Lessons Learned at Lagunitas

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While I continue to get my proverbial legs under me here, I don’t want to forget some of the pieces I wrote for my DCSpring21 blog. Being that Twitter is pulling the plug on the blogging platform I’ve used to publish my thoughts since 2008 (adios Posterous), I’m going back through the 352 posts I shared to see what’s worth saving. One, from last November, resulted from a weekend trip to Petaluma, CA. I thought it an appropriate share as I enjoy a super hoppy Maximus.

So I found myself in Sonoma late Saturday afternoon. Little did I suspect, as I walked through a brewery tour at the purveyors of my favorite beers (the wicked awesome Lagunitas Brewing Company), that I’d come away with some business inspiration. But from one small business to another, cheers to the great folks behind Brown Shugga, IPA Maximus, Hop Stoopid Ale and the greatest named holiday beer of all time, Lagunitas Sucks.

As evidenced by the picture above, I enjoyed a taste or two of the good stuff. I also found myself scribbling down some takeaways. Specifically, my take on how they built their brand and reputation. I believe it applies to most all businesses:

  • You need character — and characters — to be successful & memorable;
  • Know your business — and be proud of the past and passionate about the future;
  • Tell a good story (or two, or three);
  • Be serious, but don’t take yourself too seriously; and
  • Don’t be shy about being the best.

So refreshing, in both senses, to spend an evening in Sonoma County. If you have a chance to head up to the brewery, a tour led by Louis comes highly recommended.

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A pop quiz for you Laganitas lovers:

Q: Wilco Tango Foxtrot – does it make you smirk/smile?

Q: Why is 420 on the labels?

Q: What is censored — and what rapper’s 90’s CD caused the label flap?

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