March 18, 2025

The Lies We Tell Ourselves About Success with Matt D. Smith

Show Notes
Guest Profile

This week, I talk with Matt D. Smith—better known on the internet as MDS. Matt is a world-class designer and the founder of Shift Nudge, where he’s building the Juilliard of design education. Over his 20-year career, Matt has generated millions in revenue while helping clients craft iconic visual identities. But beyond the work itself, this conversation is about the inner journey behind outward success. We dive into how Matt and his wife built a marriage that serves as the foundation of his career, the three major turning points that shaped his path, and what might have happened had he chosen differently. Most importantly, we explore how Matt transitioned from seeking external validation to being guided by a deeper sense of peace and joy in his work. This is a conversation about success, self-awareness, and the courage to forge your own path. Let’s get to it.

In this episode:

(00:00) - Intro
(02:20) - Is writing online still relevant?
(09:51) - A pivotal childhood moment
(15:12) - Lessons from crop dusting
(20:54) - Discovering a passion for design
(26:31) - College life and relationships
(29:41) - The early ingredients to Matt's successful marriage
(40:27) - Choosing to settle down in Athens, GA
(43:54) - Raising four kids
(45:31) - Gaining notoriety with the Float Label design pattern
(48:47) - Moving to San Francisco?
(52:04) - Building a community in Athens
(57:56) - The shift to online education
(01:08:50) - The downside of putting all your eggs in one basket
(01:12:17) - Launching Shift Nudge
(01:18:32) - Dealing with self-doubt
(01:23:32) - Launching during COVID
(01:28:16) - The stats behind Shift Nudge's first launch
(01:33:20) - The emotional and psychological challenges of success
(01:40:22) - Dealing with “little t trauma”
(01:54:31) - What makes Matt world-class?
(01:56:38) - Matt's most beautiful future
(01:58:36) - Who Matt is becoming

Key Takeaways

Writing Still Matters, Even in the Age of AI: Despite shifts in online content consumption, writing remains a critical tool for clarifying thoughts, crafting compelling narratives, and communicating effectively. Whether for course materials, company vision, or scripting content, strong writing skills enable deeper thinking and more articulate communication, even when leveraging AI tools.
Success Comes from Consistency, Not Just Big Breaks: A common mistake people make is abandoning the very habits that led to their initial success. Both Matt and Barrett reflect on times when they stopped doing what worked in pursuit of the “next level,” only to realize later that long-term success comes from consistently doing the small, fundamental things well.
Your Mindset Shapes Your Opportunities: Matt’s turning point in his career wasn’t moving to a major tech hub, but rather committing to building a network and professional community where he was. By investing in relationships and starting a local design meetup, he created opportunities that were just as valuable as those in tech hotspots like San Francisco or New York.
The Most Important Work Is the Work You Do on Yourself: Matt had to confront old patterns—his need for validation, his inherited habits, his tendency to overcommit. The hardest work of all wasn’t in his design career; it was in unlearning what was holding him back. If you’re feeling stuck, the real problem might not be external—it might be the story you’re still telling yourself.
A Strong Personal and Professional Foundation Enables Growth: Matt’s ability to build a successful independent career was heavily influenced by the support of his wife and their intentional approach to family life. Having stability at home allowed him to confidently take risks, negotiate better contracts, and grow his business.

Quotes

“You quit doing the thing that made you successful in the first place because you thought you needed to level up. But, in reality, sometimes just sticking with those things that work that might seem beneath you are kind of the key to keep moving forward.” ~ Matt D. Smith

“I was really good at going into the cave and building the thing. But then realizing like, oh, I’m the only one in the cave. I actually need distribution. That’s actually a thing in business. I kind of knew that, but I didn’t fully embrace it.” ~ Matt D. Smith

“I always loved art. I always loved design. But I never felt inherently skilled and talented. I think there is some skill and talent that I naturally have, but I didn’t feel that way. So I was always seeking the systems that I could use to create good design.” ~ Matt D. Smith

“I’m finally learning to be more confident in who I am as a person, as opposed to what I do or what I produce.” ~ Matt D. Smith

Links