In this episode of Culturally Sound, Chandler Cutler sits down with Brian Purkiss to trace his path from customizing MySpace layouts to leading high performing eCommerce teams. Brian explains why he left college when coursework lagged real world tech, what agency life taught him about wearing every hat, and how moving in house unlocked long term ownership of product, performance, and growth.

The conversation digs into servant leadership in technical teams, the shift from being in the code to empowering experts, and the practical ways positivity, structure, and shared ownership multiply output. Brian also offers a grounded view on AI, exploring where it is already valuable in processing unstructured information and where hype outpaces reliability with autonomy and hallucinations.

Whether you are scaling an online store, leading cross functional product work, or modernizing your team’s operating system, this episode is a field guide to building websites and teams that actually move the numbers.

Guest Bio

Brian Purkiss is a well rounded web professional with 18 years of experience designing, developing, growing, and optimizing high performing websites across agencies and eCommerce brands. As Digital Product Manager at OnePet, he designs and executes product roadmaps that blend quick wins with durable long term growth.

A servant leader, Brian pairs collaborative leadership with a solution and data driven approach to product management, creating conditions for ownership, retention, and multiplicative team output.

Selected accomplishments

• Reversed decline at an eCommerce brand and guided it back to growth

• Built a top 1 percent conversion rate eCommerce site in two years (AMMD), driven by constant analysis, iteration, team collaboration, optimization, and A/B testing

• Maintained 100 percent team retention through COVID and the Great Resignation while scaling from the smallest to the largest team in marketing and operations

• Repeatedly grew store revenue despite industry downturns

• Built a personal project end to end that reached one million pageviews in the first year and two million shortly after, with 8 to 10 pageviews per visit and less than 10 percent bounce rate

Episode Breakdown

From MySpace to Web Careers (00:00 – 12:00)

Self teaching HTML and CSS to customize profiles, early agency rotations, and why he left college when coursework lagged industry reality.

Agency Hats to In House Ownership (12:00 – 25:00)

What one and done projects teach and why longer horizons, integrated stacks, and compounding improvements pulled him in house.

From Coder to Leader (25:00 – 40:00)

Staying technical enough to ask the right questions while letting specialists own execution, creating space for subject matter expertise to win.

The Referee Meeting that Changed Everything (40:00 – 50:00)

A collaborative problem solving session on automated discounting where Brian only asked questions and captured ideas, turning many good ideas into one great solution.

Communication Overhaul and Humility (50:00 – 60:00)

Moving from blunt to tactful and effective. Influences include Extreme Ownership, How to Win Friends and Influence People with shared agreement first, Ryan Holiday’s stoicism, and Peak Performance.

Culture, Safety, and AI Boundaries (60:00 – 70:00)

Building psychological safety for experimentation with AI while setting guardrails so core work still ships.

AI: Useful Now vs Hype (70:00 – 78:00)

Real value today is processing unstructured information, market research synthesis, and structured back and forth ideation. Limits include unreliable autonomy, hallucinated packages and tools, and lack of accountability.

Mantras, Blind Spots, and Success (78:00 – 90:00)

Mantras include singular focus and last year’s trio of discipline, consistency, and structure. Biggest fear is unseen blind spots. Success means meaningful relationships, steady growth, conquering challenges, and a peaceful life. Favorite hero is Captain America.

Summary

Brian Purkiss shows how durable growth online comes from compounding improvements, clear product roadmaps, relentless optimization, and a leadership style that multiplies team output. His playbook blends technical fluency with servant leadership, creating safety, setting structure, and letting experts own the details. On AI, he separates signal from noise, using it to process information and pressure test thinking but never abdicating accountability to tools that still hallucinate. The result is a pragmatic blueprint for building websites and teams that keep charts moving up and to the right.

Relevant Links

🔗 Connect with Brian on LinkedIn — https://www.linkedin.com/in/brianpurkiss/

🔗 Listen to more episodes of Culturally Sound — corethos.com/culturally-sound