Corey Hackett started working in retail at 14. He started guerrilla marketing for Top of the World at 19.He went back to school for marketing and advertising at 21 to try and figure out exactly what he was doing.After school, he worked at traditional marketing agencies for 10 years while helping Top of the World advance their brand on the side.He took over ownership of Top of the World in 2011.In This Conversation We Discuss: [00:00] Intro[00:59] What products does TotW offer[01:43] Having been around for quite some time[03:02] Corey’s retail background and education[04:12] How Corey transitioned into owning TotW [05:33] Envisioning owning the place someday[06:54] Buying TotW vs starting over[08:09] Advantages of buying an established brand[09:45] Opportunities to improve in TotW[12:51] The big projects in Corey’s first year owning TotW[14:30] Sponsor: Electric Eye electriceye.io/connect[15:27] Sponsor: JSON-LD For SEO jsonld.app[16:44] Sponsor: Retention.com retention.com/honest[17:36] Being at talks with the early days of Shopify[18:18] Corey has met Tobi before adopting Shopify for TotW[19:55] What happened after launching TotW’s Shopify site[21:35] Becoming an unofficial QA for Shopify[22:00] Finally transitioning to Shopify[23:13] Experiencing the weird era of online ads[24:00] Being an early adopter of Instagram[25:17] Witnessing and realizing the habit of “pre-shopping”[28:02] Before starting and going all-in, have an end goal[28:48] Where to find Top of the WorldResources:Subscribe to Honest Ecommerce on YoutubeOttawa's oldest and largest independent skate and snow shop topoftheworld.comFollow Top of The World Skate and Snow on Instagram @totwSchedule an intro call with one of our experts electriceye.io/connectGet your free structured data audit for your store jsonld.appBook your demo today and get 20% off the annual commitment fee retention.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!