Lesson 1: Don’t get hooked on the performance marketing drug.

Preston Rutherford openly admits that he made every mistake in the book when co-founding the shorts company Chubbies. So I kick off our chat by copping a line from Sheryl Crow: “What’s your favorite mistake?”

“Favorite mista-a-ake.” He sings, then laughs. “Favorite. Obviously a euphemism... See more

Lesson 3: Think of marketing like building friendships.

You’re probably thinking this lesson is gonna get all touchy-feely. Nope. This is a much more cuss-laden concept.

Rutherford says that any idea, tactic, campaign, or concept he has absolutely must pass through this filter: “Would I send this email to a buddy or would they talk shit to me?”

For... See more