Meet Paul Popoff | Founder & Chief Strategy Officer

We had the good fortune of connecting with Paul Popoff and we’ve shared our conversation below.

Hi Paul, what was your thought process behind starting your own business?
For me, the decision to start my own business came from an innate drive to solve a problem that I saw no one else tackling effectively. I knew there was an opportunity to build something from the ground up, but it wasn’t just about creating a company—it was about creating impact.

I asked myself, “Where can I add value that no one else is thinking about? What can I deliver that sets a new standard in the market?” Once I had clarity on that, everything else was execution. I’ve always been someone who doesn’t wait for permission or perfect conditions—I thrive on forward momentum. That mindset was key to transitioning from an idea to a fully operational business.

Another factor that played a role was my desire for control over my own future. Entrepreneurship offers freedom but also responsibility. Every win and loss is on me, and I embrace that accountability. That’s what makes the journey worthwhile, knowing that I can steer the ship and have the final say on how we adapt and grow.

So ultimately, my thought process boiled down to three key pillars: seeing a gap in the market, the desire for impact, and the need to be the one in control of my own success.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My career, like most, wasn’t a straight line. What sets me apart is my relentless drive to push boundaries—not just for the sake of success, but for the sake of innovation. I don’t believe in “good enough.” I believe in better, and then pushing past that. Early in my career, I was fortunate to work under leaders who demanded excellence, which taught me the importance of setting a high bar for myself and my team.

As for the journey, no, it wasn’t easy. There were plenty of obstacles, moments of doubt, and unexpected turns. I’ve faced setbacks like everyone else, but I think what really helped me move forward was my refusal to stay comfortable. Comfort is a killer of ambition. I’ve always been willing to do the hard work, to make sacrifices, and to learn from every challenge that came my way. When things got tough, I reminded myself that the bigger the challenge, the greater the reward.

One of the things I’m most proud of is how we’ve built a brand that stands for more than just a product or service. It stands for values—integrity, resilience, and excellence. My team and I have created something that not only adds value to our clients but also reflects who we are and what we believe in. And to me, that’s what sets us apart.

The biggest lesson I’ve learned along the way is that success is never about the destination; it’s about consistency in how you approach each day. Every decision, every move, counts. It’s about showing up with the right mindset, pushing through the noise, and focusing on what matters. And at the end of the day, it’s not just about the wins, it’s about building something that lasts.

What I want the world to know about me and my brand is that we’re here to make an impact, to raise the standard, and to inspire others to do the same. We’re not interested in playing small. This is about setting the bar higher, in business and in life.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If I were hosting a best friend for a week in Northern Arizona, I’d take them on an unforgettable journey through some of the most beautiful views, vibrant towns, and unique experiences the region has to offer. Here’s how the trip would go:

Day 1: The Grand Canyon
We’d start with a visit to one of the Seven Wonders of the World—the Grand Canyon. It’s an awe-inspiring place where nature takes center stage. We’d spend the day hiking along the rim, taking in the breathtaking views, and end with a sunset that feels almost surreal.

Day 2: Route 66 & Williams
Next, we’d head down historic Route 66, stopping in the charming town of Williams. It’s a place that oozes old-school Americana, perfect for exploring local diners, shops, and learning a bit of history. Williams has that small-town magic that never fails to impress.

Day 3: Flagstaff Brews & Local Eats
Flagstaff is known for its thriving craft beer scene, and we’d spend the day visiting local breweries, tasting the best beers the region has to offer. For dinner, we’d indulge in authentic Mexican food—some of the best this side of the border. Flagstaff is all about laid-back vibes and good food.

Day 4: Sedona’s Red Rocks
A trip to Northern Arizona isn’t complete without visiting Sedona. The red rock formations are iconic, and the energy here is special. We’d explore the stunning trails, visit local art galleries, and end the day watching the sunset paint the rocks in shades of orange and red.

Day 5-6: Lake Day & Camping
To wind down, we’d head out to one of Northern Arizona’s beautiful lakes for some outdoor fun—fishing, kayaking, or just enjoying the scenery. An overnight camping trip would let us experience the night sky at its finest. The stars out here are unlike anything else, and it’s the perfect way to relax and recharge.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I have to give credit where it’s due, and without question, my wife of over 20 years deserves the bulk of that recognition. She’s the one who saw this potential in me long before I did. For years, she pushed me to take the leap and start my own business. I was hesitant, maybe even a little too comfortable with the status quo, but she never backed down. Her belief in me was the fuel that finally got me to take the risk, and I’m grateful every day that she did.

I also need to give a shoutout to someone who shaped me in my early career: Les Blake, one of my first CEOs. He was tough as nails and relentless in demanding the best from his team. At the time, I may not have appreciated it fully, but looking back, those high expectations instilled a drive in me to constantly push myself. He taught me the importance of pride in your work and never settling for less than excellence. Those lessons stuck with me and are a big part of why I’m able to set my own course today.

So, to both my wife and Les, thank you for shaping the foundation of my journey.

Website: https://nexgenperformancemarketing.com

Linkedin: https://www.linkedin.com/in/paul-popoff-az/

Other: paul@nexgenperformancemarketing.com

Image Credits
Norman’s Nursery