Back in February, I wrote about REI’s future as someone who wants his kids to grow up in a world where the co‑op still thrives.

Now, new CEO Mary Beth Laughton has unveiled her three‑year plan. Reading it, I felt grateful—and yes, a little validated…

I’ve been “accepting” VP Ecommerce roles for an hour, and inviting y’all to take these jobs with me.

Our role this week? VP, Ecommerce @ Merrell (Wolverine Worldwide).

On Monday we crushed the role of VP, Ecommerce at Trupanion.

Now let’s embark on our new role as VP, Ecommerce @ Stanley 1913.

I never turned off my LinkedIn VP‑Ecomm alerts, so I’m running them as quick plays: surfacing the JD, breaking down the challenge, and showing how I’d approach it.

Today’s feature: VP, Ecommerce at Trupanion.

When I wrote Fixing Rad Power Bikes, I was looking from the outside in. Then an industry insider with a front‑row seat to the company’s travails filled in some gaps. Enter: a new antagonist.

Once upon a time, Rad Power Bikes was Seattle’s ebike darling. Now its tires are flat. Can its third CEO in three years fix it? Here’s my playbook.

Many leaders at Amazon got a Jeffb “?” email at one time or another.

I did.

It was my first week. 

Almost peed myself.

Physical retailers are whining instead of winning. Read more about monsoons, umbrellas, and how physical retail can win vs whine.

He was looking for rocket science, and all I had was a framework for sweating the details that matter to customers.

It’s hard to watch REI joining Party City, Container Store, Bed Bath & Beyond, and others circling the drain.

Here’s how I’d fix REI.