How Alex Strathdee Grew Shelf Life by Embracing Resilience, Mentors, and Mental Health

Ever wondered what it looks like to build an impactful business from nothing—starting at age 22—and still keep your soul, care for your team, and navigate personal struggles most never see? In this conversation, I sit down with Alex Strathdee, founder and CEO of Shelf Life, the company behind the marketing success of my own Rising Leader handbook and numerous bestselling authors. We dig into Alex’s unconventional entrepreneurial journey, the power of resilience, what it actually takes to build a thriving team, and how embracing vulnerability and our own mental health challenges can become a hidden strength in leadership.

Alex Strathdee founded Shelf Life at just 22, growing it into a million-dollar company with 17 employees and a remarkable 90% employee retention rate. Working alongside renowned authors like Mike Michalowicz and Michael Bungay Stanier, and having clients such as Reid Hoffman and Gay Hendricks, he has become the go-to expert for authors looking to turn their ideas into impact. But Alex’s real superpower isn’t just marketing wizardry—it’s his relentless honesty, deep empathy (inspired by his remarkable grandmother), and unwavering commitment to building a business that’s as healthy on the inside as it appears from the outside.

“If this woman [my grandma] can stay happy and positive, then come on, I gotta find some positivity here.” ~Alex Strathdee

Today on The Rising Leader:

·     The seeds of leadership can come from unexpected places. Alex’s primary inspiration is his grandmother, whose resilience and positivity shaped his approach to people and business.

·     Entrepreneurial success ultimately hinges on persistence, learning from failures, and seeking mentorship.

·     Alex highlights the importance of asking for help and surrounding yourself with people who have already solved similar problems.

·     Relationships are everything; from first opportunities to company-saving advice, success, and new directions are rooted in genuine connections.

·     Vulnerability isn’t a liability; sharing mental health struggles (from OCD to intrusive thoughts) opened doors for Alex to get the help and tools he needed, transforming a challenge into a leadership strength.

·     Hiring and scaling require both toughness and care; having a strong “number two” (like Laura, his COO) is key to growth and balances out your own blind spots.

·     Letting go of being the “nice guy” is sometimes necessary—hard conversations and holding the team accountable keep the mission intact.

·     Systems matter: Alex and his leadership team leverage frameworks like Gino Wickman’s Traction to set rocks, build accountability, and keep everyone rowing in the same direction.

·     Helping your team thrive doesn’t mean coddling—it’s about setting high standards and supporting people to level up, all while keeping the company’s core mission at the center.

Connect with Alex Strathdee:

·     Shelf Life and author marketing services: getshelflife.com

·     Book: Before the Bestseller – Alex’s comprehensive guide to marketing your book

·     LinkedIn: Alex Strathdee

Resources and Mentions:

·     Book: Before the Bestseller by Alex Strathdee

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