Selling it before making it

In 2018, Mike wanted to launch a brand of drinkable water.

Unfortunately, nobody was willing to invest in his idea.

So he went on to prove the concept on his own:

• Step 1: make a 3D realistic water can that looks real.

• Step 2: film a $1,500 promotional video with the fake can.

• Step 3: advertise the video on Facebook for $3,000.

In 90 days, he got

• 3 million views on his video.

• 20,000 followers on his Facebook page.

• Tens of messages from interested retailers.

With that success, he was able to raise a small round, to produce his first batch of real cans with real water in it.

Today, his water company is worth $1.4 billion. Its name is Liquid Death.

PS: The original video is gone from the internet but you can enjoy watching this one.