Mike Cessario is the founder of Liquid Death, the canned water company that was started a mere 5 years ago and is now worth over $525 million. Breaking into any industry successfully is tough, and breaking into the canned / bottled water industry is no joke. But that is exactly how Mike scaled his company, with jokes. Liquid Death's website is full of hilarious taglines and puns, which they have incorporated into their marketing strategy. Listen to the podcast to find out how Mike successfully built his company in a highly competitive market.