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.

Avsnitt(778)

Music Mogul: L.A. Reid

Music Mogul: L.A. Reid

L.A. Reid began his music career as a drummer. Then he co-founded LaFace Records, discovering dozens of future pop superstars. Reid is now one of the most influential executives in the music industry. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

7 Nov 201631min

Samuel Adams: Jim Koch

Samuel Adams: Jim Koch

In 1984, Jim Koch felt suffocated by his cushy but boring corporate job. So he left, dusted off an old family beer recipe, started Sam Adams, and helped kickstart the craft beer movement in America. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

31 Okt 201633min

Dermalogica: Jane Wurwand

Dermalogica: Jane Wurwand

Jane Wurwand moved to Los Angeles with a suitcase and a beauty school diploma. She started what would become Dermalogica, an international beauty empire that set the standard for skin care. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

24 Okt 201638min

Airbnb: Joe Gebbia

Airbnb: Joe Gebbia

A chance encounter with a stranger gave Joe Gebbia an idea to help pay his rent. That idea turned into Airbnb — a company that now has more rooms than the biggest hotel chain in the world. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

17 Okt 201641min

VICE: Suroosh Alvi

VICE: Suroosh Alvi

Suroosh Alvi was a recovering addict when he started a scrappy underground magazine in Montreal. It grew into VICE Media — a multi-billion dollar company that has shaken up the world of journalism. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

10 Okt 201635min

Clif Bar: Gary Erickson

Clif Bar: Gary Erickson

Gary Erickson asked his mom, "Can you make a cookie without butter, sugar or oil?" The result was Clif Bar, an energy bar named after his dad — now one of the most popular energy bars in the U.S. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

3 Okt 201627min

Radio One: Cathy Hughes

Radio One: Cathy Hughes

As a kid, Cathy Hughes practiced her DJ routine while her siblings banged on the bathroom door. As an adult, she founded Radio One, the country's largest African-American owned broadcasting company. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

26 Sep 201631min

Instagram: Kevin Systrom & Mike Krieger

Instagram: Kevin Systrom & Mike Krieger

Kevin Systrom and Mike Krieger launched their photo-sharing app with a server that crashed every other hour. Despite a chaotic start, Instagram became one of the most popular apps in the world. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

19 Sep 201628min

Populärt inom Business & ekonomi

badfluence
framgangspodden
varvet
rss-borsens-finest
uppgang-och-fall
svd-ledarredaktionen
rss-svart-marknad
avanzapodden
rss-dagen-med-di
lastbilspodden
borsmorgon
rss-inga-dumma-fragor-om-pengar
affarsvarlden
24fragor
fill-or-kill
rss-kort-lang-analyspodden-fran-di
rss-badfluence
bathina-en-podcast
rss-den-nya-ekonomin
rikatillsammans-om-privatekonomi-rikedom-i-livet