Liquid Death’s Mike Cessario: Trust your taste

Masters of Scale

WaitWhat

Entrepreneurship, Business, Management, Reid Hoffman, Mindset, Diversity & Inclusion, Jeff Berman, Bob Safian, Startups

4.6 • 4.4K Ratings

🗓️ 11 July 2024

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

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Summary

Can drinking water look cool? That was the driving question behind Liquid Death founder Mike Cessario’s big business idea. Since launching its first tallboy cans of water in 2019, Liquid Death has used humor, design and smirk-worthy marketing to grow into a beverage company valued at $1.4 billion. Mike talks with host Jeff Berman about how he built the irreverent brand to help him escape his professional boredom.

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Transcript

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0:00.0	Hey listeners, we couldn't be more excited to announce the first round of speakers for the Masters of
0:05.9	Scale Summit, our flagship event taking place in San Francisco this October 22nd to 24th.
0:13.0	The lineup is packed with visionary leaders,
0:16.0	like Microsoft AIs, Mustafa Suleiman,
0:19.0	Reddit, Steve Huffman,
0:21.0	Pattern Beauty's Tracy Ellis Ross, and more.
0:24.0	Go to Masters of Scale.com forward slash apply
0:27.2	to see the entire first round lineup
0:29.4	and submit your application to join us live.
0:32.4	Plus, keep an eye out for even more of phenomenal speakers to be announced in the coming weeks.
0:37.0	Again, go to Masters ofScale.com forward slash apply
0:42.0	and submit your application today.
0:44.0	A couple buddies from high school, they were roadies for this band that was on the work tour.
0:53.7	And they hit me up,
1:02.4	hey Mike, we're going to be in Denver, you should come to the show.
1:11.0	This is the summer of 2009.
1:13.0	Mike Cessario has backstage passes for the warped tour in Denver.
1:17.0	The headliners include no effects and bad religion.
1:21.0	Pretty much heaven for a guy like Mike who grew up playing in punk rock bands.
1:29.2	The way they have the backstage of warp tour since it's outside is all these tour buses are all parked in this one like sealed off area and the bands are all hanging out on each other's tour buses sitting in lawn shows outside and these guys you know they were drinking
1:45.4	monster energy cans and I remember asking them you guys just ripping energy drinks out here in the hot sun?
1:55.0	They're like, no, no, it's water.
	...

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