Jim Koch is a sixth-generation craft brew master. But unlike previous generations, he built a beer empire, Boston Beer Co., that brings in annual revenues of more than $500 million.
Here?s what inspires and drives the man behind Sam Adams beer:
How he gets it all done: ?At the beginning of each day, I ask myself: What are the three most important things I need to get done? Despite distractions, pressures and opportunities that come up, I make sure I?ve done those three things before the day is over.?
What he reads for inspiration: Out of the Crisis by W. Edwards Deming. One of the book?s key messages is about driving out fear. ?As a former mountain climber, that resonated,? says Koch. ?Until you drive out fear, your mind can?t focus on making clear, good decisions.?
How he stays connected: Eschewing market research and focus groups, Koch spends time with customers in other ways. ?I still do a lot of street selling and spending a lot of time in front of cus?tomers,? he says, ?whether it?s trying to get a draft line or a better place on the shelf?. To me that?s a lot higher quality information.?
Who inspires him: Among those who inspire him are George Mallory and Andrew Irvine, two of the best pre-World War II climbers. And Mother Teresa, who said, ?Give the world the best you have and it may never be enough, but do it anyway.?
?Three people I wish I could have over for a beer:?[The late] Steve Jobs,?Eric Shipton,?the last of the great British mountaineers and explorers ? and W. Edwards Deming, who demonstrated there?s more value from quality than from efficiency.?
How he handles challenges: As a former mountain climber and guide, he easily equates a challenge to a mountain?s summit. ?No one ever climbs a mountain to get to the middle,? he says. ?You don?t focus on the difficulties; you take it one step at a time knowing you?re going to get to the top.?
? Adapted from ?Boston Beer Co.?s Jim Koch on Self Reliance,? Teri Evans, Entrepreneur.
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