In this episode of the Circuit of Success, host Brett Gilliland welcomes Alex M.H. Smith, the bestselling author of No Bullsht Strategy* and founder of Basic Arts. Joining from England, Alex shares his unconventional journey from the advertising world to becoming one of today’s most refreshingly practical voices in business strategy. Known for cutting through the corporate fluff, he helps founders and CEOs escape the noise of me-too competition and build companies that stand apart. From studying abroad at the University of Illinois to working with billion-dollar brands like Porsche, Alex’s story is proof that the best strategies don’t come from an MBA—they come from seeing the world differently.

Alex breaks down his philosophy of “Make interesting companies, not interesting advertising,” explaining why so many businesses waste energy trying to market what isn’t truly unique. Instead, he focuses on helping leaders identify the one-of-a-kind value only their business can deliver—and turn it into a competitive advantage customers can’t ignore. His plain-spoken approach replaces timid, complicated plans with bold, energizing directions that inspire decisive action from the boardroom to the front line.

Throughout the conversation, Brett and Alex dive into the mindset behind great strategy: humility, adaptability, and clarity. Alex shares insights from his viral online presence, where his global LinkedIn and YouTube audiences follow him for real-world lessons on focus and differentiation. Together, they explore how every entrepreneur can uncover their “accidental advantage,” craft a mission that truly matters, and lead with authenticity in a world drowning in corporate jargon. Whether you’re building a startup or leading a legacy brand, this episode will challenge how you think about strategy—and help you rediscover what makes your business impossible to ignore.

📩 Connect with Alex

🌐 Learn more: Alex’s Website

📲 Follow Alex on Social Media: Tiktok, LinkedIn, and Twitter

Watch the Full Episode Here!