Marketing
Why Your Affiliate Program Doesn’t Have the Partners It Needs
The 5-80 rule: 5% of affiliates drive 80% of program revenue. Why cold outreach fails, how to build relationship-led recruitment, and where the top 5% actually live in 2026.
Tag
Wirecutter
Insights & Strategy
How Beauty Devices Win Authority
Beauty tech and devices sit at the intersection of beauty and consumer electronics. AOVs $100-$1,500+. FDA-cleared vs FDA-approved, YouTube authority, clinical endorsement, and the five crisis patterns that recur in the category.
Marketing
How Wirecutter, Shopify, and Amazon Built Affiliate Trust
Learn how Wirecutter, Shopify and Amazon built empires using affiliate marketing as a trust system, not just a distribution channel. Discover what brands get wrong.
Marketing
Affiliate Marketing Didn’t Win by Accident — It Won by Discipline
Learn how affiliate marketing survived digital extinction through discipline not luck by building trust-first ecosystems and content strategies over tactics.
CPG
Winning The AI Shelf
The CPG shelf moved. The AI shelf is the shortlist a consumer receives when asking ChatGPT for category recommendations. The CPG Citation Stack, why NYT Food and Wirecutter set the anchor, why Reddit and Costco's community won CPG, and the brands competing well.
CPG
Outdoor Products PR 2026: How AI Engines Replaced the Buyer's Guide — The Outdoor Citation Stack
Outdoor PR may be the first consumer category where AI engines have effectively replaced the buyer's guide. The Outdoor Citation Stack, why OutdoorGearLab matters, what Patagonia and REI built, the YouTube transcript economy, and what doesn't work anymore.
Marketing
Affiliate Marketing Ate The Editorial Internet
The editorial and influencer universe has reorganized around performance-based relationships. Brands that haven’t noticed are being left behind. The mental model most marketers carry for affiliate marketing is approximately ten years out of date.