Insights
Ideas, Lessons & Strategies From Building Online Businesses
Insights from James Demetriades on e-commerce, AI, marketing, branding and content, drawn from building brands and working with founders across different stages of growth.
Featured Insight
Building A Brand In Public: The ZAROS Story
What it really takes to build a brand transparently, from day one.
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Latest Insights
Why Attention Is The Only Currency That Matters
In 2026, brands that command attention command margin. Here is how to earn it honestly.
The AI Marketing Playbook: What Actually Works
A practical breakdown of where AI helps your brand and where it hurts.
On building in public, and why it works
A short note on why building in public earns trust faster than polished launches.
Paid Advertising Profitability After iOS
How to rebuild acquisition engines when the old playbook stops working.
The Four Pillars Of Modern E-Commerce
Product, branding, content, and advertising, why you need all four.
Why Brand Beats Product Long-Term
Products are tactics; brands are strategy. Here is the proof.
A behind-the-scenes look at a launch week
Behind the scenes of a recent launch week, the wins, the misses, and the numbers.
