The D2C Don: Growing Purdy & Figg £0 to £40 Million in 3 Years Using Behavioural Science Secrets

Why do so many food & drink brands struggle on D2C? 

Why do MOJU or SURREAL absolutely kill it ?

Jack Rubin knows D2C better than anyone I know 

The D2C Donny 

Honour to wax lyzzy about how he’s built Purdy & Figg into a HUGE WHOPPA brand 

Love D2C or love Behavioural Science - you’ll love this 

ON THE MENU: 

1. Charlie Munger’s Lollapalooza Principle for Building HUGE D2C Brands 

- Business Model - spend X make Y

- Allowable cost of acquisition

- Contribution on first order

- Future order + continuity plan

2. P&F Behavioural Science Context Reframe:  = “Cheapest candle vs. the most expensive cleaning product” + “Give your home a Spa Day”

3. Behavioural Science Secrets behind McDonalds $ 1.2 Million Law Suit “1.2 million is one hourswork for McDonalds” 

4. KFC and OGILVY Selling Fries In Australia - how to create intangible value through 

- Loss aversion

- Social morning

- Anchoring

- Value pay off

5. Food & Drink Brands YOU MUST “get out of the Super Market Mindset if you want REAL D2C success ” 

6. P&F Relentless Focus + Three levers to grow any brand “founders make the mistake of doing all at the same time” 

New channel

New products

New markets

7. Founder HACK: “reading a book in the working day is the most underrated hack of all time”|  Effective > Efficient. 30000 ft vs. 3 cm problems 

8. Why P&F Produce 10000 adverts a week using AIDA “Attention, Interest, Desire, Action”

9. Why Curiosity is the birthplace of creativity = Maximise output NOT input

10. KNOW YOUR MARKET “a bad team will win a good market, a good team will lose in a bad market” 

11. Alex Hormozi D2C Sales Principle; “Time to value” + “Effort to value”: £10,000 Liposuction vs. £10 Fat Loss Book. 

12. Alex Hormozi Context Shape Shifting “You believe what you want to believe” 

13. Founders Ask yourself: What if we just DO ONE THING WELL for another 5 years?” 

14. How AG1 7x Sales using "The Effective Executive"+ Seth Godin’s “Psychographic” vs “Demographic” Rule 

15. Leadership Principle: Instinct vs. Intuition “instinct is more physical”. train instinct

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