Turning Feedback Into a Founder’s Superpower | Kirsten Maitland | Rebel Cheese
Honest Ecommerce
· with Kirsten Maitland
· October 20, 2025
· 20 min
Summary
Kirsten Maitland, co-founder of Rebel Cheese, shares how to transform customer feedback into a powerful growth engine. Her journey from launching a vegan cheese brand during COVID to scaling it nationally, even landing a Shark Tank deal with Mark Cuban, highlights the critical role of authentic customer engagement and iterative product development in building a resilient and thriving ecommerce business. This episode is a masterclass for founders seeking to build an authentic brand and leverage feedback for sustainable growth.
Key takeaways
Launch fast with an MVP to gather real-time customer feedback and iterate, even if it's imperfect (e.g., Rebel Cheese's initial B2B shipments with blue tape).
Proactively collect customer contact information to build a direct communication channel for future product launches and community building.
Delay paid advertising until cash flow is stable and organic growth channels are optimized to protect early-stage capital.
View crises as opportunities to pivot and explore new growth channels, as Rebel Cheese did by launching DTC during COVID-19.
Leverage key partnerships (e.g., early B2B customers) to refine operational processes like shipping and packaging, transforming them into collaborators in your growth.
Themes
brand building & authenticitycustomer feedback & validationgrowth strategyoperational excellence
On this episode of Honest Ecommerce, we have Kirsten Maitland, a U.S. Navy veteran turned Microsoft agile coach who leveraged her tech innovation expertise to co-found Rebel Cheese, an award-winning Austin-based artisanal vegan cheese company backed by Shark Tank investor Mark Cuban. Rebel Cheese is revolutionizing plant-based dairy alternatives through traditional cheesemaking techniques and has earned national recognition from The New York Times.
We talk about validating a product through emotional connection, learning to sustain momentum after viral moments, turning online orders into lasting connections, and so much more!
Frequently asked about this episode
What does this episode say about brand building & authenticity?
Launch fast with an MVP to gather real-time customer feedback and iterate, even if it's imperfect (e.g., Rebel Cheese's initial B2B shipments with blue tape).
What does this episode say about customer feedback & validation?
Proactively collect customer contact information to build a direct communication channel for future product launches and community building.
What does this episode say about growth strategy?
Delay paid advertising until cash flow is stable and organic growth channels are optimized to protect early-stage capital.
What does this episode say about operational excellence?
View crises as opportunities to pivot and explore new growth channels, as Rebel Cheese did by launching DTC during COVID-19.
What does this episode say about brand building & authenticity?
Leverage key partnerships (e.g., early B2B customers) to refine operational processes like shipping and packaging, transforming them into collaborators in your growth.
