High-Hanging Fruit: Build Something Great by Going Where No One Else Will

High-Hanging Fruit: Build Something Great by Going Where No One Else Will

by Mark Rampolla


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Grabbing the low-hanging fruit is no longer acceptable. ZICO Coconut Water founder Mark Rampolla argues that when you choose to reach higher, you can build an incredible business, be profitable, and maybe even change the world.

In 2004, Mark Rampolla was successful by most standards. There was just one problem: He wasn’t inspired in his job and believed he had something more to contribute to the world.

When he asked himself, "What do I have to offer that will improve the world?" Rampolla realized that his big idea was hanging right overhead. From his time living in Central America, he and his family came to love drinking coconut water, just like the locals. But no one was really selling coconut water in the United States.

So Rampolla chased a very ambitious goal: introducing coconut water to the American beverage market dominated by a few big players. He wasn’t just starting a business; he was creating a whole new industry. ZICO Coconut Water brought a healthy beverage alternative to American consumers while also helping developing-world growers and suppliers profit from this resource.

It was a win-win-win—good for Rampolla, his customers, and the world. So good, in fact, that in 2013 the Coca-Cola Company purchased ZICO and is scaling the brand around the globe.

Rampolla wrote High-Hanging Fruit for others who want to succeed because of, not in spite of, their values. This book is for people who believe that it’s their duty to reach higher than just the bottom line to build businesses driven by passion, purpose, and integrity. Above all, it’s a call to arms for a new generation of entrepreneurs who want to disrupt the old model and do good by doing business. 

Product Details

ISBN-13: 9780399562129
Publisher: Penguin Publishing Group
Publication date: 07/19/2016
Pages: 240
Sales rank: 338,868
Product dimensions: 6.00(w) x 9.10(h) x 1.10(d)

About the Author

MARK RAMPOLLA is the founder and former CEO of ZICO Beverages. Since leaving ZICO he has become an active investor and adviser to social-impact businesses in the food, beverage, and technology industries. He lectures around the world and lives in Redondo Beach, California.

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Chapter 1

Excerpted from "High-Hanging Fruit"
by .
Copyright © 2016 Mark Rampolla.
Excerpted by permission of Penguin Publishing Group.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Table of Contents

1 Reach Higher 1

2 How Great Ideas Are Sometimes Right Overhead 12

3 Learn From Those Who Climbed Before 31

4 Finding the Brand Within You 45

5 It Will Not Be This Way 63

6 Give Until It Hurts 91

7 Bottle It Up 120

8 Running Through Walls 148

9 Dancing With Elephants 173

10 You Can't Lose When You've Already Won 202

Acknowledgments 215

Index 223

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