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Isaac John

14d • Announcements

What I learned after a decade of building and breaking brands

When I first started in clothing, I thought I understood what made a brand work.

I thought it was design

Logos.Colours.The feeling you get when you put something on.

And to be fair that stuff matters.

But after more than 10 years in this space building brands, working inside them, and helping others do the same I’ve realised something important:

Most brands don’t struggle because they lack creativity. They struggle because they don’t have structure.

I remember a moment a few years back where things felt… messy.

We had ideas.We had designs we loved.But every drop felt stressful.

How much do we order?

What if it doesn’t sell?

What if we sell out too fast?

Why does cash always feel tight after launch?

Eventually, we decided to bring someone in.We paid him $20,000 to help us build a proper buying plan.

At the time, it felt like a huge gamble.

But when he came back a month later and walked us through it, something clicked.

For the first time, we weren’t guessing.

We knew: what we needed to buy how much to order and what success actually looked like before spending a dollar

And here’s the part I didn’t expect…

Once the numbers were clear, creativity actually became easier.

Design stopped feeling chaotic.

Decision-making became calmer.

We finally felt like we were building a business, not just releasing products.

Early last year, I shared this idea in a post almost offhand.

I thought it was basic it wasn’t.

It reached 600,000 people and was shared over 20,000 times.

That told me one thing:A lot of people are building brands without this piece.

That’s why I built The Buying Plan.

It’s not about killing creativity.

It’s about giving it a foundation.

It gives you clarity before you design.Structure before you spend.Confidence before you commit to inventory.

And it does that for a fraction of what we once paid honestly, it’s cheaper than a single sample run.

If you’re at the stage where you want things to feel calmer, clearer, and more intentional this is for you.

You can check it out here: thebuyingplan.app

Isaac

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