In this episode of Founders in Full, I talk with Sarah Spliethoff, founder of Sunniemade, a natural shampoo brand on a mission to simplify haircare with a single, clean, powder-based formula.

Sarah shares how a personal health journey and frustration with traditional haircare products led her to launch something radically different—without any prior experience in beauty or CPG.

We dive into:

• How a single-product focus helped cut through a noisy, saturated market
• What it’s like to build a CPG brand from scratch as a solo founder
• The science, sourcing, and trial-and-error behind her final formula
• Why brand voice and values were central to every launch decision
• How she’s thinking about growth while staying true to her original vision

If you're building a product business—or thinking about how to create something with both purpose and simplicity—this episode is packed with thoughtful insight.

Learn more about Sunniemade: https://www.sunniemade.com

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-spliethoff-2b777716/

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

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

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

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

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