What’s up guys!

Before we kick it off, I've got a few things I want to share.

#1: I built a new personal website.

Super simple old school style site.

All you need.

Can check it out here - https://kostahantzis.com/.

Yes, you should own your own name’s domain.

#2: I also vibe-coded a personality quiz.

It’s still in the works, but it’s based on your YouTube watch later and history.

Also, your X bookmarks as well.

I think those 2 things give you all the info you need to know to figure out more about yourself.

If you’re interested in trying, just let me know, and I’ll send you the link to try.

One of the easiest ways to miss in marketing is to fall in love with the customer you wish you had.

Not the customer buying.

The customer in your head.

The one who looks a little cooler.

Skews a little younger.

Acts a little more like the people on your team.

Lives on the platforms you personally understand best.

Responds to the type of creative you would want to make anyway.

That version is dangerous because it feels strategic.

You can build decks, cast influencers, make content, and create a whole brand world around it.

But if the real customer is different, the market will eventually tell you.

We ran a bunch of data analysis, used a couple of outside companies to audit the customer base, and looked at the patterns from a few different angles.

And the big takeaway was pretty clear:

Our customer is older than we thought.

That sounds simple, but it changes everything.

Because a brand is not just colors, fonts, photos, and a tone-of-voice doc.

Brand is the answer to one question:

Who are we trying to make feel seen?

If the answer is wrong, everything downstream gets weaker.

The influencer strategy gets weaker.

The ads get weaker.

The organic content gets weaker.

The emails get weaker.

Not because the work is bad.

Because it is aimed at a slightly imaginary person.

That was the big theme of our brand meeting: make sure Nutre is speaking to the people who are actually buying Nutre.

And that strategy has to be 360.

The influencers should look, feel, and talk like the audience in a recognizable way.

The customer should be able to see someone in the content and think: that person gets my life.

That matters more than follower count.

Because influencer content is not just influencer content anymore.

It becomes paid social, organic social, email creative, landing page proof, and the brand's public mirror.

That is the foundation.

The creative, media plan, influencer roster, and email strategy come after that.

Because if you get the customer wrong, everything else becomes expensive guessing.

If you get the customer right, the whole funnel gets cleaner.

That is funnel vision this week.

Stop marketing to the customer in your head.

The practical move this week:

Audit the gap between your imagined customer and your actual customer.

Most brands have a quiet mismatch somewhere.

The team thinks the buyer is one person.

The data says something else.

The creative says something else again.

That mismatch turns into wasted spend.

Here is the simple version of the exercise:

The key is not to let this stay as a research project.

It has to change the work.

If the customer is older, the casting changes.

The language changes.

The proof changes.

The channels may change.

Brand strategy only matters if it changes execution.

Three things I would steal from this week:

If you're running Meta ads at scale, this post is a must-read.

A lot of things have changed in terms of what works best.

Meta is one of those platforms where you always have to stay up-to-date with what's going on, and Stefan is a good person to follow.

This is a killer reading list for anyone in business.

Obviously Awesome is a great book on positioning.

But overall, all these books are great.

As much as I love AI, stepping away and clearing your mind is one of the most valuable things you can do.

One of the best things you can do is download a tool like WhisperFlow or just use your voice memos, go for a walk and just brain‑dump everything that’s going on, then upload it to AI.

You have to try it if you haven’t.

I have been using Codex from OpenAI more and more.

The thing I like most is not just that it can write code.

It is that I can chat with it from my phone.

With Claude Code, I still think the coding experience is strong.

But Codex being reachable from my phone makes it feel more like a live builder I can talk to whenever I am thinking through a project.

I do not need to be sitting at my laptop in the perfect work setup.

I can have an idea, open the project, and move it forward.

This week, I used it across a few different projects:

The bigger lesson: AI coding gets way more powerful when the interface follows the operator.

The bottleneck is not always code ability.

Sometimes it is getting the idea into the system while the idea is still fresh.

Codex on mobile makes that easier.

Good internal tools often start as a random thought you would normally lose.

Big week.

We are now running TV ads on cable.

We hit a massive personal record for orders.

And we did a deep brand exercise around who is actually buying Nutre, which is already sharpening how we think about influencers, paid creative, organic social, email, and the full customer-facing brand.

That is the part I am most excited about.

Not just more volume.

More alignment.

Question for you:

Are you marketing to your actual customer, or the customer you wish you had?