Can You Build a $150M Business in Just 3 Years?
That’s exactly what my guest today, Ryan Bartlett, did. As the founder and CEO of True Classic, Ryan scaled his company from zero to $150 million in just three years—and he’s only getting started. Now valued at nearly $1 billion, True Classic is rewriting the rules for what it takes to succeed in e-commerce. This conversation is an absolute game-changer for anyone who wants to understand the mindset, strategies, and work ethic behind building a thriving business in today’s world.

In this episode, Ryan breaks down the key pillars of his success, including his unique approach to marketing, which he describes as “the best marketing isn’t marketing.” By prioritizing authenticity and creating content that makes people feel connected, True Classic has built a loyal customer base. But it doesn’t stop there—Ryan shares how relentless customer focus has set them apart, from premium products at accessible prices to moments of over-delivering on customer experience.

We also dive into the real challenges of entrepreneurship. Ryan gets brutally honest about the emotional toll, the late nights, and the do-or-die moments, like betting $40 million on inventory. But his ability to turn risks into rewards and to lead with empathy has been critical to his company’s meteoric rise. If you’ve ever wondered whether entrepreneurship is worth the grind, Ryan’s insights will give you the clarity and inspiration you need.

Key Takeaways:

- Marketing Done Right: Why emotional connection, not hard selling, is the real game-changer in building a brand.

- Customer Experience as a Superpower: How creating "wow" moments for your customers can make you unforgettable.

- Risk and Resilience: Ryan’s lessons from gambling big on his business and why fearlessness is essential in entrepreneurship.

- Scaling Without Sacrificing: The challenges of growing fast and keeping a strong culture intact.


Ryan Bartlett’s story proves that success isn’t just about hard work—it’s about working smart, being relentless in creating value, and playing the long game. Whether you’re starting your first business or scaling to new heights, this episode will leave you inspired to take your next step.

Let’s max out!

Main Points:
00:00 Intro
03:16 Ryan's Backstory
04:57 How True Classic Started
07:16 The Best Marketing Is Not Marketing
11:45 How To Start Marketing Your Brand
15:35 The Customer Experience
19:59 Scaling Big
28:20 The Hiring Process
33:48 Filling Your Own Cup As A CEO
36:45 Year One And Two As A Start Up
38:19 The Do Or Die Moment
40:01 Build To Exit Or Grow
43:43 Broad Or Narrow Focus For Customers
47:03 Debt Vs Giving Away Equity
50:46 Is It Worth It?


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