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 jump
• Why discomfort and groundlessness are signals of growth, not warning signs
• Building tailwinds into the business model from day one (convenience, sustainability, food waste reduction) to survive unpredictable headwinds like COVID
• The strategic case for vertical integration — acquiring a Vermont manufacturing facility and how one deal snowballed into a broader platforming strategy
• Shifting from "grow at all costs" to building a durable, EBITDA-positive business focused on optionality rather than a predetermined exit
• Balancing focus and diversification: competing internally for manufacturing capacity and making trade-offs on where Rind shows up
• Evolving from "doer" to "architect" to "builder of capacity" as a leader, and what that shift required
• Why human judgment, discernment, and relationship-building are the edge that AI can't replicate
• Parenting, boundaries, and blending family with business-building
• Advice for founders chasing "lightning in a bottle": build for relevance past year three, not just fast traction

Connect with Matt Weiss and learn more about Rind and Keep It Real Foods.

Learn more about Tardigrades, Not Unicorns at tigbrands.com.