\u201cI\u2019ve worked on several big consumer businesses where they chased a lot of new shiny toys,\u201d he says. \u201cAnd a massive learning for me has been to ask: What are we great at? What\u2019s our wheelhouse?<\/em> The power of focus is really, really important. When you\u2019ve got something good, keep working on it.\u201d<\/p>\n\n\n\n Related: How to Tell If Your Marketing Is Driving Real Business Results<\/a><\/strong><\/p>\n\n\n\n Here, Keech shares his playbook for building a fast-growing consumer brand while staying focused on what matters most.<\/p>\n\n\n\n How do you take a product like Liquid I.V. to market? It\u2019s in a hypercompetitive space, and you need to convince people that the product really works.<\/strong> How did you identify which influencers to work with?<\/strong> We had the nightlife occasion; that\u2019s people having a good time, waking up the next morning, maybe not feeling so great. We have the exercise occasion; that\u2019s people sweating and needing to be rehydrated. We had travel; you\u2019re traveling at 35,000 feet in a tin can. It\u2019s dry as the Sahara up there. And then we had heat-related dehydration.<\/p>\n\n\n\n That allowed us to be much more segmented and targeted in our approach.<\/p>\n\n\n\n What\u2019s your approach to consumer research? How do you really understand what people want?<\/strong> The second is through social media<\/a>. You will find very quickly that you have some \u201csuperusers\u201d that are incredibly passionate. We have a small group where we basically have a one-to-one relationship. We\u2019re sharing ideas with them, we\u2019re asking them things that are on our minds, and we treat them no differently than a member of the team.<\/p>\n\n\n\n And last, but by no means least, go and spend real time with consumers one-to-one. Some of my most powerful insights and connections to marketing have come from spending time with consumers. You can only glean so much from a document with a chart and a graph, but when you meet the real consumer one to one, that\u2019s when it really connects with you and the aha moments happen.<\/p>\n\n\n\n Related: Your Current Digital Marketing Strategy Won\u2019t Hold Up in 2026. Here\u2019s the New Playbook.<\/a><\/strong><\/p>\n\n\n\n What\u2019s an example of how consumer research led to a specific product decision at Liquid I.V.?<\/strong> When we look at the total market of beverages and functional hydration, the biggest slice of the pie is energy drinks. So as we got into the consumer research<\/a>, we talked to a whole bunch of people, and the number-one thing people said about energy drinks was, \u201cOh, my God, I get the jitters and feel terrible afterwards.\u201d <\/p>\n\n\n\n We always want to zig where others zag. We don\u2019t want to do a \u201cme-too\u201d product. So we asked ourselves, how could we deliver a better-quality energy? Then we designed a formula to deliver a gentler, more consistent, sustainable lift that does not crash.<\/p>\n\n\n\n In other words, you started with the problem before building the product. That way, when you come to market, you know it\u2019s something people already want.<\/strong> Many consumer-packaged goods brands start in one format and then expand into others. You\u2019ve been successful with powders, but there are many other formats you could explore, like gels or liquids. How do you think about expansion? <\/strong> Of course, there are many more formats we could look at, but the opportunity in the short term is massive, because there\u2019s massive headroom. When I think about new formats, they must be able to hydrate as good or better than what we have today. Otherwise, what problem are we solving? <\/p>\n\n\n\n The power of focus<\/em>, especially when we\u2019re still a youngish company, is critical. When you\u2019ve got something good, keep working on it.<\/p>\n\n\n\n Related: Why Marketing Savvy is the Important Attribute of Successful Entrepreneurs<\/a><\/strong><\/p>\n\n\n\n How do you handle competition? There are a lot of new companies offering hydration solutions.<\/strong> You\u2019ve got to have belief in what you\u2019re doing. You have finite time, you have finite resources. You just can\u2019t get distracted with that stuff. Know your strengths, focus on that, believe in yourself. And when you do see material threats, or industry changes, or industry dynamics, don\u2019t be a deer in headlights. <\/p>\n\n\n\n If the facts change, then the business changes.<\/p>\n\n\n\n Sign up for the <\/em>Entrepreneur Daily newsletter to get the news and resources you need to know today to help you run your business better. Get it in your inbox.<\/a><\/em><\/p>\n\n\n\n \u5982\u4f55\u624d\u80fd\u5b9e\u73b0\u5341\u4ebf\u7f8e\u5143\u7684\u96f6\u552e\u989d\uff1f\u8fc8\u514b\u00b7\u57fa\u5947\u8bf4\uff0c\u7b54\u6848\u5f88\u7b80\u5355\uff1a\u4e13\u6ce8\u3002<\/p>\n\n\n\n \u57fa\u5947\u662fLiquid IV<\/a>\u7684\u9996\u5e2d\u6267\u884c\u5b98\uff0c\u8be5\u516c\u53f8\u9500\u552e\u53ef\u6eb6\u4e8e\u6c34\u4e2d\u7684\u8865\u6c34\u7c89\u3002\u4e94\u5e74\u524d\u4ed6\u52a0\u5165\u8be5\u516c\u53f8\u65f6\uff0c\u5b83\u8fd8\u662f\u4e00\u5bb6\u62e5\u670930\u540d\u5458\u5de5\u3001\u5e74\u6536\u5165\u7ea61\u4ebf\u7f8e\u5143\u7684\u521d\u521b\u516c\u53f8\u3002\u5982\u4eca\uff0c\u5b83\u5df2\u6210\u4e3a\u8054\u5408\u5229\u534e\u65d7\u4e0b\u6700\u5927\u7684\u5065\u5eb7\u4fdd\u5065\u54c1\u724c\u3002\u57fa\u5947\u5c06\u6b64\u5f52\u529f\u4e8e\u516c\u53f8\u59cb\u7ec8\u5982\u4e00\u7684\u4e13\u6ce8\uff1aLiquid IV\u5e76\u6ca1\u6709\u63a8\u51fa\u79cd\u7c7b\u7e41\u591a\u7684\u4ea7\u54c1\uff0c\u800c\u662f\u59cb\u7ec8\u4e13\u6ce8\u4e8e\u5176\u65e2\u5b9a\u76ee\u6807\u2014\u2014\u7814\u53d1\u6709\u6548\u7684\u8865\u6c34\u7c89\uff0c\u5e76\u8ba9\u66f4\u591a\u4eba\u80fd\u591f\u4eab\u7528\u3002<\/p>\n\n\n\n \u201c\u6211\u66fe\u5728\u51e0\u5bb6\u5927\u578b\u6d88\u8d39\u54c1\u516c\u53f8\u5de5\u4f5c\u8fc7\uff0c\u4ed6\u4eec\u90fd\u70ed\u8877\u4e8e\u8ffd\u9010\u5404\u79cd\u65b0\u5947\u73a9\u610f\u513f\uff0c\u201d\u4ed6\u8bf4\u3002\u201c\u6211\u4ece\u4e2d\u5b66\u5230\u7684\u6700\u91cd\u8981\u7684\u4e00\u70b9\u5c31\u662f\u8981\u95ee\u81ea\u5df1\uff1a\u6211\u4eec\u7684\u4f18\u52bf\u662f\u4ec0\u4e48\uff1f\u6211\u4eec\u7684\u4e13\u957f\u662f\u4ec0\u4e48\uff1f<\/em>\u4e13\u6ce8\u7684\u529b\u91cf\u771f\u7684\u975e\u5e38\u975e\u5e38\u91cd\u8981\u3002\u5f53\u4f60\u62e5\u6709\u597d\u7684\u65b9\u9762\u65f6\uff0c\u5c31\u8981\u575a\u6301\u4e0b\u53bb\u3002\u201d<\/p>\n\n\n\n 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\u6211\u4eec\u7ecf\u5386\u4e86\u591c\u751f\u6d3b\u573a\u5408\uff1b\u4eba\u4eec\u73a9\u5f97\u5f88\u5f00\u5fc3\uff0c\u4f46\u7b2c\u4e8c\u5929\u65e9\u4e0a\u9192\u6765\u53ef\u80fd\u611f\u89c9\u4e0d\u592a\u8212\u670d\u3002\u6211\u4eec\u7ecf\u5386\u4e86\u8fd0\u52a8\u573a\u5408\uff1b\u4eba\u4eec\u6c57\u6d41\u6d43\u80cc\uff0c\u9700\u8981\u8865\u5145\u6c34\u5206\u3002\u6211\u4eec\u7ecf\u5386\u4e86\u65c5\u884c\uff1b\u4f60\u4e58\u5750\u7740\u4e00\u4e2a\u94c1\u7f50\u5934\u572835000\u82f1\u5c3a\u7684\u9ad8\u7a7a\u98de\u884c\u3002\u90a3\u91cc\u5e72\u71e5\u5f97\u50cf\u6492\u54c8\u62c9\u6c99\u6f20\u3002\u7136\u540e\uff0c\u6211\u4eec\u53c8\u7ecf\u5386\u4e86\u4e0e\u9ad8\u6e29\u76f8\u5173\u7684\u8131\u6c34\u3002<\/p>\n\n\n\n \u8fd9\u4f7f\u6211\u4eec\u80fd\u591f\u91c7\u53d6\u66f4\u52a0\u7ec6\u5206\u548c\u6709\u9488\u5bf9\u6027\u7684\u65b9\u6cd5\u3002<\/p>\n\n\n\n \u4f60\u4eec\u7684\u6d88\u8d39\u8005\u7814\u7a76\u65b9\u6cd5\u662f\u4ec0\u4e48\uff1f\u4f60\u4eec\u5982\u4f55\u771f\u6b63\u4e86\u89e3\u4eba\u4eec\u7684\u9700\u6c42\uff1f<\/strong> \u7b2c\u4e8c\u79cd\u65b9\u6cd5\u662f\u901a\u8fc7\u793e\u4ea4\u5a92\u4f53<\/a>\u3002\u4f60\u4f1a\u5f88\u5feb\u53d1\u73b0\uff0c\u6709\u4e00\u4e9b\u201c\u8d85\u7ea7\u7528\u6237\u201d\u975e\u5e38\u70ed\u60c5\u3002\u6211\u4eec\u6709\u4e00\u4e2a\u5c0f\u5708\u5b50\uff0c\u57fa\u672c\u4e0a\u548c\u4ed6\u4eec\u4fdd\u6301\u4e00\u5bf9\u4e00\u7684\u5173\u7cfb\u3002\u6211\u4eec\u4f1a\u548c\u4ed6\u4eec\u5206\u4eab\u60f3\u6cd5\uff0c\u8be2\u95ee\u6211\u4eec\u5fc3\u4e2d\u7684\u7591\u95ee\uff0c\u5e76\u4e14\u50cf\u5bf9\u5f85\u56e2\u961f\u6210\u5458\u4e00\u6837\u5bf9\u5f85\u4ed6\u4eec\u3002<\/p>\n\n\n\n \u6700\u540e\uff0c\u4f46\u540c\u6837\u91cd\u8981\u7684\u662f\uff0c\u8981\u82b1\u65f6\u95f4\u4e0e\u6d88\u8d39\u8005\u8fdb\u884c\u4e00\u5bf9\u4e00\u7684\u771f\u6b63\u4ea4\u6d41\u3002\u6211\u8bb8\u591a\u6700\u6df1\u523b\u7684\u6d1e\u5bdf\u548c\u8425\u9500\u7406\u5ff5\u90fd\u6765\u81ea\u4e8e\u4e0e\u6d88\u8d39\u8005\u7684\u4e92\u52a8\u3002\u4f60\u53ea\u80fd\u4ece\u4e00\u4efd\u5305\u542b\u56fe\u8868\u7684\u6587\u4ef6\u4e2d\u83b7\u5f97\u6709\u9650\u7684\u4fe1\u606f\uff0c\u4f46\u5f53\u4f60\u771f\u6b63\u4e0e\u6d88\u8d39\u8005\u9762\u5bf9\u9762\u4ea4\u6d41\u65f6\uff0c\u4f60\u624d\u80fd\u771f\u6b63\u7406\u89e3\u4ed6\u4eec\u7684\u60f3\u6cd5\uff0c\u5e76\u4ea7\u751f\u987f\u609f\u7684\u65f6\u523b\u3002<\/p>\n\n\n\n \u76f8\u5173\u9605\u8bfb\uff1a\u4f60\u76ee\u524d\u7684\u6570\u5b57\u8425\u9500\u7b56\u7565\u57282026\u5e74\u5c06\u4e0d\u518d\u9002\u7528\u3002\u4ee5\u4e0b\u662f\u65b0\u7684\u7b56\u7565\u6307\u5357\u3002<\/a><\/strong><\/p>\n\n\n\n Liquid IV\u662f\u5982\u4f55\u901a\u8fc7\u6d88\u8d39\u8005\u8c03\u7814\u6765\u5236\u5b9a\u5177\u4f53\u4ea7\u54c1\u51b3\u7b56\u7684\uff1f\u4e3e\u4f8b\u6765\u8bf4\uff0c<\/strong> \u5f53\u6211\u4eec\u7eb5\u89c2\u6574\u4e2a\u996e\u6599\u548c\u529f\u80fd\u6027\u8865\u6c34\u5e02\u573a\u65f6\uff0c\u80fd\u91cf\u996e\u6599\u5360\u636e\u4e86\u6700\u5927\u7684\u4efd\u989d\u3002\u56e0\u6b64\uff0c\u5728\u8fdb\u884c\u6d88\u8d39\u8005\u8c03\u7814<\/a>\u65f6\uff0c\u6211\u4eec\u4e0e\u5f88\u591a\u4eba\u8fdb\u884c\u4e86\u4ea4\u8c08\uff0c\u4eba\u4eec\u5bf9\u80fd\u91cf\u996e\u6599\u6700\u5e38\u89c1\u7684\u8bc4\u4ef7\u662f\uff1a\u201c\u5929\u54ea\uff0c\u559d\u5b8c\u4e4b\u540e\u6211\u4f1a\u611f\u5230\u7d27\u5f20\u4e0d\u5b89\uff0c\u800c\u4e14\u611f\u89c9\u5f88\u7cdf\u7cd5\u3002\u201d <\/p>\n\n\n\n \u6211\u4eec\u603b\u662f\u60f3\u53e6\u8f9f\u8e4a\u5f84\uff0c\u4e0d\u8d70\u5bfb\u5e38\u8def\u3002\u6211\u4eec\u4e0d\u60f3\u505a\u5343\u7bc7\u4e00\u5f8b\u7684\u4ea7\u54c1\u3002\u6240\u4ee5\u6211\u4eec\u95ee\u81ea\u5df1\uff0c\u5982\u4f55\u624d\u80fd\u63d0\u4f9b\u66f4\u9ad8\u54c1\u8d28\u7684\u80fd\u91cf\uff1f\u7136\u540e\uff0c\u6211\u4eec\u8bbe\u8ba1\u4e86\u4e00\u79cd\u914d\u65b9\uff0c\u80fd\u591f\u63d0\u4f9b\u66f4\u6e29\u548c\u3001\u66f4\u7a33\u5b9a\u3001\u66f4\u6301\u4e45\u7684\u80fd\u91cf\u63d0\u5347\uff0c\u800c\u4e14\u4e0d\u4f1a\u51fa\u73b0\u80fd\u91cf\u9aa4\u964d\u7684\u60c5\u51b5\u3002<\/p>\n\n\n\n \u6362\u53e5\u8bdd\u8bf4\uff0c\u4f60\u5728\u5f00\u53d1\u4ea7\u54c1\u4e4b\u524d\u5c31\u5148\u89e3\u51b3\u4e86\u95ee\u9898\u3002\u8fd9\u6837\uff0c\u5f53\u4f60\u7684\u4ea7\u54c1\u8fdb\u5165\u5e02\u573a\u65f6\uff0c\u4f60\u5c31\u77e5\u9053\u5b83\u662f\u4eba\u4eec\u771f\u6b63\u9700\u8981\u7684\u3002<\/strong> \u8bb8\u591a\u6d88\u8d39\u54c1\u54c1\u724c\u90fd\u662f\u4ece\u4e00\u79cd\u4ea7\u54c1\u5f62\u5f0f\u8d77\u6b65\uff0c\u7136\u540e\u62d3\u5c55\u5230\u5176\u4ed6\u5f62\u5f0f\u3002\u4f60\u4eec\u7684\u7c89\u5242\u4ea7\u54c1\u53d6\u5f97\u4e86\u6210\u529f\uff0c\u4f46\u4f60\u4eec\u8fd8\u53ef\u4ee5\u63a2\u7d22\u5176\u4ed6\u591a\u79cd\u5f62\u5f0f\uff0c\u6bd4\u5982\u51dd\u80f6\u6216\u6db2\u4f53\u3002\u4f60\u4eec\u662f\u5982\u4f55\u770b\u5f85\u4ea7\u54c1\u6269\u5f20\u7684\uff1f <\/strong> 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Mike Keech says it\u2019s simple: focus. Keech is the CEO […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-152","post","type-post","status-publish","format-standard","hentry","category-entrepreneur"],"yoast_head":"\n
Community<\/a>, community, community. We started at a really grassroots level, with a playbook that the beauty industry had been using for maybe five or 10 years before \u2014 which was influencers. We started with a very large army of micro-influencers<\/a> who were real, everyday consumers\u2014people who were relatable and speaking on our behalf. That was one of the biggest and most cost-effective ways of seeding that message. <\/p>\n\n\n\n
The art of segmentation. When we first started the brand, the biggest insight that drove us is that roughly 75% of Americans are chronically dehydrated. They just don\u2019t know it. That\u2019s a massive opportunity. So we did some early studies to segment the market, and identified four big occasions<\/em> we thought were really important. <\/p>\n\n\n\n
There are three main ways we do it. One is off-the-shelf research. We buy continuous tracking data, which allows us to understand movement over time and the big insights. We\u2019re periodically doing deeper studies ahead of big launches where we\u2019re entering new demand spaces.<\/p>\n\n\n\n![\"Liquid](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/01\/ent26_janfeb_qanda-LiquidIV2.jpg?w=1024\")
<\/figure>\n\n\n\n
We recently entered the sugar-free energy space, and it\u2019s been a fascinating journey. <\/p>\n\n\n\n
Absolutely, 100%.<\/p>\n\n\n\n
My vision for Liquid I.V. is that it will be a global mega brand. If I look at our growth road map, less than 20% of Americans have bought Liquid I.V., consumer awareness is less than 40%, and we are selling over $1 billion worth of retail sales<\/a>. So my job is really simple: If I just keep communicating why to buy Liquid I.V., if I keep making sure that it\u2019s available and people can try Liquid I.V., then there is no reason why we should not be able to grow many more billions of dollars with headroom that we have.<\/p>\n\n\n\n
Over 50 new competitors have entered our space over the past five years. I am constructively paranoid about the competition, but I do not let them run my strategy. We have a strategy, we stick to our strategy, and of course as competition comes in<\/a>, we watch, we learn, we adapt\u2014but we are really clear on what got us to where we are today, and will continue to double down on those things.<\/p>\n\n\n\n
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\u6211\u5bf9Liquid IV\u7684\u613f\u666f\u662f\u5c06\u5176\u6253\u9020\u6210\u4e3a\u4e00\u4e2a\u5168\u7403\u8d85\u7ea7\u54c1\u724c\u3002\u4ece\u6211\u4eec\u7684\u589e\u957f\u8def\u7ebf\u56fe\u6765\u770b\uff0c\u53ea\u6709\u4e0d\u523020%\u7684\u7f8e\u56fd\u4eba\u8d2d\u4e70\u8fc7Liquid IV\uff0c\u6d88\u8d39\u8005\u8ba4\u77e5\u5ea6\u4e0d\u523040%\uff0c\u800c\u6211\u4eec\u7684\u96f6\u552e\u989d\u5374\u8d85\u8fc710\u4ebf\u7f8e\u5143\u3002<\/a>\u6240\u4ee5\u6211\u7684\u5de5\u4f5c\u5176\u5b9e\u5f88\u7b80\u5355\uff1a\u53ea\u8981\u6211\u4e0d\u65ad\u5ba3\u4f20\u8d2d\u4e70Liquid IV\u7684\u7406\u7531\uff0c\u53ea\u8981\u6211\u786e\u4fdd\u4ea7\u54c1\u4f9b\u5e94\u5145\u8db3\uff0c\u8ba9\u6bcf\u4e2a\u4eba\u90fd\u80fd\u6709\u673a\u4f1a\u5c1d\u8bd5\uff0c\u90a3\u4e48\u6211\u4eec\u5b8c\u5168\u6709\u80fd\u529b\u5728\u73b0\u6709\u589e\u957f\u7a7a\u95f4\u7684\u57fa\u7840\u4e0a\u518d\u521b\u9020\u6570\u5341\u4ebf\u7f8e\u5143\u7684\u9500\u552e\u989d\u3002<\/p>\n\n\n\n
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\n