In this episode of Building Iconic, Olivia sits down with Josh Lowman, founder and CEO of Gold Front, a San Francisco–based category design studio behind some of the world’s most forward-thinking brands.

Josh shares how he turned fear into action—launching Gold Front in his forties after years of hesitation—and why the agency’s hybrid approach to strategy and creativity has made it one of the most respected in the tech world.

This conversation explores the tension between ambition and authenticity, the discipline behind creative success, and the evolving role of AI in the agency landscape.

You’ll hear:

• How Josh overcame fear and finally started his company
• The sneaky strategy that helped him transition from freelance to founder
• How category design differs from traditional branding
• Why “love and money” are the two forces every entrepreneur must balance
• How AI is transforming creative work—and how to stay ahead of it
• The mindset that turns transparency into a competitive advantage

Josh also reveals the pivotal books that shaped his business thinking: Win Without Pitching by Blair Enns and The E-Myth Revisited by Michael E. Gerber.

Key Quotes:

• “You’re going to die someday. Not starting your dream because you’re afraid of what people will think is a ridiculous reason.”
• “Positioning isn’t about being better—it’s about being different.”
• “The agencies that will win in the AI era are the ones that move fluidly between human and artificial intelligence.”

Resources Mentioned:

• Win Without Pitching by Blair Enns
• The E-Myth Revisited by Michael E. Gerber
• Gold Front – Category Design Studio

Connect with Josh Lowman:
Follow Josh on LinkedIn for insights on category design, creativity, and leadership.

Connect with Olivia & Building Iconic:

Follow Olivia on LinkedIn and stay tuned for more candid conversations with founders, creatives, and industry builders shaping what’s next.