Mike Cessario founded Liquid Death and it became a $700 million dollar business against all odds. The crazy thing is that Liquid Death is not some trendy energy drink - It’s canned water.

Now this isn’t the most conventional founder/CEO story. Mike grew up playing in punk rock and heavy metal bands and eventually became a graphic designer and advertising creative director.

While working on campaigns for big clients like Netflix, he learned tricks for capturing people's attention and getting them hooked on a product. But it wasn't until he noticed a subset of people in the hardcore music scene who were vocal about not drinking or doing drugs that he had his "a-ha" moment.

Combining this with a sneaky little trick he saw musicians doing with water in energy drink cans, Mike Cessario came up with the idea for the most hardcore water out there - Liquid Death.

This canned water with the tagline "murder your thirst" and features skulls and crazy designs. It became an instant hit. Being a true underdog, Mike took on the big guns in the water market dominated by billion-dollar companies.

Find out how he did it by learning about Mike Cessario and how he made Liquid Death a reality.

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