Liquid Death: Mike Cessario

Liquid Death: Mike Cessario

Mike Cessario came up with the idea for a viral water brand by asking himself “What is the dumbest possible idea we could have?” His answer was Liquid Death: an aluminum can of water that looks like a cross between beer and poison. While it seemed self-destructive, the idea turned out to be brilliant: Liquid Death connected with customers who don’t typically buy bottled water, and built a moat around itself by being entertaining and edgy—something most brands struggle with. As a former ad-man with one failed business behind him, Mike initially sidelined his idea when he couldn't find a co-packer to put spring water in aluminum cans. But seven years after launch, Liquid Death is both a water and an entertainment company, with annual revenue well above $100M.


This episode was produced by Kerry Thompson with music by Ramtin Arablouei.

Edited by Neva Grant, with research from Casey Herman.

Our engineers were Robert Rodriguez and Josh Newell.

You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Jaksot(816)

Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry

Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry

What if the idea that changes your life… starts with something as ordinary as being thirsty?In 2007, Travis Rosbach walked into a sporting goods store looking for a water bottle—and stumbled onto a pr...

24 Marras 20251h 4min

Advice Line with Anthony Casalena of Squarespace

Advice Line with Anthony Casalena of Squarespace

Squarespace founder Anthony Casalena joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs. Plus, Anthony shares how Squarespace is leveraging AI to help peopl...

20 Marras 202548min

Gymshark: Ben Francis.  From pizza delivery to billion-dollar fitness brand.

Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.

At 19, Ben Francis was lifting weights during the day and delivering pizza at night. He didn’t have money. He didn’t have fashion experience. He didn’t even know how to sew. What he did have was a fro...

17 Marras 20251h 16min

Advice Line with Chet Pipkin of Belkin International

Advice Line with Chet Pipkin of Belkin International

Chet Pipkin, former CEO and founder of the electronic goods company Belkin International, joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Chet and Guy dril...

13 Marras 202547min

Backroads: Tom Hale. How a desk worker became a trailblazer in active travel

Backroads: Tom Hale. How a desk worker became a trailblazer in active travel

In his 20’s, working an office job he hated, Tom woke up in the middle of the night with a wild idea: why not take people on bike trips? No playbook. No investors. Just a sense that he could make a li...

10 Marras 202550min

Advice Line with Tariq Farid of Edible Arrangements

Advice Line with Tariq Farid of Edible Arrangements

Tariq Farid the founder of Edible Arrangements joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, Tariq updates Guy on how he’s pivoting into a new industry w...

6 Marras 202550min

Babylist: Natalie Gordon. How a new mom used nap time to build a $500M business.

Babylist: Natalie Gordon. How a new mom used nap time to build a $500M business.

In 2010, software engineer Natalie Gordon was pregnant– and fed up with the overwhelming baby aisles in big box stores. So she quit her computer job to code the registry she wished existed. No pink-a...

3 Marras 20251h 7min

Advice Line with Niraj Shah of Wayfair

Advice Line with Niraj Shah of Wayfair

Wayfair co-founder Niraj Shah joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs about how to bet on themselves – and define themselves to consumers. Plus, Niraj exp...

30 Loka 202544min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
rss-rahapodi
psykopodiaa-podcast
rss-rahamania
ostan-asuntoja-podcast
pomojen-suusta
rss-seuraava-potilas
rss-sisalto-kuntoon
taloudellinen-mielenrauha
rss-lahtijat
rss-20-30-40-podcast
rss-h-asselmoilanen
rss-bisnesta-bebeja
rss-karon-grilli
sijoituspodi
rss-startup-ministerio
rss-inspiroivat-naiset
rss-inderes
rss-siksi-viestinta