“Somebody said that it couldn’t be done

But he with a chuckle replied

That ‘maybe it couldn’t,’ but he would be one

Who wouldn’t say so till he’d tried.”

— Edgar Albert Guest

Matt likes building things. Brands, businesses, farm equipment, air-to-air missiles. But mostly solutions to challenging problems, no matter the category.

Classically trained in Physics, he spent nine years as a Naval Flight Officer before moving to corporate America to learn the fundamentals of brand building at Procter & Gamble, starting on the company’s Ivory Soap brand.

Over the past two decades, Matt has worked on dozens of brands with challenges ranging from “How do we get kids to eat more vegetables?” to “Should steel wool be pink or blue?”

Matt has a passion for the consumer, and for cracking the code of what makes consumers choose one brand over another. Hint: It’s almost always irrational, though frequently wrapped up in a pragmatic box.

“I’m the only Baker Streeter who has launched an air-to-air missile and a new lip gloss brand.”