Kevin Sherman – President of True Drinks and Creator of AquaBall

Kill the false audience in your head. Be fearless in your pursuits if you are passionate about what you are doing…if you are not passionate, do not do it.

Kevin Sherman has served as the Chief Executive Officer of True Drinks since December 2015, and as Chief Marketing Officer, managing the brand development of AquaBall Naturally Flavored Water since he joined the Company in October 2012. Mr. Sherman joined the Company’s board of directors in September 2015. Prior to joining True Drinks, Mr. Sherman was the Vice President Strategy and Network Development and President of Retail for Bazi, Inc. He was instrumental in the development of Bazi’s All-Natural formula and spearheaded the concept of all-natural energy. Prior to Bazi, Mr. Sherman served as the Senior Manager of Network Development of Product Partners LLC from May 2008 to May 2009, Chief Operating Officer of Hand & Associates from January 2008 to May 2008, and as the director of development and principal of Holy Innocents School from August 2007 to December 2007. Mr. Sherman also served as the principal of Saints Peter and Paul School from January 2004 to August 2007. Mr. Sherman holds a B.A. from Gordon College, and a M.A. from Loyola Marymount University.

Where did the idea for AquaBall come from?

I was a teacher and principal for over ten years in South Central Los Angeles where I saw firsthand the unhealthy and excessive sugary beverage offerings to children. From this, I decided to formulate a healthier alternative, AquaBall – the only zero calories, sugar-free and newly preservative-free children’s beverage on the market.

What does your typical day look like and how do you make it productive?

I have my hands in every aspect of the day to day business including jumping on trucks with our distributors to sell in new accounts.

How do you bring ideas to life?

I create an ongoing list throughout the day as ideas arise. Before I leave the office each day, I quickly review and decide within a few seconds if they need further thought.

What’s one trend that really excites you?

NO SUGAR for children’s beverages and food. Hard to find.

What is one habit of yours that makes you more productive as an entrepreneur?

Seek out smarter people and look for advice. Also, encourage ownership across the team – if you make a mistake own it and move on.

What advice would you give your younger self?

Be more patient with my shortcomings.

Tell us something that’s true that almost nobody agrees with you on?

The sugar lobby is the new tobacco lobby.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Kill the false audience in your head. Be fearless in your pursuits if you are passionate about what you are doing…if you are not passionate, do not do it.

What is one strategy that has helped you grow your business? Please explain how.

Make all stakeholders true believers in what you are doing. For us, we believe that we are making a difference in the lives of children by ending the trend of childhood obesity and diabetes.

What is one failure you had as an entrepreneur, and how did you overcome it?

Listened to the false audience as mentioned above. I killed it.

What is one business idea that you’re willing to give away to our readers?

The intersection of AI and the food and beverage industry…super intelligence will dictate trends and innovation.

What is the best $100 you recently spent? What and why?

Krav Maga private class. Krav Maga has tremendous effects on how one prepares for life and business – one must firmly understand that fear is much less intimidating once you face it head on.

What is the one book that you recommend our community should read and why?

Good to Great by Jim Collins…team before strategy…surround yourself with the right people who make you better and you can make better. It’s a two way street…you lead by also being led by others.

What is your favorite quote?

“Discipline is freedom”- Jocko Willink


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