Hey, it's Guy Raz, host of how I built this, where each week I talk to founders behind the world's biggest companies and brands to learn the real stories of how they built them.

In each episode, you'll hear entrepreneurs share moments of doubt and failure and talk about how they were able to overcome them on their way to success.

In a recent episode I sat down with Mike Cesario who founded a viral water brand by asking himself

what is the dumbest possible idea we could have?

But that idea, to put water in a can and call it liquid death connected with customers who don't usually buy

bottled water. And today, the brand is everywhere. I'm about to play a clip from this

episode of how I built this and to hear the full episode and more

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I remember calling one of my best friends and telling him I'm like, hey, I think I have the new business ideas, like what is it?

I'm like, I want to put water in cans that look like cheap beer.

And that felt right to me because I'm like, you know, everybody wants stuff they're not supposed to have. You know, it's like they say, hey, if you want teens to think something's cool, you actually market it to people in their 20s. You know, it's like energy drinks. They kind of market to teens, but

17 year olds don't think monsters the coolest thing, but 12 year olds do, you know.

Yes, oh yes. Yeah. so it was like hey if we actually want you know

teens or even people in their 20s them want something like let's not make it

look like a kitty energy drink that 12 year

old think is cool. Let's make it look like a beer that like everyone between, you know, 15

and 50 think is cool.

So then, but from like a naming perspective,

I thought some of the craft beers

had some of the most interesting like brand names

compared to regular beer where it was like there was like a skull crusher IPA there's like arrogant

Bastered Ale yeah yeah they had all these really interesting fat tire

...