We’re going loko!  Chris Hunter, founder of several successful beverage brands, including the iconic Four Loko as well as the health-focused Koia, and the unique Not Your Father's Root Beer, shares insights from his memoir, “Blackout Punch: an Entrepreneur’s Journey from Chaos to Clarity”, including the gap in the market that he identified that led to the creation of Four Loko, what they SHOULD have done at the very beginning to avoid disaster later, how the role of Founder/CEO is ill-defined (and why that's a good thing), hunters vs. gatherers in sales, fighting the government to keep Four Loko legal, creating Not Your Father’s Root Beer, what success means as a younger man versus now, and the value of knowing you’re going to be wrong but taking the first step anyways.