Who Is Josh Popkin?

Josh Popkin builds at the intersection of attention, psychology, and scale.

His journey started in the trenches of the creator economy. In 2020, Josh built a digital audience of 3.5 million followers on TikTok, capturing over 100 million views monthly. Recognizing a massive market gap, he translated that raw attention into infrastructure by co-founding Carter-Agency. As a 2x founder, he scaled the firm into one of the fastest-growing influencer management agencies in the US, architecting high-impact social campaigns for global giants like Nike, Apple, and McDonald's.

But hyper-growth without a foundational strategy is unsustainable. Facing the intense pressures of the industry, Josh stepped back to navigate his own recovery and mental health journey—a pivotal reset that fundamentally changed how he viewed building businesses. He realized that raw noise is fleeting; true resonance requires structure.

Driven to master the mechanics of sustainable growth, Josh earned his MBA from Cornell as a Merit Scholar, building on his foundational degree in Markets, Innovation & Design from Bucknell University. During this time, he authored Play Offense, a deep dive into the architecture of modern business that argues a vital truth: great products don't win markets—strategic product positioning does.

Today, Josh bridges the gap between creator-led momentum and institutional rigor, helping next-generation entrepreneurs position their products to dominate the market.