What If The Drinks Crisis Is About Obsolete Playbooks? (and why I use bottom-up empiricism instead)
When most drinks leaders hear "bottom-up brand building," they think grassroots marketing. Influencer seeding. Community building. Word-of-mouth tactics.
Wrong.
Bottom-up is empirical strategy development. It's how you know what's actually true about your markets when everything keeps changing.
Why Playbooks Don't Work
