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New Year's is here, and with it brings the possibility of change.

As one behavioral scientist put it, first starts are really powerful.

So as you head into 2023, LifeKit is a great resource to help you plan your life and tackle changes, both big and small.

Listen to the LifeKit podcast from NPR.

Were people trying to copy the concept?

Yes, there were somewhere I think a sort of knockoff market became like sort of a three to four hundred of them.

Everybody came in and said, oh, we can do this.

Coke, Pepsi, Red Bull Monster.

When they all came in, actually our market share dipped from about 93% down to 67%.

However, the one thing they all forgot was you have to have a great product.

From NPR, it's how I built this.

A show about innovators, entrepreneurs, idealists, and the stories behind the movements they built.

I'm Guy Razz, and on today's show, how a former Hindu monk turned a tiny bottle of caffeine and vitamins into a billion dollar business.

Okay, full disclosure.

I have, on the rare occasion, swallowed the contents of a five-hour energy bottle.

I mean, I host two podcasts and sometimes I've just got to get stuff done late at night.

And I bet a lot of you have bought a bottle of this stuff at the airport or pulled up to a gas station late at night and added it to your pile of twix and Doritos and Diet Coke, right?

So how does it work?

Well, I don't exactly know. I mean, caffeine is magic, right?

But I can tell you, this little bottle made Monoges, Bargava, a billionaire.

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