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 tailwind
• Why taste beats macros in a GLP-1-obsessed market
• The power of category focus and self-manufacturing
• Running the business on EOS across 14 teams
• Balancing "doer," "architect," and capacity-builder roles as CEO
• Spiritual practice and energy management for leaders
• What actually motivates employees (hint: not money)
• Building for optionality instead of a single exit outcome