I’m tapping away on my shiny new blue Mac.
I find it both wildly exciting and bananas what I will build with this over the next few years.
Bearing in mind the last Mac I purchased has seen me through 2 jobs, a baby, a business and most of my 30s. Gulpppp.
But it also feels really apt while I’m building something new.
Enters from right: the eCom sprint that is going to take brands from being overlooked to scalable brand.
THERE’S A PARTICULAR KIND OF STUCK THAT ISN’T TALKED ABOUT
It's not the early days rollercoaster of feelings.
Not the WTF am I doing, ‘yey, a Shopify ping has come through’.
It's the semi-seasoned one.
The 'I've been doing this for a couple of years now, my products are good and somehow that sn't enough kind of stuck.
Almost tinged with a little shame of why haven’t I figured it out by now.
I can honestly say, this is typical of MANY of the founders I work with.
Women with brilliant products, real customers, genuine proof of legs in their business.
And yet they’re still having up and down months, wildly varying sales and wondering what they're missing.
I had this exact feeling this time last year.
I'd spent 3 years building websites for product brands.
5 years prior to that understanding what makes people convert online.
And after getting behind the scenes of those brands, I could see the website wouldn’t fix everything that was irritating them.
The problems were very much interconnected but waaaay upstream:
Difficulty explaining what made them different in the market and why someone should buy from them. Positioning 101
Their branding didn’t reflect the quality of what they hoped to build.
Time allocation was entirely focused on new follower with little effort on conversions
Not even my high-performing websites can fix all of these things.
So I decided to create something with more legs.
A path of how a brand can go from Ordinary to Iconic
Websites are the most important ingredient in all of this but I’m going to go deep on what makes a product brand successful in 2026.
The identity work. The positioning. The gap between how good the products are and how the Founders are showing up to the world.
Across here, Insta and LI I'll be sharing what I'm learning.
I think the most useful thing I can do right now is think out loud, in public, with people who get it.
If that sounds like your kind of thing, follow along for the ride.
IF ANY OF THIS STUCKNESS FEELS FAMILIAR?
I'm doing a free audit of 3 brands this week - reply "AUDIT" with your URL if you want help with how to get clear on what to do next in your product business
THIS WEEK AT WEB & FLO HQ
Taking time off midweek to see my family up north.
3x birthday celebrations (candles galore!)
Starting the design for a very cool Shopify eco-cleaning brand.
Until next week,
Laura
