30 Best CEOs of the Year 2020 30 Best CEOs of the Year 2020 | Page 40

Las Vegas, and quickly realized
that shipping water to excited
tourists back in their hometowns,
was an expensive prospect; due
to its size and weight. Since small
amounts of our concentrated
nutrients were having impressive
results on consumers, we evolved
to include small “shots”, that
addressed specific issues. We can
cost effectively ship iHydrate,
iNourish, and iRevive (which are 3
oz. shots), anywhere in the world
now. Products that help with rapid
hydration, ‘keto meal replacement’,
and recovery, are now realistic
SKU’s. We even created a
concentrated, daily essential
nutrient, and antioxidant/
immune booster, called iDrink
Nano Nutrient (think a rapid
absorption liquid Centrum), that
could cheaply utilize Amazon
or mass shipping. All of these
ideas (including a high-end CBD
line), address specific consumer
needs (pain, nutrition, hydration,
mental clarity, etc.). Ultimately
though, they show manufacturers
that more functional versions of
their current lines, are not only
possible, but that we can help
facilitate that. ambassadors and centers of
influence to speak directly to
our consumers; until we can
do it effectively ourselves. On
the manufacturing side, we first
saw a lot of Biopharma and CBD
companies coming at us, as they
both immediately understood
the technology, and its benefits.
Now, a growing number of main
stream brands and manufacturers,
are becoming our partners and
clients. Facilitating the production
of ‘better for you’ brands, is fast
becoming a dependable business
model for us.
Supermarkets like Albertsons,
Vons, Pavilions, and Winn Dixie’s
are some of our biggest clients at
the moment; as well as a growing
number of convenience stores
around the West Coast (1,000
AM/PM’s are set to carry iDrink
in October). We’re excited to have
consumers pulling our product
off of the shelves in convenience
stores and supermarkets, but
we understand that new buyers
only have our label and word
of mouth to go on. This is why
we are concentrating on brand Becoming an entrepreneur
with a goal of changing existing
marketplaces has been nothing
short of challenging. Starting,
funding, and stewarding this
company became the single most
demanding goal of my life. The
process has tested my resolve
each day; and forced me to look
at problems from multiple angles,
not just my own. Seeing this
water encapsulation technology
as a ‘next gen’ delivery system for
nutrients into the human body,
has been only a starting point.
Who are some of your
biggest clients?
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Moreover, we’ve tested the
products with both amateur and
professional athletes in numerous
sports. We’ve also conducted
several university studies on the
effectiveness of technology in
different applications. Currently,
a very large biopharma company
has contracted to do The PK
studies we need. Comparing
this technology’s effectiveness
against larger well-known brands
is a major “next step” for us. We
believe this will empower the
manufacturing industry to move
quicker towards producing more
functional brands for consumers.
What were the challenges
that you faced initially?
What was first a celebration
though, quickly became a fight to
defend our position. While I was
busy building excitement among
my shareholders over garnering
this technology, I already had
suitors conspiring to copy it.
When they couldn’t do that, they
stole our nutrient drums that
were meant for the introduction
of The iDrink brand. Instead of
focusing on brand introduction,
we were forced to spend our
time, and money, on legally
shutting them down. Even while
we were successfully defending
our exclusivity (and formula), in
court, we had to deal with people
trying to bribe our scientists
into making a machine for the
technology, behind our backs.
Finding distributors, partners, and
investors after this experience,
has been quite a pleasurable
process in comparison.
Getting approval from the
FDA is a tough feat, how
did you manage to get it?
We studied the guidelines and
FDA requirements and realized
that we needed to give the FDA a
wide berth for approval. Instead of
spending millions of dollars trying
to show them this technology’s
ability to address maladies and
ailments; we decided instead, to
present it as just another process
for putting nutrients in beverages.
After clearing that smaller hurdle,
we have now set our sights on
convincing the public through
trial, demonstration, and referral;
rather than through boastful
claims.
What other successful
CEOs do you look up to?
As a fan of The History Channel,
and The Men That Made
America Great; I am in awe of