I started MUD\WTR 8 years ago We’ve made over $300m And I messed up... I had been taking stimulants since I was 17 to focus. By my early twenties I was feeling more and more anxious. I took one of those genetic tests through 23andMe and found that I’m a slow metabolizer of caffeine. It stays in my system longer, and I’m more sensitive to the effects like increased stress, cortisol, and dehydration. So I made a drink that had the same amount of caffeine as a cup of tea, but with functional mushrooms, cacao, and chai to support focus, memory, gut… my mental state. In 2018, I started a brand to share this blend with others. We started calling out cultures' worship of caffeine, the effects of consuming it recklessly — and we did it in some pretty wild ways. Between the name, the positioning, and the product itself, it was tough to feel indifferent about what we were doing; some got angry, some loved it. We’ve served over 2m people and we pioneered a whole new category in retail called 'Wellness Coffee.' You can now find our products in target, sprouts, costco, 10,000 distribution points across the country. Ok so where did I mess up? Well, we did a really good job at calling out our enemy. What we say no to. But seeing that taken to it’s creative extremes made it obvious that we were missing something. What we say yes to. Our aspiration. Like Volvo <> Safety, Redbull <> Adrenaline, Coke <> Happiness... We didn't share anything about who you become by drinking MUD\WTR. So I thought about it, and realized that we are against reckless caffeineation BECAUSE what we are for is creativity. Not just creativity in like arts and crafts. But creativity in being grounded enough to hear your own thoughts and courageous enough to go out and express them. That could be a painter, dancer, musician. But also a parent, athelte, and entrepreneur. We’re all creative. And with ai coming in to automate all the things that never required you to be you in the first place. Creativity is going to be valued and celebrated like never before. So that’s why we exist. To make premium organic rituals to support your creative spirit. MUD\WTR Fuel for it