Why Some Brands Become Movements (and Others Don’t)

You know when a company brags about its “great culture,” but the employees look dead inside? That’s because culture isn’t what leaders say it is — it’s what customers feel.

In this episode, Mark Rampolla, founder of ZICO Coconut Water and managing partner at Ground Force Capital, tells us how culture quietly shapes every customer interaction. From Liquid Death’s branding genius to why “culture fit” hiring is a terrible idea, Mark breaks down what it really takes to build a company people actually want to engage with.

We also dive into the “need behind the need” (AKA why customers don’t buy what you’re selling but what it does for them). Mark shares how ZICO won over yoga studios by solving problems beyond hydration and why understanding where your customers make their money is the key to selling. If your culture, hiring, or customer experience feels off, this conversation holds the solution you’re looking for.

Key Moments:

00:00Who is Mark Rampolla, founder of ZICO & managing partner at GroundForce Capital?

01:02Building a Movement

02:13Why Company Culture Matters

03:35Culture in Action: Real-World Examples

08:27Hiring a Culture Add & Customer Obsession

17:36Assessing and Evolving Company Culture

24:42Understanding the Need Behind the Need

25:06Real-World Examples of Customer Empathy

26:17Building Relationships with Yoga Studios

29:31Marketing Strategies and ROI

31:34Hypothesis Testing & the Opportunities in Operational Failure

38:17Active Listening and Empathy in Business

41:24Impressive Brand Experiences

43:18Mark’s Key Advice for CX Leaders

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