I Launched A Viral Water Brand In 8 Weeks
About This Episode
Shaan Puri hosts Dan Porter, CEO of Overtime, to discuss the viral growth of 6-7 Water, a canned water brand built around a TikTok meme and 17-year-old basketball player Taylan Kinney. They delve into how brands can leverage NIL (Name, Image, Likeness) to build 'bottoms-up' cultural movements that bypass traditional distribution hurdles.
Episode Description
Show Notes
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Key Takeaways
A valid business strategy must pass the 'opposite test': if the opposite of your strategy is obviously stupid (e.g., 'having bad customer service'), then your original statement is a baseline requirement, not a strategic differentiator.
Effective positioning involves making the incumbent's strength their weakness; a massive entity like ESPN is 'boxed in' by its need to appeal to everyone, allowing a niche brand like Overtime to own youth culture by using language and styles the incumbent cannot safely adopt.
Cultivate a 'fan for life' through direct, high-volume engagement in DMs and comments; responding personally to fans when an account is large creates a sense of belonging and community that traditional broadcast media cannot replicate.