A Monster of an Idea

In the CEO Afterlife

With forty years in the saddle, hundreds of dusty trails and a few fistfights along the way, I have an oasis of management insight in which to draw. Even though I am far removed from the energy drink target market, I’m a little embarrassed to admit my ignorance of the category and what makes it tick. The result is a brand that has achieved cult status by actually positioning itself as the anti-cult to the market leader, Red Bull.

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