Michael Kust is Head of Marketing at ILLING Packaging, building its first marketing function in nearly a century. He’s done it before: as Discount Ramps’ first marketer, he built marketing from the ground up and helped take the company from under $10M to $125M+ as MOTIS Brands, powered by thousands of A/B tests and a habit of listening to customers and acting on what they said. He writes about letting customers and data decide what gets better.