Customers Who Click

“Most DTC brands don’t have a scaling problem.

They have a subscription, creative, and attention problem.

Just recorded a really interesting episode with Jim Phillips, co-founder of Graymatter - a mental performance supplement brand built around nootropics and cognitive optimisation.

What stood out straight away is that this isn’t a “we spotted a trend and jumped on it” story.

Jim built the company off the back of his own experience struggling with startup pressure, diving deep into neuroscience, and trying to literally make himself think better.

A few parts of the conversation that stuck with me:

They’re running a 94% subscription take rate…and are happy to lose money on the first purchase to maximise LTV

AI is already handling parts of their operations, and he’s convinced most “button-pushing” marketing roles will disappear

Their biggest growth lever right now?

Not media buying…content iteration and creative testing at scale.

We also got into the stuff most people don’t talk about:

→ Why having data gave him an unfair advantage when launching

→ How they’re thinking about new channels like Amazon, TikTok Shop, and affiliates

→ And how a serious health scare completely reshaped his motivation as a founder

If you’re working in DTC, there’s a lot in here about where the space is actually heading, especially around acquisition, retention, and how AI fits into it all.

Worth a listen if you’re trying to scale profitably rather than just chase growth.

Let me know what you think if you give it a listen - link in the comments 👇

Full Episode Here: https://open.spotify.com/episode/3PjLwZIntbQf4Vazssa07d?si=4f17c3d03cc14224&nd=1&dlsi=8bcc15d7726c4c12