The company Liquid Death has a $1.4 billion valuation.
And I can’t stress this part enough—this is for water.
Not cheaper water.
Not purer water.
Just water.
The only difference from other waters? Its heavy metal branding—gothic fonts, melting skulls, and slogans like “Murder Your Thirst.”
The founder grew up in the punk and metal scene. Instead of burying that part of himself, he let it pour into the brand—so drinking water at a concert could feel just as cool as cracking open a beer.
And that’s how Liquid Death was born—a brand that didn’t dilute its weirdness, but doubled down on it.
In my book Awaken Your Genius, I call this “finding your purple.” Here’s the backstory: Purple has always been my favorite color. But as a kid, when someone asked me my favorite color, I’d say blue. Because blue was what normal boys were supposed to like, and I really wanted to be normal.
That’s the trap—to trade in your purple for blue. To suppress what makes you you for something smoother, safer, more acceptable.
But here’s the paradox: what makes you different is also what makes you magnetic.
Your purple is your magnet. It draws in the right people with the same force it repels others.
Liquid Death isn’t for everyone. Most people find it ridiculous or over the top. But for others, it’s water that finally speaks their language—proof that even the most ordinary product can feel alive when it carries your signature mark.
You don’t need a heavy-metal rebellion to show your purple. It can shine through smaller touches:
- A retailer whose packaging makes you laugh the moment you open it.
- A hotel that leaves a handwritten poem on your pillow instead of a chocolate.
- An office elevator that plays movie quotes instead of boring music.
Those little touches? They may look small. But they’re everything. They’re the reason people talk about you, remember you, and choose you.
And yes, when you show your purple, some people will leave. Readers will unsubscribe. Customers will pick other brands. Friends will drift.
But the people who stay? They’re here for you—not for the mask you were wearing. And the new ones who show up? They’ll find you precisely because of your purple, not despite it.
Here’s the thing: No one can compete with you at being you. You’re the first and the last time that you’ll ever happen. If what you’re building is a product of your own purple, you’ll be in a league of your own.
So ask yourself, What’s your purple? That quirk you’ve been hiding. The raw edge you’ve been sanding down. The thing that feels too risky, too loud, too you.
That’s your Liquid Death.
Don’t dilute it. Don’t bury it. Let it pour into the world with conviction.
Because the world doesn’t need another blue.
It needs your color—the one only you can bring.
P.S. Your purple isn’t just personal—it’s professional. The quirks and edges you’ve been hiding? They’re also the source of your success at work.
My wife Kathy is teaching a free masterclass called The Career Advantage—where she’ll show you how to stop sanding yourself down and start building a career that feels true to you. 700+ people have already joined her.
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