After 25+ years building and scaling technology companies, CEO Fahim Sheikh has seen firsthand how complexity, noise, and overconfidence can kill growth. At Trellis, that lesson shows up in how the company helps marketplace brands grow profitably. Instead of drowning teams in dashboards, Trellis uses AI and automation to focus on the signals that actually matter—optimizing advertising, pricing, promotions, and content in real time. Fahim explains why AI can’t be left on autopilot, why algorithms still need human judgment, and how constant iteration, not a fast launch, drives real traction. In conversation with Josh Linkner, Fahim breaks down the real work of building a durable company: how experience steadies teams through the inevitable ups and downs, why founders consistently overestimate speed and underestimate iteration, and how leaders earn trust by how they show up when things get messy. He also reflects on his evolution as a CEO—learning empathy, regulating emotion, and leading by example as the company scales. In this episode, we discuss: 1. Iteration is the real speed: Why Fahim says founders chasing fast launches stall and how repeated iteration is what actually unlocks product-market fit. 2. More data doesn’t mean better decisions: How Trellis helps brands cut through noise and focus on the signals that drive margin and growth.3. AI still needs a human in the loop: Why unguided automation hallucinates and how human judgment multiplies the impact of AI.4. Founders misjudge the real competition: Why future-state competitors matter more than today’s landscape and how to plan for what’s coming, not just what’s visible.5. Leadership shows up in the down cycles: Why Fahim believes teams take their cues from the CEO—and how calm, consistency, and confidence compound over time. Meet the guest Fahim Sheikh is the Co-Founder and CEO of Trellis, where he leads the company’s mission to help marketplace brands grow profitably through intelligent automation and data-driven decisioning. With over 25 years of experience in startups, Fahim has built and scaled teams across the full customer lifecycle—from software development and sales engineering to account management, revenue leadership, and regional expansion. He has launched new markets from the ground up and understands firsthand what it takes to turn technology into real business impact. Fahim is deeply passionate about working with customers and sales teams, and is known for his hands-on approach, customer-first mindset, and relentless focus on helping brands succeed in an increasingly complex e-commerce landscape. About Trellis Trellis is a commerce intelligence and automation platform built to help marketplace brands grow profitably and predictably. Powered by advanced AI & automation and designed for today’s multi-marketplace reality, Trellis brings pricing, advertising, product content, and planning into a single intelligent control layer. Trusted by global brands across Amazon, Walmart, and emerging retail media channels, Trellis is redefining how e-commerce teams operate—shifting from optimization to orchestration, and from tools to a true growth platform. Meet the host Josh Linkner is a rare blend of business, art, and science. He's the New York Times bestselling author of four books, and widely regarded as one of the world's foremost innovation and leadership experts. On the business front, he’s been the founder and CEO of five tech companies, which created over 10,000 jobs and sold for a combined value of over $200 million. He’s also the co-founder and Managing Partner of Muditā Venture Partners—an early-stage venture capital firm investing in groundbreaking technologies. Over the last 30 years, he’s helped over 100 startups launch and scale, creating over $1 billion of investor returns. While proud of his business success, his roots are in the dangerous world of jazz music. He’s been playing guitar in smoky jazz clubs for 40 years and has performed nearly 2,000 concerts around the world. About Mudita Venture Partners Mudita Venture Partners is different by design. We invest in early-stage, post-revenue, AI-first B2B companies—backing founders who are building what’s next. About 80% of our capital goes directly into operating companies. The remaining 20% fuels Mudita Studios, where we turn bold ideas into venture-backable businesses from the ground up. We believe exceptional returns and meaningful impact can—and should—coexist. Beyond capital, we bring deep operator experience, a philosophy of co-creation, and a hands-on team committed to moving at founder speed. We don’t just fund companies—we help build them. This is venture built for the future. • Website: https://muditavp.com/• Escape Velocity: https://muditavp.com/escape-velocity/• YouTube: https://www.youtube.com/channel/UCFo8TWXbXAx7Qh-m3awyYsQ• LinkedIn: https://www.linkedin.com/company/muditavp/• X/Twitter: https://x.com/muditavp Timestamps1:00 Meet Fahim Sheik 1:54 Scaling Brands on Amazon & Walmart 5:24 AI & The 4 Ps of Marketing 7:44 Dominant E-commerce Marketplaces 8:32 25 Years of Startup Experience 10:31 Evolving as a CEO 13:27 Essential Advice for Young Founders 15:47 The Ottawa Advantage 20:24 Navigating AI Mistakes 24:29 The "Startup Myths" Game 28:28 The Nobility of Entrepreneurship