10/03/2026
She turned a $7 can of fish into a $15 million brand. 🐟
And she did it without paid ads for the first 2 years.
Fishwife is one of those brands that makes you stop and think — “wait, how did canned fish become THIS cool?”
The answer is in her strategy, design, and community.
It’s building a brand that people want to be part of, not just buy from.
In this first episode of THE PLAYBOOK, I’m breaking down:
→ How Fishwife grew from $0 to $7.6M in 4 years
→ Why she built her brand identity BEFORE her supply chain
→ The $0 ad spend strategy that doubled revenue two years in a row
→ What this means for YOUR ecommerce brand in 2026
In this new weekly series, I study the brands that are winning and I pull apart the strategy so you can apply it to your product brand — at YOUR level, YOUR pace.
Simple systems. Steady sales. Sustainable growth. That’s the playbook.
💾 Save this. Or share it with a founder who needs it — next week I’ll be breaking down Rhode. 💄
And if you need help with your content strategy, someone to bounce your next launch idea off of, or want clarity around your branding, product or sales strategy, comment the word SESSION below and schedule a 60 minute strategy session.
