Hosts Matt & Jacob sit down with Steve Nilson, the 'Vice of President of Cult Indoctrination' at Liquid Death, to explore the innovative thinking behind one of the most successful up-and-coming consumer brands. They discuss the brand's clear purpose and positioning, as well as their risk assessment approach to creativity and global expansion. The conversation also covers building genuine friendships with influencers, challenging critics to taste tests, user-generated content, unique packaging, and the company's goals for global expansion while maintaining their edgy brand.