Dylan Whitman

Let’s go!

CEO and Co-Founder

Inveterate.com - Creating a new category of loyalty program software for merchants to empower their most committed customers with an elevated level of customer experience. Backed by Vertical Venture Partners, Alpaca VC, Silicon Ventures, Centre Street Partners, SuperAngel, Pari Passu Venture Partners and a phenomenal group of eCommerce merchants and SaaS operators.

Dylan W.

Aaron Orendorff

VP of Growth at FERMÀT | Previously Shopify Plus (Editor in Chief) & VP of Marketing at Common Thread Collective + Recart

The power of content resides not in its direct ability to sell, although it can. Truly great content — the kind that drives leads into and through your funnel — galvanizes an audience through a consistent story … well told. One with people, not products, at its core.

Every piece of content has to answer two questions:

(1) What hell does it save its audience from?

(2) What heaven does it deliver unto?

That might sound a bit theological, but it’s the most visceral way to make your content about your audience instead of you. Why? Because …

Self-centeredness is a plague — branded content that screams branded. 

At the opposite extreme is content for the sake of content. Feeding the beast for no greater purpose than, “We’re supposed to make content, right?”

Business results come from content that above all rescues its audience from their fears, struggles, and pains. Moreover, it must do so prior to and independent of a purchase.

Together, let’s save your business, your audience, and the world … from bad content.

———

Aaron’s work has appeared on The New York Times, Mashable, Entrepreneur, Business Insider, Lifehacker, Inc., Success Magazine, Content Marketing Institute, and more.

Founder

I’m in LA this week! And it’s STAR-STUDDED.

Holler at me. Let’s hang ↓ 

Wed: Operators Podcast (Sean Frank, Jason Panzer) x Fulfil Beverly Hills dinner (only four spots left)

Thur–Fri: Oisin O'Connor, Andrew Faris, and Panagiota H. locked in (limited meals still available)

Sat night: Me + Gordon Ramsay at HexClad Cookware charity event (no joke, paid for the ticket myself)

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Operators Podcast

FERMÀT

Head of Marketing

Vice President Marketing

Chief Content Officer, Operators | Fmr. Editor in Chief Shopify, VP Common Thread Collective, VP FERMÀT

CEO of Ridge.com

President at Hexclad Cookware

Fulfil

CEO/Founder at Recharge ($100M+ ARR) | Empowering entrepreneurs and builders | Post on building a company

I grow ecommerce brands profitably. Ask me how.

I make work life better for you | VP of HR @HexClad

Entrepreneur, Founder, Chef & TV Personality

HexClad Cookware

If my goal was to build a brand from $5M → $100M in 2026 ...

Here are the steps I’d follow.

What it’s like working for me …

IN 4 SENTENCES

I met Gordon Ramsay. And he made my daughter cry — in the best way possible. 

More to follow 😍

Epic Operators Podcast x Fulfil dinner at Wolfgang Puck’s CUT in Beverly Hills. First time I’ve had an army of waiters surround a 20-person table to serve everyone at once.

Jason Panzer knows how to do this s*** right. Sean Frank’s a great host. Matt Parkin and Rajen Sanghvi are top tier.

Naturally, Mr. Frank immediately goes home and rips a phenomenal breakdown on X that I will do my absolute best to expand into a full newsletter!

Chief of Staff @ Fulfil (eCommerce ERP) 🤝 | Coaching and speaking about all things personal branding, AI, and entrepreneurship 🗣️ | 4x Founder 🧩 | FoundersBeta 30 Under 30 🚀

Chief Operating Officer at Fulfil | ERP for eCom | Helping brands run efficient and profitable businesses

Holy s***, you guys. Haus’ interactive case studies are f****** cool. You can play around with your own versions of the test. Damn.

h/t Derek Lauermann, whose (non-sponsored) main piece in today’s Operators Newsletter is why I stumbled upon them 😋 SO TASTY

It’s been a day. Ooof.

Here’s what I learned … 

- Press hard the moment a deadline gets missed (day of, don’t wait)

- Hold fast to quality standards and document (checklist) what’s acceptable

- When the s*** hits, the only thing that matters is finding solutions (not blame)

Work ≠ value

The hardest working appliance in my home is the fan in our laundry room.

It is always on
It never breaks
It does its job
It is perfection

The problem is … 

I don’t care. I’ll never give it a raise. 

If it breaks, I’ll buy the cheapest replacement available.

Clear expectations are magical 😍

97.5% of all work + relationship problems can be solved by … 

1️⃣ Who
2️⃣ Does what
3️⃣ By when

And then create a checklist to detail what “does what” actually means.

No spoilers, but tomorrow will be the FIRST TIME THESE TWO HAVE EVER APPEARED TOGETHER ON A POD

THIS IS TRUE LEADERSHIP
MANAGEMENT GENIUS

Just add “I trust you” at the start for humans.

From the opener of Nate Rosen + Jenna Movsowitz’s email today: Frozen food’s glow-up era. Gah! Wildly fitting subject line 😍 you two just keep hitting new heights. Such a clever idea and so freaking engaging.

Founder of Express Checkout | CPG and consumer brands

Writing + yapping about consumer products @ Express Checkout | Experienced content marketer and publicist

“We will not regret the past nor wish to shut the door on it … the dark past is the greatest possession you have.” 

↑ From a book I read daily. And yes, that book is (also) all about change. Stumble into this beautiful reminder today.

Sean Riley + (Matthew Bertulli x Sean Frank) = BETTER THAN GUY RAZ

Bravo on the Dude Wipes pod! 👏Just listened to it on the plane. Also love that my new bestie Sean Riley  doesn’t believe in luck. Might be one of my favs so far. Minus his “meta is overrated” comment, super smart guy. And yall did way better than Guy Raz will do on his interview!

Sean’s math is the reality of a get-rich-slow business. 

If you’re good enough to build a brand to $50M, you’re good enough to get hired at Google or Meta.

And you’d make way more money than $1-2M over 7 years.

But unless they give you banger stock options, you won’t have anything of outsized value at the end.

The payoff (read: bet) of building a brand is creating wealth — an asset of outsized value — in the long run.

taplio

The Battle

Dylan W.

Aaron Orendorff

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The Battle

Dylan W.

Aaron Orendorff

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Aaron Orendorff's LinkedIn Performance

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Performance ScoreAaron Orendorff's LinkedIn Performance