I recently read Simon Sinek's book - Start with Why - and it got me thinking a lot about marketing in general and specifically for craft breweries.
The premise of the book could be summed up as:
“People don’t buy WHAT you do. They buy WHY you do it.”
Basically, Sinek says the product is much less important than the story that consumers tell themselves behind the product.
(If you want to check out, Sinek's TED talk gives a concise summary of the book)
Obviously, it's important to make a quality product, but there doesn't seem to be any lack of quality craft beer in the market right now so it's tough for that to be a differentiator.
Personally, I think Sinek is dead on.
I got inspired and put together some examples of craft breweries that I think are killing it because they're following his advice (knowingly or not) and some of my thoughts on it.
What do you guys think? While both are obviously important, is it more important for craft brewers to focus on improving their product or on improving the story behind their product?
Also - if you haven't checked out this comment by Wicked Daddy, I think he sums things up much better than me on this concept.
The premise of the book could be summed up as:
“People don’t buy WHAT you do. They buy WHY you do it.”
Basically, Sinek says the product is much less important than the story that consumers tell themselves behind the product.
(If you want to check out, Sinek's TED talk gives a concise summary of the book)
Obviously, it's important to make a quality product, but there doesn't seem to be any lack of quality craft beer in the market right now so it's tough for that to be a differentiator.
Personally, I think Sinek is dead on.
I got inspired and put together some examples of craft breweries that I think are killing it because they're following his advice (knowingly or not) and some of my thoughts on it.
What do you guys think? While both are obviously important, is it more important for craft brewers to focus on improving their product or on improving the story behind their product?
Also - if you haven't checked out this comment by Wicked Daddy, I think he sums things up much better than me on this concept.
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