“You make your money on the customer, not the acquisition.” In this episode, Sean sits down with Jordan, the media-buyer-turned-founder behind Instant Hydration, to unpack how he went from affiliate marketer—only eating what he killed—to helping scale multiple 8‑figure CPG brands into 9‑figure powerhouses using Meta ads, tight payback models, and a true growth engine mindset. They talk about why red‑ocean markets like electrolytes are actually a signal of demand, how to think about LTV, subscriptions and time-to-second-purchase, what really happens when a founder tries to steal your team, and the wild IP and trademark journey that led to the Instant Hydration brand.
Chapters:
00:00 – Cold open: “You make your money on the customer, not the acquisition”
02:40 – Jordan’s story: from almost-lawyer to Facebook affiliate marketer
15:30 – Scaling 8‑figure CPG brands to 9‑figures with Meta ads
28:10 – Why consumables, LTV and payback periods win over “one-and-done” products
41:45 – The Instant Hydration origin story and trademark/IP battle
55:20 – Building a true growth engine: subscriptions, email/SMS, and sending it on ad spend
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E145: From Affiliate Hustler to Hydration Empire: Inside Instant Hydration’s Growth Engine
