{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Brand Growth Heroes","title":"From Addiction & ADHD -> Creating A Billion Dollar Category - Josh White, Founder Cano Water","html":"","width":"100%","height":180,"duration":2442,"description":"Sometimes the most the powerful challenger brand stories are also stories of struggle, survival, overcoming personal battles and inspiring strength and resilience.In this episode of Brand Growth Heroes, Fiona sits down with Josh White, co-founder of Cano Water, a brand that’s not only challenging the status quo of the bottled water industry but also reshaping it entirely.It all started with a question: Why are there so many plastic bottles in the sea AND why are we still drinking water from plastic bottles when cans are infinitely recyclable?What followed was a radical mission to reduce plastic waste. In the process, Cano Water helped create an entirely new sustainable category, which is now worth over a billion dollars.But behind the brand is a much deeper story.In this raw and intimate conversation, Josh opens up to Fiona Fitz about growing up with ADHD, his battle with addiction from a young age, and how his personal struggles became the driving force behind his purpose. He shares what it’s really like building a fast-growing challenger brand when the industry doesn’t want you to win, the loneliness of leadership, and the resilience it takes to prove people wrong.We explore how CanO Water came to define a new category in sustainability and what it takes to create real change in an industry that often resists disruption. Josh opens up about the early days—what it felt like to be laughed at by retailers and ignored by investors—and the moment it all changed thanks to an unexpected catalyst.We dive into how ADHD has shaped Josh’s journey as a founder, both as a challenge and as a superpower, and the emotional toll of leading a mission-led business when the pressure never lets up. And as a new Dad, Josh speaks candidly about fatherhood, the guilt that comes with trying to balance family and work, and the legacy he wants to build, not just as an entrepreneur, but as a parent.This is a conversation that will stick with you.Useful Links:Cano Water websiteConnect with...","thumbnail_url":"https://img.transistorcdn.com/0ozOtqRzcBWmBZEqvRDok1E7iKs6EmkwTVPod03PH6o/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82YzI2/ODgyOTczYWUxZTg4/YmUxMzI3MzUxMGM5/NmExOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}