Mark Rampolla has been at the forefront of not one, but two industry-making companies. The first was his own ZICO coconut water, which birthed an $8 billion alternative beverage industry. The next saw Mark as an investor in Beyond Meat, which has been leading the plant-based food revolution. In both cases, the pioneering companies were met head on with major challenges. Both companies had to change deeply held biases of their consumers. But then, the minute they started to win people over, competitors came on strong. Is there such a thing as first-mover advantage, and if so, how do you hang onto it? What happens when you literally create an industry, and then the industry tries to cannibalize you? Pun intended!