• by Joe Mandese  @mp_joemandese, June 29, 2012

Apodaca is president of Gizmo Beverages and he’s speaking on the final panel at the Brand Marketers Summit, which is focused on experimentation.

Here’s why he must be a masochist. First he says, “I know it’s experimentation when it is something I feel uncomfortable about.” Then he says, “All of what we do is experimentation.”

Okay so maybe he’s not a masochist. Maybe he just likes feeling uncomfortable. Or maybe he knows that feeling uncomfortable may lead to things that make you very comfortable, like say, being successful?