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Wayne Adams: Transforming a Fifth-Generation Family Business Tardigrades, Not Unicorns — conversations with founders and CEOs navigating the messy middle Guest: Wayne Adams, fifth-generation CEO and co-owner of Adams Group, the company behind the Mariannes brand. Wayne took over leadership from his father Mike in 2023 and has been leading a major business transformation across personnel, systems, and retail expansion. Find Marianne's products at Costco, Sprouts, Target, and other retailers nationwide. Show Notes: [0:24] Succession & The Clean Break [6:00] Embracing Discomfort to Grow [7:16] Operating Discipline & Dashboards [11:48] Three Leadership Archetypes [14:53] Energy Management & Life Seasons [20:37] Purpose: Business as Change Agent [22:27] Team & Systems Transformation [26:39] Radical Focus & The Avocado Oil Test [34:27] Balancing a Diversified Portfolio [38:55] Stability Through Change Resources & References: "Essentialism" by Greg McKeown — book on disciplined pursuit of lessUC Davis avocado oil adulteration studies (2020, 2023) — found 93% of market avocado oil adulteratedPredictive Index (PI) profiles — behavioral assessment tool used by Adams Group's people teamMarianne's brand — Adams Group's consumer brand, available at Costco, Sprouts, Targettigbrands.com — learn more about Tardigrades, Not UnicornsKey frameworks discussed: Five dimensions of scale: operating discipline, inner evolution, energy management, team & systems, focus & fundamentalsThree leadership archetypes: doer, architect, capacity builderLeading by exception: set dashboards, monitor ranges, dig in on anomaliesStability through change: evolution as the key to longevity in a 100-year-old business

Guest: Bert Cohen, Managing Director, Clover VitalityHost: Eliot Begoun Bert Cohen has spent 25+ years in the natural products industry — first as a two-time founder (Enjoy Life Foods and True Sweets) and now as a venture capitalist at Clover Vitality, where he's invested in 18 companies. In this conversation, Bert and Eliot dig into what it really takes to build enduring companies in today's challenging funding environment. Key Topics: How Bert's operator experience shapes his lens as an investor — and why there's no single "right path" to building a companyThe shifting venture landscape: longer timelines to exit, bridge rounds, and the rise of private equity in the messy middleWhy PE exits at ~2x net sales aren't "grand slams" — and what that means for fund economicsChecking your ego at the door: why comparing your valuation to LinkedIn announcements is a trapGrowth vs. profitability: why your north star should be your core consumerThe staircase vs. the hockey stick: a smarter framework for growth betsBert's pickleball analogy: patience, dink battles, and waiting for the right moment to strikeFounder energy as "the hidden currency" — and why depleted leaders become liabilitiesThe inner evolution of founders: doer → architect → builder of capacityChannel strategy shifts: e-commerce, Costco PO financing, and being in the right set at WalmartByron Sharp's How Brands Grow: physical availability vs. mental availabilityWhy humility and curiosity matter more than certaintyMentioned in this episode: Enjoy Life Foods, True Sweets, Wholesome SweetenersClover VitalityHow Brands Grow by Byron SharpAndy Whitman, Gary Hirschberg, Dennis MillerConnect with Bert: Reach out via LinkedIn or email — he's genuinely happy to help founders.

Entrepreneurship changes the world because of the millions of consumers it caters to daily. In this episode, ⁠Elliot Begoun⁠ encourages entrepreneurs to be resilient and efficient like tardigrades. Why? Because each entrepreneur has the power to ignite small changes in the masses that will end up changing the world for the better. That is why Elliot shares essential tips on how you can succeed in your business. If you want to know why certain business founders outperform others, this episode is for you. Factors like being passionately dispassionate, having the ability to pitch, and knowing how to build your community are all vital for your success. Tune in to learn more!

What drives success for brands on the fundraising front? You need to have an attractive valuation, or investors won’t consider investing. Elliot Begoun welcomes a brother from another mother, ⁠Chuck Cotter⁠. Chuck discusses with Elliot how you need to receive feedback on why people may be less interested or provide a lesser valuation. You can’t get bogged down arguing with investors about your product. Instead, you need to step back and assess how to tweak your product or strategy to be more attractive to investors. Need more fundraising strategies? Tune in!

Host Elliott Begound sits down with Nick McCoy (Whipstitch Capital) and Chris Fenster (Propeller Industries) to challenge the CPG industry's obsession with unicorn-style, hyper-funded growth. Drawing on hard data from hundreds of brands, they unpack a different path: capital-efficient, fundamentals-first "tardigrade" companies that build resilience instead of chasing the next round. Topics covered: How the M&A landscape has shifted — from strategics to private equity to SPACsWhy COVID accelerated e-commerce and forced a rethink of DTC valuationsThe data behind two founder cohorts: companies that burned $1 for every $1 of revenue vs. those that raised just $5M to hit $20M — and why the efficient group often ends up wealthierGross margin, trade spend, and SG&A benchmarks at the $20M revenue markEBITDA multiples across categories and what drives brand premiumsAligning with the right investor DNA, and why founders are "inventory" to LPsAlternative growth channels (food service, corporate campuses) for efficient customer acquisitionWhy companies fail: over-funding, under-hiring, and unrealistic margin assumptionsUsing debt strategically — asset-backed lending vs. equity for growthParting advice: "Stay lean" and preserve founder optionality

In this episode of Tardigrades, Not Unicorns, Elliot sits down with Laurel Orley, Chief Crunch Officer and co-founder of Daily Crunch Snacks, to talk about what it really takes to build a durable business — not a unicorn. Laurel shares the origin story of launching a sprouted nut snack company with her aunt Diane during the pandemic, and how a chance question at Expo West ("Where do you see Daily Crunch 100 years from now?") reshaped her long-term thinking. From there, the conversation dives deep into: The difference between being nice and being kind as a founder, and why the hardest business decisions require the latterWhy vulnerability — not corporate polish — is the real engine of entrepreneurial growthScaling through the five dimensions of leadership: inner evolution, radical focus, team & systems, energy management, and operating disciplineHow Daily Crunch runs on EOS/Traction principles — quarterly rocks, 5-7 KPIs, weekly leadership check-insBuilding a team culture around transparency, mental health days, and "bad news early, good news often"Energy management as "the hidden currency" of a company, and Laurel's own morning routine for protecting itWhy cash conversion cycle and contribution margin are the two KPIs Laurel watches like a hawk on the road to breakevenEmbracing "seasons" instead of chasing constant work-life balanceWhether you're bootstrapping a CPG brand or leading a scaling team, this conversation is packed with hard-won lessons on staying grounded while growing fast.

Bobo's CEO TJ McIntyre joins the show to unpack how a self-manufactured, Colorado-based baked goods company grew from $7.5M to over $100M in revenue over the past decade — without formulating to macros or chasing fads. TJ shares why Bobo's bets everything on taste over trend-chasing nutrition claims, why radical focus on just two categories (nutrition bars and wholesome snacks) has been the company's biggest growth unlock, and why self-manufacturing is the key to both margin and quality control. He also explains how Bobo's uses EOS to keep 14 teams aligned around clear quarterly objectives, and how he balances being "in the weeds" on manufacturing KPIs with stepping back to build organizational capacity. The conversation turns personal as TJ opens up about the toll of leading through a tougher growth environment than Bobo's has seen in years, his daily spiritual practice (Stoicism, service work, life coaches) for managing energy, and why he believes money ranks low on what actually motivates people to stay at a company. He closes with hard-won lessons on building for optionality rather than chasing a single exit outcome — because the "wave" of scaling a company today is longer and harder to time than ever. Topics covered: Scaling from $7.5M to $100M+ without a trend tailwindWhy taste beats macros in a GLP-1-obsessed marketThe power of category focus and self-manufacturingRunning the business on EOS across 14 teamsBalancing "doer," "architect," and capacity-builder roles as CEOSpiritual practice and energy management for leadersWhat actually motivates employees (hint: not money)Building for optionality instead of a single exit outcome

In this episode of Tardigrades, Not Unicorns, Elliot sits down with longtime friend Matt Weiss, founder and CEO of Rind, the better-for-you snacking brand built on whole-fruit nutrition. Matt shares his journey from 19 years as a Wall Street research analyst to building a CPG company from a nights-and-weekends side project into a vertically integrated manufacturing platform, Keep It Real Foods. Matt and Elliot dig into: Leaving a stable career on Wall Street for the "riskier" path of staying safe, and the mentor conversation that gave him the confidence to jumpWhy discomfort and groundlessness are signals of growth, not warning signsBuilding tailwinds into the business model from day one (convenience, sustainability, food waste reduction) to survive unpredictable headwinds like COVIDThe strategic case for vertical integration — acquiring a Vermont manufacturing facility and how one deal snowballed into a broader platforming strategyShifting from "grow at all costs" to building a durable, EBITDA-positive business focused on optionality rather than a predetermined exitBalancing focus and diversification: competing internally for manufacturing capacity and making trade-offs on where Rind shows upEvolving from "doer" to "architect" to "builder of capacity" as a leader, and what that shift requiredWhy human judgment, discernment, and relationship-building are the edge that AI can't replicateParenting, boundaries, and blending family with business-buildingAdvice for founders chasing "lightning in a bottle": build for relevance past year three, not just fast tractionConnect with Matt Weiss and learn more about Rind and Keep It Real Foods. Learn more about Tardigrades, Not Unicorns at tigbrands.com.

In this episode, Elliot Bisnow sits down with Miguel Leal, co-founder and CEO of Somos Foods — a better-for-you Mexican food brand now in 9,000+ U.S. stores. Miguel shares what it really takes to build from zero when you've spent a career scaling established brands like KIND Bars, Kettle Chips, and Cholula. This conversation gets real about the emotional weight of entrepreneurship, the discipline required to survive the messy middle, and what it means to build a company that lasts. Topics covered: Building Somos from a pandemic side project to a retail stapleWhy Miguel pivoted from D2C to retail — and what almost broke the businessThe "50/50 Rule": how chasing 50% repeat rate + 50% margin became their north starCutting SKUs, tightening focus, and the power of saying noManaging energy — his own and his team's — as a founderMeditation, faith, and why Miguel credits his morning routine with getting through the hardest yearsThe Doer → Architect → Capacity Builder leadership arcWhy 80% of board conversations are about people, not numbersThe founder dinner group that kept Miguel from quittingWhy everyone else is crying too — and the danger of LinkedIn veneersResources mentioned: Creativity, Inc. by Ed Catmull (Pixar)Numerator / SPINS for repeat rate trackingConnect with Miguel: [email protected]: Miguel LealLearn more: tigbrands.com

Elliot sits down with Jorge Azevedo, CEO of Fermented Food Holdings (FFH), to talk about what it really takes to build a lasting, scalable food business through acquisition, integration, and relentless operational discipline. FFH was built through four acquisitions between 2022–2023, making it the largest producer of sauerkraut and kimchi in North America across retail, food service, club, and industrial channels. Jorge shares hard-won lessons from integrating founder-led and multi-generational family businesses — including a fifth-generation farm in Bear Creek, Wisconsin. Topics covered: Integration & culture change — Why you can't force culture, and how FFH earned buy-in from a tight-knit community and the family farmers they rely onOperating discipline — Building financial visibility first, then ownership of the numbers, then driving resultsThe CEO's three roles — Doer, architect, and builder of capacity — and how to know which one to beEnergy management — Transparency as the antidote to burnout, and why "creative abrasion" keeps teams sharpInnovation vs. incrementality — Why FFH had to say no to dozens of ideas to successfully launch Fermented Beans at Whole FoodsInner evolution as a leader — The learner's mindset, working toward your own obsolescence, and keeping family as the foundation that grounds everythingConnect with FFH: Look for their brands at Whole Foods and natural grocery retailers nationwide. FFH's mission: double the number of Americans eating fermented foods in the next five years.

In this episode, Elliot sits down with Will Nitze, founder and CEO of IQBAR — a brain and body nutrition platform offering bars, bites, hydration, and mushroom coffee now in over 15,000 retail doors. What starts as an origin story quickly becomes a masterclass in building a resilient, capital-efficient consumer brand through one of the most disruptive decades in recent memory. Topics covered: How a Harvard grad turned a paleo diet epiphany and a copy of Grain Brain into a national CPG brandThe "PR answer" vs. the real reason Will started IQBARWhy retail eclipsed e-com as the dominant growth vector — and how the company got to Walmart before many thought it was "ready"The doer → architect → capacity builder evolution of entrepreneurial leadership, and why external chaos (pandemics, keto trends, GLP-1s, tariffs, cocoa prices) kept Will in "founder mode" well into year eightEnergy management as a hidden currency — and the wall that comes for every founder who thinks they're immuneWhy IQBAR runs on ~15 people for a business its size, and the "energy in, revenue out" framework for channel selectionThe myth of the step-by-step retail ladder (and why you can go to Walmart sooner than you think)Optionality as the only real finish line for entrepreneursWill's closing conviction: there is no playbook, and you are your own best mentor

In this episode, Elliot sits down with Sarela Herrada and Matthew Cohen, the husband-and-wife co-founders of SIMPLi— the leading regenerative organic certified pantry staples brand known for their heirloom beans, single-origin grains, and premium olive and avocado oils. What started with a tent pitched on the border of Peru and Bolivia, a view of Lake Titicaca, and a quinoa harvest has grown into a purpose-driven business spanning 13 countries, with offices in Philadelphia and Lima. But the real story here is everything that had to happen alongside the business — three kids under three, a culture reset, a global pandemic, supply chain disruptions, and now tariffs. Sarela and Matt open up about: The origin of SIMPLi— from Sarela's upbringing in Peru and her early experience with the American food system to the moment the company was bornWhy they had to stop leading with sustainability and start leading with product attributes (including the nutrient density data that's turning heads)The fundamentals that saved them: gross margin, EBITDA, and contribution margin as their North Star KPIsThe evolution of leadership — from doer to architect to builder of capacity — and what it takes to not get stuckHow they approach energy management, resilience, and showing up for their team when the business is all-consumingThe culture reset that changed everything, including their eight norms frameworkWhat's keeping them up at night: capital access, new SKU launches, and the pantry club at eatSIMPLi.comTheir vision for SIMPLi as the gold standard in regenerative food — and Matt's goal of a one-night camping trip with the familyThis one is for every entrepreneur navigating the beautiful mess of building something meaningful while also trying to be present for the people you love most.

In this episode, Elliot sits down with Dr. Mark Atkinson — medical doctor, integrative medicine expert, and human potential teacher — to explore the idea that your inner game is the glass ceiling to your outer success. Dr. Mark shares how he transitioned from medicine to coaching CEOs and entrepreneurial leaders, and unpacks the five dimensions of scaling a business, with a deep focus on energy management and inner evolution. Together they explore the concept of reactive vs. creative mind, how leaders get trapped in survival-focused thinking, and the practical tools — including a live centering practice — that can shift you from reactive to present in seconds. Dr. Mark also discusses how Google Cloud, Deli Star, and other organizations have embedded these inner game practices at the company level. Whether you're a founder, executive, or anyone striving to grow, this episode will challenge how you manage your mind, your energy, and ultimately, your impact. Topics covered: Why the inner game is the glass ceiling to the outer gameThe five dimensions of scaling a businessReactive mind vs. creative mind — and how to evolve between themA live centering practice to shift into presenceEnergy management, sleep, and why self-care is a performance strategyHow to start the inner work today with one micro-action Find out more about Dr. Mark Atkinson - drmarkatkinson.com optimalmind.io www.humanpotential.consulting

Wayne Wu has spent 18 years at VMG Partners backing some of the most iconic consumer brands in the industry. In this episode, he joins host Elliot to break down what separates the companies that endure from those that don't. They cover the metrics that actually matter (landed gross margin over vanity revenue), why you can't skip the doer phase as a founder, how to know when it's time to build out your team, and why the biggest limiter on a business's growth is often the founder's own inner evolution. Key themes: Operating discipline & landed gross marginThe three phases of founder evolution: doer → architect → builder of capacityTeam-building timing and building culture before you need itRuthless focus vs. vision — and why balance between the two winsInner evolution: curiosity and vulnerability as founder superpowers

In this episode, Elliot Begoun sits down with Matthew Parry from the Good Crisp Company to discuss their journey and the critical aspects of scaling a business. Recorded in Boulder, Colorado, they reflect on the milestones achieved over the past decade, emphasizing the importance of maintaining discipline, building a strong team, and focusing on core business fundamentals. Matthew Parry speaks candidly about the challenges and rewards of entrepreneurship, including managing energy, raising capital, and the significance of culture in fostering a successful company environment. The conversation also delves into the necessity of evolving leadership roles, depicting Matthew Parry's journey from being a hands-on entrepreneur to a capacity builder for his team. With insights on sustaining growth, managing partnerships, and maintaining a long-term vision, this episode serves as a valuable resource for anyone involved in business growth and leadership. 00:00 Introduction and Reflections 01:45 Early Challenges and Successes 04:11 Operational Discipline and Focus 05:52 Financial Strategies and Market Fit 08:48 Navigating Venture Capital 20:20 Balancing Family and Business 23:52 Energy Management for Entrepreneurs 26:30 Flexibility and Team Dynamics 27:33 Building a Strong Team Culture 28:19 Intentional Team Building 28:57 Investing in Company Culture 33:04 The Importance of Systems 35:32 Focus and Fundamentals 38:58 Inner Evolution of Leadership 45:34 Reflecting on the Journey