Mark Rampolla was the Founder and CEO of ZICO Beverages, which produced trailblazing coconut water that has now been sold to Coca-Cola.

How did he find such success, despite entering a market that had almost no demand for his product?

In this episode, Mark shares the entrepreneurial highs and lows of his business story—and why you shouldn’t settle for the lowest-hanging fruit in business.

(Note: Mark’s new book is called High-Hanging Fruit: Build Something Great By Going Where No One Else Will. Check it out!)