One in five Aussie men change their sheets three times a year."
Gross. Also a whole business.
The Lad Collective started with one bed sheet. Four corner straps. Pull them under the mattress, bed made.
The mission? Get blokes to actually change their sheets.
A gross stat, a lot of PR, and they were off.

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"Pull up every other bedding brand, then pull us up. We don't look the same."
That's the entire strategy at The Lad Collective.
The product can be copied. The brand can't.
Creative is where you dominate, but only if you'll do what others won't.
Look like everyone else and you've already lost.

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Most purpose-driven checkout features feel like an afterthought. A round-up widget. A charity logo in the footer. Something the brand added because it looked good, not because anyone thought hard about whether it actually worked.

GoGenerosity is not that. At Rohan McCloskey's best-performing merchant, one in six customers donates $5 every single time they shop. Not once. Every order. For two years. Mystery shopping data shows 98% of customers are more likely to return to a brand running it than a direct competitor selling the same product at the same price. Only one merchant in the platform's ideal customer profile has ever churned.

In this episode we sit down with Rohan McCloskey, Founder and CEO of GoGenerosity, to get into how the checkout model actually works, what the data says about loyalty and repeat purchase, why GoGenerosity has no merchant login, why raising capital before product-market fit nearly killed the business, and what kept Rohan building through a serious personal crisis in late 2023.

Brands and tools mentioned: GoGenerosity, Shopify, AWA, Hume, Klaviyo

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Rohan McCloskey → https://www.linkedin.com/in/rohanmccloskey/?originalSubdomain=nz
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
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"We'd done it. We'd won."
"And then it felt like I'd been kicked in the face and sent back to the bottom with broken arms and broken legs."
Grant Arnott on the part of success nobody warns you about.
By every measure he'd made it. What he felt was shame.
Honest in a way business rarely is.

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