How Jolie's Co-Founder Built $50M Betting Against Meta

Ryan Babenzien sold Greats, the first D2C footwear brand, to Steve Madden. Then he built Jolie into the #1 filtering shower brand in the world. $50M in revenue, profitable for 15 of 17 quarters, with Meta at just 25% of the total marketing budget. This is the full anti-paid playbook.Everything from this episode, structured into a free playbook:https://www.elevatorgoods.com/talks/ryan-babenzienIn this episode:- How to set a hard cap on Meta spend before it owns your margin, and what to put in the rest of the mix instead- Why Ryan's North Star is first purchase profitability, not ROAS, and how that one decision changed every other number in the business- The pre-launch brand playbook: how Jolie seeded brand in New York before the product existed, using curated events, oysters, and zero paid media- The question every founder must answer before launch: what do you actually want out of this business, and what does the exit look like?---Follow Elevator:Instagram: https://www.instagram.com/elevatorgoodsX: https://x.com/elevatorgoodsWebsite: https://www.elevatorgoods.comFollow Monish Sabnani (Host):Instagram: https://www.instagram.com/msabnani93X: https://x.com/msabnani93Follow Ryan Babenzien:Instagram: https://www.instagram.com/ryanbbabenzienLinkedIn: https://www.linkedin.com/in/ryanbabenzien/Follow Jolie:Instagram: https://www.instagram.com/jolieskincoWebsite: https://jolieskinco.com/