I loved drinking soda pop as a kid, but stopped consuming it years ago.

The health-damaging high carbs — whether from refined white sugar, high fructose corn syrup, or other junk sweeteners — along with the artificial flavors, toxic coloring, preservatives, etc. are something I choose to avoid.

That said, I’m so happy I invested 12 minutes and 59 seconds watching John Nese of Galco’s Soda Pop Stop talk about his business model and products. Through simple conversation, he brings to light many advanced marketing concepts, like segmentation, merchandising, pricing, competition, customer-centrism, distribution, vendor relations, branding…and much more.

I enjoy listening to someone who loves what they’re doing. My favorite part of the video is how he deals with Pepsi when they try to push him into carrying their products.