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While taking on the beverage industry was a big goal - high-hanging fruit - it was worth the risk because Mark believed passionately that it could change the world. After years of hard work, ZICO Coconut Water became a huge success and was eventually sold to Coca-Cola for more than $200 million.
This book is about harnessing your values to make money and produce a product or service that will truly resonate with consumers, bring you joy and fulfillment, and leave a mark on the world. Large incumbent corporations often try to trick this savvy audience through packaging or advertising, but customers see through it and instead are drawn to insurgent brands derived from the founders' passion and positive impact in the world.
Customer ReviewsMost Helpful
By Kent D. Ebersole on 12-12-17
Starting a business? This is worth a listen.
Not usually a big fan of these kinds of books, but during this book, found synergy in my current path which often seemed parallel to Mark's. So it was nice seeing how he did not give up and had persistence to fight and keep moving forward.
By YL on 07-13-17
This is a roadmap for all beverage entrepreneurs!
Big thanks to Mark for sharing his success story! I've listened it twice in first 2 days! For me as a beverage entrepreneur, this is like a road map of what to expect from beverage industry tycoons and how to make my Fit Water brand successful!