Mike Yarbrough, founder of Rustic and Main, breaks down what it really takes to grow a story-led ecommerce brand in a short-attention world. From rejecting “optimised” product imagery to building a high-converting ring customiser, this episode explores how authenticity, personalisation and social proof actually drive performance. We also dive into quiz funnels, long purchase cycles in the wedding industry, and the challenges of trusting AI in paid ads. If you are balancing brand storytelling with performance marketing, this episode gives a clear view of what works and what does not.