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?