What's it like to build the fastest-growing company in American history... and then watch it all come crashing down? We sat down with John Hefter, co-founder of the legendary Amazon aggregator Thrasio, for a brutally honest conversation about the company's wild ride from a multi-billion dollar unicorn to bankruptcy.John takes us from the very beginning, launching from a co-founder's basement with a simple Google search to raising nearly $3.5 billion and reaching a staggering $9 billion valuation. He shares the incredible inside story of "Angry Orange," the pet deodorizer brand that became the "smell of gold" and proved their model could work on a massive scale.But with insane growth came chaos. John pulls back the curtain on the dark side of the Amazon marketplace, battling black-hat sellers and the operational nightmare of acquiring four companies in a single week. He reveals the surreal moment he knew the dream was over, standing at a lavish party in Cabo when he got the call about a single, catastrophic $450 million inventory mistake.This isn't just a business story; it's a cautionary tale about the real cost of moving too fast. Tune in to hear John's unfiltered take on the future of Amazon FBA, his hard-won advice for founders, and what comes after surviving the unicorn rollercoaster.Chapters:00:00:00 - Introduction

00:05:10 - How Thrasio Started in a Basement

00:19:11 - Insane Pre-COVID Growth

00:23:18 - Beginning of the End

00:41:39 - The Moment It All Blew Up

00:53:57 - Future of Amazon FBAPowered By:Fulfil.io.https://bit.ly/3pAp2vuThe Only Cloud ERP Designed to Efficiently Scale 8 and 9-Figure Brands. Northbeam.https://www.northbeam.io/Postscript.https://postscript.io/Richpanel.https://www.richpanel.com/?utm_source=9O&utm_medium=podcast&utm_campaign=ytdescSaras.https://saras-analytics.typeform.com/to/T8jpuAEb?utm_source=9operator_lp&utm_medium=find_out_moreSubscribe to The Marketing Operators Podcast here: https://www.youtube.com/@MarketingOperatorsSubscribe to The Finance Operators here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

E134: Thrasio: The Truth, with co-founder John Hefter

OPERATORS