Gregory Vetter on Stepping Back, Waking Up, and Building What Matters

What happens when your personal values become your business advantage?

In this episode of The Branding Laboratory, Deevo sits down with Gregory Vetter, a bold entrepreneur, opens up about how honesty, grit, and alignment shaped both his leadership and the company’s explosive growth. From pitching Whole Foods out of the back of a car to building a national brand, this is the raw truth behind scaling a business without selling out your soul.

✅ Why clarity in values is a business advantage

✅ How growing up in a disciplined household shaped Greg’s leadership

✅ The mindset shift from “I want to grow” to “I’m ready to lead”

✅ What most entrepreneurs miss when chasing scale

✅ Why “brand” is more about belief than branding

This episode is full of real talk, no fluff—just the kind of honesty the business world needs more of.

🎧 Tune in now and get ready to rethink what it means to grow something that matters.