 No Over-Promising Policy

29:58 Budget Transparency Importance

31:59 Pricing Red Flags

33:26 Reference Checking Strategy

35:16 The Ultimate Reference Test

37:24 How Agencies Handle Problems

39:25 Building Long-Term Partnerships

Follow Natalie

Follow Natalie Kaminski

Website: jetrockets.com

LinkedIn: linkedin.com/in/nataliekaminski/

About Natalie's Company

JetRockets is a full-service software development agency specializing in Ruby on Rails, React, and AI/ML solutions for eCommerce, healthcare, fintech, and enterprise clients. Founded in 2011, the company has grown to 75+ professionals with offices in New York and Georgia, maintaining a 99% project completion rate. JetRockets operates with a unique partnership approach, focusing on long-term client relationships rather than high-volume transactions. The agency offers comprehensive services including project planning, UX/UI design, development, testing, and maintenance, with hourly rates starting at $80. Their client roster includes major brands like eBay, and they specialize in helping startups and enterprises build custom web and mobile applications that drive business growth.

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Services include:

Fractional CFO and financial leadership
Cash flow management and optimization
Strategic financial planning and forecasting
Marketing ROI analysis and optimization
Operational efficiency improvements

Website - eightx.co

How Do I Track Real-Time Profits for My eCom Business?

Mon, 30 Jun 2025 09:00:00 -0800

Master Daily Profit Tracking with Advanced Automation

Episode Overview

Matt Putra is the founder and CEO of Eightx, a fractional CFO firm specializing in helping eCommerce, CPG, and SaaS companies scale profitably between $5-80MM in annual revenue. With experience across 60+ brands including Tru Earth, The Tumeric Co., and Lusomé, Matt has mastered the art of financial architecture for direct-to-consumer businesses. As a seasoned fractional CFO with a proven track record, Matt specializes in aligning financial strategy with business goals, whether preparing for exits or navigating cash flow challenges. This episode reveals his most powerful tool for real-time profit tracking that transforms how eCommerce businesses make daily decisions.

Matt Explains

◽️ How to build a real-time daily profit tracker using Google Sheets and API automation that updates every morning

◽️ The exact system his clients pay thousands for - complete setup walkthrough with Data Slayer integration

◽️ Why waiting for monthly reports kills growth and how daily profit visibility enables smarter, faster scaling decisions

◽️ The profit target strategy that lets you reinvest confidently when you're ahead of monthly goals

◽️ Advanced contribution margin analysis including CM3 calculations and variable cost optimization

◽️ How to use profit data for strategic growth - when to harvest profits vs. when to over-invest in marketing

Get DataSlayer here - https://dataslayer.idevaffiliate.com/445.html

Get the template - https://docs.google.com/spreadsheets/d/1MyLRAmN-FWu8Lm46IDwboprzx_VjIznl7LJa38at0t8/edit?usp=sharing

Timestamps

00:00 Introduction to Daily Profit Tracking

01:58 Setting Up Data Slayer Integration

04:20 Connecting Facebook Ads Data

06:25 Adding Google Ads Integration

08:37 Shopify Orders API Setup

11:02 Building Sales Formulas

12:51 Variable Cost Calculations

15:19 Contribution Margin Analysis

17:46 Setting Monthly Profit Targets

20:05 July Planning and Duplication

21:21 Strategic Implementation and Results

Follow Matt

Follow Matt Putra:

Website: eightx.co

LinkedIn: www.linkedin.com/in/mattputra

About Eightx

Eightx helps scale companies profitably with expert financial guidance, strategic insights, and powerful tools to optimize growth. They work with eCommerce, CPG, and SaaS companies who are between $5–80MM in annual revenue or are venture-backed. Founded by Matt Putra, the company specializes in e-commerce financial architecture, helping businesses achieve more cash and less stress. Results typically show current fires put out in 4 weeks and a full financial plan delivered in 8 weeks. Their services range from bookkeeping and controller support to comprehensive fractional CFO services, all designed to increase cash flow, improve margins, and increase valuations for scaling businesses.

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Services include:

- Fractional CFO and financial leadership

- Cash flow management and optimization

- Strategic financial planning and forecasting

- Marketing ROI analysis and optimization

- Operational efficiency improvements

Website - www.eightx.co

How Do I Know When to Fire Somebody and How Do I Do It? w/ Dave Sifry

Wed, 25 Jun 2025 09:00:00 -0800

When it comes to making tough leadership decisions like terminating employees, having the right framework makes all the difference. Dave Sifry, veteran software entrepreneur and founder of Warmstart.ai (previously founded Technorati and 8 other companies), joins us to break down the challenging but essential process of knowing when to fire someone and how to handle that conversation with both clarity and compassion. Drawing from decades of executive experience building and managing teams, Dave provides practical insights on making these difficult decisions while maintaining business effectiveness and human dignity.

Dave Explains:

◽️ The key red flags that signal it's time to consider termination - from performance issues to behavioral problems and cultural misalignment

◽️ How to implement improvement plans effectively before making the final decision to let someone go

◽️ The critical legal considerations and documentation requirements to protect your business and handle terminations properly

◽️ Step-by-step scripts and frameworks for conducting termination conversations with dignity and professionalism

◽️ How to address team morale and communication after an employee departure to maintain organizational trust

◽️ Why most leaders fire too late rather than too early, and how this impacts business performance and team dynamics

Timestamps:

00:00 Introduction to Employee Termination

02:19 When to fire and how to fire

04:43 Red flags in remote work environments

07:04 Making termination conversations easier through documentation

09:23 SMART goals for employee improvement plans

11:39 Legal compliance in employee termination

13:51 Best practices for documentation and record keeping

15:53 Firing for cause vs severance considerations

18:11 Understanding business vs family dynamics

20:27 How to prepare for termination conversations

22:48 Scripts for professional termination discussions

25:12 Communicating with remaining team members

27:31 Introducing Warmstart.ai and launch special

29:46 Closing thoughts on leadership decisions

Follow Dave:

Follow Dave Sifry

Website: warmstart.ai

LinkedIn: linkedin.com/in/dsifry

About Dave's Company:

Warmstart.ai helps professionals transform cold outreach into warm connections by leveraging their existing relationships. This AI-powered platform analyzes your Gmail conversations and social media interactions to create personalized outreach campaigns that feel authentic and get responses. Dave's company addresses the common problem of forgetting to follow up with valuable contacts in your network.

Key Features:

• AI-powered analysis of your email history to build contact profiles

• Personalized outreach campaign creation based on your writing style

• Daily curated lead suggestions with relationship context

• 10-15 custom email drafts delivered each morning

Special Launch Offer: Currently available for just $99/month until you close enough business to pay for itself, then switches to regular price of $349/month. Most customers see 300-400% ROI within three months with just 15 minutes of daily use.

About How Do I?

Host: Matt Putra, Founder & CEO of Eightx

Our Sponsors

Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture.

Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies.

Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

Services include:

• Fractional CFO and financial leadership

• Cash flow management and optimization

• Strategic financial planning and forecasting

• Marketing ROI analysis and optimization

• Operational efficiency improvements

Website: eightx.co

Conquering Complexity: Lusome Breaking Barriers to Sustainable Growth

Fri, 06 Dec 2024 07:00:00 -0800

In this episode, Matt Putra interviews Lara Smith, CEO of Lusome Sleepwear, who shares her journey of launching a sleepwear brand focused on comfort and functionality for women undergoing cancer treatment. Lara discusses the challenges of financial management in small businesses, the importance of cost control, and how data-driven decision-making shapes her business strategy. She emphasizes the significance of understanding the customer and the personal motivation behind her entrepreneurial journey, while also addressing the joys and challenges of e-commerce. Her key takeaways are:

Cash flow management is a daily challenge for small businesses.
Frugality and cost management are essential for sustainability.
Understanding the customer is key to successful product development.
Data-driven decision-making helps navigate the complexities of e-commerce.
Personal experiences can drive entrepreneurial passion and purpose.
Involving consumers in the product development process yields valuable insights.
Forecasting inventory requires a blend of art and science.
Building a strong company culture around cost consciousness is vital.
E-commerce presents unique challenges that require adaptability.
Creating a supportive community for women is a powerful mission.

Connect with Lara Smith on LinkedIn.

Connect with Matt Putra

Email me at matt@eightx.co to set up a conversation to discuss how you can break free from the cycle of reactive decision-making and regain control over your financial complexity, anticipate challenges, and build the systems that will support your growth.

Conquering Complexity: WildBird Breaking Barriers to Sustainable Growth

Fri, 15 Nov 2024 07:00:00 -0800

In this episode of Conquering Complexity, Matt Putra interviews Nate Gunn, founder of GoldState Group and co-founder of WildBird. They discuss the evolution of financial management in businesses, the importance of cash flow management, and the strategies for effective supplier negotiations. Nate shares his personal journey in entrepreneurship, emphasizing the significance of data-driven decision-making and the value of building strong relationships with suppliers. The conversation highlights the challenges and successes in the consumer products space, offering insights for entrepreneurs looking to grow their businesses sustainably. His key takeaways are:

Financial management evolves significantly as businesses grow.
Many entrepreneurs start without a solid financial background.
Working backwards from goals can clarify financial strategies.
Supplier relationships can provide crucial financial leverage.
Data analysis is essential for accurate inventory forecasting.
Building a strong team allows for better data management.
Cash flow management is critical for business sustainability.
Negotiating better terms with suppliers can improve cash flow.
Understanding the story behind the data enhances decision-making.
Entrepreneurs should focus on their end goals and work backwards.

Connect with Nate Gunn on LinkedIn.

Connect with Matt Putra

Conquering Complexity: JIBE Breaking Barriers to Sustainable Growth

Fri, 01 Nov 2024 07:00:00 -0800

In this episode of 'Conquering Complexity, Breaking Barriers to Sustainable Growth', Matt Putra interviews Steve Krueger CEO of JIBE. They discuss the evolution of financial management in businesses, the importance of data-driven decision-making, and the emotional aspects of entrepreneurship. Steve shares insights on how he has navigated the complexities of financial systems, the significance of mentorship, and the challenges faced in the e-commerce landscape. The discussion emphasizes the need for long-term thinking and the role of personal values in business success. Steve's key takeaways are:

Complexity in business often outpaces revenue growth.
Having a fractional CFO can provide essential insights.
It's crucial to delegate financial tasks appropriately.
Understanding your financial gaps is key to success.
Long-term planning helps mitigate daily stress.
Emotional intelligence plays a significant role in decision-making.
Building a business around personal values can lead to fulfillment.
E-commerce requires a focus on profitability and longevity.
Mentorship can come from peers and personal networks.
Connecting with other entrepreneurs can provide valuable support.

Connect with Steve Krueger on LinkedIn.

Connect with Matt Putra

Conquering Complexity: Get Fresh Ventures Breaking Barriers to Sustainable Growth

Fri, 18 Oct 2024 07:00:00 -0800

In this episode of 'Conquering Complexity, Breaking Barriers to Sustainable Growth', Matt Putra interviews Diraj Goel, founder of Get Fresh Ventures. They discuss the evolution of financial management, the importance of insights and data in business, and how to assess company growth and sales funnels. Diraj shares his experiences and strategies for navigating business challenges and achieving hyper growth for startups. Diraj's key takeaways are:

Finance is often perceived as boring, but it is crucial for growth.
Inertia in business processes can hinder progress.
Understanding insights and data is essential for effective decision-making.
Assessing a company's growth involves looking at cash flow and margins.
Sales funnel analysis is key to understanding business performance.
Cost savings can be achieved by re-engineering top-of-funnel activities.
Predicting sales outcomes requires a deep understanding of the sales process.
Root cause analysis helps identify flaws in business predictions.
ROI for investment should be calculated at each stage of the funnel.
Effective financial management is vital for startup success.

Connect with Ian Diraj Goel on LinkedIn.

Connect with Matt Putra

Conquering Complexity: Brushee Breaking Barriers to Sustainable Growth

Fri, 11 Oct 2024 07:00:00 -0800

In this conversation, Matt Putra speaks with Ian Rollin Berry, CEO or Brushee about his entrepreneurial journey, the evolution of financial management in business, and the importance of building effective systems for growth. Ian shares insights on data-driven decision-making, competing in a competitive market, and his personal experiences that shaped his passion for entrepreneurship. The discussion also touches on the challenges of e-commerce, consumer feedback, and the influences that inspire Ian in his business endeavors.

Here are his key takeaways:

Initial focus on vanity metrics hindered business growth.
Weekly cash flow reviews improved financial clarity.
Aligning financial systems with business goals is crucial.
Data should inform decisions, not overwhelm them.
Competing in established markets requires patience and strategy.
Creating tangible products is a rewarding experience.
Consumer feedback is vital but can be slow to implement.
Simplicity in business leads to better outcomes.

Connect with Ian Rollin Berry on LinkedIn.

Connect with Matt Putra

Conquering Complexity: Salty Face Breaking Barriers to Sustainable Growth

Fri, 04 Oct 2024 07:00:00 -0800

Matt Putra interviews David Menzel, co-founder of Salty Face, discussing the evolution of financial management in his business, the challenges of state taxes, and the importance of understanding customer needs. David shares insights on managing growth, balancing brand strategy with financial operations, and navigating regulations in the skincare industry. He reflects on cash flow management lessons learned and expresses a desire for financial freedom while emphasizing the significance of staying true to brand values and customer desires. His key takeaways are:

Financial management has evolved significantly since the start.
State taxes present unique challenges for foreign companies.
Growth can lead to information overload and operational complexity.
Balancing brand strategy with financial management is crucial.
Navigating regulations is essential for skincare product development.
Understanding customer needs is key to brand success.
Cash flow management is a continuous learning process.
Desire for financial freedom while maintaining brand integrity.
E-commerce allows for control over brand narrative.
Staying focused on core values helps in business growth.

Contact David Menzel at david@saltyface.ca and connect with him on LinkedIn.

Connect with Matt Putra