🧠 Mike Beckham shares the mindset that changed his life + how to apply it to youself and your leadership

🤑 Sean Frank reveals what made Ridge’s whole sweepstakes possible and why he’s doubling down in 2025

🗞️ Top five headlines from this week in consumer (DTC) news, along with links and executive summaries

Have you signed up for our Operators Assemble Event on June 17th? It’s online. It’s free. It’s ridiculously stacked …

There’s a glamour shot at the end.

Sean Frank CEO, Ridge

Our annual Sweepstakes at Ridge is one of the biggest marketing moments of the year.
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For Q3 last year - it drove 8 figures every month, returning customer revenue up 90% YOY. Biggest AOV ever, biggest LTV ever in the same quarter
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One of the upgrades we made was gamifying the experience through signed-in shopping with Rivo.

1. We incentivize customers to sign in/create an account to earn more entries.
2. This instantly unlocks the ability to show hyper-targeted onsite messaging to that specific customer.

This worked great because customers could now see:

- Their entries history and balance (MAJOR CX headache in previous years)
- Potential entries for items in the cart and upsells during checkout
- Drop-in Rivo components to earn entries for SMS/Email, Referrals, etc

I posted this after sweeps last year. I wasn't paid for it. I stand by it. I don't think Connor was paid for his comment.

I am being paid for this newsletter. But we would be doubling down on signed-in shopping this year even if I wasn't.

Mike Beckham CEO, Simple Modern

The Mindset That Changed My Life

Developing a growth mindset has fundamentally changed my life.

The belief that I can get better at anything.

It’s one of our core values at Simple Modern — alongside generosity, excellence, collaboration, and humility.

Anchored in my faith, possessing a growth mindset unlocks the other values. It’s the foundation not only of our business and my leadership … but also my personal life and relationships.

That’s why I want to walk you through three questions:

1. What Is a “Growth Mindset”?
2. How Do You Develop It Yourself?
3. How Do You Lead Others to Growth?

1️⃣ What Is a “Growth Mindset”?

The concept comes from researcher Carol Dweck, who identified two ways people view their abilities.

In a growth mindset, people believe that their most basic abilities can be developed through dedication and hard work. Brains and talent are just the starting point.

This isn’t a denial that people have different natural abilities; it’s recognition that talent is only part of the picture.

Courtside at Thunder games, I see this distinction clearly. Some of the players appear to be a different species — their physicality is unlike anything I could achieve.

Take Chet Holmgren at 7’1” and 208 pounds. He’s not just tall, he’s proportioned in a way that seems otherworldly. Then there’s Isaiah Joe at 6’3” and 165 pounds. Physically, he’s not that different from me; he’s exponentially more skilled through dedicated practice and development.

The fixed mindset operates differently. It is consumed with outcomes and externals as evidence of immovable constraints.

When someone with a fixed mindset encounters failure or realizes they’re not the best at something, they interpret this as proof of their limitations rather than an opportunity to improve.

This mindset makes us afraid to take risks where we might fall short. Any failure feels like a referendum on our worth.

In one study, children were divided into two groups after completing assignments. One group was told, “You’re so smart!” while the other heard, “You worked really hard on this!” This subtle difference in how we affirm people has profound impacts.

The children praised for effort chose harder tasks and persisted longer when facing challenges. Those praised for intelligence became risk-averse, afraid to be in situations where their “natural” gifts might be questioned.

Another study found that the most successful people across various fields — art, music, sports, physics — weren’t necessarily more talented. They simply produced more. More output meant more successes and more failures.

The willingness to take more swings (to experiment more, to create more) led to breakthrough achievements.

2️⃣ How to Develop a Growth Mindset in Yourself

 Become a Self-Feeder 

At some point, you have to take personal responsibility for your growth and development. The traditional education model, where someone else creates your syllabus and tells you what to learn, has never been less relevant.

The world is changing too rapidly for this approach to work.

When I spoke at the University of Oklahoma recently, I argued that the reasons to attend college are fundamentally different from what they were decades ago.

Before, accessing certain subject matters or hearing from top experts required being in specific physical locations. Today, you can learn from the smartest people in the world for free if you choose to do it.

More resources are freely available than at any point in history; it’s your responsibility to access and apply them.

 Elevate Process Over Results 

People with a growth mindset benchmark themselves on process; those with a fixed mindset focus on results. This distinction is crucial because you can control your processes, but you cannot control outcomes.

At Simple Modern, we’ve learned this lesson repeatedly.

We can execute flawless preparation for back-to-school season or holiday events. We couldn’t control that a pandemic would disrupt everything in 2020. Or that a global trade war would utterly topple our plan for this year.

When you focus on process — the quality of effort and decision-making within your control — you maintain agency even when external factors impact results.

 Embrace the Pain of Growth 

One of my favorite quotes in this area: “Wisdom comes from experience. Experience comes from failure.”

Excellence demands doing new things poorly, then persisting through the monotony required for mastery.

Your tolerance for pain and humiliation dictates your ceiling. Theodore Roosevelt captured this beautifully in his “Man in the Arena” speech, noting that the gladiator who comes up short again and again “at least fails while daring greatly.”

Pain and struggle in the pursuit of growth don’t mean you’re doing it wrong. On the contrary, they are almost always a sign you’re on the right path.

 The Power of Feedback 

One of the defining decisions of my adult life was choosing to embrace feedback rather than defend against it.

In high school debate, I developed the ability to out-argue almost anyone, which made it easy to deflect criticism. But I realized that if I truly wanted a growth mindset, then when people offered criticism, there was probably something valuable in it.

I started hearing things I’d previously had my fingers too deep in my ears to hear. People became more willing to share their honest observations. My ability to see myself accurately and therefore to grow increased exponentially.

The most tangible way this has played out over time is that I have become much more open to difficult feedback.

Like anyone else, I don’t naturally enjoy hearing about my shortcomings. The world is full of people who would rather stagnate than take critical feedback to make the changes it requires. But I’ve learned that feedback provides the opportunity to grow. It is a gift — the door to a better and more fulfilling life.

3️⃣ How to Lead Others into a Growth Mindset

 Resource, Don’t Rescue 

When leading others, the most important principle is to allow people to struggle … and fail. This applies whether you’re managing employees, raising children, or mentoring peers.

The instinct to rescue people from difficulty is counterproductive because it removes the essential ingredient of failure that creates growth.

Perhaps the most toxic phrase a leader can say is …

This doesn’t help the other person develop; it actively harms them by preventing them from learning through struggle.

 High Expectations + High Support 

The atmosphere of your communication with someone you’re developing needs to be rooted in this: “I have high expectations because I believe you are capable of great things, and I am going to push you to help you reach your full potential.”

Jensen Huang of Nvidia puts it provocatively: “People know that I would rather torture them into greatness than fire them.”

While “torture” isn’t the word I’d choose, the principle is sound — having such high belief in people’s potential that you relentlessly push them to unlock it.

This requires what we call the support-challenge matrix.

You want to operate in the upper right quadrant, where people feel both highly supported and highly challenged. They know you’ve set a high bar, but they also know you’re committed to helping them reach it.

 Celebrate the Fight > the Win 

Be intentional about what you affirm. Rather than praising natural talents (“You’re so good at sales”), celebrate the areas where growth comes through perseverance and hard work.

This shapes how people think about their own development and what they choose to pursue.

The harder part, as a leader, is to avoid praising the win more than the fight — celebrating the outcome more than the effort, and (in the case of failure) the lessons learned.

 Focus: Anything, Not Everything 

Growth mindset means you can get better at anything. What it does not mean is that you can get better at everything. None of us can reach our potential in all areas of life. We can only hope to achieve it in a few carefully chosen areas.

Excellence requires monotony. The willingness to practice the same thing over and over, long after its novelty has worn off. Since this demands an enormous time investment, you must be strategic about where you apply this level of focus.

I love the analogy of being born with a gift card loaded with a finite number of hours. You don’t know the balance, but you know it will eventually hit zero.

Your life is defined by what you choose to spend those hours pursuing — what relationships, causes, and passions you deem worthy of that investment.

Living Growth Mindset at Simple Modern

As we navigate challenges like trade wars and economic uncertainty, growth mindset has proven essential.

Right now, we’re likely taking a step back financially for the first time in years. How I process that comes down to whether I’m focused on external perceptions and metrics … or on becoming the best version of ourselves as a company.

Most of the best ideas I’ve seen implemented over sixteen years of entrepreneurship came from challenging business climates. Pressure helps us focus and make tough decisions.

The Question That Matters

I regularly ask myself and our team: What is an area of your life where you’re currently going through significant pain and sacrifice in pursuit of growth?

If it’s hard to answer this question, that’s a red flag.

At all points in our development, we should be able to point to something we’re actively working to improve, even when it’s difficult or uncomfortable.

The alternative might feel better in the moment. However, comfort breeds stagnation. Everyone has to choose …

For me, the answer is clear.

Growth mindset isn’t just a business philosophy; it’s a way of life that has opened doors I never would have imagined.

And the best part? It’s available to anyone willing to embrace the discomfort of continuous improvement.

THE FEED

​Opportunities in India with Ronnie Teja​

​Quick Hits on Campaign Wins, Team Structure & AI Tools We’re Testing​

​“It’s a Slow Spiral to Death.” Avoiding Commoditization with Taylor Holiday​

The Trends

Curated by the editor of CPG Wire, this week’s five biggest headlines in consumer news.

1. E.l.f. Beauty Acquires Rhode for $1 Billion: CNBC​

E.l.f. Beauty just announced its largest and most ambitious acquisition in company history. The mass-market beauty company has acquired Rhode, Hailey Bieber’s skincare brand.

In year three, Rhode exceeded $210M in net sales with only 10 products and one distribution channel. The deal includes $800M in cash + stock along with a $200M performance-based earnout.

2. David Grabs $75 Million, Acquires Ingredient Supplier: Fitt Insider​

Fast-growing protein bar brand David raised $75M in funding as the company’s valuation surged to $725M. Greenoaks led the round with participation from Valor Equity Partners. In addition to the raise, David also acquired Epogee — an Indianapolis-based producer of EPG, a plant-based fat alternative that significantly reduces calories. David expects to hit $140M in sales in its first year of operation.

3. L.A. Libations Launches Venture Arm: Business Wire​

Beverage incubator L.A. Libations launched Taste Tomorrow Ventures, a $30M venture fund that will focus on functional beverages and better-for-you snacks. Strategic investors like Ball Corporation and Advantage Solutions back the fund. The fund’s first investment is Just Ice Tea, the fast-growing beverage brand founded by Seth Goldman.

4. NuTrail Secures Strategic Investment: Business Wire​

NuTrail, a Miami-based purveyor of better-for-you granola, secured a strategic investment from EagleTree Capital. In conjunction with the investment, Sheila Stanziale is taking over as CEO. Previously, Stanziale served as the CEO of Mighty Leaf Tea and SpudLove Snacks. EagleTree Capital is also the owner of Summit Hill Foods, an ingredient supplier and brand owner.

5. One Trick Pony Reveals New Packaging: The Dieline​

Premium peanut butter brand One Trick Pony revealed a new brand identity and a novel inverted jar. The inverted jar, while aesthetically pleasing, also serves a purpose.

Natural peanut butters don’t contain stabilizers, so the oils and butter often separate, meaning consumers have to stir and make a mess. The inverted jar cleverly solves this problem.

 Glamour Shot 

As promised, here’s a glamour shot of who’s going to be teaming up with us June 17th at Operators Assemble Online.

After you sign up, please write back to me with questions for both the live podcast + the breakout session!

With thanks and anticipation,
Aaron Orendorff 🤓 Executive Editor

Disclaimer: Special thanks to Rivo for sponsoring the newsletter (even though Sean gave it away).

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