There's just no one else quite like Isaac Medeiros that I know of in ecommerce. With a team of a ~dozen creators, 16 freelance scriptwriters, multiple YouTube & TikTok accounts, and now a Discord channel, Isaac has taken the content-driven approach to DTC to a whole different level.
The result: a fast-growing, profitable DTC brand with a PNL that doesn't look like any others I know of in the space.
I chatted with Isaac about what it really takes to build a machine like the one he has–and whether or not other brands should seek to copy his model (on this question, his answer may surprise you).
EPISODE HIGHLIGHTS

[02:01] Isaac gives an overview of Mini Katana
[03:17] Overview of Mini Katana's approach to YouTube organic
[05:21] Mini Katana’s approach to generating first-party data
[07:04] How Isaac got into organic social growth (Exploring his foolproof TikTok model)
[09:11] Using Customer feedback to your advantage (iterate & innovate)
[10:30] How Isaac solidified his cornerstone strategy for organic reach
[13:55] Using TikTok for initial organic growth & pivoting to YouTube
[16:30] Orchestrating a successful YouTube launch for your brand
[19:53] Isaac shares his high-level tactics for growing on TikTok & YouTube
[21:46] Isaac breaks down Mini Katana’s Team
[24:28] Why Isaac's strategy isn't feasible for most brands (And what you should do instead)
[29:02] What's next for Mini Katana?

Places to follow up with Isaac:
Follow Isaac on Twitter: www.twitter.com/theisaacmed
Visit the Mini Katana Store: https://minikatana.com/
Visit the Mini Katana Youtube: https://www.youtube.com/@MiniKatanaStore
Visit the Mini Katana TikTok: https://www.tiktok.com/@mini.katana
Mini Katana's Second TikTok video ever: https://www.tiktok.com/@mini.katana/video/6884345688302357766
Places to follow up with Andrew:
Twitter: @andrewjfaris
Email: podcast@ajfgrowth.com
Work with me: www.ajfgrowth.com
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means