About the author xi
Prologue xiii
Part One: Thinking 1
1 In the beginning, there was a decision 3
2 Okay, so we're doing this. But doing what, exactly? 7
3 Riding the fourth gin wave 11
Drinks Break No.1: The (Gin) Martini 16
4 Starting as you mean to go on - every decision matters most 23
Useful Bit #1: Decision Checklist 28
5 It's never too early to think about your why 33
Useful Bit #2: The Butterfly and The Brick 38
6 Growth theory, relationships and money 45
Useful Bit #3: Picturing Success 48
Useful Bit #4: Thinking in Action: A Four Pillars Example 54
Part Two: Crafting 61
7 Rare Dry Gin and the crafting of the Four Pillars brand 63
Useful Bit #5: Capabilities, Behaviours and Relationships 72
8 The first three months 75
Useful Bit #6: Feeling Benchmarks 78
9 Overnight emails, opportunism and staying on strategy 83
Drinks Break No.2: The Gin & Tonic 90
10 From gin to gins ... and 'Made From Gin' 97
Useful Bit #7: Strategic Storytelling 102
11 Experiments that worked 105
Useful Bit #8: A Four Pillars Example 112
Part Three: Sharing 119
12 Launch as you mean to go on 121
Useful Bit #9: Conversation Hierarchy 130
13 Collaborative to the core 135
Drinks Break No.3: The Negroni 142
14 A gin-fuelled content rocket 147
Useful Bit #10: Theory of Brand Success 152
15 Home is where the gin is 159
16 Faith in the power of experiences (and word of mouth) 171
Useful Bit #11: Brand Experience Playbook 174
17 A people-powered gin family 179
Useful Bit #12: A Four Pillars Example 182
Part Four: Growing 187
18 Balancing acts 189
Useful Bit #13: Simplifying Complexity 196
19 Leading through growth 199
Useful Bit #14: Choice Matrices 206
20 The best in the world ... pivoting and staying the course 211
Useful Bit #15: Visualising Transformation 222
21 Questioning everything 225
Useful Bit #16: A Four Pillars Example 230
22 Ten years down, another decade ahead of us 235
A final word 241
Drinks Break No.4: Drinking better (gin) 242
PS: A useful reading list 253
Acknowledgements 257
Index 259
