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It’s Tuesday and we are back with another Prosperity Playground episode drop! Today’s conversation is for the founder building in real time, figuring it out as she goes, and wondering if she really needs the massive marketing budget, perfect strategy, MBA or huge team to create momentum.
My guest today is Kiki Couchman, co-founder of Sourmilk, a probiotic Greek yogurt designed for gut health with 15 grams of protein, zero added sugar, and the equivalent probiotics of a supplement. Together with her co-founder Elan Halpern, Kiki is on a mission to help heal America’s gut through real, whole foods.
After working in private equity, Kiki stepped into entrepreneurship and made one decision that became a major driver of Sourmilk’s growth: instead of hiring influencers, she became one. Less than a year in, she is building the brand publicly, sharing the decisions, experiments, wins, failures, and behind-the-scenes realities of growing a CPG company.
In this episode, we explore:
- Why founder-led content has become one of Sourmilk’s most powerful marketing tools, and how posting consistently helped Kiki build the muscle of being on camera.
- How Sourmilk is building community and demand through organic content, influencer gifting, real-world activations, and creating experiences customers want to be part of.
- What it really looks like to build a company without having all the answers, from using instinct and AI to constantly experimenting, iterating, and making the audacious asks.
This episode is such a fun and tactical conversation about creativity, community, courage, founder-led marketing, and what can happen when you stop waiting until you feel ready and start building now.
Connect with Kiki Couchman:
Connect with Anna Lozano:
- http://www.annalozano.com
- http://instagram.com/_annalozano
- http://instagram.com/theprosperityplayground
- http://instagram.com/theaudaciousask
- http://substack.com/@theaudaciousask
Links to Support Your Expansion:
Founders Retreat in Mexico January 18-23, 2027:
https://annalozano.com/pages/foundersretreat
Power Hour Business Advisory Session:
https://annalozano.com/pages/power-sessions
Automate to Accelerate Fall 2026 with Callan Faulkner:
https://go.theuncommonbusiness.co/a2a-fall-2026?fpr=anna30
Join me in San Diego for Women & Wealth November 5-6th hosted by Samantha Skelly:
https://do.pausebreathwork.com/women-and-wealth-964149?am_id=annalozano1894
Join Adele's I AM Certification: https://identityascensionmethod.com/iamcertificationpersonal?am_id=annalozano6809
