Founders in Full
Founders in Full
Podcast Description
Founders in Full is a podcast about what it really takes to build a business—from early ideas to the brand you see today.Hosted by Dan Ritzke, marketing consultant and founder of Third Act Marketing, each episode features honest conversations with founders who’ve built successful companies on their own terms. Some run lean, scrappy teams. Others are scaling fast. But all of them have one thing in common: they invested in their brand and marketing to get there.This isn’t about theory or hype. It’s about real founders making real decisions—defining their brand, reaching the right audience, and figuring out what actually works.If you're building something of your own, you'll walk away with stories, strategies, and takeaways you can put to work.
Podcast Insights
Content Themes
The podcast focuses on various themes related to entrepreneurship, brand building, and practical marketing strategies. Specific episodes cover topics such as sustainable product development as seen in conversations with the founders of Elm Dirt and SuperBetter, the journey of transitioning from direct-to-consumer to retail as discussed with Lauren Cain, and the importance of storytelling for brand success through the lens of Rich Cohen's Elevate Packaging.
Founders in Full is a podcast about what it really takes to build a business—from early ideas to the brand you see today.
Hosted by Dan Ritzke, marketing consultant and founder of Third Act Marketing, each episode features honest conversations with founders who’ve built successful companies on their own terms. Some run lean, scrappy teams. Others are scaling fast. But all of them have one thing in common: they invested in their brand and marketing to get there.
This isn’t about theory or hype. It’s about real founders making real decisions—defining their brand, reaching the right audience, and figuring out what actually works.
If you’re building something of your own, you’ll walk away with stories, strategies, and takeaways you can put to work.
In this episode of Founders in Full, I talk with Lauren Cain, founder of Elm Dirt, a company reinventing the way we care for lawns, gardens, and soil health—using the power of microbes, composting worms, and a lot of trial and error.
Lauren’s path started in chemical engineering, took her through a high-pressure career at ExxonMobil, and eventually led to launching an e-commerce business with her husband. After years of freelancing and experimenting with product ideas, it was a dirt-loving toddler—and the desire for a safer, chemical-free backyard—that sparked the idea for Elm Dirt.
What started as a small Etsy shop during the early days of the pandemic has now grown into a rapidly scaling business with patented fertilizer formulas, a national customer base, and B2B partnerships with landscapers, retailers, and farmers.
We dive into:
✔️ How a backyard problem turned into a product with wide market appeal
✔️ What it takes to develop and scale a microbe-based fertilizer (hint: a lot of exploding bottles)
✔️ The transition from DTC to retail—and what they had to unlearn along the way
✔️ What happened when they outsourced fulfillment—and how it nearly broke the business
✔️ The marketing message evolution that helped them stand out in a crowded space
If you’re building a product-led brand, navigating early-stage growth, or trying to make organic products that actually work, this episode is for you.
About Elm Dirt:
Elm Dirt is a family-owned company creating natural, microbe-rich fertilizers and soil products made from worm castings. With a mission to make backyards safer and gardens more vibrant, Elm Dirt is helping customers rethink what healthy soil looks like—one plant at a time.
👉 Learn more about Elm Dirt: https://www.elmdirt.com
👉 Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkcain/
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
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