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Innovation in the Art of Persuasion

In: The Language of Innovation

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  • Ron Itelman

Abstract

In 2009, at an altitude higher than most American cities, 5280 feet specifically, a young graphic designer by the name of Mike Cessario was invited by his musician friends to be backstage at a concert called the “Warped Tour Music Festival,” in Denver, Colorado. The concert was sponsored by Monster Energy drinks, and the musicians on stage all had Monster Energy cans behind them as they played, drinking from the cans throughout the show. Except there was a secret: The musicians didn’t want to be drinking a product filled with sugar, chemicals, and caffeine, so they were filling up the cans with water.

Suggested Citation

  • Ron Itelman, 2025. "Innovation in the Art of Persuasion," Springer Books, in: The Language of Innovation, chapter 0, pages 115-132, Springer.
    • Handle: RePEc:spr:sprchp:979-8-8688-1140-1_7
    DOI: 10.1007/979-8-8688-1140-1_7
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