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How To Make $700 Million Selling Sparkling Water?
Marketing Against The Grain
Is There a Higher Risk in Being Different?
The risk is actually the same. I think there's actually less risk in being highly differentiated than there is in following what everybody else is doing. Being different at any stage, whether it's at the startup stage or at a more advanced stage of a business, you get a bunch of negative criticism and feedback. And most people don't like that. The other thing is 95 out of 100 attempts fail. Going that different for the most part will always fail because it's so hard to do in a really kind of intelligent way that hits lightning in the bottle.
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