How to succeed by ignoring 90% of potential customers

04/21/2010 | Wall Street Journal, The

Small companies should be careful not to abandon their core values in the rush to scale up, says Boston Beer CEO Jim Koch. By focusing on craft beers, Koch says, he's alienated 90% of beer drinkers -- but he has also secured a small, loyal customer-base that the big brewers haven't been able to take away. "I believe that great beer needs to come from the heart of somebody who really loves it, and you can't fake that," Koch says.

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