FastCompany Magazine

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The more polarized we become, the stronger we feel a sense of belonging, and the more assured we are of our place in space. Imagine going to a football game and vacillating about which team you support. Chances are the real fans of both teams would shun you. “You’re either with us or against us”—a very useful phrase for momentum building and crowd growing. 

How Enemies Power Innovation

The more polarized we become, the stronger we feel a sense of belonging, and the more assured we are of our place in space. Imagine going to a football game and vacillating about which team you support. Chances are the real fans of both teams would shun you. “You’re either with us or against us”—a very useful phrase for momentum building and crowd growing. 

How Enemies Power Innovation


Great news for Crystal Pepsi lovers of the world (all six of you)! There is a new DIY home-soda maker company that allows you to turn your tap water into almost any carbonated beverage imaginable. Is it too soon to start Christmas shopping? 

WHEN NIKE executive Daniel Birnbaum became CEO of the  sleepy 104-year-old SodaStream International in 2007, his kids were less  than thrilled. “My 12-year-old was in tears. Nike was part of his  identity,” says Birnbaum, a Queens, New York, native. “Here I was going  to this company that people did not know existed, and it was not exactly  the most proud place to work.” Birnbaum has since transformed the  “aerating liquid apparatus” company into a sexy soda-maker brand taking  over granite countertops across the globe. After a year in which the  Israel-based company surpassed $150 million in revenue, gained  distribution in 4,000 U.S. retail stores, and had a hot IPO, Fast Company  talked to Birnbaum about saving energy, why Coke and Pepsi should be  nervous, and actress Tori Spelling’s (water) drinking problem.

Great news for Crystal Pepsi lovers of the world (all six of you)! There is a new DIY home-soda maker company that allows you to turn your tap water into almost any carbonated beverage imaginable. Is it too soon to start Christmas shopping?

WHEN NIKE executive Daniel Birnbaum became CEO of the sleepy 104-year-old SodaStream International in 2007, his kids were less than thrilled. “My 12-year-old was in tears. Nike was part of his identity,” says Birnbaum, a Queens, New York, native. “Here I was going to this company that people did not know existed, and it was not exactly the most proud place to work.” Birnbaum has since transformed the “aerating liquid apparatus” company into a sexy soda-maker brand taking over granite countertops across the globe. After a year in which the Israel-based company surpassed $150 million in revenue, gained distribution in 4,000 U.S. retail stores, and had a hot IPO, Fast Company talked to Birnbaum about saving energy, why Coke and Pepsi should be nervous, and actress Tori Spelling’s (water) drinking problem.