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 entrepreneurshipWhy most self-help and behavior change tools fail—and how SuperBetter breaks that cycleHow branding and storytelling helped reframe mental health through a more empowering lensLessons from years of experimenting with business models, partnerships, and product-market fitWhat it means to build an innovation platform instead of a one-size-fits-all productIf 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.comConnect with Keith on LinkedIn: https://www.linkedin.com/in/keithwakeman/Connect with me (Dan Ritzke): I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results. 👉 Visit my website: https://danritzke.com/ 👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/ Apply to be on the podcast or nominate a founder: 👉 Founders in Full: https://danritzke.com/podcast/

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