The expression “low-hanging fruit” means a thing or person that can be won, obtained, or persuaded with little effort. It is not unusual to hear from people who might advise a new entrepreneur that reaching for those low hanging easy-to-get goals would be a good way to get started or even to live. Steve does not agree, and neither does Mark Rampolla, founder of ZICO Coconut Water, and author of High-Hanging Fruit: Build Something Great by Going Where No One Else Will