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Andrew Taylor: Go until it breaks, scaling Live Co

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Manage episode 506670685 series 2807307
Content provided by Kyrin Down & Juan Granados, Kyrin Down, and Juan Granados. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kyrin Down & Juan Granados, Kyrin Down, and Juan Granados or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

What does it really take to build a cult brand? Andrew Taylor, founder of Live Co, returns to share the uncomfortable truth: belief beats noise, community beats clout, and data beats feelings. We dig into 300% growth in a year, the Ultra Fit hat that solved a real problem, why followers/likes don’t matter, and his “push it till it breaks” method for scaling ad spend. We also cover picking the community’s car (hello HSV), limited-edition strategy, and the next 5–10 years.
00:00 – Intro & setup
01:12 – Belief swings & 300% growth reality
03:36 – Community over everything; customer service focus
04:28 – Who buys Live Co? Ranger / C63 / HSV archetypes; more women coming in
05:48 – Ultra Fit origin (up to 68cm), sell-outs & NZ street tests
09:07 – Limited drops: 65–70% returning customers; lesson from “too many” drops
11:11 – No influencer marketing; how the Troy partnership actually works
16:56 – Channels that matter now (IG, TikTok underrated) + content plans (YouTube series)
19:28 – Community-chosen brand car experiment (HSV)
23:06 – The vanity metrics trap: why followers/likes/views don’t matter
24:10 – “Push till it breaks”: redline scaling & attribution overlaps
27:16 – Marketing expense ratio & stepwise ad scaling (real client jump)
30:37 – Systems, process, and protecting mental health/time
34:07 – 5–10 year vision: #1 hats AU/NZ; US push; acquisitions to help founders
Connect with Mere Mortals:
Website: https://www.meremortalspodcasts.com/
Discord: https://discord.gg/jjfq9eGReU
Twitter/X: https://twitter.com/meremortalspods
Instagram: https://www.instagram.com/meremortalspodcasts/

Connect with Mere Mortals:
Website: https://www.meremortalspodcasts.com/
Discord: https://discord.gg/jjfq9eGReU
Twitter/X: https://twitter.com/meremortalspods
Instagram: https://www.instagram.com/meremortalspodcasts/
TikTok: https://www.tiktok.com/@meremortalspodcasts
Value 4 Value Support:
Boostagram: https://www.meremortalspodcasts.com/support
Paypal: https://www.paypal.com/paypalme/meremortalspodcast

  continue reading

754 episodes

Artwork
iconShare
 
Manage episode 506670685 series 2807307
Content provided by Kyrin Down & Juan Granados, Kyrin Down, and Juan Granados. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kyrin Down & Juan Granados, Kyrin Down, and Juan Granados or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

What does it really take to build a cult brand? Andrew Taylor, founder of Live Co, returns to share the uncomfortable truth: belief beats noise, community beats clout, and data beats feelings. We dig into 300% growth in a year, the Ultra Fit hat that solved a real problem, why followers/likes don’t matter, and his “push it till it breaks” method for scaling ad spend. We also cover picking the community’s car (hello HSV), limited-edition strategy, and the next 5–10 years.
00:00 – Intro & setup
01:12 – Belief swings & 300% growth reality
03:36 – Community over everything; customer service focus
04:28 – Who buys Live Co? Ranger / C63 / HSV archetypes; more women coming in
05:48 – Ultra Fit origin (up to 68cm), sell-outs & NZ street tests
09:07 – Limited drops: 65–70% returning customers; lesson from “too many” drops
11:11 – No influencer marketing; how the Troy partnership actually works
16:56 – Channels that matter now (IG, TikTok underrated) + content plans (YouTube series)
19:28 – Community-chosen brand car experiment (HSV)
23:06 – The vanity metrics trap: why followers/likes/views don’t matter
24:10 – “Push till it breaks”: redline scaling & attribution overlaps
27:16 – Marketing expense ratio & stepwise ad scaling (real client jump)
30:37 – Systems, process, and protecting mental health/time
34:07 – 5–10 year vision: #1 hats AU/NZ; US push; acquisitions to help founders
Connect with Mere Mortals:
Website: https://www.meremortalspodcasts.com/
Discord: https://discord.gg/jjfq9eGReU
Twitter/X: https://twitter.com/meremortalspods
Instagram: https://www.instagram.com/meremortalspodcasts/

Connect with Mere Mortals:
Website: https://www.meremortalspodcasts.com/
Discord: https://discord.gg/jjfq9eGReU
Twitter/X: https://twitter.com/meremortalspods
Instagram: https://www.instagram.com/meremortalspodcasts/
TikTok: https://www.tiktok.com/@meremortalspodcasts
Value 4 Value Support:
Boostagram: https://www.meremortalspodcasts.com/support
Paypal: https://www.paypal.com/paypalme/meremortalspodcast

  continue reading

754 episodes

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