Ben Fisher✨

Founder @ Rodeo and Fractional CTO to 8-figure DTC brands, sharing learnings as a Full-stack Coder, Designer and Shopify Expert

My friend Paul says I'm a "Human Zapier." That checks out. 

I'm a solid programmer and a decent designer, but they're really a means to an end: I love to build things and solve business problems. 

I'm a product person, a technologist, and an entrepreneur at heart. 

My superpower is at the intersection of tech + design + automation/optimization. And I love dtc ecomm.

I get a DISGUSTING amount of satisfaction by eliminating inefficiency. And I do it through building software tools.

I am obsessed with Systems Thinking and love to experiment with new ways to connect disparate systems.

I won't stop until we've got a deceptively simple solution that's damn fun to use.

**

For the past 10 years, I've built "commerce enablement" tools in the Shopify ecosystem that help DTC brands make more $$$.

With CartHook, we brought post-purchase upsells to the Shopify ecosystem and worked directly w/ Shopify to add it natively. 

CartHook processed > $1B GMV and added $250MM/year in revenue through its post-purchase upsell tech. It was acquired by Pantastic in 2022.

At Rodeo, we released one of the first native Shopify subscription apps (acquired by Recharge) and pivoted to a LTV Growth platform that originated as a small feature. Ultimately, wound it down as Shopify actively started building a solution themselves.

I'm on a mission to build damn good tools that help you make more money and have fun doing it.

Co-founder, Technical CEO

Ben Fisher 🏴‍☠️

Playing w/ AI + Automation | Prev @Rodeo, @CartHook (trusted by AG1, Four Sigmatic)

Deeply researched product, growth, and career advice

My biggest takeaways from Stewart Butterfield:

1. Product design is about creating understanding, not removing friction. Teams obsess over reducing friction and removing steps, but 70% to 80% of product design challenges are actually about helping people *understand* what your product does and what to do next. Users arrive barely interested and confused about what you offer. If they can’t quickly grasp what they’re looking at, they’ll leave. Making it easier to do confusing things just gets users to the exit quicker. The mantra should be “Don’t make me think,” not “reduce friction.”

2. You’re not selling features—you’re selling outcomes. Nobody wants a saddle; they want to go horseback riding. Nobody wants a hammer; they want something built. People understand cars and beer without explanation, but new software needs an explanation of both what it is and why they should want it. Slack wasn’t selling messaging features—it was selling better team coordination and reduced email chaos. If you can’t articulate the transformation your product creates in people’s lives, you’re just listing features.

3. Organizations naturally fill with fake work that looks exactly like real work, what Stewart calls “hyper-realistic work-like activities.” Meetings to preview deck slides, analysis of tiny feature differences, elaborate processes around insignificant decisions. People aren’t lazy; they’re responding to having more time than valuable work to do. Leaders must continuously ensure there’s enough valuable work and explicitly say no to projects that can’t possibly generate meaningful impact.

4. Small conveniences create emotional connections that drive word-of-mouth growth. No one switches products because of a good time-zone picker or smooth password recovery, but these details make users love or hate your product. Slack grew largely because people who used it at one company would join a new company and advocate strongly for adopting it. That advocacy came from accumulated small delights, not major features.

5. The “owner’s delusion” explains why bad experiences persist everywhere. Restaurant owners create terrible websites even though they’ve experienced the frustration of visiting other terrible restaurant websites. Business owners assume visitors care deeply about their product, when in reality people arrive distracted, in a hurry, just above the threshold of caring at all. The solution is to regularly step back, be a normal person with limited time and patience, and honestly evaluate if your product makes sense.

6. Only pivot after exhausting all reasonable ideas. The right time to pivot isn’t when things get hard—it’s when you’ve genuinely tried every non-ridiculous approach and can coldly, rationally assess that the expected value has dropped below alternatives. Pivoting is humiliating because you’ve convinced investors, employees, and users of a vision you’re now abandoning. That emotional cost means most people pivot too quickly or too late.

Lee R. Roberts Resilience & Engagement Coaching

At Lee R. Roberts Resilience & Engagement Coaching, I specialize in empowering busy business leaders and founders with the tools they need to enhance employee engagement, build resilience, and improve overall team productivity. With a unique blend of practical experience and academic excellence, I provide comprehensive support tailored to the specific challenges you face.

I bring over 25 years of leadership experience across various sectors, including the military, food production, emergency services, and construction. With a Ph.D. in Organizational Behavior and an MBA, my strategies are both research-based and practically applicable. This extensive background allows me to offer a broad perspective on leadership and organizational development.

I focus on:

Resilience Training: Combining mental and physical resilience coaching to help leaders thrive under pressure.
Employee Engagement Strategies: Crafting personalized plans to boost morale, reduce retention challenges, and foster a positive work environment.
Organizational Behavior Consulting: Leveraging advanced academic insights to enhance team dynamics and drive operational excellence.
Physical Fitness for Leaders: Integrating fitness routines, such as running and resistance training, to promote overall well-being and resilience.
At Lee R. Roberts Resilience & Engagement Coaching, I am committed to your growth and success. I understand the demands on today's leaders and provide actionable guidance that is both authentic and effective. My holistic approach ensures that every aspect of leadership is addressed, from strategic planning to personal well-being.

Join me on a journey to transformative success, where your potential is fully realized and your organization thrives. Connect with me to learn how I can help you lead with confidence, resilience, and excellence. (Formerly company known as Team Dynamics)

Founder, CEO 

Seven Seas Fish Company Ltd.

Director of Operations

Swiss School of Business and Management

Faculty

Lake Country Custom Finishing

Still doing some executive coaching with the team

Co-Owner

Author & Entrepreneur | I guide leaders to optimize team dynamics and elevate engagement | Co-owner of a 7-figure construction business

Welcome to where teamwork and leadership thrive.



I'm Lee, a resilience and engagement coach specializing in Mind Endurance and performance. I help revolutionize leadership and team dynamics across diverse sectors. As a leader and an author, I've penned Forged in the Family Flame, sharing my journey and strategies for creating winning teams and building resilience.

With more than 25 years of experience, I specialize in fostering high-performing teams, boosting employee engagement, and fostering leadership resilience. My academic journey, consisting of an MBA and a Ph.D. in Organizational Behavior, equips me to blend theoretical insights with actionable tactics.

What I offer:
•	Cultivating resilient leadership traits.
•	Fostering robust employee engagement.
•	Harmonizing team dynamics for peak performance.

My mission is simple: to elevate your productivity, reduce turnover costs, and build resilience to tackle challenges as they arise, thereby giving you back valuable time. 

If you're ready to take the next step in enhancing your leadership skills, improving team dynamics, and driving your organization to new heights, let's connect. Your initiative is the first step towards elevating your team engagement to new levels of success. Reach out, and let's get started.

Discover more at [www.engageleadsucceed.com].

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Lee R. Roberts, DBA 📚

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Ben Fisher✨

Lee R. Roberts, DBA 📚

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Engagements

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