Every Gen Z and 2000s kid I know is drinking Celsius. Beyond the lifestyle branding and “healthy energy” positioning, I’ve been curious - what’s really driving this? One underrated killer move: their unscalable, boots-on-the-ground sales strategy that I’ve learnt on my way back home today. I’m pretty sure they built the business store by store, paying local shops $500 or so just to carry the product and display the logo. Like @paulg said: Do things that don’t scale. You can’t understand business—or have that “aha” moment—until you’re actually out there doing business.