People don't buy what you sell. They buy what others say about what you sell.

If your product doesn't have proof, it doesn't have power.

The tough reality of physical product businesses is that you can have the best product, the best

price, the best ads, and still lose. The reason why? Because you have no trust, no evidence,

or no proof. In 2025, proof outperforms pitch. We've entered the age of proof-based buying.

According to Jungle Scout's Consumer Trends report from 2024,

79% of Amazon shoppers say product reviews are their top influence on purchase decisions.

And I think it's very safe to say that since that time, social media,

video reviews have become an increased source of proof and trust before making a purchase.

People buy what they believe others already validated. TikTok user generated content, Amazon reviews, Reddit

threads. This is where the real sales funnel begins now. The brands that are winning on

and off Amazon don't necessarily have the best features. They do have the best evidence.

And I'm a real life case study of this as a customer.

As you guys know or may have seen on social media, I've become quite obsessed with my lawn

care.

I'm on a mission to get my lawn to an A rating from chat GPT, meaning I take a picture of my front yard,

I submit it to who I've called Karen, my Chat GBTT lawn care chat, and ask it to grade my lawn.

And I'm moving up the ranks. I think my latest rating was an 87. It looks pretty good,

but obviously there's still room to grow. No pun intended. But in order to continually

improve my lawn, I've been looking at other products, other tools, other things that I can use

to again improve the makeup of my grass. And I've bought a lot of different types of fertilizers,

different tools. I even bought a manual push real mower a couple months ago. But before I've

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