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Sebastian Eduard, Avenida del Mar, Marbella (2026)

20/11/2025

For the longest time, I've been a practitioner of the Lion-diet.
Sit, contemplate, and build energy for swift, calculated action.

Everything you've ever built is directly correlated with the quality of action.

Sitting around the office watching the clock turn only works for the government. But do you really want that life and paycheck?

As an entrepreneur, your scoreboard is impact & P&L,
Not the time spent at the office.

In the past year, I've set daily time intervals for intentional work.
Everything is planned, all distractions are off.
I invest all my awareness in solving one single topic at a time.

There's rarely an issue that full focus can't figure out in 50 minutes.
Zoom calls that take more than 30 minutes are just water-cooler chats.

Choose signal over noise,
And be surprised how there's half a day left after moving the needle forward.

Here's a desktop background quote that keeps me anchored:
"Is this the most effective way to spend my time now?"

20/11/2025

Coming from Finance where most see the economy as a zero-sum game,
I appreciate eCom people understanding we can all Make the Pie Bigger.

The thing that made me stick with this industry for 12+ years is people.

While I do appreciate the value of competition, there's no need for foul play.

I come from an era where I'd spend 20% of my time fending off attacks.

I never retaliated, as I knew that they just put outside what's inside of them.

I don't want to be the guy furiously yelling at his own screen shield.

I'd rather be the guy smiling back, listening to that favorite song.

There is a divine order, and given enough time, the scoreboard shows it.

There's no black hats at the top; there's only leverage and hard work.

You might be able to cheat your way through amateur leagues,
But try that in the Olympics...

Instead of seeing how I can damage the \ #1 guy so I take his place,

How about we all think about building more value so we can all benefit?

I'm very grateful to all the eCom pioneers that built this natural culture.

20/11/2025

We never track our people's Time spent per task, we track their Results
Amazon Ads is not a game of speed, it's a game of precision 👇 Here's why

I'm a big believer that the cheapest thing in Amazon Ads is action.
A $100 tool could do the account actions we charge $5,000 for.

The value comes from the expertise invested in that action.

I'll share with you a story I recently heard in Marbella's Puerto Banús.

A yacht owner had an engine failure on his ~$50M toy.

He called the service company to request support, only to find out that it'd cost ~$80k and they would arrive in a week. He said he'd call back.

At the time, an old man overheard his conversation and approached him.

"Sorry to bother, couldn't help but overhear that. I was a yacht engineer, could I have a look?"
"Sure, can't hurt!"

So the old man asked for a small hammer and started investigating the engine room. Soon after, he said:

"Look, if I fix this for you here and now, would you pay me $10k cash?"
"You bet!" the owner said.

The old man taps the metal with his finger, listening for the echo,
And then settles on a small screw head, and POW, he hits it once.

Guess what?
The engine started!

"So, can I please have my $10k?"
"Come on, man, how can I pay you $10k for tapping a screw once with that hammer..."

"My friend, it took me 40 years of working on engines to know where to tap and why..."

And as such, the promise was kept, and the old man went on his way with the $10k and a smile on his face...

Drop a 👍 if you liked my summer-time story, happy to share more!

19/11/2025

Short reminder 🚨 From Amazon detail pages to ad creatives,
It may be your product, but it's all about what OTHER people want 💡

So many times, I fell into the trap of pushing the benefits that I like.

Your product listing page isn't ready when you like it.
It's ready when it converts.

This is where the difference between experience and excitement shows up.

"It works" is thousands of times more important than "It looks nice".

Everyone I spoke with about this agrees,
But when we take a look at the listings... they don't agree.

While this is a very common trap, there's a worse one.
And I've been there as well (more times than I want to admit).

That's building products that YOU would enjoy.

"It came from a real need," I hear.
Yeah... for you and 12 other people in the past year. Good luck scaling that.

Here's the analogy that helped me internalize this:
When you buy a friend a present, it's about what they like, not what you like.

If you want to be effective, set yourself aside.

19/11/2025

👊 House of Amazon Ads 💥

19/11/2025

So recently I hired a new in-house dev to fortify our internal tools.
The right character to skills match was way harder than expected because...

My general philosophy is hire character, build skills & competence.

But the development area is the only job I can't do in my business...

This made the skills side a bit tricky, and I stared at my office walls for ages.

Initially, I started a frenetic research on understanding which dev skills we'd need most.

But then, how do I test them?

I quickly realized I'm not the right person for the job, and hired a consultant.

One or two hours of their auditing time was orders of magnitude better than 3 of my days.

And the price I paid for replacing those three days was minuscule.

Sometimes the best decision is not made by you,

And subsequently the best decision is to pass the decision to a higher competency.

So far so good.

19/11/2025

Simple question. Are you happy?
Let's remember what matters, shall we?

I know... I'm one to speak 😅 But hear me out.

I just became a godfather (insert Don Corleone .gif here).
This and other recent events left a mark.

While running for what we want, we forget about what we need.

I know this happened to me in the past decade.

For my tribe who wakes up with replies to emails in their heads already,
Take a breather, put the phone down for an hour, and let's center a bit.

I've seen and known too many wealthy people who'd pay millions for time.

Well now you have it, and that extra $ amount won't feel like you think it will.

I'm happy I realized this when I still have energy and agency.

Just remember you work to live, not vice versa.

Simple words, but they come in kindly, and carry heavy truth.

19/11/2025

We spend 8-12 hours a day with the people in our business life,
And 3-5 hours with our loved ones. Maybe choose wisely?

For the longest time I wanted to control who I'm working with.

Probably took me a decade, but all that effort paid off massively.

To this day every hire we make at Insiders has an interview with me.

I'm not checking CVs, my team does that. I'm checking vibes.

I want to feel good around this person, I want to laugh and build.

I want to look forward to meeting them at the next team building.

I want to genuinely listen to their weekend stories during Monday's call.

Time passes, and whether you realize it or not, this is our life.

I want to share it with my tribe, with people I vibe with.

Don't just hire for a CV*. A great professional can also ruin your company.

One rotten apple and the entire culture you've built for years collapses.

I love my people

19/11/2025

𝐖𝐡𝐲 Whatnot'𝐬 𝐋𝐢𝐯𝐞 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐢𝐬 𝐂𝐫𝐮𝐬𝐡𝐢𝐧𝐠 𝐢𝐭 (𝐖𝐡𝐢𝐥𝐞 𝐎𝐭𝐡𝐞𝐫𝐬 𝐅𝐚𝐢𝐥) 🎯
Ever wonder why some platforms dominate while others barely survive?

Let me share a fascinating insight about Whatnot's incredible journey.

Here's the mind-blowing part:
They're set to hit $6 billion in GMV in 2025 (2x YoY growth) 🚀

That's right up my alley... I'm genuinely excited to share client case-studies that just break the average niche growth patterns...

But I digress, here's what's really interesting...
Users spend 80 minutes daily on their app - that's Netflix territory, not typical e-commerce behavior.

So what's their secret sauce? 🤔 They flipped the e-commerce playbook:
➣ Entertainment FIRST, sales SECOND
➤ Community over transactions
➢ Retention over conversion

Compare this to Amazon Live:
Barely hits 1,000 viewers on regular days
(they even stopped showing viewer counts 👀)

The magic formula? Whatnot understood something crucial:
Live commerce isn't about selling everything to everyone.

→ It works brilliantly for:
◢ Trading cards
◢ Sports memorabilia
◢ Fashion (their fastest-growing segment!)
◢ Products needing real-time authentication

The results speak for themselves:
◣ 25-30% conversion rates during streams
◣ Multiple sellers hitting $1M+ monthly sales
◣ Top 15 most popular free iPhone app in the US

💡 Key Lesson:
Live commerce success isn't about forcing traditional retail into a live format, It's creating an environment for experts to entertain and naturally add value.

What do you think?
Is live commerce the future of retail, or will it remain a specialized channel?

18/11/2025

Confirmation bias is huge among us Amazon sellers.
First product did well, so you outsmarted everyone, right? 👀 right...

Do you know what's the worst thing that could happen,
If you're playing in a casino for the first time?

It's winning the first bet you place. You're hooked.
That's where false confidence ends up in ruin.

There are proper research studies on this, such as Edson et al. (2023).
They analyzed over 18 million entries from 34,596 fantasy sport players.

The found that that experiencing a big win first was associated with:
🅐 Increased gambling engagement
🅑 Higher stakes
🅒 Greater net losses.

If you got lucky with your first Amazon product and ads looked great,
My recommendation is to take your winnings and run!

Hire a professional and don't believe it will repeat.

Here are the two primary researched psychological mechanisms:

❶ House Money Effect (77-84% of impact)
Winners mentally separate their gains into a different account, making them feel more comfortable risking larger amounts.

❷ Overconfidence/Skill Illusion (16-23% of impact)
Early wins create false beliefs about your own skill and future winning probabilities.

You might beat a poker pro if you're playing for 1 hour,
But your chances are below 1% if you play for a month.

It's no surprise that the ~2% of sellers who generate +50% of Amazon sales,
Are also the ones with the most time in the market.

I advise that being wealthy is more important than feeling cool.

18/11/2025

Is Amazon still a thing?😒 +100,000 sellers are now hitting $1M+per year
And the 🐳 keep consolidating: +230 sellers do +$100M/yr vs. ~50 in 2021

Here's what's even more interesting:
➣ Active sellers dropped 10% (less but better competition)
➤ Traffic per seller up 31% since 2021
➢ Just 2% of sellers generate 50% of total revenue
(read the last one again)

Translation?
While some see a "saturated" market, some see MASSIVE opportunity.

💡 The key insight
As the side-gig crowd exits due to rising fees and margin pressure,
Established sellers are capturing bigger pieces of the pie.

For US sellers:
◭ 43% generate $100k+ annually
◆ 146 sellers hit $100M+ milestone
◮ Chinese sellers dominate the $1M+ club (57%)

What this means for us:
The marketplace is evolving from experimental playground to serious business infrastructure.
The opportunity has never been bigger for those ready to adapt and scale.

Here's what I ask myself:
Am I positioned to capture this growth? 🤔

Let me know in the comments if you're seeing similar trends in your Amazon business.

18/11/2025

𝐖𝐡𝐲 Whatnot'𝐬 𝐋𝐢𝐯𝐞 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐢𝐬 𝐂𝐫𝐮𝐬𝐡𝐢𝐧𝐠 𝐢𝐭 (𝐖𝐡𝐢𝐥𝐞 𝐎𝐭𝐡𝐞𝐫𝐬 𝐅𝐚𝐢𝐥) 🎯
Ever wonder why some platforms dominate while others barely survive?

Let me share a fascinating insight about Whatnot's incredible journey.

Here's the mind-blowing part:
They're set to hit $6 billion in GMV in 2025 (2x YoY growth) 🚀

That's right up my alley... I'm genuinely excited to share client case-studies that just break the average niche growth patterns...

But I digress, here's what's really interesting...
Users spend 80 minutes daily on their app - that's Netflix territory, not typical e-commerce behavior.

So what's their secret sauce? 🤔 They flipped the e-commerce playbook:
➣ Entertainment FIRST, sales SECOND
➤ Community over transactions
➢ Retention over conversion

Compare this to Amazon Live:
Barely hits 1,000 viewers on regular days
(they even stopped showing viewer counts 👀)

The magic formula? Whatnot understood something crucial:
Live commerce isn't about selling everything to everyone.

→ It works brilliantly for:
◢ Trading cards
◢ Sports memorabilia
◢ Fashion (their fastest-growing segment!)
◢ Products needing real-time authentication

The results speak for themselves:
◣ 25-30% conversion rates during streams
◣ Multiple sellers hitting $1M+ monthly sales
◣ Top 15 most popular free iPhone app in the US

💡 Key Lesson:
Live commerce success isn't about forcing traditional retail into a live format, It's creating an environment for experts to entertain and naturally add value.

What do you think?
Is live commerce the future of retail, or will it remain a specialized channel?

Sebastian Eduard

20/11/2025

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18/11/2025

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