This episode is brought to you by Ordergroove.   The world has changed "massively" because of the COVID pandemic, says Matt Edmundson, Host of the eCommerce Podcast and Founder & CEO of Aurion Digital. But the principles of business remain the same: Connect with your consumers, communicate with them, and use that to determine when you need to pivot.   Did too many businesses rush to digital too quickly during the pandemic? Matt thinks so. Keep it simple, but serve your customer, he advises. The solution isn't always to convert 100 percent to digital.   One principle to always follow is simply this: The customer wants to be communicated with. Communicating with a customer - the tactic needed - changes over time. Matt says it could be SMS, email, Instagram, Facebook, or YouTube. Be prepared to change the tactic, but not the principle.   In Part 2, Matt talks about:   * How to look at your business from the point of view of your customers. * Don't overcomplicate your pivots. * Business tactics change, but principles don't. * Why a company like Peloton didn't learn the lesson of communicating with customers. * How his eCommerce podcast has connected him with people from around the industry. It opens doors that he didn't know existed. * Podcasts take time to get results. Be patient but remain dedicated. * What e-commerce products interest him most. * Digital is a world that changes every 18 months. To succeed, prioritize and simplify.   Join Ramon Vela and Matt Edmundson as they break down the inside story on The Story of a Brand.   For more on Matt Edmundson, visit: https://auriondigital.com/    Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen to your favorite podcast player: Listen now.   *   This episode is brought to you by Ordergroove.   It’s time to let your customers enjoy the products they love without the friction of reordering...   That’s why innovative brands like Peet’s Coffee and Il Makiage rely on Ordergroove’s subscription solution to build long-lasting relationships that drive recurring revenue.   From enrollment incentives to churn-fighting AI, Ordergroove gives your business the tools it needs to be a subscription success story.   Book a demo today and receive 2-months off your contract. Visit https://www.ordergroove.com/story/