surefoot.me

We are proud of the long-term partnerships we have with brands like Peak Design, Hydro Flask, Brooklinen, OXO, Made In Cookware and more.

We strive to create a culture where superior service is our primary sales strategy, clients and co-workers are friends and hard work is balanced with play.

Our core tenets:

- Partner with brands and companies we believe in, who give more than they take, whether that’s in the way of charitable giving, happiness or health.

- Win with integrity and put people over profit in a world that often forgets how to do those things.

- Refuse to waiver on doing what is best for our clients, even if it means less upside for us.

- Only do what we can do well, providing strategic AB testing and personalization services, and partnering with others when we veer outside the realm of our core competencies.

- Be happy. As they say, life is too short to be anything else.

If our philosophy resonates, please give me a shout at brian@surefoot.me

CEO & co-founder

CROmetrics

As employee #1, I helped grow the company to $3.5MM in annual recurring revenue and wore many hats, handling everything from client management to data analysis, QA and process implementation for clients like Facebook, 99designs, Trulia, General Assembly, Weight Watchers and more. 

As the company grew from two people to 25, I was promoted to Director of Operations, where I led various initiatives, including implementation of back-end systems and automation that facilitated internal efficiency and client success.

Director Of Operations

Test My Marketing

This was the second company I co-founded, which I spun out of a 3-day startup event, even winning a MSN influential new business contest. True story. I’m still surprised the domain name was available. 

We offered an affordable copywriting solution to help businesses craft crisp, actionable and compelling messages before publishing to their audiences. As co-founder, I led all internal operations and marketing and managed a community of freelance marketers.

Co-Founder

Rockbridge Seminary

Directed technology, online and traditional marketing, and finance.

Vice President of Operations

Director of Operations

Operations Manager

Watch Dog Time

This was my first foray into the world of business ownership, an online luxury watch repair business. If you had a broken Rolex, Tag Heuer or Breitling, I had a fix for it.

• directed all matters of finance, marketing, and daily operations 
• handled all customer service inquiries, ensuring timely responses (see what I did there?) 
• bootstrapped company and reached profitability and positive cash flow within 5 months of launch

President & Co-founder

Justice Jewelers

In this role, I found diamonds in the rough (literally and figuratively), as I was responsible for directing the buying team, small diamond buying and jewelry appraising. This is where I got my first taste of the World Wide Web (as it was referred to then), as I  managed our company websites and the Inventory Management System. 

• responsible for planned merchandise spend of $6MM annually
• directed outsourced marketing activities with ad agency
• designed and implemented a system to control purchasing budgets 
• designed and implemented a website for sale of slow moving inventory, which led to increased profitability and faster turn
• designed and implemented a purchasing process to increase inventory turn; turn exceeded industry average by 186%
• earned Graduate Gemology degree from the G.I.A.

Buying Team Manager/Marketing Coordinator/Merchandiser

Growing ecommerce businesses through CRO, UX research, and data analytics.

We're a conversion rate optimization agency for eCommerce brands looking to grow to the next level, but know they need to a better job converting traffic. 

We talk to your potential customers, find out why they're not buying, and fix those issues through a/b testing, personalization, and data-informed UX/UI design.

We help you grow by leveraging: 
-> Full-website conversion optimization
-> Landing page optimization
-> Personalization and segmentation
-> Conversion-focused web design
-> User experience research
-> Website analytics and reporting

We’ve worked with brands you know, like JensonUSA, Osprey, PENN Fishing, and The Shade Store. We’re also fired up about helping growing brands reach the next level. Some brands we've helped make this jump include Hydro Flask, Made In, Mizzen and Main, and Peak Design.

Brian Schmitt

The CRO industry is full of 25-year-olds teaching "masterclasses" after running 10 tests.

I've been doing this since 2001. And honestly, almost all of what I see from newer operators today is straight trash.

Can someone be good at CRO in two years? 

"Good" is a loose term. Can someone do it? For sure.

But if you're coming in fresh at 25 with no business experience, you're not going to be proficient.

You'll end up copycatting wins you see posted online with no strategic thought and zero customer empathy.

I've stepped in for clients after they left younger agencies. Their biggest complaint is always:

"Our tests would win, but we wouldn't see revenue translate."

When I examine their "winning" tests, I find they hit significance in 3-4 days when the sample size wasn't big enough, creating false positives everywhere.

We've found "losses" that were actually wins when re-run correctly and "wins" that were flat or actual losses.

Real experience teaches principles, not tactics.

CEO at Surefoot.me | Driving ecom growth w/ CRO, Analytics, UX Research, and Site Design

The most expensive mistake $10M+ ecommerce brands make:

They spend millions on traffic.
But 98% of those visitors leave without buying.

CRO is the lever they ignore.

Acquisition builds reach.
Optimization builds revenue.

Without CRO, your ad budget is a leaky bucket.

Recent wins from Surefoot clients:

 • Free Shipping Threshold → +$516K annual revenue
 • Centaur LP → +8.3% cart adds
 • Category Clarity in the Nav → +$149K annual lift

Different brands. 

Same pattern:
Disciplined experimentation beats design trends.

The most expensive phrase in eCommerce?

“We want to redesign the website.”

Full redesigns do not deliver the ROI you think it will, and it is almost always a waste of time and resources that brands could be putting towards what ACTUALLY drives a substantial impact: 

→ Removing friction where it counts
→ Fixing leaks in the customer journey
→ Tapping into buying psychology
→ Running smart, strategic A/B tests

Chasing shiny new designs is looking for gold at the end of the rainbow. 

Double down on what works and optimize the rest.

Most people think CRO is about button colors and call-to-actions.
It’s not.

It’s about truth.

When we run a test, we’re asking:
“What actually drives buying behavior, not what we think drives it?”

Sometimes that truth hurts.
It shows your $82k redesign was vanity.
It proves your CEO’s favorite headline does nothing.
It humbles teams who “knew” their customer.

But that’s why it works.

CRO turns “we believe” into “we know.”

And once you operate from truth, every other part of your business compounds faster.

When a brand tells me “it should be working,” I know we’re about to find revenue.

“Our PDP should convert better.”
“Our new landing page should outperform the old one.”
“Our loyalty program should increase retention.”

The problem?
None of those sentences include proof.

We’ve run over 9,000 tests across ecommerce brands.
Roughly half the time, the “better” version loses.

That’s not failure.
That’s the tuition you pay for certainty.

You can either spend millions building what should work…
Or a fraction testing what actually does.

If everyone follows “best practices,” who’s left to stand out?


So many CRO audits start with the same sentence:


“We follow best practices.”


And that’s usually the problem.


Because “best practices” mean “what everyone else already tried.”
They’re safe. Predictable. Easy to copy.


But optimization isn’t about copying. It’s about discovery.


Your audience, product, and price point are unique.
Your winning version probably breaks at least five “rules.”


If your pages look like your competitors’, you’re fighting for scraps.


CRO is how you break away, safely.
You earn permission to zig while they all zag.

How's it going today? 

Feeling the anticipation or feeling the heartburn?

Every brand has one assumption about its customers that has never been tested.

What’s yours?
(Serious question.)

The Man Behind The Most Powerful & Profitable Authorities In The Business Niche • Teaching You How To Become The Next Mogul In Your Niche •

Mubbu (Wiz Of Ecom)

I just paid $3,000 USD for one hour of consulting.

My business is doing better than ever but it still feels like it's breaking in new ways every day.

But this happens in business. At a certain point, you hit a wall and it feels like you’ve maxed out your skillset.

At that point, your only solution is to find someone who's already solved what you're stuck on.

The problem is we get so egotistical sometimes and believe the answer will just come if we keep grinding.

So instead of grinding aimlessly, I chose to find someone who’s scaled past my level before and get new information.

That one call now gave me a roadmap for 2026.

You don't know what you don't know and staying in your bubble won't help you figure it out.

Building Mogul Ventures. We Create Authorities. Posts on authority-building, AI, operations, personal branding, and funnels.

I got invited to speak in Ryan Deiss's private group yesterday.

Nearly 70 extremely successful business owners were inside listening to everything I had to say about building personal brands on X & LinkedIn.

A few months ago, Ryan brought us on to handle his personal brand. He told me he'd worked with multiple agencies before but none of them could crack it except for us.

And yesterday, while I was presenting to his group, our team at Mogul Media was delivering his next content batch in real time. Running everything without me even being there.

Then it hit me.

I remember when I was doing every single thing myself. 

Writing, posting, client calls, strategy, and execution. All of it.

Now I get to step into rooms like this, and trust that everything else is handled.

I'm grateful to work with founders like Ryan and get opportunities like this.

I'm also grateful for the team that made it all possible.

Best way to end off the year.

❗️If you want the same personal branding strategies I gave to 8 & 9-fig business owners on this call, make sure to follow Mubbu (Wiz Of Ecom) to stay updated when I drop it tomorrow

I grew my personal brand to 220,000+ followers and multiple 7 figures in revenue.

And I’ve also helped 100s of agency owners & founders do the same to close inbound deals and build authority

Now I’m giving away the same playbook we all used for $0.

These aren’t basic content tips. It has:

→ Frameworks that have helped founders close $200K–$300K with under 5,000 followers
→ Strategies to go from an anonymous operators into a trusted authority
→ Instructions for personal brands that want to convert without obsessing over low quality virality or trends

Inside, you’ll learn how to:
1. Build trust in your audience to attract premium clients
2. Create content that nurtures buyers
3. Scale from zero/low visibility to a well-respected name in your industry

It’s the highest-ROI thing a founder can learn.

Like + Comment “GUIDE” and I’ll DM it to you.

80% of the problems you face as a business owner are repetitive and recurring.

You shouldn't be solving the same problem from scratch every time.

You should be creating protocols.
• Client engagement drops → protocol
• Client misses review deadlines → protocol
• Client ghosts calls for 2 weeks → protocol

Once you realize most of your problems are predictable, you stop wasting mental capacity on guesswork.

You just execute the system.

That's the difference between running a business and being run by one.

Another reminder of what you get inside Utopia.

This founder joined recently and within 14 days:

• Repositioned his personal brand
• Fixed his content direction
• Avoided a major mistake in his agency

We’re running a BFCM sale all week with 20% off Lifetime Access or Lifetime + Strategy.

If you want the same results, get in here: https://lnkd.in/gnhBZ52e

This founder does $200m/yr founder   

He's huge on YouTube and Instagram but couldn't crack past 300-700 views a post 

We took his story + niche expertise + experiences to create his content strategy & content 

54 days in, he's going niche viral multiple times a week  

While growing his newsletter and locking people into his ecosystem to sell his offer  

The Mogul Media Effect

graphical user interface, text, application, chat or text message

We’ve built authority systems for founders doing $10M–$100M+ a year.

And today, I’m giving you the framework for FREE.

These have helped founders:

→ 10x inbound deal flow.
→ Reduce the amount of time it takes to create content. 
→ Go from anonymous operators to known industry leaders.

Now, I’m giving it all away.

You’ll learn how to:

Become an authority your industry trusts
Build a content calendar that creates reputation
Create content that attracts your ideal audience

It’s 70+ pages of copy-pasteable systems we use inside my agency.

Want instant access?

Get it here now:

li_at

JSESSIONID

workbook.mogulmedia.ca

The Founder's Authority Workbook

I've generated $6M+ building personal brands for founders

And normally I'd charge $5000+ for this

But today, I'm giving you the full roadmap to build a profitable personal brand FOR FREE.

I've used this to help 450+ founders:

→ Become authorities in their space.
→ Land 8 and 9-figure deals.
→ Generate leads on autopilot.

And now, it's yours.

Follow it for 45 minutes a day and build the most powerful asset a founder can have. 

Like + Comment "SYSTEM" and I'll DM it to you.

In the past 5 years I grew to 220,000 followers online and made multiple millions with my personal brand

These are the 11 biggest lessons I learned:

1/ You don't need a big following for a profitable personal brand. I know people with <1500 followers who have closed 6 figures in deals by using winning keywords in their content which helps them attract an audience that has problems they can solve and money to spend.

2/ Be honest about what's going on in your life. Talk about your company, wins, losses, revelations. Doesn't matter what you’re selling. Post about what's relevant to you. You'll be surprised by how many people relate to you. This also builds a path to high quality connections / friendships.

3/ Reduce the amount of time you spend thinking about "the perfect post." If it doesn't get >20 likes, move on and get another post live in a few hours. 

4/ Engage with accounts in your niche, replying to questions on their posts with value, having conversations and DMing them. You're building your table before you can sit at it.

5/ Your content should do 1 of 3 things: attract followers (top of funnel), nurture them (middle), promote to them (bottom). Without touching all these bases, no one will have a reason to care about your service / offer.

6/ You don’t need to optimize for followers. I didn’t realize this until I hit 90k on X & saw that 70-80K people following me would never have any interest in buying anything. They followed for entertainment which pushed me into an influencer category (massive following, tiny lead flow). I repositioned my content and started talking about problems my niche audience had, solutions and advice I could share w/ them. This made me a micro authority in my industry.

7/ Build a Dream 100. These are 100 accounts you want engaging with your content and eventually befriending. When they engage with you, their audience sees you and that's how you enter the algorithm loop.

8/ A good personal brand has one main platform (for me, that’s X), they take what works then posts it everywhere else. One winning post can be 5 pieces of content across platforms (YouTube, LinkedIn, emails).

9/ Create lead magnets that lead people into an email flow. Send 3-4 emails a week with value. Promote at the end of the flow and in campaigns. This is how you’ll build deeper connections without worrying about what the algorithm likes / doesn’t like.

10/ Great content =/= leads. Content is just one step. You also need the right followers seeing it, trusting you, and being in a position to buy. The algorithm shows your content to a small group first. If they engage, it shows it to more people. If they scroll past, your post dies. 90% of people reading this are stuck at that first step where their content never even makes it past group 1.

11/ The longer you wait to start building your personal brand as a founder, the more visibility you lose to competitors who have already started.

Drop any specific questions you have below

There are three types of entrepreneurs.

Low risk
- Always keeps a safety net. 
- Never overinvests. 
- Slow and steady. 
- Still wins, but never builds something massive.

Mid risk
- Makes calculated bets with a 70-80% win rate. 
- Secures recurring expenses. 
- Knows their tax liability. 
- Has mental peace because nothing catches them off guard. 
- Highest success rate.

Degen
- Will risk everything this month to try to 3-5x. 
- Low probability, high upside. 
- Can lose it all on one bad bet.

All three are still dedicated to their vision.

But the outcomes are very different.

Doubled down on a trending post for one of our 9-figure founders.

Team caught it before it blew up.

And we had him send us his take, we quickly wrote it up into a post.

Posted it on the same day & it blew up.

109K views. 445 likes.

Fully technical post directed to his ICP.

I grew to 220K+ followers & made millions with my personal brand

And have literally duplicated these strategies for 100s of agency owners & founders to help them close deals like clockwork 

Now, I’m giving away everything I know for LITERALLY $0

Like + Comment "mogul" & I'll send it

Utopia 4.0 BFCM is now live.

If you want lifetime access to my full personal branding system, this is the only week it’s 20% off both offers:

A) Lifetime Access to the entire Utopia ecosystem (masterclass, frameworks, roadmap, weekly calls, all updates)

B) Lifetime Access + a 30-day custom content strategy personally built by me + a 40-lesson writing masterclass

450+ founders have used Utopia to improve their authority & deal flow: 
https://lnkd.in/gYbq-D5V

I've worked with 350+ founders and generated millions in revenue through personal branding.

Here's the biggest misconception I've seen 7-9 figure founders have while building a personal brand:

They think it can immediately be automated.

But, the key word in "personal branding" is personal.

You can’t spam the same technical content over and over again and earn the same respect as someone who shares unique alpha.

There’s a clear difference between how each of these founders treat their content.

> The first one sounds like a broken record dropping a product announcement feed that has no personality and close to nothing engagement with anyone in their industry.

> The second one treats their personal brand like they're sitting at a coffee shop having a conversation with someone. They're keeping people engaged, sharing opinions, telling stories, documenting lessons.

If you're only dropping technical posts and never joining conversations, your account will collect dust.

Doesn't matter if you're doing 7 figures or 9 figures.

Personal branding is an immersion system.

You're not trying to close people with one post.

You're building omnipresence so when the moment is right, you're the only logical choice.

I made the best decision this year for my business. 

I decided to make the shift from working with multi 6/7-figure clients to multi 8/9-figure founders.

Immediately noticed: 

- Better LTV
- More consistent scope
- Less random tasks
- Fewer problems.

But getting those first few clients in was hard.

I had to completely change my positioning.

No more lifestyle content, no more trying to impress 18-25 year olds, and I stopped looking like a kid showing off and started positioning myself as a professional.

I hired exceptional people so I could step out of delivery, I wasn't the bottleneck anymore, and clients weren't dependent on me being on every call.

This helped me build unshakable confidence in my service.

I knew my exact ICP, my deliverables were powerful, and I trusted my team to solve problems when they came up.

That confidence changed everything.

I wasn't afraid to pitch bigger names, engage with them, and had full trust in my ability to deliver.

If you're stuck closing small clients, it's probably not your offer.

You need to look at your positioning, your confidence, probably even both.

Switching email platforms 2 weeks before BFCM sounds insane.

It's like moving houses right before Thanksgiving, except your "house" needs to handle 10x normal traffic and process thousands of orders without breaking.

But I’d still advise you to do it for 3 reasons:

→ Your current platform probably can't handle BFCM volume
→ Last year's email crashes are proof to not take risk or you’ll have to wait another year for BFCM results
→ You’re pushing it off because you’re stuck choosing between a risky migration or another failed Black Friday

I can see why you’re paralyzed and praying your current system holds up.

The migration risk feels worse than the platform problems.

But that calculation would change if I told you someone else can handle the whole move for you.

Omnisend is doing something different for BFCM:

→ Accounts $250+/month get a dedicated migration partner who handles everything
→ Your automations, templates, and flows get moved AND tested
→ 24/7 support during the entire process
→ Email + SMS unified in one platform 

+  they're 33% more cost-efficient than Klaviyo with a $68 ROI for every $1 spent and their infrastructure is built for high-volume periods (150,000 brands with 4.8 rating on Shopify).

The "moving before BFCM" risk disappears when you have an expert doing it with you.

Get 30% off first 3 months with code BFCM-2025: https://lnkd.in/gH_mRQxk 

Accounts $250+/month get a dedicated migration partner.

It’s a crazy bang for your buck & exactly why I'm a #proudpartner with Omnisend.

omnisend.com

BFCM 2025: Get 30% Off Omnisend

Omnisend

5 of my clients have paid us nearly $700K since last year.

Here are 13 pieces of advice I learned while scaling my agency to 30 clients & millions in ARR that you won't find anywhere else:

1️⃣Always be talent-ready 
Budget for extra strategists & writers before you need them. You can't scale if you're scrambling to hire every time you sign a client.

2️⃣Hire an operator
My COO & operator was the most important role I've brought on. I don't have involvement in my team's systems or day-to-day deliverables. I am fully doing what I do best, which is marketing, making connections & identifying what to add to the business. 

3️⃣Hire from within the company
Our industry's too niche, so we bring people in low, train them hard, promote from within.

4️⃣Rigorous training
New CSMs don't touch client accounts until they've done the program my COO & I created. Once a second CSM is trained, they train the next one & you're out of that loop forever.

5️⃣Pay handsomely
You sacrifice margins upfront while scaling to have great margins later. 

6️⃣Max team capacity without burning them out
I want the team at 150% capacity but peaceful so we add tech for research, data & reports so the team is executing instead of doing grunt work.

7️⃣Results are commoditized, experience is not
Focus heavily on driving results but make sure the experience is phenomenal too. Interview clients monthly. Ask what their ideal involvement looks like then make it happen.

8️⃣Manage expectations
Be completely blunt on sales calls. Show them what the experience will look like. Tell them you're just a new department on their team trying to solve problems in a faster way with a dedicated team. They love that.

9️⃣Personal brand is the undisputed champion for acquisition
Doesn't matter if I get referrals or people coming in directly from my personal brand. All of those people will read my content at one point or another. My goal is to trap people into an ecosystem of my newsletter, my X account, my LinkedIn account. When they're in that ecosystem, they'll see my content everywhere.

🔟Work out custom deals with clients
Give discounts for intros they close. Follow up if they say they're interested but haven't moved yet. Only do this when results are strong.

1️⃣Learn how to upsell clients on day 60
Plant a seed early on & upsell them on something with way higher margins. Something you can charge & make an 80% profit & is still a part of what they need.

2️⃣Be a need-to-have
Only way to prevent churn is to become core to their business. This comes from a strong offer + the right ICP. I sold the same offer to the wrong ICP once & it didn't work.

3️⃣Create protocols for everything
I learned this from The Office. When Michael Scott was having an HR training, he opened up his rulebook & went through a specific page that said, if this happens, go & do this. 80% of situations repeat. Write down the exact steps for each one & keep adding to them.

Drop questions below

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Mubbu (Wiz Of Ecom)

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The Battle

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Mubbu (Wiz Of Ecom)

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