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 brandWhat most founders get wrong about product differentiation and consumer messagingWhy he chose Kickstarter—not to raise money, but to validate the marketThe hidden power of Amazon, DTC, and omnichannel flywheelsWhy your product is your best marketing—and why you shouldn’t chase dial-twisting until it’s rightThe value of thinking holistically about marketing, even if it’s not your thingIf 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.comConnect with Will on LinkedIn: https://www.linkedin.com/in/will-nitze/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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