Next Episode:
The Hidden Performance Cost of Traditional HR
This Culture Secret Drove Record Profit & Revenue.. With 100 Less People
by Common Thread Collective
Sep. 24 2025
In 2022, Common Thread Collective was bloated, misaligned, and on the brink—180 employees, record turnover, and benefits that pulled focus away from customers. By 2025, with fewer than 75 employees, the company hit record profit, revenue, and client retention.
In this first episode, Dane Sanders (VP of Employee Development & Performance) and Bryce Ridenhour (Employee Lifecycle Manager) walk through the journey of rebuilding culture by design—not drift. From layoffs and broken incentives to transparency tools, common language, and systems that attracted high performers, they share how CTC transformed the same people and the same products into a completely different outcome.
If you’ve ever wondered how culture can act as a lever for profit, retention, and resilience, this conversation lays the foundation.
Additional Notes:
Explore the Prophit System:
Together with …
Never Miss an Article
Subscribe to the CTC Newsletter and get more tactical insights for growing DTC brands. Weekly(ish) guidance from the frontlines.
Unsubscribe anytime.
Common Thread Collective is the leading source of strategy and insight serving DTC ecommerce businesses. From agency services to educational resources for eccomerce leaders and marketers, CTC is committed to helping you do your job better.
For more content like this, sign up for our newsletter, listen to our podcast, or follow us on YouTube or Twitter.
Get Training & Support
Hire Us