Author: Henry Murphy

I’ve been known as the e-commerce guy, the person people come to with questions. And honestly, I love it. I love what I do. But most of the time, people aren’t even asking about e-commerce. They want to know where to get their stuff printed or what design to go with. And sure, I can give them that information, but all I can think is… you’re missing the fundamentals.

So my next question is always this: Is this a side hustle, or are you actually trying to build a brand? Because if you’re serious about building a brand, you need to have some level of understanding. Do you have a “why”? Do you have proof of concept? Do you even have a brand name? And are you ready to be trademarked? Before we even get into the details, these are the things that matter. These are the foundations. But people always want to skip steps. They want to rush the process. And honestly, it gets frustrating.

It’s like those new houses that go up in record time, look good on the outside, but inside? You can hear conversations through the walls, footsteps shake the floors, and nothing is built to last. That’s how I see business. If you’re going to build a brand, build it right. Build it with the fundamentals.

But then, I remind myself… maybe some of the people I’m talking to aren’t even the ones I’m supposed to be talking to. And that’s fine. I let it roll off my back like… water off a duck? A duck on the water? Whatever it is, you know what I mean.

I just keep putting out content, keep pushing the message. The right people, the ones who care about building something that lasts will find it.

God Bless The Entrepreneur.

One thing I’ve learned along the way is the importance of preparation and trusting your gut. When I was creating the job description for my creative director, and even for anyone you plan to bring onto your team, I’d suggest that you start building job descriptions in a way that’s aligned with the specific tasks you need them to perform. Do this early on in your business journey.

When you first start out, you’re usually doing everything yourself. But you can’t stay in that phase forever. You need to document your process, and this is where SOPs (Standard Operating Procedures) come in. They outline the steps for the tasks they will perform, and, more importantly, how they will do it. Don’t overcomplicate it.

A few days ago, we were sending back audio messages, and one of the questions my team member asked was, “Should I wait a year before bringing on an intern?” I thought about it for a moment, then replied, “No. I think once we hit about six months, that would be the perfect time to bring someone in.”

Why? Because what I’m training you on right now is hands-on. The things I’m teaching you will soon become your responsibility, taking over what I do when I’m not there. The cool thing is that the things you’ll be training your intern on are the things you’ve already mastered, things like setting up payroll, finding models, scouting videographers, and even working with influencers for TikTok marketing strategies. It’s not about doing everything on your own; it’s about offloading the smaller tasks so you can move on to the bigger ones.

Plus, the bonus of bringing an intern in is that it protects the company. If your hire decides to move on, you’ve already got someone in place who’s been groomed for the position, and if they fit, they can step right into it.

This is something I attempted earlier in my entrepreneurship journey, but I won’t say I failed, I just didn’t do as great of a job as I could’ve. And that’s okay. We learn from it. As I continue building, I’m being much more intentional about the entire process. The details matter, and this time, I’m making sure that I get it right.

God Bless The Entrepreneur

Blogging has become my best friend. I guess because I look at it as a place to process my thoughts, a space to unload what’s on my heart, and a place to plant seeds. It’s funny because I never considered myself a blogger, but the more I do it, the more I love it. There’s something amazing in the scriptures when Jesus talks about planting a seed, you never really know what that seed goes through. All you see is the harvest.

That’s what I hope my writing does. Every time I sit down to write, I’m planting a seed. A seed for someone to learn from, to take the information and do something with it, to be encouraged, to be inspired. One thing I’ve realized is that the struggles we go through in life aren’t just for us alone. It’s easy to become selfish and get so caught up in our own lives, thinking everything is about what’s happening to us. But no. As we navigate these seasons, we begin to understand that someone else can benefit from this. Someone can learn from the struggles we face. They can apply it to their life, maybe skip a season that I’m going through or maybe walk through the same season but with the wisdom I’m sharing. At least they can read about it from me.

I personally write with entrepreneurs in mind, but I believe anyone can learn from it. Some of my thoughts are nerdy, some quirky, some serious, it just depends on the mood and how I’m thinking through things.

As I write this, on the back deck, pollen is falling heavier on a cool day in Atlanta, Georgia. The sun is nearing its setting, and the sky is overcast, but I’m smiling because I get the opportunity to do this. Be encouraged, keep going, and in all things, ask the Lord to order your steps.

God Bless The Entrepreneur

I was on a coaching call with one of my clients when she said, “Systems eat strategies for breakfast.” I was like, “Hold up what? Say that again!” Man, I thought that was such an amazing title. So today, I want to talk about strategies and systems. Both are important, but they play two distinct roles. The truth is, strategies don’t make any sense without systems because if you have an amazing strategy, you’re going to see the holes where your systems should be.

I remember walking into our first independent Unapologetic®️ building, which I called “the original compound.” It was a huge space in the back about 2,500 square feet. As soon as I walked in, my mind immediately began to create the flow of systems that needed to be put in place. I thought to myself, “The shipping station will go over here, the bags will go here, the shelves will go here, the printing station will go over there, and the transfers will go on this wall that would be a good start.” The photo studio would go on this wall, and we would hang the paper on the wall, so when we’re not using it, the lights can be tucked into the wall to keep that space clear. I also added a folder station for the shirts before they went to the shelves.

Now, it was time to put people into that system. As a shirt got printed, it was folded, then we added a sticker and placed it on the shelf. The inventory was logged into the computer. The desk was set up so that as we pulled the shirt off, we’d grab the bag, stuff it with any cards that needed to go in there, print out the label, add the shipping receipt, and then it went into the USPS mailer bins. We then took those mail bins to the front. We then went into our USPS business account and scheduled a pick-up, and the orders were off to the customers.

There are other systems that go along with this too way too many to name in this blog but that’s the gist of a system. Now let’s talk about strategy.

Both systems and strategies go hand-in-hand. For example, when I bring a model in to take a picture or record a video, I use that content to run an ad. I send out a text message with it and include it in an email sequence. That’s my strategy to drive sales. But here’s the catch: strategies always lead back to more systems. After running that campaign, I can automate the system with more email marketing, more text message marketing, abandoned cart automations I  could go on, but I think you get the picture.

So, what’s the difference? Strategy is the big-picture plan the “what” and “why.” It’s your overall approach to achieving your goals. It’s about deciding what direction you want to go in and how you’ll make things happen. Systems are the actionable steps—the “how” and “when.” Systems are the tools, processes, and structures you put in place to make your strategy come to life. They’re how you turn ideas into action and ensure everything runs efficiently.

Strategies are great, but they mean nothing without systems to execute them. Systems are what keep the wheels turning, day in and day out. And without them, even the best strategy can fall apart.

God Bless The Entrepreneur

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