Josh White, CanO Water: 9 Totally New Ways to Build a Brand by Acting like a Fashion Brand, Securing Investment from Ricky Gervais, The Accidental Entrepreneur, The Difference between “Closed” and “Op

I remember sampling at Bayley & Sage. On the shelf were two cans. Black. White. A shrilly lady, probably called Wendy (definitely eats Brie) tuttered: “what ON EARTH is that… Canned water??!! That’s IS never going to work ”Buyers thought the same. So did friends. So did investors. No one though it would work.I kinda did, too. Josh White was maniacally obsessed, even possessed, with making canned water work and reducing plastic.They’ve been the proverbial punching bag for so many challenger brands w...