How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Sunday nights used to stress me out.
Not because I was not working hard. Because I was working hard on the wrong things. I would end the week with a full task list and a nagging sense that nothing I had done actually moved the needle in a meaningful way. Busy is not the same as productive. I knew that. But knowing it and operating from it are two completely different things.
The shift happened when I sat down and did what I now call a Leverage Audit.
A Leverage Audit is exactly what it sounds like. You go through everything you spend time on and ask a single, ruthless question: is this the best use of me?
Not ‘is this important’ or ‘does this need to get done.’ Is this specifically the best use of my time, skill, and attention? Or is there a version of this where the work gets done just as well, and I am doing something more valuable with my hours?
Once I did this properly for the first time, I found about 14 hours a week I was spending on things that had no business being on my plate. That is almost two full working days. Two days I was spending on execution tasks, repetitive communication, and decisions that should have been made three levels below me.
Here is how to do the audit and what to do with what you find.
Step 1: The Inventory
Block 30 minutes. This is the only uncomfortable part.
Write down everything you did last week that took more than 15 minutes. Do not edit. Do not justify. Just list it. If you made a spreadsheet, it goes on the list. If you sat in on a status call that your team could have handled, it goes on the list. If you wrote an email you could have templated or delegated, it goes on the list.
Most people end up with 30 to 50 items. Some are legitimately in their zone. Many are not.
Step 2: The Sorting
Now you sort every item into one of four buckets.
Bucket A: Only I Can Do This
Strategic decisions. Key relationship management. Vision and direction. Creative work that requires your specific perspective. This is your highest-value output. If you are honest, this bucket should be about 30-40% of your week. If it is less than 20%, you have a leverage problem.
Bucket B: I Can Do This Well, But Someone Else Could Too
Execution tasks that require real skill but not uniquely your skill. Content creation. Project management. Financial reporting. Analysis. Social media. If you are doing these yourself because ‘no one else does it as well,’ that is not a business reason, that is ego. Train someone. Hire someone. Move it.
Bucket C: This Should Be Automated
Repetitive tasks with clear rules. Follow-up sequences. Meeting scheduling. Report generation. Data entry. Invoice reminders. Content scheduling. If you are doing any of these manually, you are paying yourself $200 an hour to do $15 work. That math does not work.
Bucket D: This Should Not Happen At All
Meetings without agendas. Status updates that could be async notes. Conversations that are happening because there is no clear process, so people escalate everything to you. This bucket is where most operational drag lives.
Be brutal here. The question is not ‘does this occasionally produce something useful.’ It is ‘is this generating real value in proportion to the time it costs.’
Step 3: The Action Plan
Once everything is sorted, your job is simple. Protect Bucket A. Systematically shrink everything else.
Pick one thing from Bucket B and delegate it this week. Not eventually. This week. Write out what it needs to look like. Hand it off.
Pick one thing from Bucket C and automate it this month. Give it a deadline. If you do not know how to automate it, find someone who does or learn the tool.
Eliminate one thing from Bucket D immediately. Today. Cancel the meeting. Shut down the process. Stop the report no one reads.
Do this every quarter and you will not recognize your business in 12 months.
The Automation Piece: Where Most People Leave the Most Time
Bucket C is where I see the biggest gap in most businesses. Smart people, running serious operations, doing repetitive work manually because automation feels complicated or foreign.
It is not. The tools have gotten remarkably good and the learning curve is shorter than you think.
Make.com is the tool I recommend to anyone who wants to start automating without hiring a developer. You can build automated sequences for lead follow-up, client onboarding, content scheduling, internal notifications, and a hundred other workflows in a visual interface that does not require code.
I have built automations in Make that took me two hours to set up and have saved me 3-4 hours every single week since. That is not a rounding error. That is a compounding return on a one-time investment.
The Real Game: Protecting Your Attention
Here is what I want you to walk away with today. Time is not the constraint most people think it is. Attention is.
You can have 40 hours in a week and spend 35 of them in reactive mode, managing noise, handling things that have no business being on your plate. Or you can have 40 hours and spend 25 of them in deep work on the things that actually move your business forward.
The Leverage Audit is how you find out which version of those 40 hours you are currently living. And then it is how you build the version you should be living.
It is not a one-time exercise. It is a quarterly discipline. The businesses that compound are the ones run by people who keep asking: what has changed, what can I hand off now that I could not before, what am I still doing because of inertia rather than because it is genuinely the best use of me?
Answer those questions honestly, then act on them quickly. That is the operating leverage most people never find.
WANT A FULL SYSTEM FOR BUILDING A BUSINESS THAT DOES NOT REQUIRE YOU TO BE IN EVERY ROOM?
The Savage Gentleman Mastery System covers delegation, leverage, and the mindset shifts that let serious operators build without burning out.
Reply with the word MASTERY and I will send you the full breakdown.
Set your week up right.
Marcus
The Savage Gentleman
Refined. Relentless. Unapologetic.


