Massive eCommerce success is synonymous with the DTC giants of the last decade like Casper and Warby Parker, but the DTC business model that once revolutionized retail is losing its relevance. These brands appealed to consumers on a few key advantages: a better product at a lower cost, greater convenience, and exclusivity. Advantages that have all been wiped out by a flood of competitors and their own growth. It’s a signal to entrepreneurs that the eCommerce landscape has shifted again. Success today requires strong branding that hooks consumers emotionally, a unique value that can’t be copied, imitated, or negated by the competition. In today’s episode, Neil breaks down how to build “soleness” for you brand, and ensure you’re strategy is relevant in 2021, not 2012.