Dave’s guest this week is Matt Gehring, a returning guest on Beyond the Shelf and a seasoned growth advisor, independent brand strategist, and Fractional CMO.

Since first appearing on the show in 2024, Matt has stepped into a new chapter of his career — advising startups and early-stage companies on how to build momentum from the ground up. He brings deep experience from senior marketing and growth roles at brands including Rothy’s, Everlane, Dutch, and Lifeforce, where he’s helped teams navigate the critical 0-to-1 phase.

Dave and Matt dig into what actually drives early growth: building strong customer insight loops, prioritizing focus over channel sprawl, and launching campaigns that balance speed with strategic clarity. Matt also shares why creative strategy often breaks down before creative execution ever begins, and how AI can support ideation and acceleration when paired with clear direction.

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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker

Creative Strategy Before Creative Execution — with Matt Gehring