How To Know What To Focus On
Riley Bennett
The Theory of Constraints is a method for identifying the SINGLE most IMPORTANT limiting factor (your bottleneck) that’s keeping your business from scaling— and then fixing it.
Most sellers are working on the wrong things instead of tackling the most imporatnt bottlenecks.
If you ask yourself: “How can I 2–10x my Amazon revenue in the next 6–12 months?”
… you’ll probably start thinking of all the reasons it’s not possible.
CPC too high (haven’t properly tested all types of ads & placements including video ads, and/or hestitant to spend enough to get traction)
CVR too low (listing not 10/10 optimized)
Running out of stock too often
No R&D system
The key: if you can identify THE BIGGEST bottleneck, you will grow.
Example: If your listing is converting at 8% and you can get it to 12%, that’s a 50% increase in sales without increasing traffic at all! That’s your biggest bottleneck.
This image visualizes it – working on the wrong thing is like trying to widen the parts of the pipe that are already wide, instead of clearing the clog.
For example:
Focusing on optimizing PPC when the ACTUAL issue is running out of stock, a shitty CVR, or you aren’t launching new products every year.
It sounds obvious… but most sellers still do it.
Your Amazon business is only as strong as its weakest link. If you want to grow fast, you have to identify that weakest link and fix it.
As the brand owner, your role is to allocate resources where they are needed most.
If you spend your resources in areas that aren’t immediately needed, you’re slowing your growth.
For most Amazon sellers, these are the 3-4 most imporant bottlenecks holding you back from scaling to the moon.
More traffic
Cheaper trafffic
Better conversion rates
More products (R&D systems/team)
The solution is simple:
First DIAGNOSE your CURRENT MAIN BOTTLENECK
Strategize the most efficient way to fix it
Execute and track progress
This is exactly what we help brands do all the time.
We pinpoint the REAL bottlenecks in their Amazon business and then fix them — fast.
If you want help finding and fixing your biggest constraint, we offer business consultations.