October 14, 2012. Felix Baumgartner. 39km above Earth. 8.3 million concurrent YouTube viewers. 50+ TV channels. US sales up 17%. $1.6 billion in extra revenue. Red Bull is not a beverage company.

Red Bull Stratos was not a marketing campaign. It was a demonstration of what Red Bull believes about human potential. The event was the product. 8.3 million people watched live. 50+ TV channels covered it. US sales went up 17% the following year. This episode is about your Red Bull Stratos — the event, challenge, or demonstration that expresses what you genuinely believe about what you and your audience both care about.

— THE BUILD —

What is your Red Bull Stratos? What could you do — in your niche, with your resources, within your constraints — that would be so genuinely remarkable that your audience would feel compelled to share it? N ...