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COMMERCE SYSTEMS THINKING

The Tomahawk Tax and CPG

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Memorandos recentes

Memo: The Tomahawk Tax and Sparkling Water Can

On aluminum, the war economy, and the consumer brands that will not survive the next five years. This essay is a feature post for the NATSEC @ 2PM briefing series. I was in the Carolinas, earlier, when the conversation in a small meeting turned to aluminum, and not in the way it turns at a beverage conference.… Continue reading →

May 14, 2026May 15, 2026

Web Smith

Deep Dive: Is Chip Wilson Right?

On brand harvesting, the lululemon proxy fight, and the rebuild the AI age requires. Chip Wilson’s April 29 letter to lululemon shareholders is the most coherent statement of his case to date. The campaign that preceded it has produced trucks parked outside the Vancouver headquarters, a full-page Wall Street Journal advertisement, a website called CreativityFirstlulu.com,… Continue reading →

May 4, 2026

Web Smith

NATSEC Roundtable No. 11: The Drop Economy

Palantir turned a merch store into the most important brand-equity case study in commerce; Shopify was pivotal. This essay is a feature post in an upcoming edition of the 2PM Newsletter. It’s cool to hate Palantir. The brand operation suggests that there is a silent majority of those who cheer on the brand, its CEO,… Continue reading →

April 17, 2026May 8, 2026

Web Smith

Deep Dive: No Brand’s Demo

Over the past several months, a few in the running community have reached out to invite me onto podcasts to discuss a goal that I have begun to make public. The goal is to reach day 1,108 of running a 10K or longer. The streak began to celebrate a reconstructed knee that recovered faster than… Continue reading →

March 28, 2026March 29, 2026

Web Smith

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The Early Library

Resumos recentes de membros

Member Brief: Everlane and The Edge of Fashion DTC

In 1969, Donald Fisher opened a small store on Ocean Avenue in San Francisco that sold Levi’s denim alongside a curated rack of records. He called it The Gap, named for the generation he intended to dress. Forty-two years later, in 2011, Michael Preysman and Jesse Farmer launched Everlane from a small office in SoMa,… Continue reading →

May 17, 2026

Web Smith

Member Brief: Monitoring The Situation

There is a meme, and then there is what the meme actually marks. This member brief is designed exclusively for Executive Members, to make membership easy, you can click below and gain access to hundreds of reports, our DTC Power List, and other tools to help you make high level decisions. Join Here

May 8, 2026May 8, 2026

Web Smith

Member Brief: The Thinker’s Machine

Most of us have been the person in the room who can see the system. You can map the logic of a pipeline or a competitive landscape or a market entry on a whiteboard in fifteen minutes and everyone in the room nods because the structure is right. But then the meeting ends and someone… Continue reading →

March 29, 2026March 30, 2026

Web Smith

Member Brief: The Executive Order That Will Never Come

I was at a hotel off Zilker Park, early enough that the coffee shop was still quiet. Austin has this quality where even the lobby of a nice-tier hotel feels like a coworking space by 8 AM. Laptops materialize. Quarter-zips appear and conversations drift from weekend plans into quarterly targets without anyone noticing the transition.… Continue reading →

February 8, 2026February 8, 2026

Web Smith

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COMMERCE SYSTEMS THINKING