Lessons from Water

Embracing Stupid Ideas and Transforming a Category

The first step to inspiring people is grabbing their attention. That’s why that dog above is here, and they have nothing to do with today’s issue. But you looked at the cute dog and were a little more willing to listen, right? Great, let’s keep going.

Nothing gets attention faster than standing out from the crowd. Human instincts are wired to notice what’s different, which is why the boldest brands often reap the biggest rewards.

That’s where Andy Pearson, the VP of Creative at Liquid Death came in. If you’re unfamiliar with Liquid Death, it’s a canned water brand that’s essentially hydration wrapped in a punk rock album cover. Who knew staying hydrated could look so edgy? They recently received a $1.4 billion valuation...for water.

A talk with Pearson has recently been making its rounds. Curious, I listened to the talk, and wow—this was gold. Pearson broke down what makes Liquid Death’s approach not just unique but a genuine masterclass in creative branding. It got me thinking about how these principles could apply to not only marketing but any creative endeavor. Here are my biggest takeaways—and how I hope to use them at Sporcle.

1. Embrace Worst Practices

Sometimes, the most unconventional ideas can lead to the most significant breakthroughs. Liquid Death’s meteoric success stems from its willingness to challenge norms and embrace what others might dismiss as “stupid.” Pearson explains:

“If we can entertain ideas that are truly and genuinely dumb, you’re starting from a place that no one has bothered to start from before. You’re starting from somewhere that is so stupid you would never consider it, but we start there with a lot of stuff we do.”

Take, for example, their recent limited-edition Pit Diaper, designed for mosh pit concertgoers who’d rather keep rocking than leave for a bathroom break. On the surface, it’s ridiculous. But it sold out in hours and got people talking—because it’s unexpected, entertaining, and undeniably unique. No, I did not purchase one. But it went viral and got me thinking about their brand.

At SporcleCon, this mindset could inspire us to rethink how we engage attendees and create memorable experiences. What if we designed an interactive trivia show where contestants solve puzzles or challenges under unique circumstances, like answering questions while wearing oversized trivia-themed props? By embracing the absurd, we could make SporcleCon a place where trivia fans leave with stories they'll tell for years.

2. Make Entertainment, Not Marketing

Here’s the kicker: Liquid Death doesn’t even see itself as marketers. Instead, they aim to make content that people actively enjoy—the kind of thing you’d share with your friends, not scroll past. That’s where I first saw the Pit Diaper. It was shared in a Facebook group of my favorite band.

“We don’t want to make marketing. The world doesn’t need more marketing. The world needs more laughs. That’s sort of the filter we always put over work: can we bring real joy to people? Can we make them laugh? Can we bring something they didn’t expect?”

It got me thinking: how often do we approach our work with this mindset? Whether you’re leading a team, creating a project, or just trying to stand out in your field, what would it look like if you focused less on the sell and more on making something people genuinely enjoy?

At Sporcle, I think that are ways we can lean far more into our Globies mascots. They’ve made small appearances at live events, but what if they became front and center in our digital offerings? I can picture a Globie hilariously failing at trivia in their “expert” category, hosting chaotic digital quizzes, or goofing around at SporcleCon. It’s not just about what we do—it’s about how we make people feel.

So here’s your challenge: think about your own work. What’s one thing you could do this week that’s less about meeting expectations and more about creating delight?

3. Have Fun

There’s an infectious energy to Pearson’s approach. Infusing fun into the creative process doesn’t just make the work environment better—it makes the output better, too. Fun has a ripple effect that consumers can feel.

“If we have fun, if we can bring fun into what we do, and if we all agree that that is something we all want more of in the world, how much better would everything be?”

This resonates with everything I want SporcleCon to be: a place where fun is at the forefront. From silly mini-games at SporcleCon HQ to surprise ice cream cones for attendees, creating moments of pure fun (like quizzing with dogs) strengthens connections with our community.

4. Challenge Conventional Wisdom

Liquid Death doesn’t just question industry norms—it obliterates them. Who would’ve thought that a canned water brand called “Liquid Death” could dominate the beverage aisle? But that’s the point: they didn’t blend in; they stood out.

“It’s very funny to me because a lot of people are like, ‘You’re crazy to call something Liquid Death and put it in this can, right?’ I would argue, you’d be crazy to enter a category and look exactly like everything else in that category.”

For Sporcle Events, this means at least having more frequent conversations about how we structure pub trivia. What if we ditched the traditional rounds entirely and created a “choose your adventure” trivia format, where teams decide the next category by voting in real-time? Or perhaps at SporcleCon, we reimagine the grand finale of Battle of the Brains to be more interactive and theatrical. Standing out starts by being willing to zig when others zag.

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What We Can Learn

Liquid Death’s success is a masterclass in creativity, courage, and connection. It’s about starting where no one else dares to start, prioritizing entertainment over hard sells, having fun, and challenging the status quo. Even if you’ve only sipped their water once (or twice, like me), there’s so much to take from their approach.

At Sporcle, we have the opportunity to not only build a strong trivia community but to redefine what people expect from trivia—whether it’s at a bar, on our site, or at a massive convention. What’s one “stupid” idea you’ve dismissed recently? Maybe it’s time to revisit it.

Until next time, let’s embrace the ridiculous, the unconventional, and the fun. Who knows what we might create?

Stay Curious,
Mark