On this episode of The Covert Code Podcast, I sat down with Dave Gulas, entrepreneur, podcast host, and co-founder of EZDC 3PL, to discuss one of the biggest shifts happening in business today: the rise of founder-led selling.
For years, companies could rely on logos, corporate messaging, and brand recognition to attract customers. Today, that strategy is becoming less effective. Customers want to know who they’re buying from. They want transparency, authenticity, and a human connection.
Dave believes that founders can no longer hide behind their company name, and after our conversation, it’s difficult to disagree.
People Buy From People
One of the most important themes from our conversation was that people do business with people.
Customers want to understand the person behind the business. They want to know your values, your story, and why you started the company in the first place. Whether you’re selling software, professional services, e-commerce products, or logistics solutions, trust is still the foundation of every buying decision.
As someone who has spent more than two decades helping companies grow through digital marketing at Covert Communication, I’ve watched this trend accelerate significantly over the last few years. The companies seeing the greatest engagement are often the ones where the founder is visible and actively communicating with their audience.
People connect with people. They rarely connect with logos.
Why Personal Branding Matters More Than Ever
Dave shared how he entered the logistics industry and quickly realized that simply having a website and a service offering wasn’t enough. To compete with larger organizations, he needed to become visible.
That meant creating content. Attending trade shows. Launching a podcast. Sharing his experiences publicly. Most importantly, it meant becoming comfortable sharing his experiences publicly.
That journey eventually led to the creation of the Beyond Fulfillment Podcast, where Dave interviews entrepreneurs and explores the realities of building businesses beyond the highlight reels often portrayed on social media.
The result wasn’t overnight success. It was something more valuable: credibility.
This aligns closely with many of the authority-building concepts I’ve written about on AnnaCovert.com, where I’ve long advocated for founders to become active participants in their marketing rather than outsourcing their entire public presence.
The Fear of Visibility
One of the most significant barriers preventing founders from building their personal brand is fear.
Fear of criticism.
Fear of judgment.
Fear of saying the wrong thing.
Fear of not being perfect is another common concern.
Dave offered an interesting perspective on this issue. After creating content consistently, he realized something important: most people aren’t paying nearly as much attention as we think they are.
In fact, the bigger challenge isn’t criticism.
The bigger challenge is that people notice you at all.
In today’s crowded digital landscape, visibility requires consistency. Founders who wait until they feel comfortable often wait forever.
The better strategy is simple: start.
AI Is Making Authenticity More Valuable
One of the most fascinating parts of our conversation centered around artificial intelligence.
AI is changing everything from content creation to customer service, logistics, sales, and marketing. As businesses increasingly leverage AI-generated content, something remarkable is happening.
Authenticity is becoming more valuable.
People can sense lived experience.
They can tell when someone is speaking from real-world knowledge or simply repeating generic information.
That doesn’t mean founders should avoid AI. Quite the opposite.
AI can help organize ideas, generate outlines, summarize information, and improve efficiency. We discuss AI regularly on The Covert Code because it has become one of the most transformative business tools of our generation.
But AI works best when paired with genuine human insight.
Your story is still yours.
Your perspective still matters.
Your experiences still create differentiation.
Building Authority Starts With Small Steps
Many entrepreneurs assume they need to become influencers to build authority.
That’s simply not true.
Dave and I discussed several practical ways founders can begin establishing their personal brand immediately.
- Secure your personal domain name.
- Invest in professional headshots.
- Update your LinkedIn profile.
- Create consistency across social platforms.
- Share lessons from your experience.
- Participate in podcasts and interviews.
- Develop a perspective.
Authority is rarely built through a single viral post.
It is built through repetition, consistency, and visibility over time.
Many of the strategies discussed in my book, The Covert Code: Mastering the Art of Digital Marketing, follow this same principle. Sustainable growth comes from consistently showing up and creating trust.
The Future Belongs to Visible Leaders
The era of faceless brands is fading.
As consumers become increasingly skeptical of corporate messaging and AI-generated content floods the internet, founders have an opportunity to differentiate themselves through authenticity.
The businesses that thrive over the next decade will likely be led by individuals who are willing to share their expertise, communicate their values, and build relationships directly with their audience.
Founder-led selling isn’t simply a marketing tactic.
It’s becoming a competitive advantage.
And for many entrepreneurs, it may become the most valuable asset they own.
Listen to the Full Episode
To hear my complete conversation with Dave Gulas about founder-led selling, personal branding, podcasting, AI, and building authority in today’s marketplace, listen to the full episode of The Covert Code Podcast.
You can also learn more about Dave and his work at DaveGulas.com and connect with him on LinkedIn.
Watch the full episode of The Covert Code Podcast featuring Lou Chatta and learn more about the future of AI-powered travel.
And if you’re interested in conversations around AI, authority, innovation, leadership, and the future of digital transformation, explore more episodes and articles at:
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Anna Covert is the host of The Covert Code Podcast and the author of The Covert Code – Mastering the Art of Digital Marketing and The Solar Coaster. With over two decades of experience in digital marketing and business strategy, Anna has worked with top-tier companies like Microsoft, Apple, and IBM and leads Covert Communication, Hawaii’s largest digital agency.
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Transcript: Founder-Led Selling and Why Faceless Brands Are Losing
Episode: The Covert Code Podcast
Host: Anna Covert
Guest: Dave Gulas
Anna Covert [00:00:04]: Aloha. My name is Anna Covert, and I'm coming to you from my battleship here on the beautiful island of Oahu. This week on The Covert Code, the topic is founder-led selling and why faceless brands are losing.
Anna Covert [00:00:18]: My very special guest is Dave Gulas. He's an entrepreneur, podcast host, and co-founder of EZDC 3PL. With over 20 years of experience in sales and marketing leadership, Dave has firsthand experience and really believes that it's no longer possible for someone to hide behind their company name.
Anna Covert [00:00:38]: Personal brand is of utmost importance, and today we're diving into how you can lead from the front with founder-led selling. Thanks so much for being here today, Dave.
Dave Gulas [00:00:51]: Hey Anna, thank you so much for having me. I'm excited to be here.
Anna Covert [00:00:55]: To get us started, can you give us the CliffsNotes version of the Dave story? How did you get from where you were to where you are, and tell us more about EZDC 3PL?
Dave Gulas [00:01:04]: Absolutely. I'm a lifelong sales guy. I've been in sales my entire adult life. Most of that time was in the medical and pharmaceutical space. In 2022, a good friend of mine and I co-founded EZDC 3PL because we saw a gap in the market where emerging ecommerce brands were being left out by the big-box players in the 3PL space.
Dave Gulas [00:01:38]: We had the means available to start a 3PL, so we jumped in and did it with a lot of personal experience and high-touch customer service from our days in pharma. We thought it would be a great fit for logistics.
Dave Gulas [00:01:55]: We've been growing that business for almost four years. We have two locations in Kentucky and are rapidly growing. I also host the Beyond Fulfillment Podcast. I've been doing that almost three years, and it's really about the entrepreneurial journey, not the Instagram highlight reel, but the raw reality of what it's like to be an entrepreneur.
Anna Covert [00:02:09]: It is a wild road. Can you tell us what 3PL is?
Dave Gulas [00:02:15]: It stands for third-party logistics. If you have an ecommerce brand and you're growing and scaling, most start with humble beginnings out of their home or maybe a small office. As they grow, they reach a graduation point where they need to outsource logistics.
Dave Gulas [00:02:34]: Instead of renting a warehouse, managing staff, paying for expensive software, and negotiating carrier contracts, they outsource to a company that specializes in logistics. That lets them leverage economies of scale and focus on their zone of genius so they can continue to grow.
Anna Covert [00:02:56]: This is so common. We actually have a client coming over in a couple hours who started a pancake company, and we were just talking about this. At what point does he stop fulfilling orders himself? This is a real need for entrepreneurs.
Dave Gulas [00:03:11]: Absolutely. You'll know when fulfillment becomes such a headache and so overwhelming that it's inhibiting growth and the other business development activities a founder should be doing. If they're running back and forth shipping packages or spending too much time in the warehouse, that's typically when it's time to outsource.
Anna Covert [00:03:38]: Absolutely. We have another client who could have grown much faster had they had a company like yours. Whenever she goes on vacation or gets distracted with in-store samplings, orders stack up and people cancel. It's so much easier to keep a customer than get a new customer, so it's critical that orders are sent out fast and without issues.
Dave Gulas [00:04:22]: One hundred percent. We're in the age of Amazon where everyone wants everything right now. You want the order confirmed fast, flowing from Shopify to the fulfillment center, and shipped right away. The customer expects that automatically. Anything less can create a serious problem in terms of keeping that customer.
Anna Covert [00:04:49]: Let's jump deeper into the idea of personal brand and founder-led sales. Tell me about your vision behind that.
Dave Gulas [00:05:05]: It started for me when I got into logistics. Previously, in pharmaceuticals, it was traditional B2B sales. In logistics, it's wide open and you never know where customers will come from. It's hard to call people and ask if they're looking to move warehouses. You need to be visible and be found when people have that need.
Dave Gulas [00:05:42]: It hit me when I went to my first industry trade show and saw how big the other companies were, what they were doing, and how they were marketing. I wasn't used to content creation, so I had to learn quickly. I was uncomfortable and scared at first, but I knew I had to do it.
Dave Gulas [00:06:17]: As I kept doing it, I became more comfortable. Eventually, I started a podcast and interviewed other entrepreneurs. I expanded my content, did guest interviews, and through that, people got to know me. It attracted attention and has been instrumental for business growth.
Dave Gulas [00:06:45]: I think it's essential for a founder growing their brand to be visible because people do business with people. They want to know who you are. In the age of social media and instant access, you can no longer hide behind the company name.
Anna Covert [00:07:11]: Absolutely. Even five or six years ago, it might have seemed endearing for someone to say they wanted the team to shine and didn't want to be the face. But that is not the way you're going to help the team. You must lead internally and externally. If you're not comfortable now, you need to become comfortable.
Dave Gulas [00:08:18]: One thing you mentioned is people being scared and the spotlight effect. We think everyone is looking at us and wondering what they'll think. What I realized when I started creating content is how hard it is to get attention. Everyone is wrapped up in themselves, their own problems, and their own businesses.
Anna Covert [00:09:05]: It may not be perfect, but that's authentic. With AI and everything happening, people are craving authentic realness.
Dave Gulas [00:09:14]: Yes. I have this podcast, and I've been press credentialed at numerous trade shows. I walk the floor doing man-on-the-street interviews. At one show, ABC Kids Expo in Vegas, it was all these kids and baby brands. Most of the people I interviewed were mompreneurs who saw a problem and started a business.
Dave Gulas [00:09:55]: It was almost universal. They had this idea in their head and turned it into a tangible product or business. They kept going because they believed in their vision. Entrepreneurs face all kinds of challenges, but the ones that succeed are the ones who don't give up.
Anna Covert [00:10:54]: There is so much noise out there. In digital marketing, the stats are incredible around how many ads we're exposed to every day. You have to stand out, and you have to say it more than once. People do not remember anything, and you have to keep reminding them why to pick you.
Dave Gulas [00:11:31]: One hundred percent. People ask, “What do I say?” Be you. Say what's true to you. Say what your values are and what your unique proposition is as a business. When you communicate that consistently, the right people will be attracted to it.
Anna Covert [00:12:02]: What do you think are some misconceptions or reluctances about founders promoting themselves?
Dave Gulas [00:12:09]: I'm shocked when I go to a founder at a show and ask if they want to do an interview, a free chance to promote their business, and they say no. I think, “It's your business. How do you not want to tell people about it?”
Dave Gulas [00:12:40]: People worry they'll look stupid, or wonder what people will think. I also see people say they're not good at sales and will outsource that. But as the founder, it's your baby. Who will communicate your vision better than you? No one. It's part of the job.
Anna Covert [00:13:13]: Why are you in this? What do you do better than others? What core value proposition are you bringing? You wouldn't have gotten into this business if you didn't believe you could do something others aren't fulfilling.
Dave Gulas [00:13:25]: One hundred percent.
Anna Covert [00:13:26]: With tools like AI, if you are uncomfortable, you can ask ChatGPT to ask you questions and train you in your own sales dialogue. You can say, “I'm going to be on this podcast, ask me sample questions,” and it will help you prepare.
Dave Gulas [00:14:09]: As much as I've done with AI, I've never done that. I'm going to try that for the next podcast I'm on.
Anna Covert [00:14:17]: Your podcast is becoming a top-ranked show. What do you think people are most drawn to?
Dave Gulas [00:14:29]: I started it because I was having valuable conversations with entrepreneurs, and that was the most important way I learned as a young founder. I thought if I put it in a podcast, the audience benefits, the guest gets exposure, and it helps me. It's a true win-win.
Dave Gulas [00:15:05]: The feedback I get is that people love hearing the real story. When you dive into a founder's journey, what really happened and how they overcame things, it resonates. Some of the stories are incredible. The people kept going, stayed true to their vision, and made it to the other side.
Anna Covert [00:15:58]: With AI being so disruptive, that kind of content feels even more important because AI is impacting everything. How do you think AI will impact logistics?
Dave Gulas [00:16:30]: We use it to optimize different things. Our software provider uses it to optimize routes through the warehouse with AI picking. We're also using it with internal development to build systems and tools that help us serve customers better.
Dave Gulas [00:17:03]: When we onboard a new customer, I can dump all my conversations and notes into AI, and it creates an onboarding document in seconds for my teams. There are all kinds of ways to use it.
Dave Gulas [00:17:25]: I'm a big believer in the human in the loop. Regardless of how good AI is, the supercomputer in your skull is still unmatched if you use it properly. We need intelligent humans using these tools to create the best possible outcomes.
Anna Covert [00:17:53]: I agree. AI is not right the first or second time, or even the third. For me, it's an opportunity to free up time to have more conversations, be more creative, and spend more time with clients while AI does some of the heavy lifting.
Dave Gulas [00:18:48]: One hundred percent.
Anna Covert [00:18:51]: What recommendations do you have for a founder listening right now who wants to break out of their comfort zone and establish a personal brand?
Dave Gulas [00:19:06]: Not to sound cliche, but just do it. Start wherever you are. I'm a big believer in messy, imperfect action. Get out of inertia, create momentum, stay in motion, and learn as you go.
Dave Gulas [00:19:30]: If it feels daunting or you don't know where to start, hire help. That's what I did. I knew I needed to do it, but I didn't know where to start. I hired a team to help me find my voice and push me.
Dave Gulas [00:20:05]: Anything that happens in your life can potentially become content. You have to be comfortable doing it, and the only way to get comfortable is to do it.
Anna Covert [00:21:02]: I agree. One of the first things people should do is see if they can buy their domain name. Claim it even if you're not using it today. Authorship is a great way to increase personal branding. Podcasting, being on podcasts, creating a podcast, and even a really great headshot matter.
Anna Covert [00:21:42]: Update your social profiles: LinkedIn, Facebook, Instagram, whatever you're using. Make sure you have a vanity name if available. Everything should be consistent. That's a great place to begin cross-domain authority building.
Dave Gulas [00:22:11]: One hundred percent. Put a picture of you now. Make sure your profiles are consistent. On LinkedIn, make sure the company you list, especially if it's your own, is a verified company page with a logo. Check your profile, title, and positioning.
Anna Covert [00:23:37]: You can be successful.
Dave Gulas [00:23:38]: Love that.
Anna Covert [00:23:40]: What's next for Dave in 2026?
Dave Gulas [00:23:47]: We're in the middle of a busy sales season in the 3PL world, continually onboarding new clients. We've expanded our space, and I have more trade shows booked. I love to travel and meet more people. The podcast continues to grow, and I have more guest spots booked.
Anna Covert [00:24:41]: Thanks so much for being here. How can people get ahold of you and find your podcast?
Dave Gulas [00:24:45]: My podcast is Beyond Fulfillment, and it's on YouTube and everywhere podcasts are heard. You can find me at DaveGulas.com. For ecommerce 3PL services, go to EZDC3PL.com. LinkedIn is my main social platform, so reach out there.
Anna Covert [00:25:12]: Awesome, and we'll have all those links in the channel. Thanks so much for joining us today. If you have not yet subscribed, please do so. We're approaching 200,000 subscribers, and that is because of you and your aloha.
Anna Covert [00:25:30]: Please subscribe and continue to share this content with your friends and family so I can get more great guests like Dave to share their wisdom. I cannot wait to see you next week in the pixels. Aloha!
