Ted Morissette Of Klar Labs: 5 Things I Wish Someone Told Me Before I Became A Founder

As part of our interview series called “5 Things I Wish Someone Told Me Before I Became A Founder”, I had the pleasure of interviewing Ted Morissette.

Ted Morissette is the founder of Klar Labs, a company reimagining energy and hydration with nootropic-powered drink mixes. He also leads Signed Media, a creative studio that blends his background in cinematography with an MBA in strategic marketing to build brands through strong storytelling. Inspired by his own gut health challenges and caffeine dependence, Ted focuses on smarter, cleaner solutions for productivity, wellness, and balance.

Thank you so much for joining us in this interview series. Can you tell us a story about what brought you to this specific career path?

I started in film and TV and thought I would climb that ladder forever. The pandemic shut sets down overnight, so I got a camera and shot product content for brands. At the same time I was dealing with gut issues and a coffee habit that did not love me back, which pushed me into the world of nootropics. Klar came out of that curiosity and a simple goal. Make something I could drink daily that helped me think clearly, hydrate well, and skip the crash.

Can you tell us a story about the hard times you faced when you first started your journey?

We had a stretch early on where a failed agency partnership set us back. Inventory was tight, our ad account was a mess, and every decision felt high stakes. Not to mention no one was trying Klar, and we weren’t getting anyone to our website, because no one knew about us. A lot of personal work went into getting us back on track, but we found a way to dig ourselves out of that hole.

Where did you get the drive to continue even though things were so hard?

I believed in the product. I was fueled by the thought that people could really benefit from what we developed, and it would be a shame for a few learning mistakes to lead to never seeing the potential of the awesome thing we built. Developing the product and introducing it to the world felt like two completely different projects. Project one was a success, and that made it a lot harder to give up on the next project.

So, how are things going today? How did grit and resilience lead to your eventual success?

Today we have real retail proof, a growing list of specialty doors, and a community that comes back for more. Once people try the product, they get it, which is shown by our awesome repurchase rate. None of that happened fast. It was showing up, tweaking the formula, improving the brand, and staying in touch with customers. Grit looked like a lot of small adjustments done consistently.

Share a story about the funniest mistake you made when you were first starting. What did you learn?

We’ve made a lot of mistakes, but I guess there have been some funny moments where I’ve accidentally allowed people to double up on discount codes, giving them too much product for super cheap. It could have been worse, but we did sell some product for cheaper than we should have. The moral is simple with this one: make sure you test everything before letting the public have it.

What makes your company stand out? Share a story.

Our brand is greatly benefited by our ability to create visuals. I went to film school, so with a team of my former classmates, we were able to put a launch commercial together that I believe could compete with the big brands. It made people think our operation was much larger than it actually was, which has been a huge factor in getting us where we are today.

Which tips would you recommend to your colleagues to help them thrive and not burn out?

The great thing about starting a wellness company is it’s really forced me to take my wellness to the next level as well. Sounds like extra work, but has paid off massively in the long run. Simple stuff like making sure I’m sleeping the right amount and eating in a way that makes me feel my best has allowed me to be more productive and feel better while doing it. In terms of burnout, not once have I felt burnt out and its because I truly love what I’m working on. So finding something you love is an important factor for avoiding burnout.

None of us are able to achieve success without some help. Who are you grateful for and why?

My parents, who have really embraced Klar in a way that has been incredible. Both really believe in the product and have supported “the thinktank” in unique ways. Eric, my business partner, has also been incredibly helpful in having someone alongside you who really believes in the idea. Doing this alone would be incredibly lonely.

How have you used your success to bring goodness to the world?

We built Klar to be kinder to bodies and the planet. No sugar, no sucralose, and stick packs that cut packaging waste by 90% compared to traditional cans or bottles. We also partner with 40cean, for every order on our website we pull a plastic bottle from the ocean.

What are your “5 things I wish someone told me before I started leading my company” and why. Please share a story or example for each.

1. Making mistakes is a good thing if you learn from them.
   It is hard to remember in the moment, but keep reminding yourself. If you are not making mistakes, you are not pushing hard enough.
2. Do not shortcut brand building.
   We would not be half as far without a brand people truly resonate with. Standing out has opened doors and made up for a paid media budget that is tiny compared to bigger competitors.
3. Prioritize happy customers over quick dollars.
   Every business gets unhappy emails. I fix what I can, even if it costs us. A surprising number of those people came back because the service was honest and human.
4. Build structure and stay organized.
   Put everything where it belongs so you can find it fast. The few times I could not find a doc, it cost more time than simply filing it right the first time.
5. Momentum beats motivation.
   Waiting to feel inspired is a trap. Do the smallest useful action and let it create the spark. Even small tasks keep your brain engaged with the business.

How to ride the emotional highs and lows of being a founder

Separate identity from outcomes. A bad week is data, not a verdict. When you hit a low, shorten the horizon and stack tiny wins. When you hit a high, write down why it worked and systemize it before you celebrate. And never use a win as an excuse to get lazy.

If you could start a movement that would bring the most good to the most people, what would it be?

Less blind caffeine, more intention. Hydrate, sleep, and pair caffeine with ingredients that support your brain instead of fighting it. If more people felt clear and steady, a lot of other choices would get better. Also zero sugar is usually a trick. I’d start a movement in boycotting sucralose and other artificial sweeteners that allow brands to claim zero sugar, while giving you something that’s arguably just as bad.

How can readers follow your work online?

Instagram: @tryklar

Website: klarlabs.co

This was very inspiring. Thank you so much for joining us!