Chris Koerner says travel exposes you to business ideas you can adapt at home. Dietrich found Red Bull in Thailand in 1982, changed the can size to 8.6 ounces and sold it through bars instead of grocery stores, creating a new category in Austria.
1982
8.6 ounce can
Bars and nightclubs
Dietrich
If you're an entrepreneur or a wantrepreneur, you've got a big problem, my friend. You don't get out more. Look at this guy. This is Dietrich. He is the founder of red bull. In 1982 he traveled to Thailand and he saw Red Bull. He brought it back to Austria and he thought, this will work here. What is an energy drink? It didn't exist. Then he started distributing them at bars and nightclubs instead of grocery stores. Instead of a 12 ounce can, it was an 8.6 ounce can. He did whatever the freak he wanted. He did it his own way. And why did Red Bull work? Because he got out more. He traveled. When you travel, you open your mind to new concepts that will home market. So if you can't think of a good enough idea, then you need to get out. Travel. Maybe it's another state, maybe it's another country.
