Breaking Out of Corporate Bubbles: Engaging with Real-world Insights

The chapter explores the disconnect between corporate bubbles and consumer realities, emphasizing the value of fieldwork and face-to-face interactions in gaining insights. It discusses the significance of engaging directly with bartenders in different market settings to understand their needs and challenges, highlighting the importance of on-the-ground insights over traditional research methods. The dialogue delves into creating unique selling stories for alcohol brands, focusing on how products can enhance the bartender's offerings and the challenges of innovation in the beverage industry.

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