I’ve been meaning to write this for a while. After a few conversations with other sellers recently, I realized that writing things down is actually the best way to clarify my own thinking.

This is a reflection on what’s been on my mind as a small team owner in 2026. It’s not a “how-to” guide — more of a framework for how we’re thinking about the year ahead. Hope it’s useful to others in a similar spot.

On AI: a tool, not a replacement for thinking

There’s been a lot of talk about AI in our circles. I’m all for using it — but I’ve also seen people use it as an excuse to stop thinking for themselves.

AI can help you write copy, generate ideas, even structure campaigns. But it can’t tell you why your specific product works for your specific customer. That still comes from you.

On change: small steps, not big swings

Change is necessary. But for a small team, big pivots can be deadly.

We’ve been seeing a lot of shifts:

  • Rufus changing how customers search

  • Creator Connection opening up new traffic sources

  • Temu and TikTok Shop pulling customers away

Instead of throwing out our whole playbook, we’re doing small experiments:

  • Learning how Rufus works and adjusting copy accordingly

  • Testing Creator Connection with a small budget to see if it actually moves the needle

  • Keeping an eye on Temu/TikTok not as a threat, but as data on where our customers are going

Small steps. Learn. Pivot if needed. Don’t bet the farm on one experiment.

On product selection: know your lane

For me, product selection is how a small team stays in control of its own destiny.

Some products work with a “high price first, then discount” strategy. Some work with low price and high volume. Some just take time to build.

The problem is external noise. Someone tells you they’re doing crazy volume with ultra-low prices, and suddenly you start questioning your own approach.

I’ve learned to stay with our core logic. If we want to test something new, we let one person run a small experiment. But we don’t pivot the whole team because someone else’s strategy worked for them.

On learning from outside: consume, filter, apply

I’m in a smaller city, not a hub. But staying connected to what’s happening outside is non-negotiable.

That means:

  • Reading about Temu even though I don’t sell there — because they’re competing for my customers

  • Testing new Amazon features instead of waiting for them to become “standard”

  • Talking to other sellers, even when it’s uncomfortable to hear that something I’m doing might be outdated

The key is to filter. Not everything you hear is worth acting on. Understand the upside, but also think about the downside before you jump.

On execution: speed, stop-loss, and discipline

A few things I’ve learned the hard way:

Set a stop-loss. Know before you start what your limit is. Sunk cost is real, and chasing a losing bet rarely works out.

Move fast. A great plan executed slowly is worse than a decent plan executed fast. Especially for seasonal products — timing is everything.

Review regularly. Don’t wait until the end of the quarter to ask if something is working. Weekly check-ins, even short ones, keep things on track.

Don’t panic-pull the plug. If you set a stop-loss, stick to it. If you haven’t hit it, don’t kill a campaign just because the early numbers look rough.

Don’t stretch too thin. Small teams have limited bandwidth. Do one thing well before adding another.

On leadership: listen, but keep the final call

I’ve had to learn this one the hard way.

If you run a team, it’s easy to fall into “I know best” mode. But when that happens, people stop bringing you ideas. And eventually, they stop caring.

What’s worked better for me:

  • Encourage people to bring suggestions — but ask them to come with reasoning, not just “I heard this works”

  • Evaluate the logic, not the source. A good idea can come from anyone, not just the senior person

  • Make the final call, but explain why. When people understand the reasoning, they’re more likely to buy in

Also — don’t chase every success story you hear. I’ve seen owners hear about a competitor’s strategy and immediately tell the whole team to switch. It rarely ends well.

On review: not more work, better work

Review doesn’t mean adding more admin. It means being intentional about understanding what worked and what didn’t.

For us, that means:

  • Looking at our own products and being honest about strengths and weaknesses

  • Asking: how do we amplify what’s working? How do we fix what’s not?

  • Not just looking at numbers, but also at process. Did we execute well? What slowed us down?

The 80/20 rule applies here too. Most sellers are just following what others do. If you actually understand your own products — why they sell, who buys them, what makes them different — you’re already ahead of a lot of people.

Final thought

AI is a tool. External noise is just noise. The thing that will keep you in the game is your ability to think, adapt, and execute consistently.

We’re not trying to be the biggest. We’re trying to be the most clear-headed in a noisy market.