What if we told you the secret to scaling your e-commerce business isn’t just about ads or products, but about building a community so loyal they wouldn’t dream of buying anywhere else? That’s exactly what Aaron Spivak did, turning his weighted blanket brand, Hush, into a $48 million empire in just 48 months – and he told us how at Affiliate Summit West 2025. 

Lesson 1: Your Customers Are Your Biggest Asset  

You pour so much energy (and money) into ads, SEO, and influencer marketing to acquire customers. But once they buy, you forget about them. Stop neglecting your biggest asset: your existing customers.  

Aaron challenged this common mistake head-on. Hush didn’t grow because of flash-in-the-pan acquisition hacks—it grew because he spoke to customers, listened to them, and solved problems they didn’t even know they had. 

Here’s a game-changing action plan: 

Pick up the phone and talk to your customers. 

• Call 10 customers this week. Yes, literally call them. 

• Ask them the following questions 

What did you love about our product? 

Why haven’t you bought again? 

What else do you wish we offered? 

Spot trends and act. 

When Aaron did this, he found that around 80% of customers had the same issue: the blanket was amazing... but too hot for summer. That one insight led to the launch of a cooling weighted blanket, turning a once-seasonal product into a year-round revenue machine. 

And the best part? Customers felt heard. And came back. Make customer conversations a habit, not a campaign. 

Lesson 2: Fans > Customers — Build Relationships, Not Transactions 

Here’s the truth: Transactions don’t build empires, connections do. If you treat your customers like human beings instead of dollar signs, they’ll do the marketing for you. When Hush opened their first retail location, customers didn’t just come to shop—they lined up for hours hoping for a moment with the founder. One even asked him to autograph their blanket. 

How? 

• Engage with them everywhere they are: 

• Reply to comments on Instagram. 

• Send hand-written thank-you notes with big purchases. 

• Go above and beyond with customer support. 

Make it personal - fans don’t just love your product, they love YOU! Show up authentically, share your story, and let them feel like part of your journey. 

Lesson 3: Flip Limiting Beliefs on Their Head 

Think your niche is too small? Your ads don’t work? You can’t compete with the big brands? That’s all noise. Limiting beliefs will destroy your growth if you let them. Aaron faced a challenge most brands fear: summer sales plummeted. His co-founder wanted to shut it down. 

But instead of folding, they asked four key questions—questions that changed everything: 

• Ask yourself: Is this belief rational? Example: “Summer sales are slow. It must be a seasonal problem.” 

• Could I be mistaken? (Spoiler: Yes. You’re often mistaken.) 

• Ask: Would I believe this about someone else? Would you think another brand couldn’t overcome the same issue? Probably not. 

• Rewrite the belief as an empowering affirmation. Example: Old belief: “Google Ads don’t work for me.” New belief: “Google Ads are amazing for my brand, and with the right strategy, they’ll drive incredible growth.” 

Repeat this to yourself until you believe it. Sound woo-woo? Maybe. But it’s the same mental trick top entrepreneurs use to bulldoze through obstacles. 

Lesson 4: Innovate Relentlessly (Because Your Competitors Are) 

If you want to build a brand that lasts, one product won’t cut it. Aaron didn’t scale Hush to $48 million+ by accident—he did it by constantly evolving. What started as a weighted blanket became an entire sleep ecosystem: pillows, cooling blankets, mattresses, sheets, and bed frames—all solving the same core problem, just in different ways. 

Here’s how Hush did it: 

• They went back to what their brand was about: delivering better sleep. Every product they launched — from cooling blankets to pillows, mattresses, and sheets — stayed true to their brand’s core purpose. Instead of stretching into unrelated categories, they deepened their expertise in one: sleep. 

• They launched lean. No big upfront inventory. No massive ad spends. They used pre-orders and crowdfunding to validate demand before going all in. It’s how they raised $1.5 million on Kickstarter before making a single unit. 

• They solved real problems. Product ideas weren’t plucked from imagination—they came from thousands of conversations with customers. Each launch addressed a clear, existing pain point. 

Don't treat product development like guesswork. Build tight feedback loops. Launch small, test fast, and make sure every new offer deepens your brand’s value—not just your catalog. Innovation doesn’t have to mean invention. It means building momentum by solving one more problem, for the same person, in a slightly better way. 

Lesson 5: Community Is Your Brand’s Superpower 

His lesson isn’t about collecting feedback—it’s about turning customers into believers. When Hush opened their first retail location, they had 2,800 customers waiting in line, compared to 1,100 at competitor Alo Yoga’s grand opening next door. And Hush had no influencers or media coverage. What they did have was a community—people who felt so connected to the brand, they showed up in real life. That kind of loyalty can’t be bought. It’s built. 

And it’s built through connection. When you stop talking at your customers and start involving them in the journey, everything changes. Sharing raw, behind-the-scenes moments. Letting them see the real people behind the product. Showcasing their stories, not just your own. Giving early access to insiders. Dropping perks quietly, just because. Not to drive sales—but because they’ve earned it. 

Make spreading the word effortless. Build in moments that spark conversation. Give them something worth talking about—whether it’s a live event, a surprise drop, or a real-time AMA with your team. People don’t just want to buy from brands anymore. They want to feel like they’re part of something. 

E-Commerce Success Is Built on Relationships 

Scaling to 7 or 8 figures isn’t just about great products or killer ads, it’s about creating a brand that people believe in. 

Your homework: 

• Call 10 of your customers this week. Start the conversation. 

• Identify one limiting belief holding you back and rewrite it. 

• Brainstorm your next move: a new product, a better community strategy, or a way to reward your most loyal fans. 

👉 Join the best in the business at Affiliate Summit East, August 4-5 in NYC! Grab your ticket now.