Matthew Kelly says the vehicle matters more than hard work for scaling past $100 million. Product, category, timing, and geography determine whether you break through, not effort. Most brands hit $10 million by doing basics, but $100 million requires the right macro conditions.
I still think the vehicle, i.e., the product, the category, the timing, the geography, I genuinely think that's 10 times more important than like how hard you work, assuming you're doing the basics right. Agree. With like zero exceptions, because I think most brands can get to $10 million a year, but the ones that get to $100 million, it's just like, I'm not saying it's luck, I'm saying it's a combination of good macro factors.
