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The Hustle

Congrats to Pearl, a Florida chihuahua named the shortest dog alive by Guinness World Records. Pearl, at 3.59 inches tall, is actually taller than the shortest dog ever — a 2.8-inch-high Yorkie who, uh, moved to a farm upstate in 1945. Guess the Guinness people couldn’t find the farm.

In today’s email:

  • Richard’s Rainwater: The company that sells sparkling rainwater.
  • Travel at all costs: Gen Z budgets always have room for a trip.
  • Egg freezing: Tech? Improving. Prices? Not so much.
  • Around the Web: Bogus company reviews, a cute game, exploring enclaves, and more internet finds.

🎧 On the go? Listen to today’s podcast to hear about Gen Z’s spending habits and why they just hit different, Ryan Reynolds’ latest venture, Lululemon taking a look in the Mirror, and more.

The big idea

The company that turns rain into drinking water

As a kid, did you ever stand outside collecting rain or snow on your tongue? Look, it’s OK if you still do.

Richard’s Rainwater turned it into a business, selling still and sparkling rainwater in recyclable aluminum cans and glass bottles.

The backstory

Frustrated with well water’s effect on his hair and laundry, founder Richard Heinichen began collecting rainwater for personal use at his Austin, Texas, home in the ‘90s.

He later built a “tank town” to harvest larger volumes of water and, in 2002, received a license to bottle and distribute what he called “cloud juice.” Heinichen has since retired.


… in addition to Tank Town, Richard’s Rainwater has two brewery partners: Lazy Magnolia in Kiln, Mississippi, and Faubourg Brewing Co. in New Orleans.

CEO Taylor O’Neil told The Hustle that collection systems, located on the breweries’ roofs, connect to existing stormwater management systems.

Sensors note when a rain event begins and, because rain events cleanse the atmosphere, eschew the first 0.2 inches.

The rest goes into collection tanks. A proprietary zero-waste, chlorine-free filtration system removes biological or particulate contaminants before the water is bottled on-site.

  • For every 1k square feet of collection area, an inch of rain generates ~550 gallons of clean water.
  • The company anticipates harvesting 4m+ gallons in 2023 for an estimated $10m+ in sales.

The goal…

… is to build collection sites nationwide, with immediate sights set on Oregon and North Carolina. Sites that offer ample surface area and precipitation are ideal.

“Every new site will enable us to move water [shorter distances] from where it’s captured to where it’s consumed, create new jobs, and be a better example of renewable water in more communities,” O’Neil said.

BTW: O’Neil said even dry places could collect rain for drinking water or other purposes. Because when it does rain, it can overload ill-equipped  systems, spread contamination, and make my commute very soggy.

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eyeball wearing a hat

Moving sucks, but maybe less so when you aren’t footing the bill? Corporations’ return-to-the-office push means new-hire relocation benefits are back, too. US job listings mentioning relocation benefits have shot up ~75% YoY on Indeed.


No such thing as a free launch: Just 10 minutes before its scheduled liftoff, SpaceX delayed the first test flight of Starship, its behemoth new rocket… or so we’re led to believe. We theorize Twitter Blue subscribers got to see the whole glorious thing. For the rest of us, they’ll try again “in a few days.”

Meanwhile, the European Space Agency successfully launched its JUICE vessel last Friday. Its mission is to see if Jupiter moons Europa, Ganymede, and Callisto are possibly habitable, but it won’t arrive until 2031.

Beyond the veil: Selling one-third of US wedding dresses wasn’t enough to keep David’s Bridal from its second bankruptcy filing in just five years. Retail locations will stay open and orders will be fulfilled while the company’s assets get sorted.

Seeking connection: The internet continues to dunk on Netflix after its second-ever livestreamed event, a “Love Is Blind” reunion, saw major technical difficulties and failed to ever actually, well, stream live. Blockbuster, for one, was quick to chime in.

The right formula for success? Barcelona-based math education startup Innovamat raised $21m. Some 15k+ teachers and 350k students use its tools across Spain, Italy, Mexico, Colombia, Chile, Ecuador, Brazil, and Peru, and it recently started K-5 trials in New Jersey.

Taking a look in the mirror: Lululemon is reportedly considering shedding some weight through a sale of Mirror, the connected fitness brand it acquired for $500m in 2020.

AMC+ will debut a cheaper, ad-supported tier in October. The current ~$9/mo. plan includes access to all AMC streamers, including Sundance Now and Shudder.

Beefing up: McDonald’s says it’s improving its burgers with “meltier” cheese, softer buns, more Big Mac sauce, and caramelized onions added to patties while still on the grill.

Good as gold: Canadian fintech firm Nuvei, which powers payment services for sports betting sites, has a new investor: actor/investor Ryan Reynolds. Nuvei is worth ~$6B today, but at this point we assume just one commercial from Mr. Midas touch will add a few more zeros at the end.

Fast feuds: Wendy’s left Twitter behind for its annual Roast Day festivities, taking its famed social media sass to TikTok. If the comment section is any indication, this year’s roast didn’t bring the heat.

Communicate clearly: It’s best not to bungle basic comms. Here’s our guide on writing effective emails, memos, and proposals in the workplace.


If you want to excel in your career, you might need a mentor. Mentorship not only connects you to new opportunities but also provides inspiration and encouragement. Find the type that works for you.

Gen Z travel
Singdhi Sokpo

No cap: Gen Z’s spending habits include an unusual amount of travel

Generational fears are a neat thing. Thirty-three percent of millennials, for instance, say they’re more afraid of credit card debt than death or war. Gen Z, on the other hand, certainly doesn’t appear to be afraid of spending.

Visa found the cohort to be the only age group that, in any given month in the past 2.5 years, was spending more than they were a year prior.

Instead, today’s youths appear to be most afraid of not spending their money on the right things. How mature!

So, what are the right things?

Well, think about it — this is a generation where three in four of them prefer a better quality of life than extra cash in their bank accounts, one that was stuck at home taking classes on Zoom, that spent the pandemic saving up money…

They’re traveling.

Recent data from Morning Consult found 52% of Gen Z adults are now frequent travelers, versus 41% of Gen X and 35% of baby boomers.

Further, across income brackets, Gen Zers are more likely to travel than other generations, and 61% of frequently traveling Gen Zers last year came from households with incomes of less than $50k.

As for whether Gen Z’s spending spree will lead to a “sticky inflation” doom for us all, as some suspect — well, that’s another discussion.

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Free Resource

How Trung Phan gained 600k Twitter followers using Reddit

Longtime readers may remember Trung Phan, the maestro of a memer who used to write awesome stories for our daily newsletter.

The rest of y’all get to meet him for the first time: He founded the SatPost newsletter and He has hot takes for days, and just hopped on Marketing Against The Grain to discuss his recent growth hacks.

Tune in to this episode to hear about life as a content creator, leveraging AI for writing, and mastering social media.

Trung Phan: Memin’ and schemin’ →
Freezing Wages

Is egg freezing ready for a high-tech upgrade?

For all the social stigma surrounding infertility, you may expect it to be more of a rarity, yet the latest WHO data shows 17.5% of adults report challenges in conception.

As infertility awareness grows, so too has the number of women undergoing egg-freezing procedures, doubling between 2015 and 2020, per The Washington Post. Embryo freezing similarly rose ~60%.

And wherever there’s a trend, there’s often ravenous tech startups ready to modernize the way it’s done.

Enter TMRW Life Sciences

TMRW’s flagship product, CryoRobot Select, was built to improve upon the error-prone storage drums that have long housed frozen eggs and embryos.

The automated cryostorage device — cleared by the FDA — offers high-tech solutions to archaic systems:

  • Radio-chip labeling allows for a full digital chain of custody.
  • Manual handling is replaced with a robotic management system.
  • TMRW provides 24/7 real-time monitoring and grants patients access to their data via app.

Increased transparency and safety in this ever-sensitive industry are welcomed, but while consumers long for both, the pressing question is…

… Can they afford it?

Prices have skyrocketed — preservation costs increased ~40% YoY, according to The Washington Post. TMRW storage starts at ~$600 per year.

Coverage for egg freezing remains rare — just 15% of US employers offered the benefit in 2021 — and fertility businesses say insurance rates, inflation, and supply chain issues are forcing them to raise prices.

  • Also, you know, money always wins: The fertility industry projects a $41B worth by 2026, VC money in the space has doubled since 2019, and consumer demand is up.
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🧠 On this day: In 1924, Simon & Schuster published not just its first title, but also the first collection of crossword puzzles, The Cross Word Puzzle Book.

🧐 That’s interesting: We hear a lot about bogus Amazon reviews, but what about sites like Glassdoor? Here’s an investigation into the underground economy of company reviews.

🗺 This is cool: Defining and exploring enclaves and exclaves.

❤️ Cure boredom: A short game with a cute message.

🦊 Aww: And now, some curious visitors.

working meme

Your boss just told their boss and they LOVED it. Great job, co-worker. (Link)


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