by EmilyDolton | Aug 24, 2026 | Commercial Thinking
Sometimes you can analyse customer data beautifully and still be missing the thing that matters, because businesses aren’t just numbers. A conversion change might coincide with a website change. A drop in repeat purchase might relate to a product issue....
by EmilyDolton | Aug 24, 2026 | Commercial Thinking
Growing revenue feels great. The first £1m, then £3m to £4m then up to and beyond £10m. More customers. More orders. More scale. But growth brings costs with it too. Product costs rise. Fulfilment gets more expensive. Payroll increases. Acquisition costs change....
by EmilyDolton | Aug 24, 2026 | Commercial Thinking
I’ve had versions of this conversation with lots of people. “Ooh, look how many of these we’ve sold.” “This customer’s ordered 40 times!” “That new product is flying.” “We’ve suddenly got loads of customers from Manchester.” “Our top three...
