I’m sharing what makes Channel M so special.

It comes down to one idea: the Jobs To Be Done (JTBD) theory.

The late Clayton Christensen wrote my favorite business book, Competing Against Luck. His theory says people do not buy products. Much like a brand doesn’t hire an agency to make a website or launch campaign. They hire them to make progress on a job in their life. Solving unmet needs that (often) can’t be met with existing resources.

One of his famous examples is the McDonald’s milkshake.

Micky D’s sales were slumping during the breakfast day part. They turned to one of the most unlikely hero products, milkshakes. They had a theory…

They tried LTOs, new flavors, promotions and prices… got nowhere. Then they asked a better question. What job are people hiring us to do in the morning?

Turns out, morning commuters wanted something keep them busy on a long, boring drive. That held them over until lunch. The job was not "feed me." The job was "make my commute better." And definitely don’t make my car messy with crumbs.

The Milkshake is the reason Channel M exists. And works so well.

For five years, the U.S. veterinary industry has told itself a comforting story: clinical visits dipped after the pandemic, but they'll snap back to the familiar 2% to 3% annual growth any quarter now. A new white paper says that story is, in the authors' own framing, probably wishful thinking — and the data behind it is hard to argue with.

The report (download here), Puppocalypse, Kitten Craze, and the Expectations Reset: What Pet Demographics Reveal About U.S. Veterinary Visits Through 2035, was published June 11, 2026 by the CATalyst Council, co-authored with Vetsource and Kynetec. Its authors — Jon Ayers, Gina Fortunato, Kristin Wuhrman and Jane Brunt of CATalyst Council, Jim Hansbauer of Vetsource, Stephanie Crisp of Kynetec, and David Kincaid of Dedekind Cut Labs — set out to test the industry's conventional wisdom against the raw demographics of who is actually walking through the clinic door. What they found is the beginning of a considerable pivot, one most operators haven't priced in yet.

The Lead Summit gave us a clear signal: retail is mid-transition.

We're moving from keyword-optimized search to AI-driven recommendation — what some are calling "Projective Commerce." As AI takes over the transactional heavy lifting, the winners will be the brands that protect data integrity, lean into community, and keep humans in the loop.

Five themes stood out:

• AI traffic is exploding — a 1,200% surge, influencing $262B in holiday sales in just seven months.

• Clean data wins — AI is only as smart as what you feed it. Solve the "Banana Problem" or your output suffers.

• Scale + nuance — the future is an AI/human hybrid: agents handle scale, people handle judgment.

• Discovery is communal — 73% of Gen Z find new content through social communities, not search bars.

• Optimize to be the answer — make your products context-rich enough to be the "best answer" for AI agents, not just keyword matches.

And the kicker: a record $181B in holiday returns means operational agility is now a top driver of profitability.

There's 12 months in the year, 12 donuts in a box, 12 eggs in a carton, 12 days of Christmas — and now, 12 actionable insights I / we gleaned from Possible 2026. But before you dive in, here's what makes this list different. This isn't a simple recap. What you're about to read is a synthesis — the sharpest thought leaders from the Possible stage, my own industry intuition, declared data from across the internet, and my custom Google NotebookLM built specifically around the conference. I didn't just attend Possible 2026. I dissected it.

Consider these 12 insights my gift to you. A shortcut to the ideas that will actually move the needle in 2026 and beyond.

1. Erase the Divide Between Brand and Performance Marketing

The debate between brand and performance marketing is over. It was always the wrong fight. Brand-building is a performance driver — full stop. Longitudinal studies prove it generates five times the revenue of short-term campaign sales. Consumers built through brand favorability cost 85% less to acquire. They also deliver higher lifetime value. The new mandate? Secure finance-grade metrics. Align with your CFO. Treat brand as a quantifiable engine for long-term growth.

2. Optimize for Answer Engines and Agentic Commerce

Search engine optimization is no longer enough. Consumers and AI agents are moving to "answer engines." These tools collapse discovery into a single, conversational response. Personal AI assistants — sometimes called "claws" - are

The pet industry is evolving at a breakneck pace. From the explosion of AI and creator-led commerce to groundbreaking shifts in sustainability and human-animal bond research, staying ahead of the curve is more important than ever.

But how well do you really know the data driving the future of pet care? Whether you are a brand manufacturer, an independent retailer, or an industry analyst, we have put together a quiz based on the latest reports and insights shared at the 2026 Global Pet Expo.

Grab a pen, read through the hints, and test your industry knowledge! [NOTE: there is an Answer Grid at the bottom… no peaking!]

1. According to the APPA 2026 State of the Industry Report, what were the total U.S. pet industry expenditures in 2025?

A) $95 billion B) $129 billion C) $165 billion D) $158 billion

HINT: The amount reflects a 3.7% increase from the 2024 spending levels.

2. Which specific pet product category drove sustained triple-digit growth on TikTok Shop, reaching $780 million in 2025?

A) Pet supplements B) Dog and cat litter C) DIY grooming tools D) Raw human-grade food

HINT: This category's success was largely fueled by consumer interest in high-tech, labor-saving automatic solutions.

As many of you know, I love AI.

I’ve started building conference-specific AI agents that synthesize thought leadership sessions, discussions, and publicly available data. Everything from press releases, pitch decks to investor materials. The article below was created using my proprietary agent, powered by 52 high-quality data sources and a set of intentional prompts.

I’m not the first to say it, but AI is your friend, our friend. It’s becoming table stakes, and more importantly, it frees you up to focus on higher-value work.

With that said, enjoy! 👀👇🏼

As we celebrate the 45th anniversary of Natural Products Expo West, it is clear that the consumer packaged goods (CPG) landscape is undergoing a profound transformation. The era of superficial line extensions and flashy flavor updates is over; today, the market demands deep, systemic innovation.

Here are the 12 most critical product innovation trends unpacked from Expo West 2026, alongside actionable strategies to help you build and scale your business around each insight.

1. Selling to "The Third Customer" (Agentic Commerce)

Your product is no longer discovered directly by people first; it is interpreted, filtered, summarized, and recommended by AI.

The 45th anniversary of Natural Products Expo West brought nearly 80,000 attendees and over 2,500 booths to Anaheim, showcasing the future of the $343 billion natural and organic industry. While previous years may have been defined by the pursuit of the "shiny new brand" or superficial flavor extensions, 2026 marked a profound shift. Today, the most successful brands are focusing on operational resilience, nutrient density, and building unbreakable consumer trust.

For CPG founders and brand leaders, understanding these shifts is only half the battle. Here are the key trends from Expo West 2026 and how you can apply them to successfully scale your business.

1. The "Snackification" of Diets & The GLP-1 Factor

Snacking is no longer just an in-between treat; snacks now constitute a massive 25% of all calories consumed daily, with 91% of global consumers eating at least one snack a day. Furthermore, the rise of GLP-1 medications is fundamentally changing consumption habits by suppressing hunger urges and acting as a "super power" for portion control. However, consumers aren't willing to sacrifice flavor—73% would rather have a smaller portion of an indulgent snack than a larger portion of a low-fat or low-sugar alternative. This has given rise to the era of "Snack-ros" (macros in snacks), where consumers seek treats packed with protein and healthy carbs.

Last week, on the eve of Expo West, I had the chance to attend the inaugural Goli Gala.

To say it was impressive would be an understatement.

The event brought together investors, retailers, marketers, creators, and founders at one of the most important weeks in the natural products industry. But this wasn’t just another party during a busy conference week. It was a strategically orchestrated product launch designed for the modern commerce landscape—where social proof, creators, and community drive demand at scale.

And in many ways, it was a masterclass in how brands should think about launching products today.

A Launch Built for the Social Commerce Era

The purpose of the evening was to introduce Goli’s newest product: Renew NAD+ Gummies, a supplement designed to support cellular energy, metabolism, and healthy aging through Nicotinamide Adenine Dinucleotide (NAD+), a coenzyme essential to cellular health.

The product launched on TikTok Shop in March 2026 and retails for $14.98 per bottle.

But the real story wasn’t just the product—it was how it was introduced to the world.

Rather than relying on traditional PR announcements or retailer launches, Goli engineered a shared, creator-led experience designed to ignite distribution instantly across social commerce.

I recently attended Kisaco’s 7th Annual Connected Health & Fitness.

We’re (now) entering an era where looking healthy isn’t enough. People want proof they’re getting healthier. Consumers are demanding evidence, accountability, and results. That shift is forcing wellness and fitness brands to move beyond subscriptions and into outcome-driven ecosystems built around measurement, coaching, and sustained behavior change.

Ecosystems that fully embrace the balance of the “Human Connection” with “Data and Outcome-Driven Growth.”

Lets explore these ecosystems and three territories to consider:

🧠 Industry Trends:

📍Convergence of Care & Fitness: The consumer health stack is rapidly consolidating into a closed loop: Measurement → Insight → Protocol → Coaching → Outcomes. With the rise of GLP-1s & longevity science, the gym is evolving into a frontline preventative care hub where medical & lifestyle interventions seamlessly collaborate.

📍AI Elevates the Human Advantage: AI is accelerating everything by automating programming, wearable data analysis, & administrative tasks. Tech handles the data. Yet the things that make us human [empathy, emotional intelligence, & community building] are the differentiators for fitness talent. 2025 yielded a 40% YoY increase in fitness wearables!

Earlier this week, a friend from #DadChat asked me a simple question:

“How do you stay so organized?”

Short answer: it’s not easy.
Longer answer: I’ve leaned hard into technology as I scale.

With 13 retainers, multiple partners, and a steady stream of referral deals, my business only works if my systems work. Over time, I’ve built a lightweight but powerful stack that keeps me moving fast, staying responsive, and (mostly) sane.

Below is a peek inside the tools I rely on. And why.

🚀 Superhuman — My #1 Systems & Operations Tool

If I had to pick one tool that anchors everything, it’s Superhuman.

It’s the nerve center of my day.

Why I love it:

• Multiple inboxes, unified beautifully

• Automatic reminders and follow-ups

• Snippets (shortcuts for frequently used responses)

• Tight calendar integration

• AI-powered email starters

The animal health industry is booming, evidenced by a $100 billion global market and record-breaking attendance of nearly 30,000 professionals at VMX 2026. However, beneath the surface of this economic success lies a critical disconnect. A "constellation of disconnected systems" between pet parents, veterinarians, and the industry at large.

For brands and practices entering this space, success is no longer just about clinical efficacy; it is about communication efficacy. A review of the latest industry data reveals specific metrics that highlight deep fissures in trust and understanding. By analyzing these numbers, businesses can identify urgent needs and deploy targeted marketing solutions to gain a competitive advantage.

1. The "Spectrum of Care" Disconnect

• The Metric: A recent PetSmart Charities and Gallup study uncovers a startling perception gap: 81% of veterinarians claim they often or always recommend alternative treatment plans when cost is an issue. Conversely, 73% of pet parents who declined care due to affordability report they were never offered a more accessible option.

This week at the National Retail Federation (NRF) show, the flagship gathering for global retail, one theme cut through the noise. AI is no longer about experimentation or efficiency gains alone. It’s about how intelligence itself becomes a returnable asset.

After days of sessions, conversations, and panels, one idea kept surfacing. The next era of retail will be defined not by how fast systems run, but by how well humans and machines think together. This blog is intended to be educational and pulls from the thought leaders at RETHINK Retail’s AI in Retail Conference. Enjoy these snack-sized strategies on how to approach AI within your organization.

The Shift to "Return on Intelligence"

For years, the retail narrative has been dominated by efficiency. Doing more with less. However, Keith Mercier, VP of Worldwide Retail & Consumer Goods at Microsoft, suggests a pivot in perspective. He argues that the true opportunity lies in "Return on Intelligence" (ROI), which centers on human ambition.

The 8th annual Pet Connect conference, organized by Kisaco Research, served as a powerful forum where industry leaders crystallized the massive shifts underway in animal health and commerce. The prevailing consensus is that the era of fragmented, reactive care is ending, replaced by an ecosystem built on personalization, specialized knowledge, and responsible technology.

Here are the key trends, direct insights from the speakers, and actionable takeaways for building a modern, resilient pet business.

Trend 1: AI's Evolution to Augmented Intelligence (AI-A): Responsibility is the New Speed

The conversation around Artificial Intelligence moved swiftly past capability and focused intensely on accountability and trust. AI is seen as a force multiplier for scaling operations, but human oversight remains non-negotiable, particularly in high-stakes medical scenarios.

The global beauty industry, generating $677 billion in revenue, is a complex and intensely competitive environment, placing immense pressure on brands to achieve sustainable distinction. Insights from Beauty Connect LA (BCLA) emphasized that to survive and thrive, brands must look beyond internal innovation and strategically lean into creative partnerships and structural readiness to stand out and convert buzz into meaningful business impact.

The new blueprint for growth requires merging retail media with digital discovery, a process defined by authenticity, operational rigor, and deep creator collaboration.

The New Rules of Discovery Commerce

A seismic shift in consumer behavior mandates that brands prioritize social platforms for discovery. 73% of consumers find new products on social media. Critically, TikTok is noted as being 2.5 times more likely to be the search engine of choice for purchase-driven beauty queries compared to other social platforms.

Wanna win in retail? Win customer loyalty? Drive incrementally? Improve profitability? Yes!?! Follow this principle: eliminate friction.

Last week, I attended Hyve’s flag ship conference on the Grocery Industry. My #1 take away: Frictionless commerce is no longer a luxury, it’s become table stakes. It’s a fundamental expectation of modern consumers. It represents the seamless integration of technology + experience. Shortening the path from awareness to purchase.

Reducing the purchase process to a single, or even zero, click.

The Collapse of the Funnel

The traditional shopping journey, a linear path from "saw in store" discovery to purchase, is being profoundly disrupted by digital platforms, social media, and powerful AI tools. This disruption is driven by an intense focus on removing cognitive burden for the customer.

My Shoptalk Fall 2025 debut put me front row with leaders from the Hardware + Home Improvement Space → The Home Depot, Lowe’s, and ACE. Three masterclasses on how to scale brick-and-mortar in a digital world squeezed by giants, challengers, and scrappy startups.

Five themes that cut through the noise, plus quick takeaways from each executive.

The 5 Thematics

1) Omnichannel = Stores as Fulfillment Engines

“Online” and “in-store” aren’t separate worlds anymore. The fastest last mile often starts on the shelf around the corner. Think hybrid delivery, local stores as nodes, and designing journeys that start online and finish in person. Speed wins.

2) AI for Service, Not Just Selling

AI shows up as a coach, an assistant, and a productivity lift. Not a gimmick. Guided selling, on-the-fly training for reps, and smarter recommendations all help customers get it right the first time.

Summer of 2025 was one for the record books!

Lets start by looking at the highlights:

🎂 Turned 50 years old.

💍 Daughter got engaged to a young man we adore.

🎓 Son (Sam) interned at Dassault Systèmes (2nd summer). Will be graduating in May from Tufts University w/a degree in Mechanical Engineering. Anyone hiring? Warm intros welcome!

🏖️ Took multiple weeks of vacay to spend time with my family.

💋 Attended 4 concerts, including the famous Cold Play “kiss-cam” show!

🏆 Agencies won over $2 million in fees, from net-new clients, this summer.

💰 Startups raised money (still not done); while crushing short-term goals.

✍🏼 Wrote a couple of blog posts here.

🪴 Bottled dozens of mason jars w/my special salsa & pickles.

👀 Scroll down for Channel M Partner Updates.

The World Pet Association’s (WPA) 75th Annual SUPERZOO is officially in the books.

“This year’s SuperZoo proved again that our industry is never standing still. From new categories like functional foods to services inspired by human trends, the show highlights where the business is heading and how retailers can win in the years to come.” - Jeff SanSouci, Past Chair + Active Member at the WPA

Like every year I’ve attended, I left with a full brain, a full heart, and a sore neck from keeping my head on a swivel. Listening twice as much as I spoke.

Here are my key takeaways from walking the 330k+ square feet of floor space:

• More Cats. Gen Z and Millennials are embracing feline life. Traveling more, tightening budgets, and still wanting pets. Brands are catching on, giving cats their moment in the spotlight.

On August 12, 2025 the Human Animal Bond Research Institute (HABRI) announced the 2025 Human Animal Bond Innovation Award winners. The annual awards, held on the first night of the World Pet Association’s (WPA) SUPERZOO, were filled with energy and optimism. It was also a reminder of the powerful connection between people and pets.

“We want to shine a light on innovators who are tapping into the positive potential of the human-animal bond - it is exciting to see how the power of pets can transform lives and entire communities.” - Steve Feldman, President at HABRI

But this year felt different. The awards served as a canary in the coal mine. It’s TIME for brands outside the pet industry to take notice.

Retail moves fast, up / down, erratic, unexpected… but one thing is for certain, it’s never standing still. Are you prepared to move at the speed of retail?

All jokes and metaphors aside, these 10 frameworks below aren’t silver bullets, but they are guardrails. They’ll help you stay agile, grounded, and growth-focused as the landscape shifts beneath your feet. Consider them your Dramamine for the chaos of commerce. Hold on tight. 💥

Now, if I worked in retail—which I do—here are the 10 frameworks I’d want every brand to embrace (or at least explore):

1. Pervasive AI Integration: AI is a significant force for creating efficiencies across a business and solving knowledge problems by integrating large amounts of information. Companies should lean into AI and empower employees to explore its uses. Combining AI's strengths with human skills is essential.

   • Action: Identify specific…