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