Ben Gilbert

So to build this giant, valuable company, the first thing you need to know is you're not going to get there with something generic.

So you have to build a brand that grows into a strong, protected trademark.

And to reach that scale, it must be global.

So it has to have a taste that's universal in all countries.

Now, conveniently for you, all humans do require large amounts of water every day to live.

So it is a giant market.

Yes.

But you're not going to fully replace water.

It's just going to be kind of a small fraction of the time.

So onto the beverage itself, you're going to want to optimize it to maximize the rewards of ingesting it.

As refreshing as possible in any climate.

Now, you're going to want to do a bunch of other stuff too.

You want to fill it with calories to give energy.

You want the flavor, texture, and aroma that makes it pleasurable to consume.

And you should throw in some brain stimulants like caffeine and sugar.

That's sort of the ideal product mix.

Among other things, yeah.

Now, you don't want competitors to swoop in for a free ride on the market you just created, so you should make sure your product, the real thing, is available everywhere, anytime someone asks for it.

At a very low price, so there's really not an opportunity for competitors to ever fill the vacuum.

There's never a reason for anyone to reach for anything other than your product.