Jay Matthews is the Director of Marketing at Sitka Gear. Sitka is a high-performance manufacturer and industry leader for hunting apparel and gear. Jay's career started on the football field but when life had different plans he ended up at Nike's SPARQ program. Spending his time learning from the best, Jay left Nike as a brand manager and ultimately landed his dream job at a company that stands for his own personal values. In this episode, we talk about the commitment to solving a problem with your product over profit, the rise in the conscious consumer and what that means for brands, and how storytelling transcends everything the team at Sitka does. From the episode: "I think the commitment to earning that trust comes from guaranteeing that the product will do what you say it'll do."