I’m a big believer that some of the best business ideas are simple, and also driven by personal conviction. I recently sat down with Kara Goldin, author of a great book called Undaunted, Overcoming Doubts and Doubters, which details how she faced up to endless naysayers and triumph with Hint Water which she scaled  into a couple hundred million dollar company. What is Hint? Water with fruit essence. No sugar, no artificial flavors or sweeteners. It was one of the big successes of the Covid beverages-by-mail era. Like me, she was a Diet Coke addict who wanted to be healthier and looked at what was right in front of her: a big cup of water that she made more palatable by adding fruit slices, and she created a product out of it. This was not her first go round in startup land, she had worked at a dot com that was sold to AOL, but the first time she ever entered the consumer products space and wow, she did with a bang, or kiwi, strawberry or coconut.