How Do I… Turn Company Culture into a Growth Engine? w/ Emily Yueh

How Do I… Turn Company Culture into a Growth Engine? w/ Emily Yueh

HOW DO I… TURN COMPANY CULTURE INTO A GROWTH ENGINE? W/ EMILY YUEH SUBTITLE From outsider to industry leader: how authentic leadership and organizational “health” drive performance. EPISODE OVERVIEW In this episode of How Do I?, Matt Putra sits down with Emily Yueh, President at Sneex and former COO of David Yurman, where she led a 25% growth turnaround and international expansion. Drawing on 15 years as a McKinsey partner, Emily shares a rare, practical framework for transforming culture from a vague buzzword into a measurable business advantage. She breaks down how to identify when culture is capping growth, how to fix it, and how to scale teams globally without losing alignment or performance. If you’re a founder or executive looking to drive healthy, sustainable growth—this one’s for you. EMILY EXPLAINS * How to move from an outsider to an insider in leadership * Why culture and organizational “health” directly impact performance * The difference between compliance and true alignment * How to measure cultural health beyond employee satisfaction * What makes international expansion succeed or fail * Why the best culture champions are always your top performers * TIMESTAMPS 00:00 – Matt’s intro and why this conversation matters 01:30 – Emily’s journey from China to leading global brands 05:10 – How education and curiosity shaped her career path 10:40 – Lessons from 15 years at McKinsey 18:00 – Feeling like an outsider at the top 20:30 – Culture as a silent cap on growth 22:00 – How to diagnose “organizational health” 26:00 – Data-driven ways to assess team health 29:30 – Why satisfaction ≠ performance 31:00 – Designing the right interventions for culture change 34:00 – How to connect culture and profit 36:00 – Structuring teams for global expansion 38:30 – The balance between global consistency and local flexibility 41:00 – Corporate vs local decision-making 42:00 – Final reflections and how to reach Emily Follow Emily Yueh Website: sneex.com [https://sneex.com/] LinkedIn: linkedin.com/in/emilyyueh ABOUT EMILY’S COMPANY Sneex is a leading luxury brand known for its commitment to craftsmanship, innovation, and global growth. Under Emily Yueh’s leadership, the company focuses on building high-performing, resilient cultures that scale internationally without losing their creative edge. What Emily shared: * Focus on organizational health as a measurable driver of performance * Link culture initiatives directly to business outcomes * Champion growth through authentic leadership and alignment * ABOUT HOW DO I? The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately. Host: Matt Putra, Founder & CEO of Eightx OUR SPONSORS Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5–80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless. Services include: • Fractional CFO and financial leadership • Cash flow management and optimization • Strategic financial planning and forecasting • Marketing ROI analysis and optimization • Operational efficiency improvements Website – eightx.co [https://eightx.co]

How Do I Build a Prospecting System That Scales? w/ Gabe Lullo

How Do I Build a Prospecting System That Scales? w/ Gabe Lullo EPISODE SUBTITLE Turning cold calls into warm conversations: Gabe Lullo’s blueprint for scalable prospecting success. EPISODE OVERVIEW In this episode of How Do I?, host Matt Putra, Founder & CEO of Eightx, sits down with Gabe Lullo, CEO of Alō, the world’s largest cold-calling firm. Gabe has built and scaled SDR teams for major brands like ZoomInfo, Peloton, and Microsoft, delivering over 11 million cold calls per year. He shares his proven frameworks for building prospecting systems that actually scale — including how to find the right audience, structure SDR compensation, and make cold calling effective in a digital-first world. If you’ve ever wondered how to grow your outbound sales without burning cash or patience, this episode is your playbook. GABE EXPLAINS * How to identify and understand your ideal buyer before building your system * * Why cold calling still works — and how to make it scale * * The tech stack, data, and KPIs you need for predictable outbound success * * How to recruit, train, and motivate world-class SDR teams * * Why “prospecting is not a light switch” — and how long to give it before pivoting * * How to blend LinkedIn thought leadership with multi-touch outreach for real results * TIMESTAMPS 00:00 – Matt introduces Gabe and Alō 02:10 – How Gabe got into sales at age 13 04:00 – The evolution of prospecting in 2025 and beyond 05:40 – Why LinkedIn is still the best B2B platform 07:00 – Cold calling vs. email: what really works 09:25 – How Gabe’s team makes 11 million cold calls a year 11:45 – Knowing your numbers and KPIs for fundraising and scaling 13:55 – How to incentivize SDRs and structure compensation 16:10 – The 3-stage hiring process for elite SDRs 18:30 – Why asynchronous video interviews reveal top performers 20:00 – The “bag of popcorn” analogy for consistent prospecting 22:30 – How long it really takes to see results 25:00 – When cold calling makes sense — and when it doesn’t 28:00 – Understanding ROI and ACV before scaling outbound 30:20 – Building multi-channel campaigns (calls, LinkedIn, email) 31:30 – Humanizing your outreach and standing out online 33:00 – Gabe’s offer for startups and how to connect with him FOLLOW GABE Follow Gabe Lullo Website: www.aloai.com LinkedIn: linkedin.com/in/gabelullo [https://www.linkedin.com/in/gabelullo] ABOUT ALŌ Alō is the world’s leading sales development and cold-calling agency, managing over 150 SDRs worldwide and generating millions of qualified leads for B2B companies. The firm provides end-to-end prospecting services — from data sourcing and messaging to full SDR enablement and management. What they offer: * Fractional and fully managed SDR teams * Cold-calling and multi-channel outbound systems * Intent data and KPI-driven analytics * Recruiting, onboarding, and SDR training frameworks * Alō helps both startups and enterprise brands build scalable, high-performing outbound teams without the overhead of hiring in-house. ABOUT HOW DO I? The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately. Host: Matt Putra, Founder & CEO of Eightx [https://www.eightx.co] OUR SPONSORS Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5–80MM in annual revenue or venture-backed companies. Services include: • Fractional CFO and financial leadership • Cash flow management and optimization • Strategic financial planning and forecasting • Marketing ROI analysis and optimization • Operational efficiency improvements Website: eightx.co [https://www.eightx.co]

How Do I Create a Supplement That Solves Men's Aging Joints Without Looking Like a Beauty Product w/ Lennart Winqvist

EPISODE OVERVIEW Lennart Winqvist, CEO and founder of Arctic Collagen, shares the two-year, half-million-dollar journey of creating a premium liquid marine collagen supplement specifically designed for men's aging joints. Drawing from his entrepreneurial background as founder of Socuza Corporation, Lennart explains how he transformed personal frustration with existing collagen products into a gender-agnostic solution that delivers 8,000mg of marine collagen in convenient, portable sachets. Joined by co-founders Jazan and Rayhan Winqvist, the team breaks down everything from product formulation and bioavailability science to packaging design and strategic market positioning for health-conscious male consumers. LENNART EXPLAINS ◽️ Why gender-agnostic packaging design is critical for men's supplement adoption and market success ◽️ How liquid marine collagen achieves up to 95% absorption versus 40% for powder supplements ◽️ The scientific rationale behind 8,000mg dosing combined with hyaluronic acid and vitamin C ◽️ Why wild-caught Norwegian cod scales produce superior collagen compared to bovine or Asian sources ◽️ The real timeline and investment required: two years and $500K from concept to market launch ◽️ How to navigate early retail opportunities like QVC and Target without destroying your emerging brand TIMESTAMPS 00:00 Intro 02:22 The collagen journey begins 04:40 Creating supplements without scientific background 07:00 Solving men's joint pain perception problem 09:25 Recovery improvements at 39 versus 60 11:47 73-year-old tennis player's transformation story 13:59 Marine collagen versus bovine explained 16:24 The 8,000mg dosing research process 18:48 Bioavailability: liquid versus powder absorption rates 21:13 Cold processing preserves collagen efficacy 23:14 Finding the right food scientists 25:43 The real cost: half million dollars 27:54 The two-page flyer strategy 30:03 Building a multigenerational team advantage 32:27 Turning down QVC and Target deals 34:54 Social media and influencer challenges FOLLOW LENNART Follow Lennart Winqvist Website: arcticcollagen.com [https://arcticcollagen.com/] LinkedIn: [Not provided in transcript] ABOUT ARCTIC COLLAGEN Arctic Collagen is a premium liquid marine collagen supplement launched in 2024, specifically formulated to address joint pain and recovery while maintaining gender-agnostic appeal. The product delivers 8,000mg of hydrolyzed marine collagen sourced from wild-caught Norwegian cod scales, enhanced with hyaluronic acid and vitamin C for optimal absorption. Each convenient sachet provides a honey-like texture that can be consumed directly or mixed into beverages and food. Key Features: * Up to 95% bioavailability through cold-process liquidization * Sustainably sourced from pristine Arctic waters * Manufactured to EU standards in Norway, final production in Long Island, NY * Available in strawberry and lemon flavors * 14-day supply boxes with subscription options (20% discount + free nationwide shipping) Where to Purchase: * Direct: arcticcollagen.com [https://arcticcollagen.com/] * Amazon (recently launched) * OneLavi.com [https://onelavi.com/] (health platform) * MedPaidMarket.com [https://medpaidmarket.com/] (purchase with HSA funds using pre-tax dollars) * Walmart.com (coming soon) Special Offer: Subscribe for 20% discount and free shipping on all orders with flexible flavor selection between strawberry and lemon. ABOUT HOW DO I? The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately. Host: Matt Putra, Founder & CEO of Eightx OUR SPONSORS Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless. Services include: * Fractional CFO and financial leadership * Cash flow management and optimization * Strategic financial planning and forecasting * Marketing ROI analysis and optimization * Operational efficiency improvements Website: eightx.co [https://eightx.co/]

How Do I Adapt My Culture to Support Neurodiverse Employees? w/ Shawn Johnston

EPISODE OVERVIEW Shawn Johnston, founder and CEO of a 14-year-old agency, shares his personal journey of being diagnosed with ADHD and autism later in life and how it transformed his approach to building workplace culture. After discovering his own neurodivergence while supporting his son's diagnosis, Shawn rebuilt his entire company around neurodiversity-friendly practices. Now leading a team that's approximately one-third neurodiverse, he reveals the specific accommodations, communication strategies, and cultural shifts that not only support neurodivergent employees but create stronger, more productive teams for everyone. SHAWN EXPLAINS • What neurodiversity actually is and the common misconceptions that harm inclusive hiring • How masking behaviors exhaust neurodivergent employees and why authenticity drives performance • The five key workplace accommodations that transform neurodivergent employee success • Why documentation and clear communication systems benefit all team members • How workplace trauma affects neurodivergent individuals and what leaders can do about it • The business advantages of building sensory-safe environments and flexible work structures TIMESTAMPS 00:00 Introduction to neurodiversity in workplace culture 02:07 Shawn's personal journey with late diagnosis 04:25 What neurodiversity actually means and includes 06:45 How neurodivergent brains process information differently 09:06 Understanding masking behaviors in professional settings 11:15 Common workplace challenges for neurodivergent employees 13:36 The hidden trauma of workplace misunderstanding 16:03 Debunking autism spectrum misconceptions 18:29 The "spiky profile" of neurodivergent strengths 20:49 Why "high functioning" labels are harmful 23:05 Masking behaviors and their emotional toll 25:29 Sensory overwhelm in traditional office environments 27:48 The connection between neurodiversity and PTSD 30:04 Addressing the "superpower" narrative around ADHD 32:20 Essential workplace accommodations for success 34:41 Creating effective documentation systems 36:58 Building sensory-safe work environments 39:13 Communication strategies that work for everyone 44:03 Front-loading information to reduce anxiety 46:27 What neurodiverse employees really want 48:51 Common mistakes to avoid with neurodivergent staff 51:10 Building naturally inclusive company culture 53:31 Organic growth of neurodiverse teams 55:54 Final advice for creating inclusive workplaces 58:13 Shawn's current projects and contact information FOLLOW SHAWN Follow Shawn Johnston: Website: refoundry.io LinkedIn: linkedin.com/in/shawn-johnston-w Email: shawn@refoundry.io ABOUT SHAWN'S COMPANY Shawn runs a 14-year-old agency and is the founder of Refoundry, a low-code, seamless site builder for WordPress that helps agencies deliver digital projects faster and more efficiently. Refoundry is currently doing a pre-seed raise and showing strong early traction in the market. • Specializes in systems and process optimization for agencies • Built around neurodiversity-friendly practices from the ground up • Approximately one-third of the team is neurodivergent • Focus on clear documentation, flexible scheduling, and sensory accommodations • Proven track record of creating inclusive cultures that drive business growth For more information about Refoundry's SaaS platform, visit refoundry.io ABOUT HOW DO I? The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately. Host: Matt Putra, Founder & CEO of Eightx OUR SPONSORS Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless. Services include: • Fractional CFO and financial leadership • Cash flow management and optimization • Strategic financial planning and forecasting • Marketing ROI analysis and optimization • Operational efficiency improvements Website - eightx.co

How do I get real-time financials for my ecommerce business? w/Rafi Ganz

EPISODE OVERVIEW In this deep-dive episode, Rafi Ganz, UK chartered accountant and Head of Partnerships at Finaloop, reveals how ecommerce businesses can eliminate financial blind spots and gain complete visibility into their operations. After leading global tax at a multi-billion dollar IT security firm and serving as director at PwC, Rafi now helps entrepreneurs transform their accounting from outdated monthly reports to real-time financial intelligence. If you're tired of making business decisions with stale data and want to join the brands seeing 25%+ EBITDA growth year-over-year, this conversation is essential listening. RAFI EXPLAINS * Why ecommerce accounting is 20x more complex than traditional businesses and how this complexity creates opportunity * The specific integrations and automations that deliver tax-ready financials updated multiple times per day * How real-time financial visibility helps brands reduce OpEx margins by 5 percentage points on average * The critical difference between proxy dashboards and actual reconciled financials for decision-making * Why brands using real-time accounting see 25%+ year-over-year EBITDA improvements consistently * The exact setup process to go from sign-up to live financials in under 48 hours TIMESTAMPS * 00:01 – Opening discussion on ecommerce margin vulnerabilities * 02:02 – Why accountants make unlikely tech innovators * 04:13 – The failed AI experiments at Big Four firms * 06:29 – From 80-person finance teams to streamlined solutions * 08:48 – Why ecommerce accounting breeds unique complexity * 11:10 – The clearing account nightmare most brands face * 13:29 – Razor-thin margins demand real-time financial agility * 15:46 – What "real-time" actually means in practice * 18:06 – Automated loan document processing demonstration * 20:13 – Democratizing financial literacy for founders * 20:55 – Live system demonstration begins * 23:16 – Three-way reconciliation for payment processors * 25:41 – Automated transaction spreading and amortization * 26:39 – KPI dashboard and SKU-level profitability analysis * 28:59 – Industry benchmarking with real-time data * 31:21 – Real-time inventory and COGS calculations * 33:25 – FIFO inventory management and landed costs * 35:47 – Mission control for financial data gaps * 38:10 – Five-minute integration setup walkthrough * 40:22 – Bank and payment processor connections * 42:42 – Onboarding timeline and balance sheet setup * 45:11 – Monthly maintenance time requirements * 47:37 – The discipline effect of daily financial visibility * 49:59 – Proven results across three-year cohort studies * 52:18 – TikTok integration and future developments FOLLOW RAFI Follow Rafi Ganz Website:finaloop.com [https://www.finaloop.com] Email: rafi.ganz@finaloop.com LinkedIn: linkedin.com/in/rafi-ganz-a23b1a5b [https://www.linkedin.com/in/rafi-ganz-a23b1a5b/] ABOUT RAFI'S COMPANY Finaloop revolutionizes ecommerce financial management by combining AI-driven automation with expert accounting teams to deliver real-time, tax-ready financials. Unlike traditional accounting software that requires manual data entry and monthly reconciliation, Finaloop provides native integrations with major ecommerce platforms, payment processors, and banks to create continuously updated P&L, balance sheet, and cash flow statements. The platform automatically handles complex ecommerce scenarios like multi-channel sales reconciliation, inventory COGS calculations, and payment processor clearing accounts. Key features include: * Real-time financial statements updated multiple times daily * Automated transaction categorization with 90%+ accuracy * SKU-level profitability analysis and industry benchmarking * Three-way reconciliation between platforms, processors, and banks * Automated inventory management with FIFO calculations * Direct loan document processing and interest expense automation Finaloop offers a 14-day free trial where new users can connect their accounts and see two months of historical data within 48 hours, providing immediate visibility into their financial performance without any upfront commitment. ABOUT HOW DO I? The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately. Host: Matt Putra, Founder & CEO of Eightx OUR SPONSORS Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless. Services include: * Fractional CFO and financial leadership * Cash flow management and optimization * Strategic financial planning and forecasting * Marketing ROI analysis and optimization * Operational efficiency improvements Website - eightx.co