How to Achieve Negative CAC

In this episode of Ecommerce Conversations, Eric Bandholz and Taylor Holiday discuss employee stock ownership programs (ESOPs), weighing the pros and cons based on Taylor's experience at Common Thread Collective. They explore how ESOPs can foster an educational opportunity around capital and labor, though they may not always shift employee behavior positively. The conversation shifts to negative customer acquisition costs (CAC) and leveraging content to subsidize acquisition, with Taylor sharing strategies for turning marketing into a profit center through media assets and partnerships. They also touch on the importance of community building, authentic relationships, and aligning marketing efforts with the underlying DNA of a business for sustainable growth, highlighting examples of brands like Victory insoles, Alex Ormosi, and Driveline Baseball.