Tomer Rabinovich is a self-taught Amazon business owner, consultant to some of the biggest names in the online sales industry, and one of the most sought-after speakers at Amazon seller events throughout the world. He began his entrepreneurial journey at the age of ten as a professional magician, he studied economics and business in college. He later launched his first product and established a thriving Amazon business based on observation, iteration, and a unique ability to simplify the complex. He now consults 7-8 figure sellers through his Mastermind Coaching groups and his digital programs as well.

> Here’s a glimpse of what you would learn….

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Tomer Rabinovich, an Amazon business owner and consultant. They discuss the evolving challenges of selling on Amazon, including increased competition and shrinking margins. Tomer shares strategies for success, such as launching “impossible products” with high barriers to entry and creating social media-friendly items that can go viral. The conversation covers the importance of omnichannel sales, building strong teams and company culture, and focusing on continual product development to drive growth in the rapidly changing e-commerce landscape.

Here are the 3 action items that Josh identified from this episode:

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This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.

Tomer Rabinovich 00:00:00  And one of the biggest barriers to entry, I will say, is creating a social media friendly product. And if you can do that and you can make your product, I call it like almost organically going viral, is a game changer these days, and that will get you to omnichannel very quick. And we can talk more about that if you like.

Intro 00:00:25  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You’ve already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:39  Do you want to know what’s working right now to take your Amazon business to the next level? Or do you want to know all the mistakes to avoid in the ecommerce space? Today’s guest has been around the block of time or two, and he is sharing all of his secrets with us today. Welcome to the Ecomm Breakthrough Podcast. I’m your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to nine figures on my journey to.

Josh Hadley 00:01:03  Nine figures. I bring you unfiltered conversations with the smartest minds in e-commerce. Past guests include Kevin King, Michael E Gerber, author of The Myth, and Matt Clark from ASM. Today, I am excited to introduce you to Tomer Rabinovich. He is a self-taught Amazon business owner consultant to some of the biggest names in the online sales industry, and one of the most sought after speakers at Amazon seller events throughout the world. He began his entrepreneurial journey at the age of ten as a professional magician. He studied economics and business in college, and he later launched his first product and established a thriving Amazon business based on observation, iteration and the unique ability to simplify the complex. He now consults 7 to 8 figure sellers through his mastermind coaching groups and his digital programs as well. With that introduction, welcome to the show, Tomer.

Tomer Rabinovich 00:01:56  Hey, Jess. We’re good to be here.

Josh Hadley 00:01:58  Tomer, are excited to have you on the show. I know people have been following you and your teachings and you’ve been on a lot of podcasts.

Josh Hadley 00:02:07  You have a book, you have your own mastermind course, etc.. so you’re well respected in this space. So I’m excited to have you on the show today, and I’m excited to like, dive into like, what’s actually working today. I think one of the best advantages you have, Tomer, is that you’re consulting 7 to 8 figure sellers and a lot of them at that on that point. And so you see behind the like, you see under the hood of a lot of different e-commerce brands and you’re able to see like what’s working what’s not working. Be able to help people avoid making the same mistakes that some other brand made, and also identify what are the patterns that cause people to win and share those with everybody else. So Tomer, tell me a little bit more like, what are you seeing right now with these brands that you’re working with. What’s good going on in the e-commerce space? What are some of the challenges that people are experiencing in the e-commerce space?

Tomer Rabinovich 00:03:05  Yeah, so I think one of the biggest challenges is Amazon being Amazon, meaning that it’s getting more and more difficult to succeed on Amazon alone.

Tomer Rabinovich 00:03:14  And I think more and more sales are trying. And I emphasize that we’re trying to expand outside of Amazon. Going to Shopify or TikTok usually fails, as you probably know yourself as well. You know, it usually doesn’t work out the way they planned. And I think it happens for a variety of reasons. But I would say that’s one of the main challenges now. Margin keeps getting squeezed, tacos and PPC spend keeps going up. So, and also launching new products I think is is very difficult these days. And that that’s what I’m seeing across the board for sellers.

Josh Hadley 00:03:47  Yeah, I think that Amazon has never been more competitive than it is now. Right. And when you could imagine it’s going to be the exact same statement three years from now as well. But I would agree that, like the e-commerce landscape is, is shifting dramatically right now. I mean, there’s the threat of social commerce. There’s the threat of agent commerce that’s coming into play here. I mean, put on your your, look into your crystal ball, your magic hat here.

Josh Hadley 00:04:18  Tomer, what do you think the e-commerce landscape looks like 3 to 5 years from now?

Tomer Rabinovich 00:04:22  Yeah. So I honestly think, like, what I’ve been doing for the past few years is the thing I think that will work in like 5 or 10 years from now, which is launching difficult products. there is something I call the impossible product formula. What that what that means when we started in like 2014, 2015, like a lot of the listeners we have on this podcast, we could just launch pretty much anything on Amazon and it will do well. And then we were told, well, you need to launch like a nice packaging, nice 2016. Then we were told you need to launch some heavy products because no one does that, so we need to launch those. Then we were told you need to expand to Shopify or do TikTok or like each year there’s this like new thing. Right now, it’s like you need to go into AI and launch your products on ChatGPT like that every year there’s like something new.

Tomer Rabinovich 00:05:09  What I think will always be true is launching impossible products, products that have barriers to them. And when we started selling, it was just find a simple product you can launch. It can easily simple, light, cheap, whatever. And no, you need to go after difficult electronic or FDA or it’s flammable or it’s patented or whatever, or it’s very big and bulky. It’s like difficult to ship and maintain itself. So if you can go after any type of those products that have very high revenue per month on Amazon. So I say it’s usually over a million a month in sales in that niche, and then you just go and attack that product from every single angle. And AI is great for that. To do like the necessary product improvement for that product. So that’s what I teach for the past few years. It’s also in my book like the similar methodology. But I do believe that launching impossible product is the way to go. And that’s how you create a moat around your product, and you don’t have armed competitors as soon as you launch and you’re not fighting.

Tomer Rabinovich 00:06:14  So I say, I want to fight only once, figuring out the product, and then I don’t need to fight every day with my competitors all around me.

Josh Hadley 00:06:23  Yeah, I love that sentiment. And again, I think that some people may look at that and and be like, oh, no, that’s too much work. But I think like be through that hard work is where all the success and the true ROI hides now on Amazon and Amazon’s making it more difficult, which I think is a great thing, right? Amazon now, for the first time in a long time, actually cares about your child safety certifications. Amazon for the first time actually cares about having FDA approval or whatever claims are going on in the supplement space. And like up until now, it’s just been the wild, wild West. And so I love it when those, those barriers to entry get higher. Obviously, a lot of the overseas competition is just going to drop out because like for them it’s how many accounts can I spin up? How many cheap products can I throw up? How how quick can I just make a buck.

Josh Hadley 00:07:21  And they’re not going to jump through all of those hurdles. Is that kind of what you’re seeing on your side? There’s just less competition in these more regulated niches.

Tomer Rabinovich 00:07:30  Definitely 1,000%. There is much less competition. I call it, day one page, one type of thing. As soon as you launch your on page one with these products for a lot of different keywords, and that’s exactly what you want to go after. And one of the biggest barriers to entry, I will say, is creating a social media friendly product. And if you can do that and you can make your product. I call it like almost organically going viral. is a game changer these days, and that will get you to omnichannel very quick. And we can talk more about that if you like. But that’s just one of the barriers, right? There are many more, as I mentioned, but that’s a social media friendly product is, I think, key. In this day and age, if you can figure it out, you will.

Josh Hadley 00:08:15  So, Tomer I love where we’re going here. Give me. So I think a lot of us that started on Amazon back in 2015, 2016, like the old way of identifying product opportunities was like how many reviews are there? How big is the niche? How many competitors are there? what is the price of the product? And I didn’t hear any of that from you other than, hey, how much revenue is that niche driving? Right? Like, I want a million a month in that niche. So, Tomer, do you mind breaking down and maybe sharing like, hey, here’s the actual checklist that I have my sellers and my group like this is what we walk through to to validate products before we launch them now starting in 2026.

Tomer Rabinovich 00:08:59  Sure. So again, you want to have big revenue per month. I would say again, minimum a million a month. It’s better if it’s over 3 million a month. For example, yoga mat is a good example of a product. It can either be silicone spatula.

Tomer Rabinovich 00:09:12  It can be a digital weight. Right. Like a digital scale, I mean, and so on and so on. So but then it comes down to differentiation, barriers to entry. What and what can you do with it to kind of stand out or you go after. So another thing you can do with barriers to entry is you can go after like a very specific niche. So an example I have in my book is launching a yoga ball for pregnant women. Right. This is an example of something you can do. And if you type that in Amazon, you will see there are only already like a few sellers doing that. But then they can sell a product for $30 instead of like 10 or 12 and have like a pregnant woman on the ball itself, on the main image. And that works really, really well by just going after keywords that people are already searching for on Amazon and just going very niche. And you can make 30, 50 K a month with these products. And the other thing that they do.

Tomer Rabinovich 00:10:04  So the reason I want to go after such big revenue categories is because if I go after, what most others do is to try to play it safe and they go after a small niche. Does that say 50 K a month or 100 K a month? And then they expect to get like 2030 K a month, but that doesn’t really happen to get like 20 or 30% of that niche is almost impossible to do. But if you go to a $3 million a month niche, making 50 K a month is not that much, right? So that’s the whole premise here, is to go after those bigger opportunities and there there isn’t more to this criteria. So I will say, well, a few more things maybe. So one, it needs to be again, high volume, high volume in terms of revenue, but also high volume in terms of search volume is also important. There is no fixed number to this, but usually they do like high revenue, also have high searches for them. It’s good if there is some more than like ten keywords you can kind of go after.

Tomer Rabinovich 00:11:04  Right. And just a bigger variety there. I will also say want a very high quality product where premium can matter. So that’s just an added value there. So if it’s again a yoga ball, I think people will pay more for like a premium version of that. If it was like disposable cups, I don’t think going premium will actually make sense, right, for that type of product for example. So and also I need anything that people can resonate with when it comes to staying behind that product. And it’s easier to build a brand around that’s better. But because we’re talking to probably existing sellers here. So if you are a beginner seller, forget everything I just said. Go after something simple like whatever, just launch whatever product you want. And then build a brand after that. But if you’re already experience, you already have your brand. You already have your niche. Just what I see again and again. So many sellers are just going after the same 1020 month products, and I think that’s wrong.

Tomer Rabinovich 00:12:00  I think they should go after much bigger fish out there and instead of launching 15 products, just launch 1 or 2, but go big. Right. With whatever you’re going after. And I think also if you want to sell your business, it’s so much better to have 5100 products than a whole bunch of 1020 products.

Josh Hadley 00:12:18  Love it. I think that’s a great summary. And I think your point of, hey, if you’re a new seller and you’re just trying to make some money, like, okay, go back to the old school way of like, all right. Just find a niche. Might be small and like, it’s going to be like shark infested waters over there. Very competitive. Like, see if you can make some money here. And I like that strategy as well. I think there’s like two options, right. If you’re new in starting a new brand You can either come with a lot of capital that allows you to like really go into serving some of these bigger niches, right? Because if you’re trying to target a $3 million, 3 million plus per month niche, you’re going to need to come in with a higher Po.

Josh Hadley 00:13:02  Right. You’re going to be expecting to sell a few thousand units a month. So if that’s the case, like your original, like Po from your manufacturer is going to be a lot bigger, which means you got to have the capital for that. In addition, your cost per click, like your advertising budget needs to be higher because you’re going to be spending more money. There’s more search volume for those type of products. So if you can come to the market with a war chest, then great start there. But if you’re just starting with like, hey, I’m working a corporate 9 to 5 job already, I’m barely making ends meet. I have a shoestring budget, then launch small. But here’s the most important thing is you just continue to recycle that capital. So stick with your 9 to 5 job, but then recycle that capital when you get profit back from that product. Then go take it up to the next level. If it was 10-K a month now, go up to 20 K a month and you continue to ladder up.

Josh Hadley 00:13:58  And that’s kind of the that’s kind of the playbook.

Tomer Rabinovich 00:14:01  yeah. You know, both of us have kept our day job for a while until we quit. Like it took me two years to quit my day job. You know, before I went all in into Amazon and, I didn’t have any kids back then. It was a lot easier for me. I didn’t take big risks. And I think a lot of people starting now might have, you know, more liabilities and more stuff they need to be in charge of. So it’s always more difficult, right, once you have more risk and stuff. So definitely, I think this business mostly when you start, you just wait to hear back from suppliers and to hear back from what’s going on. So as you ramp up, I think, definitely this is like a full time business and profession and stuff. So you want to take it seriously?

Josh Hadley 00:14:43  Yeah. Tomer, you briefly mentioned it, but you want to launch a product that’s social media friendly.

Josh Hadley 00:14:49  What does that mean? And how do you identify something that’s social media friendly?

Tomer Rabinovich 00:14:55  So there there are two types of barriers to entry. There is natural barriers. And then there are unnatural barriers. So a natural barrier for example is if I would tell you I would launch, a thermometer. It needs to be FDA approved by nature. So naturally a thermometer already has a natural barrier to entry. But if I’m launching a silicone spatula, right, I can say, well, it doesn’t have any barriers to entry, but I can say if I make it electronic in some way, I create the barrier to entry for that product. Right? Because electronic products is something that a lot of cells want to do, or I create a patent for it that’s like an unnatural barrier. So social media friendly products, for example, are most consumables like beauty products, supplements because someone can hold that product up and say, this changed my life, I feel so much better. And that like resonates with a lot of people.

Tomer Rabinovich 00:15:45  So that’s like a natural barrier to entry to that podcast. If you can take a product that’s a very boring product and very not something people won’t talk about social media, and you can make it unique or a unique experience of some sort, and you can make it social media friendly. I think that’s very interesting to do it that way. Or you take a supplement and you make it gift, or you take any type of product and you make it something that it shouldn’t be. I think that’s the unique aspect when I what I always say is when I work on products, I want my products to be better, but they want my experience to be different than everything that exists out there in terms of packaging, in terms of inserts, in terms of anything the customer experiences while using the product. I just want that always to be as different as I can to stand out. And when I think about this concept of someone opening up a product, I have like one chance to get their attention, but they’re fully focused on me.

Tomer Rabinovich 00:16:44  They are not using their phone. They’re not like, if you watch Netflix, you might be on your phone at the same time. This is not that. They’re just focused on you, on your product, on the packaging itself. So you have this big opportunity to create a very unique experience for them. And if you can make the product demonstrate a gift, a ball and the list goes on to make it social media friendly, that’s exactly what you want to do. And it’s to me, the most interesting part is to find products that are not naturally social media friendly, to make them social media friendly, or to make them even more socially friendly. So that’s what I’m after.

Josh Hadley 00:17:16  I got it makes a lot of sense and again, increases that barrier to entry. And the as you mentioned, like allows you to maybe expand into omnichannel a little bit easier. Tomer, I’m also curious, like one of the biggest challenges and probably one of the most number one asked questions in the Amazon space is like, what’s the best Amazon launch and ranking strategy working today? So what are you seeing on that side of things like as you launch on Amazon? I mean, we have gone through you’ve seen it over the past decade.

Josh Hadley 00:17:47  There used to be search, find, buy and rebates. There used to be these big deal groups where you would offer 90% off coupon codes. They would go claim them. Those used to be the old tried and true methods. Like what? It’s working for you right now, and especially with like the brands that you’re consulting with.

Tomer Rabinovich 00:18:05  Yeah. So I was probably, an issue for Amazon for a few things that I said are good ways to launch products, one of them being launch a whole bunch of different listings registered to vine, get all the reviews together, consolidate, get 200 reviews as soon as you launch. So I was one of the first people, I think that talked about that and a whole bunch of different strategies over the years that I was kind of like, pursuing and doing myself. I’m all about hacking the system, right? Within doing everything white hat. I don’t do anything black hat. They do what the system allows me to do, right? On Amazon right now, there is nothing you can do.

Tomer Rabinovich 00:18:46  When I say nothing, that means that you cannot do vine across different listings anymore and combine them. You cannot launch listings in Europe and combine the reviews that way. That doesn’t work. The only thing you can do is you can kind of preregister to find reviews, get 30 reviews before your product goes live, and that’s the only thing you can do. What this sells, what I’m doing with are doing are mainly going very heavily on PPC in the first week or two, just very, very aggressively BC. As soon as they launched, there are 30 reviews, but a lot of sellers are also doing is using old listings with a lot of reviews and just leveraging those to launch products. So that’s a very common thing that they see. Or they would launch, they would bring like a three tiered system. So they would bring a thousand units, 3000 units and then 10,000 units as variations of one another. And they will just be very aggressive with PPC for the first two. Might run out of stock, but that’s like a test period.

Tomer Rabinovich 00:19:42  And then the 10-K. Coming later is like the actual product they want to go all in with. So that’s kind of what I’m seeing. But what I’m doing now to answer your question like is I’m launching a new brand that is in the supplement space, and my entire focus is on TikTok because I don’t think I can launch it effectively on Amazon just based on the nature of the paradigm launching, and because it also doesn’t have any long tail keywords like a different type of brand I’m building, and TikTok is my avenue to launch this thing. And that’s what I mean by like hacking the system, because I think TikTok, if you win on TikTok, you win everywhere else. I know you talked about this before. If you have a good video on TikTok, just copy paste that to meta run ads and it will work, and you will get a lot of traffic to your Shopify into your Amazon, and everything is going to pay off just by if you do TikTok correctly. So that’s why I’m very bullish on TikTok for products that make sense for that platform.

Tomer Rabinovich 00:20:36  And then when I work with sellers now, I tell them, look, if you want something that is social media friendly, you’re going to be it’s going to be so much easier for you to launch this thing because you can just launch on TikTok or meta, and then you will get so much free traffic to your Amazon that if your competitors don’t do that, you’re gonna win so, so much more easily.

Josh Hadley 00:20:55  Yeah, I totally agree. I do think that over the next three years, in my opinion, that’s exactly where I think the I think that’s where the puck’s going. The people that are going to win on Amazon are going to be the people that can drive external traffic to just find the product on Amazon. And I like to think like the days of, like arbitrage, buying the like the buy box or keywords on Amazon. I think there are few and far between at this point right there. It’s so competitive and that’s what we’ve all been taught. Look at this keyword. How many keywords are there? Like, okay, you could probably win on this keyword.

Josh Hadley 00:21:32  I think in the next 3 to 5 years that goes away. What doesn’t go away is demand generation, brand awareness. And that’s exactly what I think Atlantic Commerce is going to bring to the world. And I also believe that that’s what social commerce is going to bring to the world. And right now, I believe, like in 2026, like it is the creator gold rush. Can you build an affiliate army and creators that are just obsessively, like obsessed with your brand? Right. That will continue to talk about your brand because you’re right, it makes it ten times easier to launch on Amazon now.

Tomer Rabinovich 00:22:10  Yeah. And again, I think many products can be launched on Amazon. I’m not I’m not saying they can’t, but I’m saying it’s going to be a lot easier for you to launch on Amazon if it also works on other platforms. And just to be very clear, like Amazon is a search engine, right? People are typing in whatever they want to buy and they’re coming ready to buy. Shopify is all about AOV and LTV average order value.

Tomer Rabinovich 00:22:31  Lifetime value is where it’s at, and that means you’re going to run meta ads. It’s all about your Roas, and that’s really early looking for. And TikTok is all about discovery and getting the attention of the potential customer. And if it’s at the right price point, probably under 50 bucks and it’s an impulse buy, they’re going to buy it. Also, expensive products do well on TikTok these days. But the point is they are very different channels and most parts don’t fit all three. Like if I sell silicone spatula, it can only work on Amazon. I cannot sell it anywhere else. And if my entire brand is commodity kitchen products, that’s all I’m doing. That’s fine. But that seller shouldn’t now launch a supplement brand instead. What they should do is they should launch more unique products that are kitchen products that can work across platforms, or launch a consumable product in the kitchen space that can go through, like they can work across platforms. And I think that’s what sellers are missing and that.

Tomer Rabinovich 00:23:22  And when you say brand, that’s what I think a brand is. A brand is just a niche you’re choosing to target. And by choosing the right products, you can expand your niche and target audience and marketplace is at the same time. So if all you’re selling is like silicon spatulas and pots and pans, that’s fine. But by choosing different products to launch next, you expand your brand niche overall. And when I started my journey as an entrepreneur, I started like in my Amazon journey. I started as like the Amazon expert. And what I’m doing now with my new brand is I want to expand it outside of Amazon to become like an income expert, right? I don’t want to just stay in the Amazon game anymore. And I think what will remain with this AI thing, I think we will have personal brands. That’s why me and you are kind of trying to build our own brands community is what’s going to stay next, and that’s why I have my own program and summit and stuff and brand like ecommerce brands, omnichannel brands.

Tomer Rabinovich 00:24:15  I think that’s what’s going to remain. And So those are like that’s why those are the three things I’ll focus on if you ask me about like the next 5 or 10 years, that’s what I see. Everything is going and I’m trying to build myself in the future if I can and not like rank products on Amazon, right?

Josh Hadley 00:24:31  Yeah. No. Makes a lot of sense. And I agree with everything that you just talked about and how how brand owners can maybe start transitioning from the old way of launching products on Amazon to kind of like pick their head up and look at some of the other opportunities that are available. Because you’re right, I think a lot of people do try to jump onto TikTok shop and they don’t have success there, and then they wonder why. And it’s like, well, your product is not very demonstrable, right? Your product isn’t really differentiated, like your basic silicone spatula. Right. And so you do have to think through and create something that is differentiated, that could go viral on those platforms if you want to have success over there.

Tomer Rabinovich 00:25:14  So one thing, one thing to consider as well. Sorry for getting off, one thing to consider as well. If you don’t have affiliates or creators picking up your product easily, no one’s going to buy it because they’re your customers, right? If they don’t want it for free from you, yeah, no one is going to buy it. It doesn’t matter that you have zero reviews or you have 50 reviews instead of a thousand. Nobody cares if they don’t want it for free. No one’s going to buy it.

Josh Hadley 00:25:37  Yep. Totally agree. and also, just like as a separate side note on this subject, for those of you looking to get into TikTok shop, and if you’re possibly working with an agency, I’ll tell you my experience with an agency. My first experience with an agency is that they’re like, oh yeah, we’ll get you a bunch of sales on on TikTok shop. We know it. Long story short, after three months, they came back and they said, zero, people are interested in your products.

Josh Hadley 00:26:05  Zero people want samples. And I said, bullcrap. There is no way that is a true statement because we do thousands and thousands of orders a month on Amazon. So I know there’s demand for my products. So when I decided to dive into TikTok shop myself, I’m the one who unlocked that and we had a massive amount of people wanting requesting samples and we went viral within our first 30 days. And so all I would say is be careful with who you end up trusting in the TikTok shop space right now, because everybody’s claiming that they’re experts. But TikTok shop is still so new. They’re like the playbook. And I’ve been to many, many TikTok shops, summits and masterminds. Right now. Everybody has a different playbook. There is not one strategy that works for every single brand. It is unique and you need to trod your own path. and so I would just like give that caveat to everybody, because I know I’ve spoken to a lot of sellers like, well, I worked with this agency and I was like, that’s your problem.

Josh Hadley 00:27:09  You’re working with an agency. Your problem is the agency.

Tomer Rabinovich 00:27:13  Let me talk about this from a different angle, which is PPC for Amazon. So I’m very I’m very bullish these days on don’t hire an agency to manage your PPC. That’s going to be a mistake. All the eight figures I’m working with, all the eight figure sales cells I’m working with right now. Don’t use an agency. The big majority of the seven figure cells I’m working with don’t use an agency. The most successful cells I’ve seen on Amazon. Figure it out on their own. I think an agency is a great solution. If Amazon is 1,020% of your revenue. Great. By all means, use an agency. Have them even manage the full account. That’s completely fine. And I get it. And I think that agencies are great for that. But if you are 99% Amazon or Amazon’s entire business, just do it yourself. You have to figure it out. in my book, I wrote something that says along the lines of you need someone on your team to understand PPC on a deep level, and if you don’t have someone, that’s someone is you.

Tomer Rabinovich 00:28:11  Unfortunately, and I think there are so many agencies like I think agencies are just doing it the wrong way, charging based on ad spend. And it’s like counterintuitive and the incentives are not aligned. And also you’re trying to aim after a certain tacos. You have to stop having personal data, because this is the talk the other day and the talk was tacos is a myth, was the entire talk. I really think that tacos is just a lever you can pull. Like, what’s better at 10% tacos or 15%? I can bring you tacos to zero by spending zero money on PPC. Tacos is just a level you can pull. Like price, I always compare tacos to price I don’t like. Is it better to be a 10% tacos and $20 or 15% tacos and $25? I don’t know, it depends where I make more profit. Gain more market share. Make more sales. That’s what I’m really after. So if an agency wants to be a good agency, they need to chase those KPIs, which is profit sales.

Tomer Rabinovich 00:29:08  Market share. Market share is calculated by rank and subcategory BSR. Those are the only three KPIs you should be looking at, and everything else doesn’t really matter. I also believe if whoever is managing PPC needs to control the price coupons, deals, all of that stuff, I’ll also be able to at least Please direct on the creative on how to improve the conversion rate of the main image and listings overall. All of that is their responsibility. That’s all the day to day stuff. The whole operations of this business needs to like it needs core, its supply chain and PPC. They work hand in hand and they feed each other off. We can push this product. We need to like slow down this product and they just work together. But I think so many sellers get this wrong by saying I’m just going to use an agency. And also PPC is your second biggest expense after inventory, and I don’t think anyone will let an agency tell them how many units to order and how to ship their units. I don’t think that’s ever going to happen.

Tomer Rabinovich 00:30:02  So why do that for you? PPC.

Josh Hadley 00:30:04  Yeah, Tomer, I couldn’t agree with you more on that statement. we actually had a podcast I recorded with Stefano from nomads. What’s unique about what they do is that they can be an agency. If you’re just getting started on Amazon, maybe that 1 to 3 million mark in agency is not a bad, not a bad option, but what I love about nomads is that they will then teach you and your team how to go do it yourself. And so that’s what kind of like we’ve done is one of like one of the best tips I would recommend is like you hire a PPC expert on your team. And then the my best strategy is like every six months we get a new consultant that works with them and then they share. Because guess what, you ask a hundred different PPC consultants what their strategies are. You’re going to get a hundred different answers. And so what we’re doing is like we’re leveraging the the mind of all of these different consultants and then saying and then cherry picking like, hey, share with me what would you do with our brand? And then we obviously have years and a decade of experience with our brand to say, like, okay, that actually might work.

Josh Hadley 00:31:16  Or nope, sorry, we’ve been there, done that. We’ve tested that. Like that’s not going to work. But like I would encourage the listeners like it. It’s like a stair step approach. Like, we’ve we have mastered PPC, but only after lots of mistakes, lots of trial and error and learning from experts in the industry.

Tomer Rabinovich 00:31:34  Definitely. So Stephanie is a good friend. He spoke at my event, sponsored my event. The recent one we did, and we recommend his agency. They’re doing a great job. And as you said, they help implement using Skill Insights in your business, which this is the other software we recommend sellers to use as well for PPC. And I do think that that’s that an agency is great if it’s temporary and if it’s still small and trying to figure stuff out. but it cannot be your long term strategy because the reason is right. Why? Because let’s say it stops working. Let’s say it works great for six months and then it stops working. What are you going to do? You’re back to square one.

Tomer Rabinovich 00:32:11  Or even worse than square one. and you cannot you cannot take that risk. And once, let’s say it does, well, but you’re overpaying whatever you want to try something else. You don’t have the knowledge. The knowledge is within the agency. Even if they tell you what they’re doing, you cannot replicate that yourself. So you’re back to square one again. so with all of that, I think you have to bring it in-house, similar to you bring again. Again compared to supply chain. it’s the same thing. So if we talk about TikTok, for example, I for the past year, I’ve learned everything I could about TikTok. I saw your talk at Kevin’s event, and I’ve seen like so many different things on this topic to just learn as much as I can and absorb as much as I can. And I’m like, okay, I get it. This is what I need to do. This is the these are the products I need to sell and I just need to figure it out.

Tomer Rabinovich 00:32:55  Like I figured out Amazon. Right. So it’s just one of those things you have I believe you need to do yourself. And I talked to a lot of agencies as well. And I think agencies are a great source of knowledge to understand what’s working at scale, what is, always true. Right. In terms of like just what five agencies agree on. That’s probably like a good thing to do. So and when you said like 100 PPC experts are going to give you 100 opinions, it’s not that one is right in 1900. Wrong. It’s just there are a lot of ways to run PPC, and I think you need to figure it out on your own. And I will just finish with this to say, if you are building an omnichannel business, I think you have two options to take. And I don’t know what your team structure is just I would love to hear from you, but I think there are only two structures. So either you go departments. So that means sales, marketing and so on and so on, or you go Shopify, TikTok, Amazon and you choose them almost like three different entities, which is what kind of what I’m building.

Tomer Rabinovich 00:33:56  And then I have like supply chain and development. That’s separate departments.

Josh Hadley 00:34:02  Yeah. No, I totally agree with you on that as well. So on the let’s talk let’s now transition from from talking about PPC, we understand PPC is important I think to put a to put a bow around that. Tomer, you talked about like the best launch strategy on Amazon today. Let’s say we don’t have social media marketing PPC, right? So make sure that’s why I think like PPC is one of the biggest expense. It is the biggest expense on your PNL next to the Amazon FBA, FBA expenses that you’re paying and next to, your overall like your cost of goods, right? Those are like your those are your three biggest expenses. Cost of goods. Right. FBA and PPC. What do you have the most control over? Your PPC can change dramatically on the month over month basis. Your cost of goods isn’t going to fluctuate month over month as much, and neither is FBA. But you really can do some damage and do some good things in the PPC space.

Josh Hadley 00:35:08  So just to echo your sentiments there, that’s why PPC is so important. If you don’t have an expert on your team, I would highly encourage you to go find one. Get them ramped up. It may take a year or two for them to actually get to a place where you’re like, I trust these guys like fully to to run this thing, but just know, like the the pain, the juice is worth the squeeze and the pain that you have to go through to get that set up.

Tomer Rabinovich 00:35:34  So I also say the difference is the difference. They might the listeners might think, oh, but what if that person quits, right. Or I need to fire them. Well, the knowledge stays in house. That’s the difference. You build the knowledge in-house and you can bring in a replacement to take over.

Josh Hadley 00:35:48  Yeah, exactly. 100%. They should obviously be documenting their processes along the way. So if you’re not doing that, that’s a whole other conversation of of organization and structure that you want for your team.

Josh Hadley 00:36:01  So let’s transition now Tomer to what is the right team structure for an e-commerce brand. And I think like you’ve you talked about this a lot in your group. And you say like hey, these are the specific roles I feel like you need to be successful. So let’s start in the Amazon space. Let’s say somebody’s been running their brand on Amazon. Amazon’s 90 plus percent of their sales at this point. What does that team structure look like. What do you see working for a lot of your sellers?

Tomer Rabinovich 00:36:32  Yeah. So I will say I think 99% of them make the same mistake. Myself included. Right. which is they don’t hire as early as they should. everybody that I know that hired people, which they hired people earlier. That’s one. The second thing I think that they all do wrong is they hire. They try to hire specialists or like, for very specific roles like customer support and a graphic designer and a PPC person and a supply chain person and so on and so on. What ends up happening is you are doing everything yourself.

Tomer Rabinovich 00:37:06  You are fine, let’s say. But now you have these five, six, seven people that work under you. They don’t work together, they all report to you. And it’s much, much, much worse than you were before on your own. so I think that’s, that’s the most difficult position to be in. What I tell sellers, instead they should do is they should understand first who they are if they are more creative or more analytic. So the analytic person is the one handling operations, which is supply chain PPC. And a creative person is the one handling most of the growth of the business, which is new products, new marketplaces, social media, all of that aspect of stuff. So a very analytic brain like numbers oriented and a very creative brain, which is like ideas and stuff. So whichever you are, let’s say you have more analytic. The first question you should hire is the opposite of you, which is a very creative person to take over all of the creative work in your business, and you don’t need to pay an arm and a leg for that role necessarily.

Tomer Rabinovich 00:38:04  You can pay 1500 $2,000 a month, whatever you can find. And I’ll also say that culture is very important for that specific role, because you’re hiring for a management position you’re not hiring for, for them just to be an employee. Because what you want to do is you want to build the company from the ground up. So you want to have managers to begin with. And then once they are overwhelmed, once they have too much going on, then they can hire people underneath themselves. And if I if you think about this business as a startup, which is what most of us have, it’s just like a bootstrapped startup. So we’re making a bunch of money. We’re making like 50 K, 100 K a month. We got like 15, 20% profit. I got some money in the bank. Hire someone as soon as you can afford to. Most startups have like three people. They have like a finance person, a marketing person and a product person. That’s most startups. So if you’re on your own, you’re probably missing 1 or 2 people in your company right now that just can figure stuff out.

Tomer Rabinovich 00:39:01  And you can just build the company from the ground up. And that’s what I’ve been teaching seven and eight figure sellers for the past 5 or 6 years, and they’ve been very successful doing that by just hiring more generalists that can do a lot of stuff at the same time with a growth mindset. Sharp, intelligent people. We are not dealing with rocket science here. This is not a complicated business or tasks. You just want someone to get stuff done. And once you have those two people, you need 4 or 5 more people underneath them. And that’s really it. If your entire business is Amazon, that’s it. To ramp up to 7 or 8 figures. Obviously depends on what you’re selling. If you’re in the clothing and you have like a thousand SKUs, maybe it’s different. But most private label brands I’m working with have like 2 or 3, four products that are killing it. And the rest are like, okay, but they can have a very small team.

Josh Hadley 00:39:56  I do think like when people are first starting out, I think one of the most important things and you touched on this, which is like you need to hire like management level staff.

Josh Hadley 00:40:07  because like so often I hear people that are like, oh, I got this VA for $3 an hour. And I’m like. great. Like, I think they guess what they’re probably going to do exactly what you tell them to do and nothing else. They will not think outside the box. If you have exactly like, I need you to push these buttons 100 times a day. Sure, they can go do that. But if you’re getting to that level, like a like AI is starting to get to the place where you should be able to replace somebody that’s just pushing 100 buttons per day. but the main object here is, I still think one of the biggest competitive advantages any business owner can have is your team. And so for me, we have a very rigorous like hiring and vetting process that we walk people through because I know that human intellectual capital, it’s hard to come by like the top 1% of team members, like most of them, the top A players, they’re all hired somewhere.

Josh Hadley 00:41:12  They are working somewhere else right now and they are not looking for a job. So I know that in order to get them, it’s not going to be easy. But if I can and I have seen this in my business, we have nearly doubled this year and I would attribute it 100% to the team members that we brought on. And it’s because, like they own the domain 100%. because again, like similar to your your story that you shared, like when I first started hiring, it was much more of me telling them exactly what to do. Right. And then I learned it’s like, oh no, the secret unlock here is hiring management level staff that they can see the problem, they can identify the solution to the problem, and they can actually implement the solution without me even needing to be involved. And I think that’s the that’s the critical piece that I see. Tomer, most of the time that people have a bunch of Vas that do exactly what the boss or the owner tells them to do, but they don’t have critical thinkers.

Tomer Rabinovich 00:42:18  Yeah, we also say your business is only as strong as your weakest employee, right? So whatever that may be. And also if you hire, let’s say you are starting out and you hire a $3 an hour employee, that might be okay, but do you actually want to talk to this person every day and get them to do stuff every day? It’s going to be your person for at least a few years. If everything works out. So you want to be very careful with who you bring into your world. And I think one of the reasons to build a business to begin with is to enjoy the people you’re working with. Right. Which you cannot necessarily do if you’re an employee in a different company. you don’t decide who you work with. This is kind of like almost employee arbitrage. What we are doing as entrepreneurs, I think because you might think, oh, I’m going to bring someone in, pay them 30 K a year or 100 K a year or whatever it may be, but they’re paying you.

Tomer Rabinovich 00:43:04  You’re not paying them anything. Like if you think they’re a job, right, they’re growing the business. And it might be growing the business by their work or by them, freeing up your time or other staff’s time so you could go find that unique product that will triple the business. I say that you are one product away from doubling your business, but you’re also one employee away from the same thing. And I think that’s we just had a $15 million seller in alpha back in my program, and he had zero employees. And he told me, I want to launch 15 new products this year. I’m like, you need to answer my employees first. Let’s focus on that. You didn’t have a vacation with your wife for the past four years. What are you talking about? Let’s let’s figure that out first before we do anything else.

Josh Hadley 00:43:43  I couldn’t agree more. And I think on that note as well, Tomer is you mentioned this briefly, but like, hey, if you start with a $3 an hour person, like they can be around for a couple of years.

Josh Hadley 00:43:56  And I do think that that is a very important principle, to understand here. The team that got you here is not the team that’s going to get you there. So I do think like entrepreneurs listening to this like it is okay to like, like stay at us. Maybe a smaller level. Like I’m not using that as a cop out to just hire a warm body. Like, no, you still need to vet them and like get. If you can find an amazing rock star at $3 an hour, great. Like, kudos to you. However, you’re going to have to kiss a lot of toads and review a lot of resumes, a lot of interviews to get to that point, to find a needle in a haystack. When your business is scaling up and you have more budget for hiring even better talent, that’s when you can actually poach and recruit talent a lot faster. That is going to be a level talent. So it’s really like the higher your budget and the salary, the more quickly you can bring in a talent to your business, because you could go effectively recruit and poach them.

Josh Hadley 00:45:03  And again, I think like business is constantly like you’re just leveling up one level at a time. And so you can start there. But then ideally, maybe your goal is, you know, hey, I want to be paying right now I’m paying $30,000 a year. But I would love to get people that I’m paying six figure salaries to. And then from there, like I talk about, I, I’ve heard some of the salaries of some of the other nine figure brands. You have people that are making well over a half $1 million that are driving significant growth to these, to these brands. So for me, that’s kind of like the next level is like, wouldn’t it be awesome to have somebody that like, is so good that I am paying them like a million bucks a year because, like, they are that good, they provide that much value to the business. And so to you, you talked about this, which I loved, which was, hey, it’s not that you’re paying this team member like, yes, you are, but like they should be driving so much growth to the business that you are, you are more than happy to exchange those funds for what they’re bringing back to the business for you.

Outro 00:46:09  It’s an investment, right? You’re paying for investment here.

Tomer Rabinovich 00:46:12  It’s not an expense. When you spend money on your team. If you do it the right way. So I think there are. I think I agree with everything. I do think there are two reasons people leave or you let them go, is because either the company outgrows them or they outgrow the company. So if you have someone for $3 an hour and they’re amazing, you just need to make sure you bring them along for the ride. So when I bring in that initial 1 or 2 people, it might be $2,000 a month for even a part time work. But I strongly believe in that person. They believe in my business and my brand. So I want him to grow with it together and I’m taking them for the ride with me. So I think that’s completely fine. And I’ve seen a lot of businesses that succeeded that way, and people that evolved within the company for a few years. And I think a lot of people want that.

Tomer Rabinovich 00:46:58  And I think that’s like a great way to look at this. And if you outgrow them, fine. And replace them. And that’s okay. But you don’t have to if they grow with you. And what’s the worst thing that can happen is if they try to evolve and move faster, but the company doesn’t allow them, so they leave and go to a better company. So you don’t want that to happen either.

Josh Hadley 00:47:17  Tomer, I’m curious where what’s your process? How do you go find really wicked smart people? How do you find a A level talent?

Tomer Rabinovich 00:47:24  So I don’t have that many people on my team. Right. So I have a very few people that I’m working with for a few years, and it’s going well, and I found them through random places. I will say I don’t have a robust process like yours, so I will add to that, but I will. Maybe one more thing I will add to this is culture, which I think is not discussed enough. I know we talked a lot about numbers a 30 year, 100 K a year.

Tomer Rabinovich 00:47:51  Someone who is a level is not going to come to work for you because you paid them 100 K. They’re gonna come to work for you because they want to work in this company. And what I will ask everyone listening is, if you could work anywhere, would you come and work in your company? And if the answer is no, then maybe something needs to change. Right. So I think that once you understand what your culture is, what your company values are, it’s basically what you stand for. As a person, I believe are your company values and those are your people. That’s your tribe. Those are the people who are looking to work with you as a group, as a collective. And if you share similar values and similar culture, you’re going to do great as a as a team. And when you show that and when you send that to a players, they will chase you to work for you. Right. Even if they pay, if you even if you pay them a bit less than what they’re getting now, or maybe it’s more bonuses on the back of it or whatever, but they’re not coming just for the money anymore.

Josh Hadley 00:48:48  Yeah. Tomer, I love this conversation today. Is there anything else that you feel like we need to share with the listeners that we haven’t yet touched on today?

Tomer Rabinovich 00:48:59  there’s, I think a lot of stuff we can talk about further. I will say that I think what I will also add is that if you are still working in the day to day stuff in your business and you are doing seven figures, you’re doing something wrong. You shouldn’t touch anything with supply chain. You shouldn’t touch anything. Customer support, PPC, anything day to day. You should be out of that by now. And if you’re not, you’re missing 1 or 2 more people. The next thing you should be focused on is new products, new marketplaces. And you should always have something new coming in as a product. Any big brand I can think of, if it’s Tesla or McDonald’s or Apple or whatever brand it is, they’re all launching new products. Like none of them ever take their foot off the gas, so you should always be working on new products.

Tomer Rabinovich 00:49:46  I’ve seen so many sales focusing on their systems and SOPs and team and all of that, and neglecting new products, and their business doesn’t grow, right. So I think that needs to be like always have like a bit of a fire burning there to have new products. And if you have like quality products you’re working on, it’s probably not enough. If you have more, because you need to be able to say no to parties and just don’t work out in terms of profitability, or you cannot get it to work or whatever it may be. And you cannot fall in love with those products. And then the third aspect, I think, is getting your numbers right and really knowing what your KPIs are and what your cash flow is that, you know, you’re very big on and, really understanding the Amazon fees and everything and your like your PPC numbers and everything. You just need to really get it. And knowing how to read the PNL properly is very important in this business. And I think once you have that figured out, you can decide, do I want to build an actual brand out of this? They want to sell this and do another thing instead if you want.

Tomer Rabinovich 00:50:47  If you really love what you’re selling, I think your products and your customers, I would highly encourage you to try to go the omnichannel route, build an actual brand out of this, because I do think multiples are different. The business is different. Thought more fun to be able to just talk about your friend publicly.

Josh Hadley 00:51:04  Fantastic advice and recommendations there. Tomer, you know, as we wrap things up, I love to leave the audience with three actionable takeaways from every episode. So here are my actionable takeaways. Let me know if I’m missing something here. Action item number one. You hit the nail on the head. It’s all about growth and new product development. So you as the entrepreneur, as the CEO, your most important role is to focus on growth and sales. And guess what? If you’re having an issue in the business, guess what? I think the answer is more sales. Because in general, sales cures all. So you have to ask yourself the question every day you come to work, what did you do today that is going to lead you closer to a new product launch? So that could be how many new product opportunities did you identify today? How many new quotes for manufacturers did you get today? Those are the leading indicators that you can track and you should measure on a day to day basis to say, hey, if I didn’t get five quotes today, or if I didn’t find five new opportunities today, guess what? That’s five less opportunities of me being able to launch a product in the future, because these are a launched product was six to 9 to 12 months in the making.

Josh Hadley 00:52:24  And so every day you postpone launching or thinking or creating the new sales strategy to get on to a new marketplace or to launch that new product, you are pushing out your growth even further into the future. And so for most Amazon sellers, your biggest growth opportunity truly is to launch new products. And I would say you keep launching new new, new, new new till you get to that. Eight figures in revenue, $10 million, $1 million a month. At that point, then I think you should have the team in the systems enough that allow you to say, okay, I’ve got the team. They can keep producing new products, they can keep managing Amazon. Now I’m going to go explore TikTok shop or Shopify because I think it’s important to like.

Tomer Rabinovich 00:53:12  Sorry, I just wanna add one more thing to this where you said you need to focus on your products at the beginning, I agree. I also think that when you start with your product, you have all the time in the world because all you do is product development.

Tomer Rabinovich 00:53:23  When you have one or 2 or 3 products, you can maintain your supply chain, your VPC, you can kind of hold all of it together, but then you get caught up with the day to day stuff, with your PPC, with your supply chain, with a few team members, and you neglect new products, so you cannot allow that to happen. So that’s why you need to bring as quickly as you can people to handle the day to day. So you can still focus on new products, and then you can delegate that as well. And then you can go to TikTok or whatever you want next.

Josh Hadley 00:53:51  Yeah, exactly. Ultimately, like as you begin hiring, it’s all about buying back your time. A great book recommendation, buy Back Your Time by Dan Martell. You should be actively trying to take things off your plate that are not revenue generating, right, that are just administrative need to be pushed out the door. So that’s action item number one. Make sure on a day to day basis you are doing something to move the needle for new product development, new distribution channels for your brand action.

Josh Hadley 00:54:18  Item number two. This is one of the biggest expense line items on every e-commerce business owners PNL, and that is PPC or advertising. So what are you doing to establish an expert in in-house team that allows you to be more nimble, that allows you to rank better, because at the end of the day, PPC on Amazon is meant to do one thing, and that is to increase your sales. That thereby should also increase your net profit and help support and boost your ranking on Amazon. that’s the whole end goal. And so we’ve talked about this in detail. A lot of agencies, it’s a percentage of ad spend. Those incentives aren’t aligned. They’re not looking at your organic rankings and trying to boost your organic rankings. They’re not looking at your net profit and saying like, hey, we’ve tested all of this out. Here’s the best tacos for you. Their main job is just like, spend, spend, spend, spend, spend. And so again, a core competency in your business needs to be PPC management.

Josh Hadley 00:55:21  Bring that in-house. Get some people. There’s agencies that can even teach you how to bring people in-house in some basic processes to begin doing this in-house action. Item number three. This is where it comes down to team. And we talked about the importance of like it’s not just hiring a warm body, it’s hiring people that can make critical decisions, that can identify problems, identify the solutions, and then implement those solutions into your business without you needing to tell them exactly what to do. One of the best books for this is going to be leadership secrets from Nick Saban. If you look at the the football program of Alabama and the number of championships that they want, and the reason why Alabama is the way Alabama is, is because Nick Saban’s entire focus, his entire focus and consider him this CEO, his entire focus was on recruitment. Who is my next star that I’m bringing in? And everything in their office and in their football program was all around. What is the first experience that that first recruit experiences? From the phone call to the letters, they get to the to the on campus visits.

Josh Hadley 00:56:34  So likewise, how can you apply that into your own business? And if recruitment and talent development can become your one thing, it is the one thing that creates the biggest moat in your business that will allow you to be able to stay defensible against the onslaught of overseas knock offs and some competition going on today. So Tomer. Those are my three action items. Anything else you think I missed here.

Tomer Rabinovich 00:57:00  No I think you nailed it.

Josh Hadley 00:57:02  Awesome. Tomer. Final three questions for you. Number one, what’s been the most influential book that you’ve read in line?

Tomer Rabinovich 00:57:07  Yeah, that’s a very deep question. I will say the number one book obviously is this one here, which is my own, right, the Amazon wave. I will say that this book is something that I wish I had when I started out. This is not a beginner’s book by any means. It was meant for active sales to scale to seven eight figures or exit. But, this is this was like a two year project during Covid that I did on my own.

Tomer Rabinovich 00:57:33  But I will say if I can mention three books, if that’s okay, let.

Josh Hadley 00:57:37  Me share.

Tomer Rabinovich 00:57:38  It. And I think hopefully all three of them. You don’t know. I know you are a bookworm like myself, so hopefully you don’t know any of them, but let’s see. So the first one is called ethology. Ethology is a very short read. It’s an amazing book on customer Experience. A lot of the products I’m working on are based on that exact methodology. second book is called Unreasonable Hospitality, but we built an amazing book of the number one restaurant in the world in New York and how it became the number one restaurant. And again, all about customer experience and how to treat your customers the right way. And the last one, I think this is the only book I read more than once in my life, like three, four times. And this is for those who are struggling with their mindset and with their self-talk, and not speaking to them in a positive way. It’s called it’s simply called what to say when you talk to yourself.

Tomer Rabinovich 00:58:32  and it’s a book I read years ago, and I keep coming back to it every few years, and I highly, highly recommend it for anyone struggling with that. And I think understanding yourself and talking to yourself comes long before you can hire other people. If you cannot treat yourself the right way, you couldn’t work with anybody. So I do think to be a success entrepreneur, you have to figure out yourself first. And that’s why my new brand is all about productivity and focus and stuff like that. Because I truly believe this is what entrepreneurs need before they can do anything else.

Josh Hadley 00:59:02  Great book recommendations. I had heard of one, a gift, and I had, I met him, the author there at one of the one of my previous masterminds a few years ago. But those are fantastic book recommendations. I even wrote a couple of those down. So thanks for those, Tomer. Next question. What is your favorite AI tool or software tool that you’ve been using and how have you been using it?

Tomer Rabinovich 00:59:25  Yeah, so we’ve been using a few different tools.

Tomer Rabinovich 00:59:29  ChatGPT is the main one by far that we use the most, especially for, again, understanding part of the development processes we do have in our, program. We have an entire AI section there, and called AI vault. You can also buy that separately and stuff. But that’s like every week you have a different episode coming out on AI. We just had like a kind of episode and we had AI videos and everything to do with AI in e-commerce. So I will say ChatGPT is what I’m using the most, especially for product development. But also I’ve been obsessed with my health this past year or so, and what I do is I take a picture of everything I eat, put it in there, and it just tells me how many calories, what else can I eat today? And that’s still super helpful. because I never come to Cals before, so that’s like a big help. And I think I’ve seen so many different ways people use ChatGPT, which is kind of crazy. but that’s by far my number one.

Josh Hadley 01:00:27  I love the idea of taking a picture of everything you eat and, documenting all of that and then going to get your blood work done right every six months. There’s, like, functional health. that’s what we’re doing. And then you dump it in there. And I also will upload. So I think all in one chat upload like your workout. So if you use like the hub or the aura ring or anything like that, you upload all of that data and it’s going to. It is. I promise you, it’s probably going to be a lot better recommendations than any doctor would.

Tomer Rabinovich 01:00:57  yeah. Yeah. I haven’t worrying as well. yeah, I think what? yeah. Whatever you’re tracking your, you can actually succeed with. Right. yeah.

Josh Hadley 01:01:07  Fantastic. All right, final question. Who is somebody that you admire or respect the most in the e-commerce space that other people should be following and why?

Tomer Rabinovich 01:01:15  Yeah, this is a this is a tough question, because one of the things I talk a lot about is that inspiration is coming from the outside.

Tomer Rabinovich 01:01:23  And I rarely listen to e-commerce people I want to say. But one that stands out is Davy Fogarty, who is just amazing on anything to do with off. Like he doesn’t talk about Amazon at all. It’s all Shopify stuff and building brands. And I think it’s just super interesting in terms of what he chooses to build out on YouTube and videos and stuff. So that’s the one I would mention he is.

Josh Hadley 01:01:49  He is definitely well known in the Shopify space. So people haven’t heard of Davy. Great one to look up. Tomer, this has been awesome. If people want to learn more about you, they want to find your book. They want to find your mastermind courses, your brand. What’s the best place for people to follow you at?

Tomer Rabinovich 01:02:06  Yeah. So you can go to join Top Dog Comm. That’s where you can learn about my programs, my summit, if you like. my book. Right. The Amazon Wave is on Amazon, audible anywhere you can imagine. And if you want to see my new brand on productivity and focus, you can go to get messages.

Tomer Rabinovich 01:02:23  Com and we’re doing a lot of interesting stuff there.

Josh Hadley 01:02:26  So awesome. Well Tomer this has been a productive conversation. Loved every bit of it. Thanks for your time today.

Tomer Rabinovich 01:02:33  Thank you so much.

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