In this episode of Founders in Full, I talk with Will Nitze, Founder and CEO of IQBAR, a company on a mission to fuel brain and body with clean-label functional nutrition products—from protein bars to hydration mixes and brain-boosting coffee.

Will shares his unconventional path from selling software to oil and gas companies to launching a brain-focused nutrition brand out of pure obsession, grit, and a little bit of gray-hat marketing. His story is a masterclass in strategic product development, positioning, and the discipline of staying focused on what really matters.

We dive into:

• How a personal interest in neuroscience led to a category-defining CPG brand
• What most founders get wrong about product differentiation and consumer messaging
• Why he chose Kickstarter—not to raise money, but to validate the market
• The hidden power of Amazon, DTC, and omnichannel flywheels
• Why your product is your best marketing—and why you shouldn’t chase dial-twisting until it’s right
• The value of thinking holistically about marketing, even if it’s not your thing

If you're a founder building a product, leading a team, or wrestling with how to scale efficiently and sustainably, this one’s full of insights that go beyond just food and beverage.

Learn more about IQBAR: https://www.eatiqbar.com

Connect with Will on LinkedIn: https://www.linkedin.com/in/will-nitze/

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

Know someone who would be a great guest for the podcast?

Apply or refer someone here: https://www.thirdactmarketing.com/podcast