Russell Barnett is a master marketer of category-creating food and beverage items. Mike’s Hard Lemonade – inception to $150m. Gardein - $30m to $90m before purchase by Pinnacle Foods. Kevita –sold to Pepsi. PopChips – created the entire “popped” category. Now he is the CMO at My/Mo Mochi Ice Cream and recently named to Forbes’ CMO Next List of Game-Changing Marketing Leaders. Russell shares how to be “thumb stopping”, the importance of conflict, why weird is good, why he values bravery over risk and why he rejects the concept of a challenger brand. No one in the world is better at creative partnerships and we also get after how Russell makes those happen.