Author: Henry Murphy

You have to define from the beginning what type of customer you want. Customers who spend the least tend to complain the most, and customers who spend the most tend to complain the least. I witnessed this firsthand at Unapologetic®️

We adopted this strategy one season by offering $10 tees. If my memory serves me correctly, we priced our one-color tees at $10, or at least a portion of them. I knew the model would work because I had seen it work elsewhere, and I knew that if we had enough upsells, we could win. And we did win, it went crazy. We had so many orders that it was hard to keep up with the demand.

My main focus was making sure we were pricing correctly so that we not only maintained cash flow but also secured a profit margin that allowed us to expand the business. We used that capital to level up better bags, better boxes, more computers, more desks, more shelves, more machines to print, and more staff.

But the other side of this? A lot of complaining customers—so much so that at times, it almost didn’t feel worth it. Another challenge was the difficulty of increasing prices after setting them too low. Once you try to inch up your prices, you risk losing those customers. In hindsight, though, that’s not necessarily a bad thing. You just have to be ready to take the hit—the loss of that constant cash flow.

If you’re just getting started and you’re reading this, I’d tell you to price your products where you want them to be now. Identify the people who can and want to pay for what you’re offering now. Think about it, if you price a tee at $35 instead of $10, you need far fewer customers to hit the same revenue goal. That’s 3.5 times the amount of a $10 tee, meaning you only need a third of the customers to reach the same financial target.

Pricing is everything. I didn’t want to go too deep in this post, but I’ll write more about pricing in the future because it directly affects every aspect of running a business. It’s a key component of the cost of sales.

I’ll do a part two on this soon, so stay tuned.

God Bless The Entrepreneur. 

I’m sitting here today recalling the conversation I had with my friend. You might’ve read my blog “The Power of Showing Up.” It was a powerful one. Check it out when you get a chance. As I reflect more on that conversation, I can’t help but ask myself am I a good listener? Lol.

Here’s why I say that. When someone says something powerful, my mind goes into overdrive, and I have to remind myself to just listen, not to think too much. It’s just the way I’m wired. If I wasn’t, well, you wouldn’t be reading this blog right now.

He told me that after the pandemic, he started running. He wanted to challenge himself and make better use of his time. As he began to explain the mindset he took into that decision, I leaned in, listening more intently. He talked about mental discipline, how even before he started running, his mind was already trying to talk him out of it. It was telling him, “You can’t do this. What’s the point? What are you going to gain from it?” I know that voice all too well.

Then he said something that hit me hard, something I’m probably going to have to write another blog about. He said, “I don’t break promises to myself.” I sat back in my chair, stunned. Wow. That hit different.

He went on to tell me that he’s run four marathons now. My eyes widened. Not only did he complete them, but he did so well that he ranked in the top 1.2%. And now, he’s about to run the Boston Marathon, and even the Berlin Marathon. I was blown away.

It just reminded me of discipline, resilience, and the importance of doing what you say you’re going to do despite all the negative voices in your head telling you otherwise.

God Bless The Entrepreneur

I jotted down the thought in my notes: What is a conformist? I put a 🤔 next to it. When I went back to revisit it, two thoughts came to mind. First, schools and how they train you to trade time for money. And second, the importance of entrepreneurship.

I’ve written a blog similar to this recently, so my other thought was faith. You know what I always say, “I’m an entrepreneur, but I’m a believer first.” And when I think about Jesus, one thing stands out: He was not a conformist.

Jesus constantly challenged the status quo. He called out the religious leaders of His day, exposing their thinking, their hearts, and their motives. Read the Gospels, and you’ll see it’s impossible not to be amazed by His teachings.

Let me tell you one of my favorites.

Mary was a prostitute. Jesus was at a Pharisee’s house, reclining at the table. Now, let me set the stage, this wasn’t a table like what we have today. These tables were low to the ground, and they sat on cushions as they ate.

Mary came up behind Him, weeping. Her tears fell onto His feet, and she wiped them with her hair. Then she anointed His feet with costly oil and began to kiss them.

The Pharisee watching this thought to himself, If this man were really a prophet, He wouldn’t let this woman touch Him. She’s a sinner.

Jesus, fully God, fully man, knew what the Pharisee was thinking. And like He always does, He hit him with a question. Oh man, I love when Jesus does this!

I’m going to break it down using today’s terms. Imagine a lender gave one person $1,000 and another $20,000. Neither could repay, so he forgave both debts.

Jesus asked the Pharisee, Who do you think loved the lender more?

The Pharisee responded, I suppose the one who owed more.

Jesus said, You have judged correctly. Then He turned to Mary and said, Her sins, which are many, are forgiven. Go on your way—your faith has saved you.

Wow.

Jesus was not a conformist. And as believers, we have to take that same stand. We are not called to fit in. We are called to go against the status quo when the status quo contradicts the truth.

God Bless The Entrepreneur

My wife and I will always be kids at heartwe love Disney movies. I remember when my granddaughter, Arie, was younger, and we started buying the movies she loved on Apple TV. It was a no-brainer. We love the movies, we love owning them, and honestly, it was just another excuse to enjoy them ourselves.

The other day, my wife and I were randomly saying a line to each other something from The Incredibles and it made us laugh. That little moment was enough to prompt us to go back and watch it again.

This time, I noticed something about Bob, the father and main superhero. He was struggling, stuck in a job at an insurance agency, miserable, knowing he was built for something greater. After superheroes were banned, he still had that itch. He couldn’t shake it. He started secretly listening to police scanners, sneaking out at night to solve crimes, and calling it “public service.” But really, he was just doing what he was meant to do.

I had never realized how close this was to what entrepreneurs feel when they’re stuck at a job. I remember that itch all too well. I was working at Checkers, and deep down, I knew I had to own my own company. Everything I was doing for that job, I could do for myself. I knew how to build systems. I knew how to manage people, handle inventory, and understand a profit and loss sheet. I was running that store for them, but in my heart, I knew I was settling.

I call it the entrepreneur itch. That feeling deep down when you know you’re capable of more. It’s not to discredit anyone who just wants to work a job, there’s nothing wrong with that. But for those who know they’re meant for something bigger, that itch is real.

I once heard it said, “There’s nothing like a job you hate to fuel you to do what you need to do.” Work the job because you have to pay your bills, but build your business at the same time. And remember there will come a time when you have to step out on faith. If you build it right, you can take a calculated risk. But risk is inevitable when you’re stepping into something bigger than yourself.

God Bless The Entrepreneur

You might see this title and wonder, What in the world is Henry talking about today? What is a Not-To-Do List? Well, it’s exactly what it sounds like it’s a list of things you have to stop doing because they don’t lead to your desired outcome.

I’ll use myself as an example.

As I plan the relaunch of Unapologetic®️ and continue to bring value to my students at The Ground Up Academy, I realized that everything on my to-do list must align with these two priorities. It’s easy to get distracted, especially when scrolling on social media. Even though I’m intentional about what I consume, there are always trending topics that tempt me to take a deeper look. In those moments, I have to remind myself bookmark it and come back later. Because if I focus on it now, it will pull me away from what actually needs my attention.

My to-do list is crystal clear: tightening the foundation, business credit, 401(k) planning, smart investments, social media trends, mastering funnels, hiring new staff, writing job descriptions, and bringing on administrative assistance. These are the things that belong on my calendar nothing else. Not just surface-level work, but Deep Work uunderstanding how each piece fits together and how one thing affects the next.

Everything not aligned with these priorities? That belongs on the Not-To-Do List. It cannot make it onto my calendar because it becomes a major distraction.

This is the best way I can explain it—stop doing the things that are pulling you away from where you’re trying to go. Busy does not mean productive.

God Bless The Entrepreneur

Like most entrepreneurs, when I first started out, I had no idea what I was doing. And honestly, even after over a decade in business, I’m still learning every day. That’s the beauty of entrepreneurship. It’s a continuous journey of growth. And that’s exactly why I want to talk to you today about Lifetime Value Customers and why they are critical for your e-commerce brand.

When I first hit the road, my only focus was sharing the vision behind my brand. But something started happening. I would return to the same cities and see familiar faces wearing the last hoodie or t-shirt I sold them. And not only were they rocking the brand, but they were buying again. It happened so consistently that I couldn’t ignore it.

Then, when I shifted my business online, it became even more clear. I started recognizing patterns in my e-commerce store and realized I could predict revenue based on repeat customers. That’s when I truly understood the power of Customer Lifetime Value (LTV).

At first, I thought running an ad to get a sale was the win. But I soon realized that ad was just the first step in the customer journey. Once a customer entered my ecosystem, I didn’t have to keep paying for their attention. I owned that relationship. That’s when I got intentional. I built loyalty programs, email sequences, and SMS marketing lists to nurture and guide customers through my brand’s journey. And that’s what you need to understand:

Once a customer is in your world, you have control over how they experience your brand. You can introduce them to your mission, values, behind-the-scenes process, and brand story, everything that makes your business more than just a product.

Why Is This Important for Your E-Commerce Brand?

Because acquiring a new customer is expensive. If you’re constantly chasing first-time buyers instead of nurturing repeat ones, you’re leaving money on the table. Customers who keep coming back increase profitability without increasing ad spend.

Let’s break it down with real numbers:

If a customer spends $65 on your hoodie and orders six times a year, that’s $390 per year. Now, if they remain loyal to your brand for three years, their total Lifetime Value (LTV) = $390 × 3 = $1,170.

That means one repeat customer is worth over a thousand dollars to your business. Multiply that by 100 customers, and you see the bigger picture.

What Should Your Focus Be?

Your focus should be on building relationships, not just making transactions. How do you do that?

1. Deliver Quality – Make sure your streetwear, apparel, or product line is something they’ll want to buy again.

2. Engage Your Customers – Use email marketing, text campaigns, and social media to stay connected.

3. Create a Community – Make customers feel like they’re part of something bigger than a brand.

4. Prioritize Values – People connect with businesses that stand for something.

At Unapologetic®️, our values shape everything we do. from the way we design and manufacture our apparel to the way we serve our supporters. We don’t just sell clothing; we build a movement. And that movement is why customers keep coming back.

So, ask yourself: Are you building a transaction-based e-commerce business or a relationship-driven brand?

God Bless The Entrepreneur

The sun is setting here in Georgia, and it feels pretty good. I hear birds rustling in the dead leaves as the last light of the day fades. I slept most of today something I’m learning to do more of. Resting on the Sabbath has been a journey for me, one I’m still figuring out. What does it really mean to stop working? I like to write my blogs on the Sabbath, so as I sit here with my coffee, a thought hits me: Work as unto the Lord.

I’ve talked about the Sabbath plenty of times. I’ve talked about working unto the Lord plenty of times. But today, I realized something new about this concept. It  requires me to remove myself from the equation.

Let me explain.

We all have this tendency to prove things to ourselves, to those around us, to the doubters who think we’re crazy for believing in something bigger than what we see. We want to validate our dreams, to show that what we hope for isn’t just wishful thinking, but something real, something we’re actively working toward every single day.

But when you truly work as unto the Lord, none of that matters. The validation, the recognition, the approval of others. It all fades because it’s no longer about them. It’s about an audience of One. And while I’ve known this for a long time, I realize now that I still struggle with it.

Maybe writing this today is my confession. But it also brings me clarity.

Resting today has reminded me of something deeper: pride always tries to get in the way. The Bible tells us that God despises pride but gives grace to the humble. And what’s more humbling than working as unto the Lord, knowing that no one else needs to see or acknowledge it?

I had a list of blogs I wanted to write today. This one wasn’t on the schedule, but it needed to be written.

Whoever you are, whenever you read thisremember to work as unto the Lord. Seek Him first in all things. Draw your strength from Him. Be grateful for your life, for the daily provision He gives, and for the work He has called you to do. Whatever He has placed in you to create, do it with everything you have.

God Bless The Entrepreneur

I was talking to a good friend of mine yesterday over coffee at Starbucks. The weather was perfect 72° with a nice cool breeze, almost making me feel like we were back in California. We hadn’t caught up in almost 4 years, so I asked him how things had been going. He smiled and said, “I’m trusting God.” Then he told me something that really stuck with me. He said, “I feel like a surfer, showing up to the beach every day.”

He went on to explain that this was his way of saying he shows up every day to spend time with God. He compared it to a surfer who has no control over the waves, but still shows up daily, wetsuit on, board in hand, patiently waiting. He doesn’t know when the big waves will come, but he trusts that they will.

It reminded me of our relationship with God. Just like that surfer, we have to show up daily in His presence, trusting Him to provide what we need. We can’t control what happens, and we can’t make God do anything. But we can be obedient, submitting ourselves daily, depending on Him for direction, for strength, and for that daily bread.

This conversation was such a powerful reminder of the importance of trusting God day in and day out whether we see the waves coming or not.

God Bless The Entrepreneur

I talk about the highlight reel a lot. Social media is a powerful tool it connects us to the world instantly, gives us access to new opportunities, and allows us to engage with people we might never meet otherwise. But it also has its pitfalls. It makes it easy to be phony, to filter out the struggles, and to create a version of life that looks perfect from the outside. And when we’re not careful, we start measuring our reality against someone else’s carefully curated image.

Comparison is a silent killer. It robs us of joy, breeds insecurity, and distracts us from our own process. We have to learn to be content. To be comfortable in our own skin. To trust the path God has set before us.

I remember when I first started out, watching other entrepreneurs, seeing their success, and feeling the weight of wondering if I was doing enough. But I learned something early on, there’s a difference between being inspired and comparing. Inspiration fuels you; comparison paralyzes you.

There’s a brand I know that started small just a few pieces, selling six hats a week while still working a full-time job. They were aware of other brands, but they never compared themselves. Instead, they focused on their own process. Those six hats turned into 50 a month. Then 200. Then they expanded their product line, grew their business, and eventually walked away from their jobs to go all in. Today, they own multiple brands and have grossed over $20 million.

That’s a huge achievement, but the key wasn’t looking at what everyone else was doing it was staying focused on what they were doing. And if you’re reading this, I want you to do the same. Don’t compare yourself to them. Don’t compare yourself to me. Stay locked in on your journey. Be encouraged by others, but never measure your worth against their progress.

Because comparison kills success. Stay in your lane, trust your process, and let your growth unfold in its own time.

God Bless The Entrepreneur

I was listening to Hook Point by Brendan Kane, and so far, so good. He mentioned the three-second rule, and it made me laugh because it took me back to growing up when we used the same rule but for food. If something hit the floor, you had exactly three seconds to pick it up and eat it. We were so nasty.

But that same rule applies to content today.

The 3-Second Rule in Social Media

Facebook, being the giant that it is, created the standard: if someone stays on a video for at least three seconds, it signals intent to watch. Now, this is the industry norm. Like it or not, we have to adapt and adjust.

I’m from the east side of Savannah, Georgia. I grew up in a tight-knit Black neighborhood, and my cousin and I were addicted to Red Baron pizza or really, any frozen pizza. Late nights, we’d be at the table playing paper football, folding up a sheet of paper and flicking it across the table for touchdowns. If a piece of pizza ever hit the floor, the rule was simple: three seconds, and it was still good. Now, in reality, that pizza was covered in germs the moment it hit the ground. But the rule was the rule.

That same rule applies now when it comes to social media.

You have three seconds to catch someone’s attention. It doesn’t matter if your content holds the most valuable information in the world if nobody stops long enough to engage, your message goes unheard.

Mastering the Hook

This is why Brendan Kane’s book Hook Point is so valuable. He’s an expert in helping brands break through the noise, and he emphasizes the power of a strong hook. If you’re serious about your brand and content creation, you have to take this seriously.

Do yourself a favor: do the deep work. Understand what it takes to create a great hook. I wanted to write this while it was fresh in my mind and while I was doing the work myself.

God Bless The Entrepreneur