Reaching new customers is the single biggest problem that small business owners face every day. Back in 1984, Jim Koch left his safe job to start making beer in his kitchen using his great-great-grandfather’s recipe. He didn't have a big ad budget, a brewery, or shelf space, and he charged twenty dollars a case when his assistant Ronda Coleman and other bar owners could buy Heineken for fourteen dollars. Instead of giving up or offering discounts, he put cold bottles of Samuel Adams Boston Lager in a briefcase and walked directly into places like Doyle's Cafe to let owners taste the quality for themselves. His simple two-minute story proved that being known matters more than having a big corporation behind you, helping his small company grow into a million-dollar success in its very first year. Get all the PDF summaries here: https://www.skool.com/believenation/classroom