Rage, Recover & Rabah

I’m sick as a dog. Can’t seem to understand why…? I mean sure, I spent 4 days shooting Mugsy content in Newport, & then parlayed that with my younger sister & her fiancés’ bachelor+bachelorette party in Boston, & then played enough golf to kill a man. I’m sunburnt, tired & maybe (allegedly) on day 2 of a hangover. I suppose those could all be small factors… Whatever. #NoRagrets

We’ve got another EPIC interview today on Trust Fun with a dude I admire very much, Rabah Rahil. Rabah is the CMO of Fermát Commerce, a stoic & all around amazing person. He’s been a role model of mine for a few years & seriously has a ton of wisdom. I had such a great time chatting with him & learning about the journey he’s been on.

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A Convo With Rabah

Cael: Sweet, sweet. All right, so I am joined by an esteemed peer, someone I admire very much. Rabah, it's great to have you here.

Rabah: Yeah, thanks for having me.

Cael: Rabah Hill, CMO, Fermát Commerce, and just an absolute legend in the world of e-commerce. I really appreciate you taking the time to be a part of Trust Fun today. You're our third guest ever. We've had some awesome guests, Tony P in DC, Alex Lieberman & now you! I'm super excited to chat. Trust Fun's goal is to keep conversations light and interesting. We ask questions that aren't normally asked.

I'm curious about your college and early days. A young Rabah. What was he like?

Rabah: Yeah, no, totally. One, thank you for having me on the show. I love that it's a show for the people. My early days were pretty chaotic. I went to Indiana University, Purdue University. I grew up in Indianapolis and ran there for two years. I loved soccer and got into running. A buddy of mine on the soccer team got me into track. I was really good at running but didn't love it. If you're going to do a sport in college, make sure you love it or can make money from it. I transferred to Bloomington, wanting to be an investment banker. Bloomington is more of the traditional campus.

I never had to set up my life because sports always gave me a regimented schedule. Once I had all this freedom, I felt lost. I was smart, so I didn't have to do the basics. My 20s were a lot of floating. I moved to Austin, Texas, did real estate, worked for Whole Foods, and started my own agency. It was a crazy journey. I did everything: photography, coding, building AWS servers, WordPress sites. The big inflection point for me was content that resonated at the right time. I read Atlas Shrugged, which changed my life. Later, I realized I needed to find what I was passionate about and good at. For me, it was digital marketing.

Understanding how to generate value and make money was crucial. I realized I could charge more if I made people money. I moved from building websites to marketing. It's about finding what you're passionate about and good at. It happens slower than you think and then faster. The key is to sharpen your sword daily and focus on leading indicators. You never know when

Cael: Totally. I didn't realize you were a college athlete. I played a year of baseball in college. It's cool how sports shape your work ethic and discipline.

Rabah: Absolutely. Sports teach you so much about discipline and teamwork. It's a competitive advantage in the professional world. The demon hours when people aren't working are when you get ahead.

Cael: Going back to your career path, when did you realize you didn't want to be an investment banker?

Rabah: I liked finance but realized I didn't want the lifestyle. I shadowed an investment banker and saw how demanding it was. I didn't want to sacrifice my social life and personal happiness. My biggest fears were being mediocre and lonely. I see money as energy. Deep connections with people are what matter most to me. Money can solve problems but also create complexity. I didn't want a life dictated by work.

Cael: Totally. Let's talk about Triple Whale. What was it like being part of that rocket ship?

Rabah: It was crazy. We had exponential growth, thanks to a supportive leadership team. Our marketing was built on community, content, education, and moonshot marketing. The challenge was managing hypergrowth and hiring. Success before systems is crucial. We started with action, then built systems, and aimed for optimization. Each stage requires different skills and hires. Keeping talented people is key.

Cael: It's refreshing to hear all of that. Being an A-plus individual contributor transitioning into a systems phase is brutal. Managing people and politics isn't for everyone.

Rabah: Absolutely. Understanding what you enjoy and excel at is vital. I prefer building and leading small, high-impact teams. Titles and large teams don't appeal to me. Priorities make decisions easy.

Cael: So, this whole concept for Trust Fun was catalyzed by my layoff from Barstool, and one of my favorite things is on your LinkedIn you have a two month span where it just says “Figuring It Our :).”

I love the candidness of that. No hiding. Pure honesty. Not pretending to always have everything together. Tell me about that time.

Rabah: I was burnt out from Triple Whale. I needed to reset. I had savings, so I took time off, traveled, got healthy, and reconnected with my social life. I also did some consulting. It's crucial to understand where you are in your career. If you're still acquiring skills, it's a great time to reset and refocus. If you're burnt out, take time to recharge. Have a financial cushion to give you the freedom to say no. Focus on what gives you energy and brings value. Consistency in your passions leads to opportunities.

Cael: I started writing without caring if anyone read it. Now, I have people who actually read it. It’s insane. Just starting and being consistent is key.

Rabah: Exactly. When you align with your passions, things fall into place. The universe opens doors for you. Hard things become easier when you're on the right path.

Cael: Let's dive into Fermát Commerce. The brand looks like a luxury streetwear brand. What led you there?

Rabah: The team and leadership were the biggest factors. I did some consulting for them, met the team, and loved their vision. The product has exponentially improved since I joined. We're building connective tissue between content and commerce. Instead of thinking of acquisition as just ads, we think of it as a full funnel from ad to checkout. We help brands create ad funnels like they create ads, allowing for more targeted and effective marketing.

Cael: The product is a game-changer. How important is the team to you?

Rabah: The team is crucial, but so is the stage of the company. You need to be in the right environment for your skills and preferences. I'm not interested in large companies with rigid structures. I thrive in smaller, more dynamic environments. The team and leadership at Fermát were a perfect fit for me. They have a great product, can attract top talent, and have the resources to grow. It's important to work with people who share your vision and style.

Cael: It's been great chatting with you, Rabah. You’re the man. I'm excited to see what the future holds for Fermát & you.

Rabah: Likewise, man. Thanks for having me. Keep spreading the light and fighting the good fight!

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What a great chat with the man the myth himself. Check out Fermát Commerce. They are changing the game of e-commerce. If you’re running paid ads, they are worth a listen. Meta will probs acquire them for a bazillion dollars in a couple years.

Hoping I feel better soon so I can play more golf. My 5 year college reunion is this weekend, so will have some great content next week.

Love u guys. Thanks for reading.