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Vitamin Waters CEO “Mike Repole” – How To Create A Billion Dollar Brand

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Although he’s sometimes most proud of being a jock, 38-year-old Queens, N.Y., native Mike Repole can also brag about his entrepreneurial prowess. As the co-founder of Glacéau, the successful maker of Vitaminwater, he’s guided the private drinkmaker (which also produces Fruitwater and electrolyte-enhanced Smartwater) to sales that are expected to surpass $1 billion soon. The company is so hot, Coca-Cola scooped it up for a reported $4.1 billion.

In this article Mike Repole shares his Business advice and success tips in branding your business for the masses.

Mike Repole: I’ve used this philosophy in both the success of VitaminWater and Pirate’s Booty. As the President and Co-Founder of Glaceau, I co-created the vitaminwater brand and, as a team, we took it from one bottle to $1 billion in sales, ultimately selling the company for $4.1 billion to the Coca-Cola Company. As Chairman of the Board and the largest shareholder of Pirate Brands (makers of Pirate’s Booty all-natural snacks including Potato Flyers, Smart Puffs, and Tings), we’ve been able to accelerate sales from $50 million to $100 million in 18 months with the five-year goal of $500 million. With consumers more focused than ever on healthy snacking, a great brand and people on board, the company’s potential is limitless.

Great brands aren’t “me toos”

Success relies on building a brand that is a trendstarter, not a follower.

Forget about the research reports that large corporations pore over.

Everyone reads the same things, does the same things and, not surprisingly, gets the same results. The best and most innovative brands don’t react to research reports or jump on existing trends; they create trends and make others react.

To get meaningful insights you need to be curious and watch and talk with real consumers.

I’ve never held or attended a focus group, nor will I ever. I walk into convenience, grocery and mass-market stores as an everyday customer to watch and talk with consumers one-on-one. This taught me that consumers felt there were only two types of snacks on the market: high fat, high calorie that tasted good and low fat, low calorie that didn’t taste great. The market was clearly poised for Pirate’s Booty, started two decades ago by Robert Ehrlich, a true pioneer in the health and wellness movement, to make enormous gains with a third category that broke this mold and everyone in the family could agree on. Kids ask for it and Moms feel good about buying it for the family.

But, even if you have an innovative product and limitless brand potential, you can’t maximize that potential without great people.

Wanted: passionate people and sore losers

To be successful, you need to be passionate about your beliefs. The most important thing you bring to the business is yourself, and the same holds true for all employees. People at large companies constantly hear “we can’t do that” or “no,” and that kind of environment deflates people’s passion. Everyone at Pirate’s Booty has a voice, but more importantly, a voice that is heard. I’m a true believer in healthy debate. Everyone’s opinion is valuable and no one’s opinion is valued over the rest.

“I seek out sore losers, because people who hate to lose are always going to find a way to win.” ~ Mike Repole

When opinions of great people are heard and contribute to the decision-making process, it’s only then that a brand can reach its full potential. That’s why we don’t look at our people as employees, but as owners in the company. To make that a reality, everyone has stock options so that everyone truly shares in the company’s successes, from the shipping clerk to the CEO.

In addition to passion and a feeling of ownership, one final element that defines great people is the drive to win. I seek out sore losers, because people who hate to lose are always going to find a way to win. I’ve never run into anyone who hates to lose more than myself. It’s important to hire highly competitive people who are willing to do what it takes to win, especially when the odds are against them. All 50 people at Pirate’s Booty possess the energy, passion, commitment and dedication that it takes to build a great brand and be a winner.

For many people, being small means you’re the underdog.

Success isn’t about size. When you have a great brand and passionate people behind it, you’re never really the underdog. But take advantage of others’ perception of you as the underdog, because it’s one of your greatest weapons in battling the perceived giants. As I see it, the pressure is always on the big guys, because everyone always expects them to win. As underdogs, we can make unexpected, quick, and nimble moves, which give us a major advantage over large corporations. While it takes six months to a year to get a project off the ground at a big corporation, the so-called underdog has already jumped on the latest health and fitness trend and has moved on to the next big idea.

Anytime there are risks involved there are plenty of reasons to stay out of the game, but being an entrepreneur isn’t about excuses, it’s about results. So if you’re committed to your beliefs, build a brand by listening to potential customers, and find people who can share in your passion, because that’s what it takes to create the next big health and fitness trend that everyone else will be chasing after.

I am the the Founder of Addicted2Success.com and I am so grateful you're here to be part of this awesome community. I love connecting with people who have a passion for Entrepreneurship, Self Development & Achieving Success. I started this website with the intention of educating and inspiring likeminded people to always strive for success no matter what their circumstances. I'm proud to say through my podcast and through this website we have impacted over 200 million lives in the last 10 years.

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Personal Development

These 11 Habits Will Make You More Productive, Successful, and Confident

Boost your focus, confidence, and results with 11 powerful habits successful people use every day.

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how to build self-confidence through action
Image Credit: Midjourney

Successful people love to help beginners. They have an incredible work ethic and rarely complain. As a result, others naturally look up to them and want to follow in their footsteps.

But here’s the truth: there’s no success without sacrifice. You’ll need to give up comfort, excuses, and sometimes even social approval to accomplish your goals.

Value comes from solving problems, and these 11 powerful tips will help you become more productive, successful, and confident, starting today.

1. Take Short Breaks After Finishing a Task

Psychology shows it’s important to reward positive behaviour.

After completing a big task or finishing a book, take five minutes to walk, stretch, or simply breathe. This quick reset helps your brain recharge and strengthens focus.

Many great writers swear by morning walks, solitude, and reflection can unlock creativity.

But if you refuse to take breaks, don’t be surprised when burnout hits. Your brain needs recovery time just as much as your body does.

2. Schedule Your Most Important Tasks First

Multitasking kills productivity. If you want to get more done, try time blocking, a method where you dedicate set periods for specific tasks.

Productivity expert Caitlin Hughes explains, “Time blocking involves scheduling blocks of time for your tasks throughout the day.”

For example, if you’re a writer:

  • Research your topic at night.

  • Write your first draft in the morning (don’t worry if it’s rough).

  • Edit in the afternoon, great writing comes from rewriting.

You can’t buy more time. Use it intentionally and without regret.

3. Eliminate Distractions from Your Workspace

Focus is the foundation of success.

According to Inc. Magazine, it takes an average of 23 minutes to recover from a distraction. That’s nearly half an hour of lost productivity every time you check your phone.

Put your phone away. Close unnecessary tabs. And yes, limit your Netflix binges.

Meeting deadlines consistently is one of the fastest ways to stand out and earn respect.

4. Take Full Responsibility for Your Life

Entrepreneur Derek Sivers once said, “Everything is my fault.”

This mindset doesn’t mean self-blame; it means self-ownership. Stop pointing fingers, making excuses, or waiting for others to change.

If your habits (like smoking or drinking too much) hold you back, it’s time to make better choices. Your friends can’t live your dreams for you; only you can.

5. Invest an Hour a Day in Learning New Skills

Knowledge compounds over time.

Whether you read books, take online courses, or practise a craft, consistent learning gives you a competitive edge.

I used to struggle with academic writing, but I improved by studying the work of great authors and applying what I learned.

Your past doesn’t define you; your actions do. Every new skill adds another tool to your arsenal and makes you more unstoppable.

6. Develop a Growth Mindset

Psychologist Dr. Carol Dweck introduced the concept of fixed vs. growth mindset.

  • A fixed mindset believes success is based on natural talent.

  • A growth mindset believes success comes from effort and learning.

Choose the growth mindset. Embrace challenges. See failures as feedback. In today’s fast-moving digital world, adaptability is your biggest advantage.

7. Learn Marketing to Reach People Who Need You

I once believed marketing was manipulative, until I realised it’s about helping people solve problems.

If your work provides genuine value, marketing is how you let others know it exists. Even Apple spends billions on it.

Don’t be ashamed to promote your skills or business. Without visibility, your ideas will never reach the people who need them most.

Creative professionals who understand marketing and sales have an unfair advantage.

8. Ask Your Mentor the Right Questions

Good mentors can fast-track your growth.

While mentorship often costs money, it’s one of the best investments you can make. Great mentors don’t care about titles; they care about your progress.

If you don’t have access to a mentor yet, books are your silent mentors. Read the best in your field, take notes, and apply what resonates.

9. Build Confidence Through Action, Not Affirmations

Author Ryan Holiday once said, “I don’t believe in myself. I have evidence.”

Confidence doesn’t come from shouting affirmations into the mirror; it comes from proof. Doing hard things, keeping promises to yourself, and following through.

When you consistently take action, your brain gathers evidence that you can handle whatever comes next. That’s real confidence, grounded, earned, and unshakable.

10. Focus on Your Strengths

Your strengths reveal where your greatest impact lies.

If people compliment you on something often, it’s a clue. Lean into it.

A former professor once told me I was creative, and that simple comment gave me the confidence to go all in. I studied creativity, applied it daily, and turned it into my career advantage.

Double down on your strengths. That’s how you build momentum and mastery.

11. Identify and Challenge Your Limiting Beliefs

Your beliefs shape your reality.

For years, I believed I couldn’t be a great writer because of my chronic tinnitus and astigmatism, sensory challenges that made concentration difficult. But over time, I realised those struggles made me more disciplined, observant, and empathetic.

Your limitations can become your greatest motivators if you let them.

Avoid shortcuts. Growth takes time, but it’s always worth it.

Final Thoughts

Becoming productive, successful, and confident isn’t about working harder than everyone else. It’s about working smarter, consistently, and intentionally.

You don’t need to overhaul your life overnight. Start small: take a break after your next task, schedule your priorities, or spend one hour learning something new.

Every habit you change compounds into long-term success. Remember, true change comes from practising new behaviours.

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Success Advice

Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)

The surprising truth about leadership styles that can make or break your team’s success.

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Why one-size-fits-all leadership doesn’t work
Image Credit: Midjourney

Leadership has always been as much about people as it is about performance. Ken Blanchard, in his influential book, “The One Minute Manager”, put it simply: different strokes for different folks. (more…)

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Success Advice

What Every New CEO Must Do in Their First 100 Days (or Risk Failure)

Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

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leadership tips for new CEO
Image Credit: Midjourney

When Tim Cook took over from Steve Jobs at Apple, the world watched with bated breath. Jobs wasn’t just a CEO; he was a visionary, an icon, and a legend of innovative leadership. (more…)

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Entrepreneurs

The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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Bridging the gap between employees and employers
Image Credit: Midjourney

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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