In this episode of Adil Talks, host Syed Zurriyat Adil sits down with Noemi Bolojan, founder of Scale Wave. Noemi shares her unique transition from being a music producer to an Amazon brand owner, and finally to running a specialized Amazon agency. They discuss the future of e-commerce in 2025, the reality of “perfectionism” in business, and how to avoid the trap of shiny object syndrome.

Five Key Points

1: Standard over Perfection: Coming from a music production background, Noemi used to be a perfectionist. She’s learned that in business, it’s better to aim for “high standards” rather than perfection. Perfection often stops you from starting, whereas high standards ensure that once you do start, the quality is consistent and scalable [14:13].

2: The “Agency vs. Brand” Choice: Choosing between starting a brand or an agency depends on your personal goals and capital. A brand requires heavy cash flow and inventory management, while an agency is about people, systems, and training. Noemi suggests picking the “vehicle” that matches where you want to be in 10 years, not just where you are now [33:57].

3: Focus over FOMO: Amazon is constantly rolling out new AI tools and ad types (like Sponsored TV). Noemi warns that most of this is just “noise.” Instead of trying to master every new feature immediately, focus on what is already working for your brand and only integrate new tools if they solve a specific problem [25:06].

4: Culture through Simple Values: Noemi originally had 12 core values for her agency but realized no one—including herself—could remember them. She simplified them down to three easy-to-remember pillars. If your team can’t memorize and recite your values, they won’t live them out in their work [16:18].

5: The Future is Storytelling: As Amazon faces competition from platforms like TikTok Shop, the “boring” ads of the past won’t work anymore. Even for simple products like a pizza cutter, you need to create a personal narrative or emotional connection to grab attention in a world where everyone has a short attention span [29:36].

Final Takeaway

Don’t let the fear of “not knowing enough” stop you from starting, but don’t let your ego stop you from learning. Whether you are running a brand or an agency, your success will depend on your ability to zoom out, simplify your processes, and stay focused on your own path rather than chasing every new trend Amazon throws at you.

Podcast Transcript

[01:21] Adil: Hi Noemi, how are you?

[01:24] Noemi: Hello, hello! Thank you so much for having me on the show. I’m doing amazing as usual. How about you?

[01:27] Adil: I’m doing great as well. Thank you for teaching me the pronunciation of your name before we started.

[04:15] Adil: You made the jump from Amazon brand owner to agency owner. How is that shift going?

[04:37] Noemi: I started five years ago. I was a music producer for 15 years and was looking for what was next. I saw a YouTube video about selling on Amazon and started a pet niche brand in 2020.

[05:57] Noemi: I realized I like “building people” more than just products. I was running both the brand and the agency last year and it was tough. I decided to go full force with the agency to focus on ROI and building a team.

[08:21] Noemi: Last year was one of the most difficult years of my life. I tried Amazon Influencer and so many things. I realized that if you don’t figure out how to scale properly, scaling just amplifies whatever is worst about your business.

[11:58] Noemi: In the music industry, I realized I was good, but maybe didn’t have that “special thing” to be the next superstar. I Googled “what makes the most money” and saw marketing. That’s how I transitioned.

[14:13] Noemi: As an artist, you have to be a perfectionist. I brought those high standards to my business, but perfection is a constant iteration, not just a “done” state.

[15:55] Noemi: We had seven core values at Scale Wave, then 12, and it was too many. I couldn’t even remember them during interviews! Now we have three. They have to be easy to remember and replicate.

[19:34] Adil: What are the next goals for 2025?

[19:41] Noemi: This year is about scaling. Last year was about systems. I didn’t want to scale too quickly and lose my reputation. It’s easy to lose a reputation and very hard to gain it back.

[24:19] Noemi: Amazon is experimenting a lot with AI and Rufus. My advice is to ignore the FOMO. Focus on what works. If a new tool isn’t important in two weeks, you probably didn’t need it.

[27:01] Adil: I think Amazon will move more into video and short-form content to compete with TikTok Shop.

[28:45] Noemi: I agree. But Amazon needs to be careful not to move from “customer obsession” to “competitor obsession.” That’s a dangerous shift for them.

[29:36] Noemi: For external traffic, it’s not about the platform; it’s about being a storyteller. Can you make a pizza cutter appealing by telling a story about your grandma’s kitchen? That’s what sells now.

[33:57] Noemi: If you’re choosing between a brand and an agency, look at the vehicle. A brand takes a lot of capital and cash flow. An agency takes time and the skill of training people.

[37:31] Noemi: When I started 5 years ago, I was so “cocky.” I watched a few videos and thought I mastered ads, but I didn’t even know how to switch date ranges in the console! It’s good I started, though, because that’s how I learned.

[38:28] Adil: Thank you so much for coming on the podcast, Noemi.

[38:36] Noemi: Same here, thank you for having me! Take care.