Liquid Death is a startup that sales water can in the US but what is interesting is in such a competitive space with almost no differentiation on the quality and with a duopoly of Coca-Cola and Pepsi in the US how can Liquid Death make 130Mn in 2022 with a launching year been only 2019.

Then why did Liquid Death become a success!!! There are 5 things that we need to keep in mind in this story:

1. Before going all in Test your hypothesis for your product and Business: Liquid death is the best example of what an MVP should be they just made a video with a rendered can and put that on youtube to check the traction. They spend 1500$ on video and paid ads to push the video they did not even have a physical product or anything to show to anyone. With the 3Mn views and 80k Followers, they pitched this idea of making drinking water a cool thing they received an investment of $150K which blows my mind!

2. Know your customer or Users: Liquid death has empathy for its customer. They did not start with the mass market but found a niche for the punk band market where they tried to align themself. Then now they are trying to enter the young children and teenagers segment. They know what their customer's needs are they are not trying to be One stop solution but they are planning to conquer one segment at a time.

3. It is important for a business to define a clear roadmap and vision: Liquid Death is not just a water company but it says it is an entertainment company. Each employee has clarity on what should be done at each level due to such a clear vision of where they want to go moving forward. Their vision is simply the want to make drinking water look cooler.

4. It is important for businesses to have a shared value model: As the user's preferences are changing and inclining more toward sustainability and climate change it is important to have a purpose that does not only means donating or funding but following a value-sharing model which does not only works on maximizing profit but also helps in creating value for society and environment which liquid death has made it clear with a tag line of hashtag#Death_to_plastic.

5. Innovation in Liquid Death: For any new ad or campaign or any new innovation the founder has a very unique way of thinking. In Liquid Death if you are brainstorming you do not have to come up with the best idea but the dumbest idea you can think of. Now, this seems counterintuitive but if you think closely when you are told to come up with the best ideas you always follow what has been successful and will never think of disruptive ideas here is where the key lies in thinking of the Dumbest idea and this is game-changing!

There are Three takeaways and lessons:
1. MVP can be anything the only purpose it should serve is to test hypotheses with min effort
2. It is important to empathize with users
3. Clear Business vision can play wonders