Summary In this episode of Talk Commerce, Joe Early, the co-founder of Tifosi Optics, shares his insights on crafting customer journeys that dazzle and convert. Tifosi Optics is a leading sunglass manufacturer for the running and biking industry. Joe discusses the challenges of competing in a crowded market and the importance of staying on top of product trends. He also talks about the shift towards lifestyle-focused sunglasses and the growing popularity of pickleball. Joe emphasizes the need to protect your eyes from the sun and highlights the durability and quality of Tifosi sunglasses. Takeaways Crafting customer journeys that dazzle and convert is key to success in e-commerce.Staying on top of product trends and continuously innovating is crucial in a competitive market.The shift towards lifestyle-focused sunglasses and the popularity of pickleball present new opportunities for growth.Protecting your eyes from the sun is important, and Tifosi sunglasses offer durability and quality.Sound Bites Chapters 00:00Introduction and Background 03:48New Chapter 07:18Starting Tifosi Optics 11:10Maintaining Quality and Product Development 13:49Competition and Positioning 15:23Direct-to-Consumer and Wholesale 19:20Focus on Cycling and Running 21:10Influencers and Athlete Collaborations 23:01Pickleball Market 25:53Durable Lenses and Eye Protection 28:22Trends in Sport Optics 30:09Shameless Plug