April 29, 2009

Tending the copper kettle

Innovation, independence, curiosity, collaboration, character, integrity, tradition, style all its own, authentic, risk takers, hardworking. All words used to describe craft brewing and craft brewers in this wonderful video by Greg Koch of the Stone Brewing Company.

The line I find most telling is,

We don’t put corn in our beer.

When I got over the obvious irony, I got to thinking – the difference between good and great, between ordinary and skippy, may well be the willingness to settle, to compromise, to cut corners, to take out the joy. Crafting the business you want, is a craft business. As they say in the video,

We are all craft brewers.

I love this kind of hokeyness, chapeau to David Meerman Scott for pointing out the video and giving me a little-morning-lift.

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