. >> astrategy, arthur the premium needs can be two-edged sword. on the one hand it gives the brand a big lead among premium cider. but at the same time, it limits the potential for growth. >> if his strategy is to be the best of a premium category, then it will be a smaller footprint for him. but if he wants to compete with mass brands, then he needs to figure out how to massify his brand. >> so far vita coco has survived by massifying his brand. greg's says his brand survival depends on staying out of the mass market. >> what we're doing now, they can't do. they'll never do this. so we have a sustainable production advantage that they'll never be able to recreate. >> but there's one marketing point where they both agree. >> things are going to change. the market changes. adapt as quy as possible. >> essentially what they're saying is be nimble. be aware. be nimble. be smart. don't be afraid to change up your game to win. and i think that's a very powerful message for any entrepreneur to send to anybody who wants to start doing business. >> cheers