Cessario: Negative initial reactions often indicate true innovation
Mike Cessario · How Liquid Death built a $1.4 BILLION brand around water (founder Mike Cessario) | Masters of Scale · Jul 11, 2024 · at 1:23:50
Liquid Death founder and CEO Mike Cessario explains how contrarian ideas that initially seem ridiculous or trigger negative reactions are often the strongest business concepts.
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“When you kind of know you're on to something, when people sort of have a really emotional, even if negative reaction to it at first, you know that you're probably in good territory. The stuff when you come up with something and people you talk to say, oh yeah, that's genius. It probably means there's a lot of other people already doing something similar. Like it makes too much sense, you know.”
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