Five founders launched a brand targeting 1% OPEX. The brand is called Winks, a sleep supplement. Behind it: Cody Plofker, Matt Bertulli, Sean Frank, Mike Beckham, and Curtis Christopherson. Guys who’ve run nine-figure brands, starting again from zero with half a million dollars of their own money. And they’re building it in public on their show Operators Build on Operators Podcast, so we get to see everything they do. Here are their two rules to keep OPEX at 1% (or as close to it as possible): 1. Before they hire anyone, they have to prove the job can’t be done with AI first. Cody is running almost the entire email program with Claude. He and Matt built the website themselves....
