Married co-founders Allison and Steven Ellsworth built Poppi from a farmers market hobby to a $2 billion exit with PepsiCo by obsessing over product, leveraging TikTok early, and gambling on a last-minute Super Bowl ad—all while raising kids and staying completely committed to their mission to revolutionize soda. Married co-founders with pre-existing 100% commitment outperformed traditional partnerships because relationship conviction doesn't waver during business challenges.