Plink: Leading With Values, Winning With Utility, and Building an Omni-Category Product
Tue Feb 03 2026
In this episode, we sit down with Max Luthy, founder of Plink!, to unpack his journey from trend forecasting to building a modern hydration brand. Max shares what it takes to turn insights into execution in CPG, including the humbling realities of operations, unlearning assumptions about consumer behavior, and knowing when a trend is ready to become a product.
They explore the evolution of hydration as a daily consumer ritual, why utility ultimately drives purchase decisions, and how Plink! has positioned itself as an omni-category product—showing up across hydration, health, and beauty. Max also reflects on balancing sustainability with market needs, testing differentiation early, and the role of community and resources in scaling a CPG brand.
Use code HUSTLE20 for 20% off Plink's online store!
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In this episode, we sit down with Max Luthy, founder of Plink!, to unpack his journey from trend forecasting to building a modern hydration brand. Max shares what it takes to turn insights into execution in CPG, including the humbling realities of operations, unlearning assumptions about consumer behavior, and knowing when a trend is ready to become a product. They explore the evolution of hydration as a daily consumer ritual, why utility ultimately drives purchase decisions, and how Plink! has positioned itself as an omni-category product—showing up across hydration, health, and beauty. Max also reflects on balancing sustainability with market needs, testing differentiation early, and the role of community and resources in scaling a CPG brand. Use code HUSTLE20 for 20% off Plink's online store!