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Tuesday · April 28, 2026

Good morning,
Shane.

"Don't be afraid to give up the good to go for the great." — John D. Rockefeller
// today's note
Monday closed at $129,923 in revenue and 2,476 orders — a clean Tuesday lift-off. The team's moving: LTO box plates being finalized for kraft + white ink, Aidan's organic social pilot is still alive and pulling Emma and Jeff into a real strategic conversation, and your AI sessions for Ops and Marketing are stacked. Surf is fair offshore at thigh-to-waist. Time to swing.
// morning context

The lay of the land

Weather · Santa Cruz
46° → 68°
Clear · Sunrise 6:16 · Sunset 7:54
Surf · Pleasure Point
2–3 ft · Fair
SSW + WNW swell · 2 kph NE offshore · High tide 9:16am
HBR · April 2026
The Hidden Demand for AI Inside Your Company
When employees use unauthorized AI tools, treat it as a signal of demand — not a compliance problem. BBVA's approach: 11,000 active users, 4,800 internal tools, 2–5 hrs saved per employee per week.
Calendar · This Week
Calendar access is currently not authorized for the brief. Check Google Calendar directly for today's blocks. Colleen (your new EA as of Apr 14) is the contact for any scheduling moves.
// what you missed

Yesterday in your inbox & channels

Important Emails
Fathom Recaps
No Fathom recordings landed since yesterday. Either you didn't take meetings on the bot, or the recaps haven't synced.
Slack Highlights
#2024leadership · Emma Nelson + Jeff Howard (Apr 16, ongoing)
Aidan's organic social pilot — he proposed himself as the on-brand face of the journey. Emma loves it for Gen Z relatability; Jeff flagged not to publicly disclose targeting. You said you're open to being the face but worry it could make MUD feel small. Worth a 30-min decision sometime this week.
DM · Aidan Orozco (Mar 9)
Aidan dropped the Q1 2026 Shane Ads Notion doc.
#mudwtr-computer · Bora Celik (Apr 22)
Auto-generated MUD\WTR brand guidelines page from Gentic — asked you to validate accuracy. Low-priority but worth a glance.
DM · Travis Weir (Apr 18)
You flagged that rise-2 needs a logo at the top. Open thread — confirm it landed.
Notion · Doing + This Week
DoingPlan AI Sessions (Ops + Marketing)
DoingMUD\WTR Soul
DoingOps AI Session prep
This WeekMake Sophia ad
This WeekWrite AI Script
This WeekFinal Purpose Script
This WeekGrowth Thoughts memo
// the business

MUD\WTR by the numbers

Yesterday · Mon
$129,923
2,476 orders · ~$52 AOV
April MTD
$4.62M
net revenue · through 4/27
2026 YTD
$20.06M
$62.6M annualized pace
→ Open Daily Scorecard in Omni
// personal finances

Money in, money out

Schwab Checking
$26,992
primary cash
Chase Card
$10,596
balance · $26,200 limit
AMEX Platinum
$5,289
balance
Recent Transactions · Last 2 Days · Sorted by Amount
Date Payee Account Amount
Mon · Apr 27VenmoSchwab Checking$95.00
Mon · Apr 27AmazonChase$73.25
Sun · Apr 26New LeafChase$57.85
Sun · Apr 26Dore RoseChase$51.95
Mon · Apr 27VenmoSchwab Checking$45.00
Sun · Apr 26Tesla (charging)AMEX$17.47
Sun · Apr 26Childish Toy ShopChase$17.47
Sun · Apr 26UberAMEX$9.99
Sun · Apr 26New LeafChase$9.25
Mon · Apr 27Tesla (charging)AMEX$5.70
Total · Excl. transfers$382.93
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
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