"you've had a lot of controversy over the last two years bullying lying unfair dismissals all of this stuff what'd you say to that i did i did push people too far how fast did brudog grow we have grown..."

"[Music] james what is the you've listened to this podcast before so you know i have a theme of where i start i'm like trying to frame as a surprise that i'm going to start with your childhood but um f..."

"and go that's the first dot i can connect what are those i think there's i think there's a few so grew up in a tiny fishing village northeast of scotland my dad was a fisherman my mum was a school tea..."

"point of i can relate a lot a lot to a lot of that um especially the the i the thought of feeling a bit like an outsider feeling somewhat different were you bullied in school a little bit i mean the s..."

"think and finding your own way to do things and finding your own way to come out of business an opportunity or a problem and i think if you're a bit of an outsider it maybe helps with that you mention..."

"he he sounds like he was a very um hard-working individual he he was indeed i mean still to this day he's in his late 60s he's a lobster fisherman which is a kind of tough intense i've seen the early ..."

"on that boat yeah and you're on a trawler in the north atlantic yeah which is a stupid thing to do if you're me and you're as big of a coward as i am going out on those seas i've seen the documentarie..."

"person to be with on that deck yeah there's something called the stockdale paradox that i think is is really important and kind of ties into this so james stockdale was an american naval captain who w..."

"i thought i was thinking it um yeah so i um you're right because there's always kind of an elephant in the room at companies where many individuals in the room will know that there's certain challenge..."

"yeah which was a really great you know brave thing to do in my in my estimation your captain of the boat yeah i spent a bit of time with captain in the boat with my guys why why did you leave that tha..."

"up in a derelict dystopian industrial unit in fraserburgh in a god forsaken industrial estate and with no money so it was beg barter bootleg to kind of set this facility up we had like old dairy tanks..."

"the first the first few years were so so tough what gave you the right to start a beer company nothing at all you can't make i can't make beer how did you go about educating yourself and how to make b..."

"us came in 2008. and you you described that period as being one of the toughest of your life that first year give me a a detailed flavor of the the hardest is there a moment in that period where you y..."

"going to tell the bank we've got this loan we can't pay the loan back we can't pay the rent in the building i've been up for almost 30 hours this is going nowhere like what can we do to try and get th..."

"for us that came in 2008 we sent some viewers into a tesco beer competition so this was at a time that we were selling let's say 10 cases a week at most sent the beer to the tesco beer competition kin..."

"could make that order so we had four months to figure out a way to do this so got back sat down with martin it's like okay we've got this opportunity but we need a plan and we decided okay we need a b..."

"i waited ten years until i told them until i told them the truth i thought there's like a safe amount of time they're not going to take the money back uh we got we got the bottle machine in we got the..."

"that first year where they're selling okay and in the second year but they're selling much better yeah what was the causal factor of that sales increase that started to get the thing get things moving..."

"launched equity punks it's the most nervous as i've been in this business journey because i knew if it doesn't work like game over for us a business so many people told us it was a bad idea so many pe..."

"bars they feel like they're walking into one of their their own buyers when they buy our beer off the shelf they feel it's their own beer because they're part owner of that company so completely new b..."

"because we could have raised money in other ways but it's about building a different type of business and a business that's focused on community and we do so much with our community and we have our bi..."

"quick one we bring in eight people a month to watch these conversations live here in the studio when we're here in the uk and when we're in la if you want to be one of those people all you've got to d..."

"competitor would spend that money and if i'm thinking about how to get a drive a better return on marketing you know and then i think about what you've done i see well we've got to be probably bolder ..."

"there has to be a connection there so does this reinforce what we believe in what we're trying to do as a company because otherwise it's just hollow and it's fake and it's false so how does this reinf..."

"downfall of western civilization by making an 18 beer we had it in the sun binge drinking blame this man with like a cut out of my head in a bottle of tokyo that took a bit of explaining to my very re..."

"there was a award ceremony in scotland in 2010 um put together by the bi the british innkeepers institute and we've got a heads up before the award ceremony hey guys you're going to win the award for ..."

"extreme marketing thing that i saw which was um when i first read i thought this is [ __ ] hilarious is the elvis estate tried to copyright uh infringe you for calling your your us beer which i think ..."

"and in terms of how hard you've in terms of the the return on every dollar you've spent it's it seems to have been a pretty astounding return per dollar spent because you've done these like big viral ..."

"too far in hindsight now now that you're a big global brand and everyone is you know looking back at all the steps when you weren't so big yeah i think the mistakes that we've made in marketing is whe..."

"snapshot because a lot of people's not going to dig deeper into what it is what i got from that was that like you've got to create a marketing campaign where the context is sort of can't be separated ..."

"down the line i can see you being a very good captain on a boat you and i just generally you're you in a couple of moments you know i didn't know you before you'd walked in the door but in a couple of..."

"we're going to add a thousand people to the team so it's like a thousand amazing well-paying jobs in a recession which our country which our economy needs so we're expanding all the time but just how ..."

"kind of reflected a lot on leadership in the last 12 months is to take people with you you've got to make them understand the why behind what you're doing and making a first decade of a leader is like..."

"that kind of stuff they don't want hey i've got this kind of leadership channel it's like they don't care which is which is amazing but then being a ceo is a very very lonely job at times and like inc..."

"business so we've recently launched the blueprint which is i think the biggest most important announcement in the history of our business so firstly i decided to give almost 100 million pounds of my o..."

"get there but that is exactly like we've got reasonably high expectations of of our team we like to push hardware in our industry dominated by companies much bigger than ours so we need to be on our a..."

"they've done in their industry for a beer so what i'm insanely excited about is okay we've given ourselves a platform we've now got over three thousand staff we now make beer in four contents we've no..."

"honestly it's close and different so we've done some fantastic things but overall we're still relatively small in the overall scheme of things i'm like in terms of like if i spend like maybe five perc..."

"you're going to be opening a thing in vegas you would have and i said how do you think you're going to feel on that day what you said to me well i think there's there's two answers to that question so..."

"you're not content are you because you're saying that yeah you're saying you're indifferent yeah no if you'd asked me that then i would yeah i'm gonna like spend half of my time in the office half of ..."

"die somewhere along the journey but that kind of goes against the trend of like goal setting and what's your goal and what's your five-year plan and this kind of underlying assumption that finish line..."

"was build a unicorn and then the next day i was just like okay let's let's go where do we go from here that was your first big sort of cash windfall personally because the money some money went into t..."

"russia what a place to send it [Music] yeah the start code sent it to bankinson petersburg and they're like well the bank might even want to send it back because okay oh my god so now now double tripl..."

"bit of a celebration a bit of a kind of quieting of the voices of the head for a few days and then go again when you say the demons what do you mean that inadequacy complex like you're not good enough..."

"but i think there's a lot of incidents like that that's where that voice comes from and i mean the voice of the voice is very much part of me um and i think it's helped me push maybe push too hard at ..."

"watch it which was which was tough when people talk about forgiveness they they always say that it's a process of like letting a prisoner go and realizing you were the prisoner the whole time um anoth..."

"validation is so important to us this is a really interesting topic that i that this was the last chapter in my book and i actually didn't know i knew what i wanted to try and get to but i didn't know..."

"i think that's a great point i love your book by the way and i've actually highlighted a few yeah i have a few points in that in that section and i think at the moment ambition are things that can be ..."

"so one of the things you announced which you talked about earlier is this this new manifesto for your business called the the brew dog blueprint creating the business of tomorrow and this is kind of t..."

"review of culture we spoke to over a thousand people inside and outside the company and we made a whole host of changes we invested in hr we put a page in place across the board we added resource wher..."

"business what did you think was fair i think it's completely fair to say that i at times in the journey have been too intense that i have been too demanding that i have set standards for the team whic..."

"individuals and unfortunately i can't say too much at the moment because there's two ongoing court cases but there's been a large amount of criminality involved in this as well and hopefully one day i..."

"success which i think is a bit to play there as well so yeah some of the elements of feedback that i felt wasn't coming from a genuine place where somebody kind of hired us to hear for as the other bi..."

"company in america junior people senior people middle managers i did the same for a retail business for a production business i did face-to-face workshops on it it's like here's what we're thinking ab..."

"that's a level of transparency we've committed to here and i think that commitment to transparency isn't something new in our business in 2014 we launched something called diy dog so with diy dog and ..."

"bbc reports and i'm looking through i'm listening to the podcast i like to do my research so i watched the documentary yeah i listened to all six six and a half parts of the podcast the bit that where..."

"but myself because i've either hired that person set the tone for the culture instructed that person communicated with that person communicated with their manager so it's all a direct consequence so w..."

"so we can be the best representation of this company and build it to how we want it to be is that one of the trends that was very obvious in this documentary was because i assume brewer the brewery in..."

"think it's fundamentally important that we are as diverse and inclusive as our customer bases as well we've now got a diversity inclusion forum within the business with people from all over the busine..."

"have two amazing daughters they're eight eight and five oh wow yeah um the eldest one is uh sometimes makes beer with me at home in the kitchen and i mean saturday afternoon which is at five does she ..."

"you said you know i [ __ ] up on this particular point was investing in heineken and you've explained many times you know the thesis behind why you did that yeah i know that was i know people were tal..."

"to see is there an option opportunity to work together strategically and distribution that helps us through the business but we're fully committed to we're 15 years in we're fully committed to the nex..."

"last 12 months which i think we had to do inside the feedback and one of the things i'm definitely working on at the moment is how can i be more empathetic empathetic as a leader and i think that'll m..."

"anxiety interesting topic i talk about a lot here i've experienced it myself my anxiety was it has been worse and hardest to control yeah or diffuse with media related things yes so yeah so tell me ab..."

"i'll work on a few breathing exercises death work is is really good so i usually do a daily breath work practice which i think is really key as well and i think overall as a society we're trending tow..."

"used to think like i did that ceos weren't meant to talk about it yeah but i mean that quote that i shared with you it's like the first rule of ceo psychological meltdown is not to speak about ceo psy..."

"this is how i can then react better in certain situations as a force as opposed to following default patterns which maybe didn't help me a busy person like you yeah why would you what inspired you to ..."

"expect of someone looking in from the outside you should expect us to focus even more in the three most important things in our business and that is sustainability that is people and that is beer so t..."

"climate crisis i think it's the best businesses working hand in hand with scientists to put things in place and i think when it comes to members of the public as well they can almost have more of an i..."

"a tremendous um tremendous business in terms of scale and product and your customers love what you're doing you've built that cult yeah in your customer base one of the pieces of advice you gave i bel..."

"about how to break through disrupt and also how to just develop yourself as an entrepreneur absolutely and that comes back to a key fundamental part of our approach which is love a constraint so most ..."

"digit show and of course they're incentivized to over sell all of these but to get your take on that why do you not outsource things when you're in that even if you had the cash why shouldn't i outsou..."