Friday · April 17 · 2026

Good morning, Shane.

"What the superior man seeks is in himself; what the small man seeks is in others." — Confucius

Hype

Thursday closed strong — $139,839 revenue on 2,654 orders, keeping March's momentum alive. The conversation with Emma and Jeff about Aidan becoming the face of a "MUD becomes the Red Bull for creativity" journey is the kind of viral-by-design instinct that compounds. March hit $5.67M. April's pacing to a $62M+ annualized run rate. You're not catching up — you're building the next version. Today: keep moving.

Weather · Surf · Read · Week

Santa Cruz · Weather
48° → 73°F · Clear
Sunrise 6:30am · Sunset 7:44pm · Wind 4 km/h · Light morning warming to an ideal afternoon.
Pleasure Point · Surf
2–3 ft · Fair
Swell4.7ft @ 10s WNW
Wind8 kts N · Offshore
TideLow −0.7 @ 5:03a · Hi 4.3 @ 11:34a
Harvard Business Review · Must Read
To Succeed with AI, You've Got to Nail the Basics
HBR argues the winners in AI won't be the fastest adopters — they'll be the companies that get five quality-management fundamentals right: customer centricity, process focus, commitment to facts, continuous improvement, and recognition that quality happens through people.
Week Ahead · Calendar
Calendar access needs re-authorization this session — confirmed meetings from email: TD Securities meeting accepted, and Tatari dinner at Delilah Wed Apr 22, 6:30pm (invite awaiting RSVP).

Overnight

Important Email
Fathom Recaps
No Fathom recaps in the last 24 hours
Quiet on meeting transcripts overnight — no new calls recorded since yesterday's brief.
Slack Highlights
#2024leadership · Emma, Jeff, You · Thu 9am
Aidan's organic social pilot — you shared the mock-up from Aidan on rallying around a journey (Costco? 20K doors? "MUD becomes the Red Bull for creativity"?). Emma loved it, suggested Aidan as face or rebrand Shane angle to "dad building for his fam + team." Jeff flagged competitive-insight risk of being too transparent on targets. Strong creative thread worth pushing forward.
DM · Britney Haddad · Thu 12pm
Insights overhaul proposal — Britney wants to tidy up surveys, build an insights bot, and generate stats usable on-site (e.g. "89% felt more energy"). She's mapped it out in a Notion scoping doc and wants your feedback before kicking off.
#announcements · Hillary Diebold · Mon
EA transition — Allie Wyckoff transitioned out; Colleen Harrison is your new virtual EA (Colleen.Harrison@mudwtr.com). She's targeting <4hr email response, Slack-preferred for urgent.
Shane's To-Do · Doing + This Week

MUD\WTR · Revenue

Yesterday · 4/16
$139,839
2,654 orders
April · MTD
$2.75M
Through Apr 16
YTD · 2026
$18.19M
Annualized pace $62.6M
Open Omni Workbook →

Accounts · Spend

Schwab Checking
$28,071.73
Chase Credit
−$7,773.77
AMEX Platinum
−$2,857.09
Recent Transactions · Top Expenses
Thursday, April 16
PayeeAccountAmount
PayPal purchaseSchwab Checking$5.99
Wednesday, April 15
PayeeAccountAmount
CA Franchise Tax BoardSchwab Checking$800.00
USPS Click-n-ShipChase Credit$34.56
Total (excl. transfers/payments): $840.55
Words of Jesus
"These things I have spoken unto you, that in me ye might have peace. In the world ye shall have tribulation: but be of good cheer; I have overcome the world."
John 16:33