After practicing law for all of two weeks, James Watt walked out on his legal career to start BrewDog craft brewery with his best friend, Martin Dickie. They didn’t do it with a business plan; they did it with a mission to revolutionize beer drinking in the UK, to put flavor back into beer glasses and make other people as passionate about craft beer as they are. Since 2007, BrewDog has become the fastest growing food and drink manufacturer in the UK, employing over 500 people, and shipping their award-winning BrewDog beer to over 50 countries, including the US. Watt is also the star of the BREWDOGS TV show, which airs on the Esquire Network.
Business For Punks is the book that will dare you to start a revolution (with your business, that is) and then tell you exactly how to do it. With plenty of examples from the the true and outrageous history of BrewDog, Watt shares lessons in:
• Finance: BrewDog used crowdfunding in a way that had never been done before, creating a network of Equity Punks who each own a part of the company and reap unique benefits like lifetime discounts, birthday beers, and a say in how BrewDog is run.
• Marketing: To draw attention to the Equity Punks plan, BrewDog parked a 1940s tank plastered in BrewDog logos in front of the Bank of England and the London Stock Exchange so that everyone would know they were not going to play by the rules.
• Sales: BrewDog decided early on that the best sales team was no sales team at all. Instead, they lived by the rule that everything that they did was sales, so they spent all of their time and energy on getting their product and service right, and then let it sell itself.
Build your business by breaking all the rules. Business For Punks will tell you how. Download and start listening now!