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/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast