In the DTC space, there are always headwinds. Supply chain issues. Amazon account shutdowns. Meta or Google ad account issues.  And new headwinds pop up daily. That's why I love this conversation with Aaron Nosbisch so much. Aaron and my buddy Nick Shackelford run Lucyd - a social ad agency that focuses on CBD and Cannabis products, and now Brez, a very tasty THC drink that's legal in all 50 states. At Lucyd, Aaron and the team grew from nothing to one of the largest CBD agencies in the world. And the road was anything but easy. The story is a crazy one and even involved Aaron emailing Mark Zuckerberg directly when he was getting nowhere with Facebook support. At Brez, they're building a THC brand publicly. The wins and losses are right there for everyone to see.  This interview is fun, inspiring, and insightful. Here's a look at what we cover: Why "hacking" your way to solving difficult problems isn't the answer. Being really, really good at the fundamentals is the answer.Why building in public is more fun and likely less risky than building in private. What being "mission-driven" looks like for a CBD/THC brand.What's working on with X (Twitter) advertising, and what should we expect next year?The two ways to innovate. Plus more!