Last week, we broke down how IM8 hit $120M ARR in 11 months.
Most people think the reason is obvious:
David Beckham.
That’s the wrong takeaway.
Celebrity doesn’t convert. Funnels do.
Attention is just a multiplier.
If the system behind it is weak, you get:
Traffic with no conversion
High CAC with no payback
Hype with no retention
But if the system is strong, attention becomes fuel.
That’s what IM8 got right.
They didn’t send traffic to a generic store. They built a path:
Focused offer
Clear positioning
Guided experience
Controlled decision-making
That’s the difference.
Ethan and I see the same pattern across high-growth brands:
Hims guides users instead of letting them browse
The Farmer's Dog uses quizzes to reduce friction
AG1 simplifies the choice down to one core product
None of them relies on attention alone. They convert it.
If you’re getting traffic right now, here’s the real question:
What happens after the click?
Three quick things to look at this week:
Are you guiding users, or making them figure it out?
Does your offer reduce decisions or increase them?
Are you building momentum toward purchase, or leaking it?
Fix those, and your existing traffic becomes more valuable.
Ignore them, and more traffic just makes the problem bigger.
If you want to see how this plays out in real-life funnels, watch our IM8 breakdown here.
Jon Denney
The Denney Bros
P.S. Know a brand owner, marketer, or agency? Pls forward this to them.