Limited Supply — S15 E4: How Brands Are Building Better Teams (with Ian Myers, Founder + CEO of Oceans)

Date: January 28, 2026
Host: Nik Sharma
Guest: Ian Myers

Episode Overview

This episode dives deeply into how DTC (Direct-to-Consumer) brands and other companies are transforming team structures using high-skill offshore talent. Nik Sharma and Ian Myers (CEO of Oceans, an operational offshoring firm) discuss industry trends, myths around offshoring, best practices for team building, cultural integration, hiring strategies, leveraging AI, and why treating offshore talent as true partners is the key to scaling.

Key Discussion Points

1. Ian Myers’ Unconventional Journey to Oceans

• Introduction & Background ([01:00])
  • Ian’s roots in international policy and academia
  • Accidental moves from banking to venture capital, to founding companies—one acquired (Newspix), one failed (a gaming startup)
  • Founding Oceans, a high-skill, operational offshoring firm serving startups, DTC, healthcare, and more

“The outcome of that was I realized I don’t like building apps. …You’re just spending all day trying to figure out whether if we slightly change the color of red on this button, people are more likely to click it. It’s pretty wild stuff.” — Ian ([01:46])

2. Shifting Perceptions of Offshoring

• Changing Views on Offshore Talent ([03:32] - [05:45])
  • Offshoring is increasingly normalized, but lingering stereotypes persist—especially the undervaluing of intelligence and skill
  • The “co-pilot” analogy: High-performing offshore assistants act as business partners

“A lot of people think …offshore talent have a cap on their intelligence. And I always tell them, like, my…co-pilots…if they’re not there, then my day also slows down…” — Nik ([03:32])

• Challenge of Recruiting Top Talent Abroad
  • Every country has a spectrum of talent; US has no monopoly on intelligence
  • Oceans’ value: connects companies to the top tier, not just affordable labor

3. Case Studies & Vertical Expansion

• Who’s Using High-Skill Offshoring? ([05:45] - [07:00])
  • Clients range from DTC brands, medical practices, and recyclers, to hazardous material handlers
  • Not just a DTC play—a trend across multiple sectors

4. The New Team Playbook: Senior-Local + Offshore Support

• Lean Teams for Multi-Million Dollar Brands ([07:00] - [09:21])
  • Many DTC brands now run on a core U.S.-based strategist with one or two offshore team members—enabling lean, efficient ops to drive $30M+ revenue with 2-3 people

“That three person team can pretty much without any issues handle a direct consumer business doing like $30 million.” — Nik ([07:10])

• Strategic Layer in US, Execution Offshore
  • US still leads in sales/marketing innovation; other regions excel with local training and execution

“There is a gap in talent at a super, like, strategic and leadership level, because most countries are anywhere from three to 15 years behind the US in how they market and sell domestically. …the support layer, even the middle management layer, the execution layer, is being moved offshore.” — Ian ([07:45])

5. Financial Pressures and Offshoring as Lifeline

• Inventory Ties Up Cash—Offshoring Frees It ([09:21] - [11:12])
  • DTC brands face cash crunches due to inventory; offshoring headcount is the difference between survival and collapse
  • SaaS startups with huge funding don’t stress over marginal savings, but DTC does

6. Creating Remote Culture Across Borders

• Culture in International, Remote Teams ([11:35] - [15:03])
  • Culture-building is equally challenging for remote US teams as for international ones
  • Oceans invests in “boots on the ground,” fosters community, and hosts events for offshore staff
  • Surprising overlap: Global teams relate via shared streaming, social media, pop culture

“Culture has become multinational and so even…in the last…five years, it’s become much easier to connect with people abroad and build a culture. …You’d be surprised…you and some guy in Latam are watching the same Netflix show.” — Ian ([15:03])

7. Onboarding, Trust, and the ‘Own the Work’ Principle

• Giving Context: The Secret to Offshore Success ([15:54] - [18:53])
  • Leaders must invest time and context, as with any hire; the more shared, the faster the ramp-up
  • Oceans’ “Integration Success” team ensures first-100-day alignment (communication platforms, cadences, etc.)

“Maximum trust, maximum visibility. That’s, like, the most important thing.” — Ian ([17:41])

• The ‘Do the Work’ vs. ‘Own the Work’ Divide ([24:02] - [25:38])
  • Top hires don’t just execute tasks—they take ownership

"That's the line: can you do the work, and can you own the work? ...People...often mistake people who can do either—they hire, they think they want someone to do the work, but they actually want someone to own the work." — Ian ([24:02])

8. AI as an Offshore Hiring Force Multiplier

• AI Training & Adoption Differences ([19:02] - [20:26])
  • Oceans gives every new hire a week of AI training—critical as usage is less prevalent outside the US
  • When offshore talent is paired with AI, results are “incredible”

9. Tactical Hiring Tips for Offshore Success

• English Ability: Not All That Matters ([25:38] - [28:16])

  • Written English skills often exceed spoken due to test-oriented learning
  • Don’t over-emphasize conversational fluency; prioritize written tests where relevant

• The “Short and Long Form” Testing Hack ([28:27] - [30:43])

  • Ask both short (one-sentence) and long (paragraph) written questions—short ones are harder to fake or polish

"I always try to include ...something that the answer is really short form and something ...really long form ...You’d be shocked how much you can tell the difference.” — Ian ([28:55])

• Live Screen Share > Typing Test ([30:43] - [32:30])

  • Live work demonstration can’t be faked; more valuable than traditional typing or behavioral tests

• Interview Like They’re People ([33:06] - [34:24])

  • Learn candidates’ goals, motivations, and aspirations for retention, not just capability

• Retention and Challenges with Remote International Workers ([34:32] - [35:49])

  • Average retention at Oceans: 2.5–3 years (on par with US non-senior roles)
  • Biggest challenge: isolation and working late hours; support systems are vital to reduce churn

10. The Strategic Imperative: Offshore or Fall Behind

• If You Aren't Offshoring, You're Losing ([35:56] - [36:58])
  • Companies not using high-skill offshore talent are “almost just being ignorant,” missing a “golden opportunity.”

“…They will run circles around talent all over the world. Like, run circles. …If you’re not leveraging this …as a talent multiplication strategy …you’re missing out.” — Nik ([36:09])

11. The Importance of Job Security for Top Talent

• Offer Structure Directly Impacts Talent ([36:58] - [38:17])
  • High-skill hires seek security; Oceans keeps top talent on payroll even between clients
  • Table stakes: Provide stability to attract and retain the best, just as you would in the US

“If you’re hiring someone and it’s like as soon as the project’s over, they’re going to get fired, do you think you’re going to get the best people? No. They want stability. …It’s the same as the US.” — Ian ([37:18])

Notable Quotes and Memorable Moments

• On Perception Shift
  “America specifically doesn’t have a monopoly on the smartest people in the world.” — Ian ([04:44])

• On Lean DTC Teams
  “That three person team can pretty much …handle a direct consumer business doing like $30 million.” — Nik ([07:10])

• On Secret Sauce in Hiring
  “…Compare their one-sentence answer to their paragraph answer. You’d be surprised how often one is riddled with grammatical errors and the paragraph is flawless.” — Ian ([29:03])

• On Global Culture
  "You and some guy in Latam are watching the same Netflix show.” — Ian ([15:03])

• On The Value of Offshore Talent
  “…They will run circles around talent all over the world. …If you’re not leveraging this… you’re missing out…on just golden opportunity.” — Nik ([36:09])

• On Job Security and Talent Quality
  “Structure the offer you’re making to people in a way that gives them security, and you will find much higher skill work…” — Ian ([37:18])

Quick Reference: Timestamps for Major Topics

• Guest Introduction & Background: [01:00]
• Perception of Offshoring: [03:32]
• Industries & Clients: [05:56]
• Lean Team Structures: [07:00], [07:33]
• Financial Pressures in DTC: [09:21]
• Remote Culture Building: [11:35], [13:06]
• Culture & Globalization: [15:03]
• Onboarding and Trust: [15:54], [17:41]
• AI Training: [19:02]
• Tactical Hiring Tips: [25:38], [28:27], [30:43]
• Retention & Challenges: [34:32], [35:49]
• Final Strategic Takeaways: [35:56], [36:58], [37:18]

Conclusion

Nik and Ian’s candid discussion demystifies high-skill offshoring for DTC and beyond: the old stigma of remote, overseas talent being “second-class” is dead. The real winners are those who intentionally build global teams with culture, context, and trust, leveraging AI and focusing on ownership and long-term retention. The tactical advice given—on hiring, onboarding, and supporting talent—applies whether you’re a startup or a scaling brand, and the urgency is clear: adapt or be left behind.