#81 with Mike Cessario – The Genius Way Liquid Death Sells Canned Water

Shaan Puri (@ShaanVP) and Sam Parr (@theSamParr) sit down with Mike Cessario (@Cessario) Co-Founder and CEO of Liquid Death (@LiquidDeath). Mike gives the backstory on Liquid Death and together they talk through the importance of marketing and making boring market segments more exciting.

Today’s topic include: Mike gives the backstory on Liquid Death (2:30), Shaan asks Mike “where does this idea come from?” (7:30), Mike talks about how big the business is (10:20), Mike explains how to inject humor into stale brands (18:30), Mike talks about the difference between mineral waters in the United States and abroad (26:00) Mike compares businesses started by “business people” to businesses started by “creative people.” (39:40), Mike illustrates how he views Liquid Death as a pop-culture factory (44:00), Mike explains that “it’s all about speed” if you want to win when going from idea to product (54:48).