40 Years Ago, Red Bull Did the One Thing Almost No Startup Ever Considers. Today the Energy Drink's Co-Founder is Worth $25 Billion

Because sometimes creating a new business–much less a new category-means creating something no one has ever experienced before. Imagine you’re Dietrich Mateschitz and you just staggered off a plane after enduring a 14-hour flight from Austria to Thailand. Even though you’d love to go to bed, you …

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