Hearing the word "no" is one of the most difficult things when you are launching a business. Even harder is hearing over and over again that your idea will never work, and no one will ever buy it. So, how do you keep pushing forward with an idea that you believe in, one for which you've left your full time job behind (and during a pandemic)? Just ask Sam Madani, co-founder of BOMANI Cold Buzz, the first ever healthy and clean cold brew alcoholic beverage. On "Then What...?" podcast, Sam joins Lahari Neelapareddy to share how he and his partners kept going and achieved their goal in the face of adversity, how you can (and should) work toward your purpose without sacrificing your social life or physical health, and what happened that transformed the company offering the beautiful simplicity of alcohol-infused cold brew coffee through its own "Then What" moment and into one partnering with a large manufacturer, securing capital funding, and successfully getting into retailers across the nation.