Imagine creating something so unbelievable, so incredible, so delicious that it not only trends on Twitter, it changes the way we think of food. Ethan Brown is the founder of Beyond Meat, known best for it’s 6-ounce vegan patty to soon be sold at participating TGI Fridays this year.

Without realizing it, Ethan went from touting the ethical reasons to skip meat to getting tech billionaires Bill Gates and Twitter co-founders to invest.

And then there’s Dominique Ansel, creator and infamous pastry chef perhaps best known for his invention of the Cronut—a croissant-donut hybrid. When the Dominique Ansel Bakery announced the Cronut on May 10th, 2013, the pastry went viral. Three days and over 100,000 hashtags later, the line outside Dominique Ansel was averaging several hundred people per day, and every day since the Cronut sells out mere hours after opening—making it the most virally talked about dessert in history. TIME magazine even named the Cronut one of the 25 Best Inventions of 2013.

So how does one effectively disrupt the food industry—and what’s next? Both Ethan and Dominique were with me on Dot Complicated to tell me how they did it—and perhaps how you can too.

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