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Origins #89 - We've seen what works, now it's time to scrap it

Lessons from our best month ever.

Origins #89 - We've seen what works, now it's time to scrap it

In this series we are documenting the journey of building DULO, starting from Day 1. Every week we publish a new chapter that takes you behind the scenes of our process. With every article, we want to provide value to you, the reader. We share the success and failures, the opportunities and the challenges that we face while executing our vision.

If you are new, check out our previous post.


If you've been following us on social, you've seen that we made a few thank you posts, thanking everyone for making November our best month yet, in terms of business, which was also our 1 year anniversary of launching the webshop.

It wasn't an accident that those two coincided (1 year anniversary and best business month) and in this post, I want to take you through the lessons learned and how we want to move forward.

There were a few variables that we changed for November:

  1. Significantly lower prices in terms of a buy 1 get 1 free deal.
  2. Over-communication of that deal (more posts/content).
  3. Urgency (touching on the previous point). As the deal was only going to last until the end of the month.

I guess the biggest factor by far was the price point though.

Moving forward we will keep in mind the value of over-communication and the urgency aspect, but even though the lower prices resulted in more sales it's a game we do NOT want to play.

Now that we've seen what works, we want to completely scrap it, going back to normal prices and learning to tell a better story to justify those prices.

It's completely O.K. to have a product and a price point that isn't for everybody and it's entirely up to us to learn how to get to the people we want to build this brand for:


Our product is for people who believe that the motivation from dressing professionally puts them in a DOer’s mindset, defined by activity, energy, discipline, grit, and work ethic.

We focus on people who want to build a business that is a driving force for change.

We promise that engaging with what we make will help you get the confidence and motivation to perform at the highest level, so you can be the changemaker the world needs you to be.


The above 3 paragraphs are part of a work in progress mission statement that is a current focus of ours to get right and will be the mindset pillar we are going to be building DULO around.

Creating premium products will be our motivation to learn to be better at business, content creation, storytelling, and distribution.

The lowest hanging fruit is not always the sweetest, nor does it teach you to jump higher.

November turned out to be a kind of an accidental best month, but we wanted to pay respect and thank everyone that has been supporting us for the past year.

So, again, thank you, everyone, for your support and we invite you to join us in the next chapter of the DULO story, where the goals, ambitions, focus, and work ethic will do justice to the people we want to create products and content for.

"Price is a story" - Seth Godin