Several early reviewers have asked why I chose energy drinks as the focus for Double Vision, the social entrepreneur company in my book The Big Disrupter. Aren’t we mixing demons with angels? An energy drink company with a conscience?
Clearly energy drinks are wildly popular for the young crowd, and the effective marketing by their manufacturers has fueled the fortunes of the founders of Red Bull, Monster, 5 Hour Energy and Rockstar in particular. Beverage companies have a huge potential upside, crucial for a game changing start-up. [Read more…]