E150: Gregory Vetter: The Author of Undressed on The Naked Truth Behind Entrepreneurship

This week, Roger sits down with Gregory Vetter—a founder, investor, entrepreneur, podcaster, and author of Undressed—to share the rise and fall of Tessemae’s, his trailblazing salad dressing company that grew from kitchen experiments to shelves nationwide. Greg recalls the scrappy early days as “salad dressing gypsies” working in borrowed kitchens, and how grassroots demo strategies and partnerships with college athletes fueled explosive growth. He opens up about raising capital, navigating tricky investor relationships, and why corporate executives often struggle in the startup world.

Greg also shares field-guide lessons such as starting each day ready to win, stepping onto the dance floor, and remembering that fear is a liar. Beyond business, he reflects on what true success means—emphasizing that health, soul, time, and family are the ultimate measures of wealth. Packed with hard-earned lessons on resilience, balance, and staying grounded, this episode is a must-listen for entrepreneurs determined to build both their business and their life on solid foundations.

Topics Include:

• From Kitchen to Collapse: The Rise and Fall of Tessemae’s
• Scrappy Growth: “Salad Dressing Gypsies” and Creative Demo Strategies
• Field Guide Wisdom: Start Strong, Step In, Fear Is a Liar
• Raising Capital: Investor Pitfalls and Corporate Misfits in Startups
• True Wealth: Health, Soul, Time, Family—and Facing What You Ignore

Gregory’s Book Recommendations:

Man’s Search for Meaning

Connect with Gregory:

Website

Book

Podcast

YouTube

LinkedIn

Instagram

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Produced By: Social Chameleon