No Such Thing as a Saturated Market

Guy Raz Newsletter – October 24, 2024

Some of the most successful brands in recent years aren’t necessarily new or even that different from products that have been around forever.

Liquid Death is a great example.

Its just spring water.

No different from other good spring water brands.

But if you remember the episode we did with the brand’s founder Mike Cessario, he said something really important.

Mike said, that when dealing with a competitor who makes a similar product, your brand will always be more important than any functional differences between the two products.

In other words, if your water tastes as good as another water brand, don’t try and sell the quality of your water—sell the story of your brand.

This is how Mike Cessario succeeded in a crowded marketplace dominated by giant brands like Evian and Dassani.

It’s a somewhat similar story with this week’s founder, Kat Hantas…

Kat spent most of her 30s and 40s raising her kids in San Francisco.

She also developed a pretty tight-knit group of “mommy” friends: women who wou…