In this episode of Founders in Full, I talk with Keith Wakeman, co-founder and CEO of SuperBetter, a platform that helps people build resilience, improve mental health, and achieve personal growth by applying the psychology of gameplay to real life.

Keith shares his journey from leading innovation at CPG giants like Nabisco and Kellogg’s to building a purpose-driven company rooted in science, mindset, and meaningful impact. His transition from launching cookies to launching behavior change tools is as inspiring as it is intentional.

We dive into:

• The shift from corporate brand building to mission-driven entrepreneurship
• Why most self-help and behavior change tools fail—and how SuperBetter breaks that cycle
• How branding and storytelling helped reframe mental health through a more empowering lens
• Lessons from years of experimenting with business models, partnerships, and product-market fit
• What it means to build an innovation platform instead of a one-size-fits-all product

If you're a founder navigating complex audiences, or thinking about how to scale a brand with heart, this episode is packed with perspective.

Learn more about SuperBetter: https://www.superbetter.com

Connect with Keith on LinkedIn: https://www.linkedin.com/in/keithwakeman/

Need help with your marketing?

I’m Dan Ritzke, marketing consultant, and Founder of Third Act Marketing. I help growing businesses create clarity, build marketing systems that drive results, and get the support they need—whether that’s a focused project or ongoing fractional leadership.

Learn more about Third Act Marketing: https://www.thirdactmarketing.com

Connect with Dan on LinkedIn: https://linkedin.com/in/ritzke

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