Jon Davids

Looks like it was designed in a tattoo parlor.

I say it's Dasani meets Post Malone.

That's kind of what it looks like.

Before that brand ever started, before that product was ever built, there was no...

no canned water at the time.

What the founder did was he just put out a video and then ads.

He spent like three or 400 bucks ads on Facebook driving to this video with this really cool new rock punk star water brand.

And then when you actually clicked and got to the landing page, it was just a email field.

Hey, this product doesn't exist yet.

Put your email in and we'll let you know when we have it.

And he was able to get 50 or 100,000 email addresses of people who were just desperate for this water because they bought into the message, they bought into the brand, and he was able to then build it.

It wasn't build it and they will come.

It was promote it and then they will come and then you can build it.

I just like showing that example because it's to me, that's like the minimum viable concept.

Forget about minimum viable product.

That's the minimum viable concept of just showing a message to people and seeing if it resonates.

If the concept makes sense, on the side of building organically, again, I talk to so many brands that are playing what I call the messy marketing math game, which is...

how do I spend a dollar to make $5?

How do I spend a dollar to make $7 on Facebook?

Get off the Zuckerberg train for a second.