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Text comes from the book: "Business for punks: break all the rules!" (2016), published by Münchener Verlagsgruppe (MVG), reprinted with the kind permission of the publisher.

Here writes for you:

James Watt is the founder of BrewDog After seven years as a fisherman in the North Atlantic and a career as a young lawyer, James Watt founded the craft beer brewery BrewDog with his friend Martin Dickie at the age of just 24. They didn't have a business plan, just one assignment: They wanted to revolutionize beer drinking and get others excited about craft beer. And they did it very successfully: within a few years BrewDog became the fastest growing brewery in Great Britain.

Asserting ideas, achieving goals: be an asshole!

If you want to push your ideas through and achieve goals, you have to be an asshole in a way. At least a certain amount of egoism is part of it: Because not everyone likes that either: Those who want to be successful do (usually) well to ignore the advice of others.

Tear the rules to shreds!

In the 1970s, punk rock changed the world. It was more than just music. He was a cultural phenomenon. Our business at
BrewDog is built on the punk mentality. At its core, punk is all about it
about learning the skills you need to do something
to do their own terms. At BrewDog, we reject the status quo, we
are committed, we don't give a damn about everyone and we always do things with them
we stay true to ourselves. From the beginning we had an anti-authoritarian
and non-conformist approach.

Inspired by everything punk is, we wanted a contemporary rebellion
against types of beer that conform to the mass market without any taste and instigate a tough revolt against brands that are so meaningless that
you forget them immediately. We chose an anarchist,
undoubtedly daring do-it-yourself approach, tearing the business rules to shreds and doing our own thing. The results
were overwhelming.

"From my point of view, punk means being an individual and swimming against the current." Johnny Ramone (punk archetype)

"I've always said that punk is an attitude ... It had something to do with destruction and the creative potential that lies in it." Malcolm McLaren (original punk)

Hello, let's change the world

Flashback to 2007. In a shed in a remote,
BrewDog saw the light of day in a godforsaken industrial estate in north east Scotland. Martin Dickie (my best friend) and I started a tiny brewery with a huge mission: to revolutionize the UK brewing industry and completely transform British beer culture. This book documents that
Philosophy behind our wild roller coaster ride, from the BrewDog as
revolutionary catalyst for the craft beer movement in Britain
and emerged beyond that.

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse or series Download. Actions or news via Newsletter!

Before starting BrewDog, I had my legal career
Turned my back and tried my hand at the surging waters of the stormy North Atlantic, first on the deck of a deep-sea trawler and finally
as a fully trained captain. Five years of work in one of the harshest environments in the world and in captain training taught me a lot
about people, leadership, teamwork and setbacks. It was amazing
hard but i loved every second of it The ultimate in effective leadership of a crew must be top-down, bottom-up, and top-down
in every other direction in between.

There is no room for doubt in the most dangerous place on earth

Many of my unorthodox business strategies that blew the sails of the pirate ship BrewDog were shaped on the stormy Atlantic. There is no room for doubt in one of the most dangerous jobs in the world; the risk lurks everywhere; the leadership must be as quick as
Being determined and surviving is always the first step to success. It
I found it difficult to hang up my captain's hat, but I did
had discovered something that I loved even more than the sea: craft beer.
I've always loved beer and home brewing
I started in retaliation in 2004 when Martin and I in our garage
brewing a storm.

The chance encounter with the legendary British beer specialist Michael Jackson led Martin and I to take the risk of realizing our dream and ours
to found his first own craft brewery. After Michael is one of our
After tasting homemade brews, he said we should have ours
Quit jobs and start brewing beer. That was the last advice
that we ever followed

From two-man operation to global success

For the past four years, BrewDog has officially been the fastest growing food and beverage company in the UK and
at the same time the fastest growing bar and restaurant operator
and thus led the growth charts not just in one, but in
two branches of industry, while both the domestic and the
international business became noticeably stronger. Our company that works with
only 30000 pounds *
started now has a turnover
of over £ 50 million and has been in every single year since its
Founding makes solid profits.

What started in 2007 with two people and a dog is in less than
eight years naturally to one Company grown that
500 people employed. We deliver our BrewDog beers to over 50 countries because we want people's perception of what beer is
is, question and ultimately others with our passion for craft
Infect beer by bringing a variety of flavors and craftsmanship back into the beer glasses. Martin and I also do these
Longest-lived beer show in television history: BrewDogs is now broadcast in over 20 countries.

Come on and show what you can do!

Our brewery, still in the north east of Scotland, is one of the most technologically advanced and environmentally friendly in the world. Additionally
to our state-of-the-art brewery we now own and operate over
40 BrewDog craft beer bars at flagship locations in Tokyo, London, Edinburgh, São Paulo, Rome, Barcelona, ​​Helsinki, Berlin and Stockholm. And before
We recently started building a flagship brewery in Columbus, Ohio,
began.
To found an ambitious small company with almost no start-up capital
is daring, turbulent - and makes you lonely. Our blissful naivete
and our lack of experience turned out to be our greatest asset.
We didn't know how to do that, so we just went to work
and did it our own way. And created on the occasion
we unintentionally take a whole new approach to business. Business for punks
outlines this revolutionary philosophy and describes it as good
there are also bad sides to learning how to run and grow a company the hard way.

The conditions for small businesses have changed over the past few years
radically changed. Business for Punks is a manifesto for companies of the
21st century. Tear up the thick old textbooks, defend yourself against it
the status quo, brings down the establishment and welcomes the dawn of a new era! The following applies: Business start-ups are not for homeless self-protection militias. In all likelihood, a company will fail.

80 percent of all start-ups fail right at the beginning

The stars are bad. 80 percent of all company start-ups fail within the first 18 months. That's 800
out of 1000, eight out of ten, four out of five start-ups that flop and perish after being founded. That's just a fact. No matter how you write it
it doesn't read nicely. These devastating mortality statistics
is a relentless reminder of the brutal economic environment
from today. So if you are thinking of starting a business,
in all likelihood it will fail. And it's not just yours
Business that gets hit in the process - your future, too
Confidence, your dreams and of course your bank account are going down
Down the drain.

Let's say you are tough and survive the first
18 months. The likelihood of becoming a sustainable, long-term business is still less than one in 20. Another clearly audible wake-up call. If you only have a five percent chance of survival, make sure that you are focused from day one,
are unscrupulous, ambitious and motivated. Then maybe you can do it. But just maybe …
The decisions you make during your company's formative months determine your place in the world.

The most important decision of your life

They are the most monumental decisions you will ever make, and they will shape yours
freshly baked company in a way that you are about to
Can't even imagine the point in time. So buckle up, hold on
firm well and face the challenge. You have to take care
that your ideas and their implementation are nothing less than stunning. It is a creepy paradox that you deal with the choices you make
meet when everything is the hardest and you are the most inexperienced, many
Have to live for years.

You have to earn the right to exist and find a reason
why they are even remotely relevant. So arm yourself for the darkest, toughest and most intense years of your life. You have to be versatile, learn everything and do everything. And you have to learn to keep up with it
Dealing with rejection, loving it, mercilessly at your mouth
and you must be able to discover opportunities even in the most hopeless dead ends.
The start of your business will be unimaginably brutal and yet
kind of great and fulfilling. This part is about creating
the basics, about scaffolding, and making sure that the choices you make in those early years serve well
and make sure that your start-up only explodes in a positive way. That
The rest of the book builds on the basics outlined in this part
.

Don't start a business, wage a campaign!

If you are thinking of starting your own business, the very most likely failure is. Therefore: do not do business, lead a campaign! Because companies fail. Companies die. Companies get into
Oblivion. Revolutions never die. So start a revolution, not a company.
It is no longer enough to just start a business. It takes
a clear goal, a mission and a reason to exist.

Martin and I didn't just start a brewery - our mission was to instill the same passion for great beer in other people as we did
we feel it. This promise and this requirement are common to everyone
our actions and serve as a clear reference point for
each of our decisions.

3 tips: Successful businesses have a mission

Whatever type of business you create, you are solely responsible for ensuring that it is anchored by a strong, meaningful, easy-to-understand, and fully self-contained mission. For example:

  1. Zappos didn't start a shoe store, it started a campaign
    started to improve customer service by treating its employees extremely decently.
  2. Noma has not opened a restaurant, but has committed itself to the mission of reinvigorating Nordic cuisine, and even its own
    Written Nordic Cuisine Manifesto.
  3. Apple has not opened a computer store, but is instead on a mission to change the world through technology.

3 tips: do something you love!

Do what you love with a clear mission. The closer you are
everything revolves around your raison d'etre, the better your offer will be
with customers and the easier it will be to turn customers into fans.
Assume nobody cares. Assume it all
doesn't give a shit and nobody listens. Now think about how you get people
make you interested in what you are doing. If you do that
if you fail, your business is doomed.

  1. Don't just open a bakery in Idaho, go on a crusade to educate people about the health and taste benefits of fresh sourdough bread.
  2. Don't just open a hair salon in Berlin, find out how much fun a customer can have while they have their hair cut.
  3. Don't just start a car repair shop in Manchester; make it your mission to redefine what people expect from automotive service.

7 Tips: This is what your mission is about

If money is your motivation, you have to be the greedy, mean bastard in the world to get a business up and running. Companies that focus exclusively on money do exist, but I don't want to have anything to do with them or their employees. As customers gain more insight, only financially oriented companies will suffer the same fate as dinosaurs. Goodbye forever! If your main reason for starting your business is financial, please stop reading this text now. For everyone else who wants to know what distinguishes a mission from a normal business: Here are the most important points!

  1. When you have a mission, everything you do can put it in context
    set a higher purpose and swear everyone within your company to a common goal,
  2. The mission must be unique and compelling. Your team and your prospects need to be able to get involved.
  3. It is your mission that sets you apart. Your biggest challenge from day one is giving people a reason to care - and that reason has to be your mission.
  4. In our saturated reality there is practically no market for another brand, company, product, or service. But the market for something to believe in is unlimited. Give people something to believe in!
  5. You have to stand up for something that extends beyond your core competencies in order to have any chance of standing out from the crowd. People no longer just want to buy a product or service. 21st century consumers increasingly want to be able to identify with companies and organizations whose missions and beliefs are compatible with their own belief systems and to expand them.
  6. Your customers need to be actively involved in making you succeed, and you need to provide them with a compelling reason to do so. Through a strong mission, you can get people interested and make them your ambassadors. Having a compelling campaign at the heart of your business is the first step in making sure your company lasts long enough to make an impact.
  7. Make sure you are starting a business for the right reasons. If you're just making money and want to be a big player, you'd better go into a desperate company. Sell ​​your soul to the devil and become one of those treadmill candidates in an expensive suit. Startups are an incredibly tough environment and you will need something to hold onto. And what you and your team can hold onto is the mission.

Be Selfish!

I love to ignore advice just as much as all these solid posts love to give me it. My advice to all those seeking advice is:
Save yourself that! Advice is for freaks and clowns. Who really
is committed, finds its own way.
Inevitably, when you start a business, everyone you know is
and everyone you don't know becomes an absolute expert at once. Ignore them
Everyone. Hold on to your vision, make your own rules and do that
other hell hot. You know what you want and how to get there
is your business.

Forget all those stuffy know-it-alls - them
have no clue. Others don't understand, and it is
Certainly not as important to them as it is to you.
Whether your company stands or falls should be based on your decisions
and not those of some amateur part-time business gurus. These self-appointed professionals will advise you
"To learn from your mistakes". Learning from mistakes is for losers! Consolation
Finding in the fact that mistakes sometimes teach you something is that
stupid logic used by lesser mortals to deal with it
justify their own shortcomings. The only thing you can get out of
Learning your mistakes is that you are not good enough and get better
got to. One thing you have to be clear about: What you really learn something from, that
are successes.

Do not learn from mistakes, learn from successes!

When mistakes are made, the secret is not to waste time trying to learn something from them all hell, but to be smart and agile enough to correct them as quickly as possible. You need to be attuned to your company in such a way that you recognize potential problems as they arise and cut them back before you begin
they develop branches and flowers. And by branches I mean a fully loaded one
AK-47 aimed at your neck.

It is definitely anything but easy to do everything your own way,
but in the end it pays off and you can enjoy that
You have properly shown it to all those wimp with your success.
Be convinced. The more firmly you are convinced of your idea, the less
There is a need for others to give you advice. The better yours
The idea is, the less credible the advice of others is. you know
figure out, you've pondered this idea for a long time and carried it around, and now you become - and you do it alone! - put them into practice.

Advice is only for freaks!

A patchwork of other people's half-baked ideas and tips
is a recipe for disaster, nothing else. Don't follow if you are too
being able to lead. Be a selfish bastard. Seriously, it has to be. If you do not
110 percent are behind it, nobody will care. So dance to hers
own tune and do things as you see fit. Make sure
Artisanal products that you like, create an environment in which you can find yourself
feel good and provide the kind of service that you like yourself
would take.

Maybe it doesn't make you like yourself the pin-up of the month
obsessed with tunnel vision focusing on something. But that's the difference between success and failure. You are your greatest asset
and your irrefutable belief in and commitment to your company.
Just as you should ignore advice, you must also be completely blind to it
be real world. The real world is not a place, just an excuse. A justification for mediocrity. An excuse not to
to try once. It promotes the average and sets the bar for
all equally high. Ignore them. Declare war on her. She died for you.
Cause of death: their unsuitability. My advice to all those seeking advice is: Save yourself that. Advice is for freaks and clowns.

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