Why Your Creative Isn’t Converting (And What to Fix First)

Creative volume isn’t the unlock. Better messaging is. In this episode of eCommerce Evolution, Brett sits down with Nate Lagos (CMO of Adapt Naturals, former Head of Growth at Original Grain) to break down how great storytelling drives real performance. From selling wooden watches through emotional positioning… to increasing AOV by reframing gift messaging… to building ads that scale without “fatigue” — this episode is a masterclass in understanding why customers actually buy. If you’re a DTC founder, CMO, or operator tired of launching more ads without improving results, this conversation will recalibrate how you think about copy, positioning, and brand personality. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Intro (05:05) Nate’s origin story, and why storytelling became a “performance lever” (07:40) Selling the story behind the materials (10:30) Customer motivation deep dive: status, identity, and gift-giving (15:05) Creative quantity vs quality (19:05) Finding the real “why”: research methods (23:10) Brand as “personality” (30:10) Testing surprises + valence/intensity framework (37:15) Practical frameworks: adjective formula — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links: Nate’s LinkedIn: https://www.linkedin.com/in/natelagos Adapt Naturals: https://adaptnaturals.com Original Grain: https://www.originalgrain.com/ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

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Why Your Creative Isn’t Converting (And What to Fix First)

0:00 47:55

Chapters

0:00 Intro
5:05 Nate’s origin story, and why storytelling became a “performance lever”
7:40 Selling the story behind the materials
10:30 Customer motivation deep dive: status, identity, and gift-giving
15:05 Creative quantity vs quality
19:05 Finding the real “why”: research methods
23:10 Brand as “personality”
30:10 Testing surprises + valence/intensity framework
37:15 Practical frameworks: adjective formula

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How long is this episode of eCommerce Evolution?

This episode is 47 minutes long.

When was this eCommerce Evolution episode published?

This episode was published on February 27, 2026.

Is there a transcript available for this episode?

Yes, a full transcript is available for this episode. You can read the complete transcript on the episode page.

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