Low and slow sounds great for a rack of ribs.

Growing a business that way, though, sounds risky.

Will there be enough revenue?

Will the window close?

The reality is that growing slowly gives brands luxuries that fast-moving, well-funded competitors simply cannot afford.

Victoria Berk, Founder and CEO of Know Good, joins host Michael Maher to share her journey of building intentionally. Know Good's break-and-bake chocolate chip cookie dough is made with clean, better-for-you ingredients and is already selling out across New York City. Victoria shares how staying local, listening closely to customers, and validating demand before scaling has been the foundation of everything.

The conversation also digs into how consumer thinking around nutrition is shifting, why ingredient transparency is becoming a real competitive advantage, and how keeping a product format familiar can actually be the smartest innovation move a brand makes.

What they cover

  • Why founders need a little naivety to stay connected to their mission
  • How slow growth creates product validation advantages capital cannot buy
  • Why there is never a good time to take a risk, so the best time is now
  • What the consumer shift around nutrition means for brands on shelf and online
  • How to innovate without overwhelming customers with too much that is new

About the Guest

Victoria Berk is the founder of Know Good, a brand transforming modern baking and snacking with clean, crave-worthy treats. Know Good's hero product, Chocolate Chip Cookie Dough, is selling out across NYC. As a Nutritionist and MBA graduate, Victoria is pursuing her passion for wellness by bringing thoughtfully crafted, indulgent products to life.

Before founding Know Good, she worked at consumer startups including Goop and Obe Fitness, as well as in management consulting.