The Idea: In 2010, Nicole Tanner was a stay-at-home mom of five in St. George, Utah, with no job and no business experience. But she had one obsession - a perfectly made Diet Coke. She and her husband Todd were regulars at Sonic, but hated the long waits, greasy cups, and feeling like just another faceless customer in the drive-thru line. So Nicole decided to create something better - a drive-thru soda shop that served customisable fountain drinks with friendly, fast service. She found a rundown 700 sq ft building near Utah Tech University, convinced a sceptical landlord to take a chance on her, and opened the doors selling $1 drinks. Their own accountant gave them six months. This was the beginning of Swig.
The Execution:
The lesson? Nicole didn't invent soda. She didn't have a revolutionary product or a tech breakthrough. She took something ordinary - a fountain drink - and made the experience extraordinary. Fast lines, friendly service, customisation, and a brand people actually wanted to be part of. Sometimes the best businesses aren't built on new ideas. They're built on doing something simple better than anyone else.