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Most founders think the secret to a breakout brand is convincing people to want it. Tom Maas built RumChata into a $2 billion liqueur category by getting people to think they discovered it themselves.

Tom breaks down the "illusion of discovery" — the marketing technique he learned at Jack Daniel's and used to make RumChata one of the most-talked-about liquor brands on Facebook. He explains why a bartender's offhand comment about cinnamon cereal became the moment that lit the fuse for the whole brand, and why "presence builds preference" not persuasion, is what actually gets a bottle picked up off a shelf. Tom also opens up about going $220,000 into credit card debt at 19% interest after he and his father sank $4 million of their retirement savings into the company, and the moment a stranger slid a $25 million check across the table — and why he said no.

Connect with Tom Maas:Website: https://tastes-like-money.com/LinkedIn: https://www.linkedin.com/in/maastmprojects/Book: Tastes Like Money — https://www.amazon.com/Tastes-Like-Money-RumChata-Beloved/dp/1394397151

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