Most brands start online. Robert Nelson did the opposite and it changed everything. He used real-world feedback, military discipline, and pop-up precision to launch a thriving DTC brand.In this episode, Robert Nelson of Just Mystic shares the unconventional path his brand took to gain traction - starting offline with brick-and-mortar and pop-up activations before ever building a Shopify store. With a Marine mindset and data-driven instincts, Robert explains why starting on the ground gave him an edge online.Whether you’re validating a product or scaling DTC, this episode shows why doing it the “wrong” way might be exactly right.Key Topics Covered:Why starting with a physical location validated the product fasterHow in-person pop-ups revealed customer behavior and pain pointsThe move from offline to Shopify — and what changedMilitary leadership lessons applied to brand-buildingUsing basic retail economics to unlock higher marginsFollow The Shopify Growth Show for more real founder playbooks - from brick-and-mortar rebels to AI-native operators.Resources:Just MysticJim Huffman websiteGrowthHitAdditional episodes you might enjoy:Startup Ideas by Paul Graham (#45)Nathan Barry: How to Bootstrap a Company to $30M in a Crowded Market (#41)How I Met My Biz Partner and Less Learned Hitting $2M ARR (#44)Ryan Hamilton on his Netflix special, touring with Jerry Seinfeld, & how to write a joke (#10)How We're Validating Startup Ideas (#51) 

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