The beauty of Iceland

Last week, we began working with an entrepreneur who founded a popular Icelandic beer company. Chances are, you've seen this brand in your local grocery store or craft beer market—it's excellent.

But let's rewind back a few years to when he was just getting started...

He had just locked in his first pitch to a big distributor. If he could just nail this meeting, it could mean stores all around the world would be selling his product.

He prepared an extensive presentation that highlighted all the intricate details that made the beer so special.

It was a big meeting with a bunch of old guys in suits. Looking around the table, everyone had a pint of the beer sitting in front of them.

But something funny happened… No one cared about the way it tasted. No one cared about how it was made. The only discussion that took place was about how amazing Iceland was. These businessmen all lit up like children, recalling all of the country’s beauty and sharing stories of their experiences while visiting.

They proceeded to place a huge order, and the rest is history.

I share this story to say that your brand’s unique trait may be much simpler than you think. It might be right under your nose.

– Charles

Song of the day
Green Green Grass Of Tunnel — múm