Nick Martell

Oh, like MC Escher with those staircases.

Yes, that would be a Trump Deloitte.

This is the same idea.

It's the trick of the eye that causes you to get curious about this water brand, and that actually helps market the product.

And now to sprinkle on more context, the founder launched Lunin because she thought microplastics were making it harder to get pregnant.

And she says all these influencer and celebrity endorsements, they're all organic.

She hasn't paid them a dollar.

This mini-innovation

the plastic-shaped glass bottle, that tiny change could be enough to justify a startup launch.

I'm innovation.

So Jack, what's the takeaway for our buddies looking at loon and water, wondering if it's plastic or glass?

Every trend needs its vader.

Ah, Darth Vader.

Yeti is fundamental to every story that you love are universal subplots.

The hero's journey, the fall from grace, the underdog, good versus evil.

Well, Jack and I think that just like a good story, good brands can tap into these too to reach the human psyche.

Lunan is making itself the hero by building up a business villain.

You see, in the 90s, it was fat.

2000s, it was corn syrup.

2010s, it was gluten.