Mark Rampolla — Co-Founder and Managing Partner, Founder Groundforce Capital
Published:
When Zico came into the world, I realized he’s not mine. Let a brand have its own life. Brands people should view themselves as stewards, as guides, as coaches, as mentors for this brand — let it have a life, find its own life.
What does Mark Rampolla say on The Agile Brand with Greg Kihlström?
Mark Rampolla, Co-Founder and Managing Partner, Founder Groundforce Capital, says: Mark Rampolla recounts the rise, sale, and reacquisition of Zico Coconut Water to illustrate tensions between entrepreneurial agility and corporate scale. He explains how focusing on a passionate micro-community drove early brand momentum, how a mentality of "building to sell" can erode long-term durability, how large organizations can preserve brand artifacts but lose agility, and why modern brand leadership is stewardship rather than ownership.
From: The Agile Brand with Greg Kihlström
Cite as: Mark Rampolla. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-rampolla-when-zico-came-into-the-world-i-realized-hes-not-mine-let