3 More Questions (Mike Cessario) with David Novak and Koula Callahan
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Happy Monday, everybody, and welcome to How Leaders Lead. I'm Kula Callahan here to bring you another edition of Three More Questions with David Novak. And David Novak, today I'm going to need you to lean into your most punk rock version of yourself because we're talking about your conversation with the CEO of Liquid Death, Mike Cesario. Well, I don't think I can go punk rock as far as I can go as uh country, but uh I'll try to be as uh off the charts as I can.
Your conversation with with Mike is so fascinating. I mean this guy is a marketing genius and he actually does have a punk rock background, which is really evident when you look at the packaging of his products with liquid death. Oh absolutely. I mean his his packaging breaks through the clutter but everything he does uh breaks through the clutter. I mean this guy basically wants to shock the system.
He started out with the water. And, you know, water could be pretty boring. So he said, how do you make it exciting and make it something that kids want to drink and uh and you know gets attention off the shelf, which you got to do when you're a small brand. And so he came up with the name Liquid Death. And then he's got all kinds of uh great line extensions and different categories like tea with names like I think uh what?
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