<p>Meet Jerel - Head of Growth at TUSHY. We dive into scaling a high-AOV, education-heavy category, measuring brand like performance, and navigating Amazon + AI search in 2026.</p><p></p><p><b>Takeaways</b></p><ul><li>Education is the primary growth constraint. Most consumers don’t understand bidets, so TUSHY invests heavily in reducing friction (installation, features, bowl types) before pushing conversion.</li><li>Brand activations are measured, not hoped for. Their OOH “Asshole Trucks” use geo-fencing, exposed vs. control testing, and retargeting to quantify lift and downstream impact.</li><li>Channel interplay matters. Top-of-funnel drives halo to Amazon, and budget flexes toward high-intent capture when margins tighten.</li><li>LLM visibility is the new SEO battleground. TUSHY actively monitors rankings in ChatGPT and Gemini and builds content to defend or win query share.</li><li>Contribution margin is the true operating KPI. With a durable product and low repeat rate, LTV ≈ first order — so daily contribution margin and incrementality guide spend decisions.</li></ul>