Upside Christmas Special | Upside #66

In this episode of Upside, Ali, Zamir, Will, and Leon wrap up the year by reflecting on Q4 performance and laying the groundwork for what comes next. With October, November, and December data now available, the team explain why planning for the next Q4 starts immediately, while also sharing lessons from 2025 and practical advice for building stronger brands in 2026.

What’s Covered in This Episode

The episode opens with a clear message: Q4 is not something you review and move on from. Ali and Zamir explain why Q4 data should feed directly into planning for the next year, covering everything from cash flow and stock to creative direction and execution.

The conversation then shifts to the importance of brand fundamentals. Will and Leon stress that knowing who you are targeting, and why, is the foundation for every creative and marketing decision. Once brand direction is clear, everything else flows more easily, from photography and video to Amazon listings and wider content creation.

The team also reflect on highlights from 2025, including international events, major milestones, and the growth of a global team. These moments lead into a broader discussion about culture, resilience, and the internal mantra of being comfortable with uncomfortable.

A significant portion of the episode focuses on artificial intelligence in creative work. Will shares how tools like Adobe are integrating AI to remove time-consuming tasks while preserving human creativity. The group agree that AI should be used as an accelerator, not a replacement, helping teams move faster without losing judgement or taste.

The episode closes with practical advice for anyone planning for 2026. From revisiting listings with fresh eyes to shipping imperfect work rather than overthinking, the message is clear: review the basics, use data intelligently, embrace new tools, and keep moving forward.

Key Takeaways

Q4 planning starts now: October, November, and December data should immediately inform future strategy and forecasting.
Brand clarity comes first: Knowing your audience and purpose makes creative and marketing decisions far easier.
Use AI as a tool: AI should speed up workflows and remove friction, not replace human creativity.
Fresh eyes matter: Stepping back and revisiting fundamentals often reveals missed opportunities.
Ship and learn: Progress comes from action, not perfection. Build momentum and refine as you go.
Culture drives performance: Teams that embrace challenge and growth create long-term success.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.