Elevator Talks

Vince Nijhof co-founded OOAK Brands. In this episode he sits down with Monish at Elevator Talks and breaks down every system behind it.If you sell online - whether you're just starting out or already scaling - this is the most practical conversation on ecom we've ever recorded.Download the free Vince Nijhof operator playbook here: https://links.elevatorgoods.com/episodes/vince-nijhofConnect with Vince:Instagram: https://www.instagram.com/vincevn/X: https://x.com/VinceNijhofMonish Sabnani (Host):Instagram: https://www.instagram.com/msabnani93/X: https://x.com/msabnani93Elevator Talks:Instagram: https://www.instagram.com/elevatorgoods/X: https://x.com/elevatorgoods! Work with the founders of OOAK Brands: https://ooakbrands.com/advisorySubscribe for bi-weekly conversations with operators building real brands.What we cover:00:02:52 - Intro00:03:32 - Who is Vince Nijhof and OOAK Brands00:07:59 - The $20M/month reveal00:11:01 - How to pick a product00:14:48 - The 9-figure product filter00:16:00 - Unit economics and ROAS targets00:23:45 - Creative strategy and awareness stages00:28:54 - The 7-pod creative team and leaderboard00:32:37 - Intent over volume: the one-shot-kill doctrine00:35:04 - Ad channel breakdown: Meta, Google/YouTube, TikTok00:37:21 - The Amazon effect: how channels feed each other00:41:13 - Funnel strategy: pre-landers and listicles00:47:00 - Upsells and AOV00:50:36 - Brand building vs performance marketing00:54:07 - Long-term brand building and R&D00:55:59 - Cash flow and scaling infrastructure00:59:07 - Where ecom is heading01:01:00 - Emotional marketing: angles as emotions01:04:45 - The AI stack01:10:57 - Omnichannel strategy01:17:33 - Building a brand holding: the long-term vision01:23:49 - The real moat in ecom01:28:34 - The foundation for scale

📘 Full playbook from this episode (free): https://links.elevatorgoods.com/episodes/notorious-foodie Every framework Notorious broke down - the 6 revenue streams, the creator-to-brand launch sequence, the content flywheel behind Notorious Cookware. Bookmark it.20M+ followers. Instead of maxing out brand deals, he built a real business. Monish sits down with Notorious Foodie to break down how.00:00 Intro00:47 The anonymous food diary — 5 years, zero monetization04:38 Steak 101: the TikTok video that hit 10M overnight10:49 When the first brand deals came in20:22 One-man-band era: editing, negotiating, pricing on intuition22:11 The 6 pillars of a creator business27:28 The delegation mistake every creator makes32:05 Notorious Cookware: why start with a chopping board35:42 Designing the chef's knife in Japan37:36 The affiliate-driven content flywheel39:07 Why creator product launches flop — and why his didn't42:03 Zero paid ads, zero CAC44:52 Short-term drop vs. long-term brand52:21 The fastest way to kill your creator brand01:02:44 The face reveal01:06:44 How creators should actually use AI in 202601:18:22 The 6 pillars, recapped🔗 ELEVATORWebsite: https://links.elevatorgoods.com/X: https://x.com/elevatorgoodsInstagram: https://www.instagram.com/elevatorgoods/LinkedIn: https://www.linkedin.com/company/100218103/Spotify: https://open.spotify.com/show/0mXtIpIq4driEruAccEqkL🎙️ GUESTNotorious Foodie: https://www.instagram.com/notorious_foodie/MODERATORMonish Sabnani is a Managing Partner at Elevator Goods. X: https://x.com/msabnani93LinkedIn:   / monishsabnani  #ElevatorTalks #NotoriousFoodie #CreatorEconomy #dtc