Some of the greatest business ideas happen when you go in the OPPOSITE direction from the crowd. In 2019, an out-of-work ad-sale guy named Mike Cessario decided to take on bottled water. His strategy? Create a brand that would get EVERYONE talking by making it so weird...so different...that you couldn't turn away. His answer? A canned water brand called Liquid Death. He had a hunch that you could take metalheads, skateboarders, punk kids and teenagers and turn them away from energy drinks like Red Bull...and towards fresh, clean mountain spring water.

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