I will admit up front, every time I hear someone in the craft beer industry say something like, “It’s all about the Beer”, it makes me flinch, as I wonder where customers fit into the person hierarchy of priorities. Yes, this statement is intended to show pride in the brewer’s craft and their view of what they will make customers happy. However, having worked with and advised numerous companies over the past 30+ years, this is one of the toughest challenges, convincing the