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Just Go Grind with Justin Gordon


Jul 1, 2019

As the son of a military doctor, Sasha Strauss spent much of his youth with US Navy SEALS. The mix of international affairs and world travel stirred in him a sense of duty and adventure that carries him daily through his ceaseless travel as a global brand consultant.

In 2006, Sasha founded Innovation Protocol to consult using a specialized, rigorous, protocol-driven brand development practice for innovators. Innovation Protocol has grown into an international brand consulting powerhouse, serving marquee organizations across categories, from biotech to fintech, academia to athletics.

Sasha’s passion for brand strategy has also driven his practice as a celebrated speaker, authoring and presenting original thought leadership and keynote speeches for audiences worldwide. Presentations such as “Branding in the New Normal” and “Rise of the Herogen” have been delivered in a dozen countries and viewed on YouTube over 1M total times.

When not leading Innovation Protocol or speaking, Sasha teaches brand strategy to graduate students at the MBA programs at UCLA, USC, and UCI, where he remains one of the highest-rated faculty members.

A SCUBA diver, passenger-aviator, voracious music consumer, fruit/nut/veggie scavenger, and perpetual futurologist, Sasha is Innovation Protocol's founder, culture captain, and a senior client adviser.

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