Discover the 5 Elements of a Balanced Business: The objective is to evoke thought as a foundation for the development of an envisioned or revisioned business using the core elements of Message, Purpose, People, Place and Return. This method has been used with new and emerging Beer, Wine, Spirits and Hospitality businesses. It can be applied to any business. All methods and content is the property of Gary Finnan Creative and the Ovation Guild

1. Gary Finnan & Tom Potter
The Future of Your
Craft Business:
Creative Strategy &
Planning for Success

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MP3R
I
A$endee
Considera.on

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DNA
MP3R
I
Business
Lifecycle
Journey
You
Start
Here
1
EnVision
Courtship
Infant
GO-­‐GO
2
ReVision
3
ReVive
Complacency
Aristocracy
Recrimina,on
4
SurVive
Witch
Hunt
Bureaucracy
Death
Growth
Mature
Decline
Death
You
Get
Here
You
Go
Here
?
?
?
!
Adolescence
Prime
Stable
You
don’t
want
to
be
here!
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+
Almost
99%
of
the
mass
of
the
human
body
is
made
up
of
these
six
elements:
• Oxygen,
• Carbon,
• Hydrogen,
• Nitrogen,
• Calcium,
• Phosphorus
MP3R
I
DNA
Human
Elements
–
Simplicity
vs
Complexity
Wine
on
the
pother
hand
is
made
up
of
11
Elements
+
9
Vitamins
and
11
Other
Compounds

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THREE ESSENTIAL
STEPS

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+
DNA
MP3R
I
3
STEPS
Di
DNA
Discover
01
Discover
Your
Essence
“A
Guided
Discovery
Process”
Tom
PoWer
Brooklyn
Brewery

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+
DNA
MP3R
I
3
STEPS
NU
DNA
Nurture
02
Nurture
Your
Vision
“Not
Conserva,ve
–
Give
The
Facts”
Tom
PoWer
Brooklyn
Brewery

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DNA
MP3R
I
3
STEPS
Ac
DNA
Act
03
Act
On
Your
Plan
“Don’t
Believe
Everything
You
Think
/
Write”
Tom
PoWer
Brooklyn
Brewery

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+
MP3R
I
The
Elements
of
Your
Business?
RETURN
Google
Images
2014

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+
MP3R I Balanced Big Picture
BX
I
Business
Experience
Crea,ve
Balance
Innova,ve
CX
I
Customer
Experience
Strategic
Balance
Measured
OPERATIONS
MARKETING
DESTINATION
ORGANIZATION
FINANCE
SALES
-­‐
DTC
PLATFORM
SALES
–
WSale

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+
Transi.on
Map

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5 Elements of a
Balanced Business

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+
Message
Purpose
People
Place
Return
MP3R
I
Five
Elements
of
your
business
equa.on
Mp
DNA
EnVision
00
3
R
Google
Images
2014

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+
Me
04
Message
Promise
MP3R
I
Strategic
Business
Planning
Google
Images
2014
MESSAGE
• Have
you
defined
the
basis
of
your
brand
essence
to
build
a
meaningful
story
that
customers
can
relate
to?
• Are
you
keeping
or
fulfilling
the
promise
you
make
to
customers
in
your
brand
message
to
create
a
memorable
experience
and
your
desired
ROI?

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+
Me
01
Message
Promise
• Rediscover
your
brand
-­‐
Compelling
Brand
Essence
• Share
customer
insights
–
Wants.
Needs
and
Desires
• Talk
about
customers
needs,
not
personal
preferences
• Provide
a
clear
and
compelling
purpose
• Market
to
employees
• Have
a
clear
social
mission
• Authen,c
Brand
Values
• Prepare
to
keep
the
promise
MP3R
I
Strategic
Business
Planning

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+
Pu
05
Provide
Purpose
MP3RI
Strategic
Business
Planning
Google
Images
2014
PURPOSE
• Have
you
defined
your
purpose?
What
do
you
wish
to
be
known
for?
• Do
you
have
the
structured
methodology
or
knowledge
to
create
that
purpose
or
produce
those
products?
• Are
you
offering
the
right
quality
of
products
and
providing
the
services
the
customer
wants,
needs,
or
expects,
to
create
a
Memorable
experience
and
Your
desired
ROI?

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+
Pu
02
Provide
Purpose
• People
are
ins,nc,vely
self
–centered
• What
do
customers
want,
need,
expect?
• Don’t
sell
things,
help
customers
buy
them
• You
know
more
than
you
customer:
Or
do
you?
-­‐
Tech
Talk!
• Don’t
let
company
organiza,on
drive
experience
/
products
• Kick
off
interac,ve
ac,vi,es
-­‐
Service
and
Circle
of
Touch
Points
• Assume
increased
adop,on
-­‐
Improve
usability,
a
lot.
MP3R
I
Strategic
Business
Planning

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+
Pe
06
Human
People
MP3R
I
Strategic
Business
Planning
Google
Images
2014
PEOPLE
• Have
you
defined
your
business
vision
and
ideal
customer
segments?
• Is
your
staff
immersed
in
your
vision
and
engaging
with
the
right
customers
to
create
a
long
term
adop,on
of
your
products
and
brand
to
create
a
great
experience
and
your
desired
ROI?

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Pe
03
Human
People
• Who
is
your
customer?
• Disengaged
employees
don’t
create
engaged
customers
• WBS
-­‐
(Warm
Body
Syndrome)
• Communicate,
Communicate,
Communicate
• Make
it
easy
to
do
the
right
thing
–
Training
and
Tools
• Find
ways
to
Measure
employee
engagement
• Establish
a
strong
opera,ng
structure
(The
Ringmaster)
• Make
listening
an
enterprise
wide
skill
MP3R
I
Strategic
Business
Planning

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+
Pl
07
Environ
Place
MP3R
I
Strategic
Business
Planning
Google
Images
2014
PLACE
• Have
you
defined
your
ideal
business
loca,on
and
created
the
founda,onal
architecture
to
operate
your
business?
• Have
you
created
a
physical
manifesta,on
of
your
brand
that
the
customer
engages
with,
adopts
and
shares
loyally
as
a
personal,
memorable
brand
experience
to
create
your
desired
ROI?

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+
Pl
04
Environ
Place
• Every
interac,on
creates
a
personal
reac,on
• Experiences
need
to
be
designed
for
individuals
• Customer
segments
must
be
priori,zed
• Feedback
needs
to
be
the
key
metric
• Employees
need
to
be
empowered
–
with
tools
• Make
sure
you
have
the
right
environment
–
The
Stage
• Customer
Connectedness
• Message,
Purpose,
People
in
the
Place
• Make
socially-­‐conscious
decisions
-­‐
• Be
as
green
as
you
can
be
MP3R
I
Strategic
Business
Planning

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+
Re
08
Expecta,on
Return
MP3R
I
Strategic
Business
Planning
Google
Images
2014
RETURN
• Are
you
achieving
the
return
on
investment
you
projected?
• Does
your
customer
act
as
a
brand
ambassador
when
they
leave
your
business?

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+
Re
05
Expecta,on
Return
•
Customers
show
loyalty
by
purchasing
products
&
services
• Employees
do
what
is
measured,
incented,
and
celebrated
• Turn
innova,on
into
a
con,nuous
process
• Make
,me
for
innova,on
• Seek
out
Innova,on
Partners
• Lifestyle
ROI
• Innova,on
ROI
• Legacy
ROI
MP3R
I
Strategic
Business
Planning

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Your Essence
Is
The Foundation of Planning

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+
One
Word:
MP3R
Essence
Statement:
MP3
• At
the
Brooklyn
Brewery
we
promotes
the
prolifera.on
of
good
beer
and
good
food
whenever
we
can
by
enriching
the
life,
tradi,on
and
culture
of
the
communi,es
we
serve.
We
work
with
partners
and
purveyors
across
the
country
to
produce
beer
and
food
tas,ng
events
of
the
highest
quality.
We
export
more
beer
worldwide
than
any
other
American
crao
brewery,
gaining
the
Brewery
and
our
stakeholders
notoriety
as
one
of
the
top
crao
beer
producers
in
the
world.
MP3R
I
Reverse
Engineering
–
Brooklyn
Brewery
MP3R
Example
5
Elements
1987
1992
2014
ReVisioned
Message
Crab
Gourmet
Prolifera.on
?
Purpose
Reinheitsgebot
Integrated
Enrich
?
People
Contract
We
Partners
?
Place
Brooklyn
Interna.onal
Worldwide
?
Return
Pride
Control
Notoriety
?

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+
How
People
See
You
–
Percep,on
vs
Reality
Navigate
Your
Uniqueness
Message
=
Promise
Purpose
=
What
People
=
Who
Place
=
Where
ROI
=
Why
MIND
Intellect
Choices
EMOTION
Feel
Explore
SENSE
S.mulate
Crave
VOICE
Ar.culate
Interact
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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+
Define
Your
Business
Essence
Provide
one
word
for
each
of
the
following
elements
Message
=
What
is
Your
Promise
Purpose
=
What
You
Do
People
=
Who
is
Your
Customer
Place
=
Where
You
Engage
Return
=
What
You
Get
Out
of
It
MP3R
I
Essence
Exercise
Take
the
five
words
and
crab
an
essence
statement
-­‐
keep
it
simple
and
consider
the
relevance
of
the
words
you
use.
If
you
are
really
brave
–
expand
out
to
Internal
Facing
/
External;
facing
or
even
a
Re-­‐Visioned
future
How
You
See
Your
Business
–
Percep,on
vs
Reality
5
Elements
Now
Internal
External
ReVisioned
Message
Purpose
People
Place
Return

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The Stuff We Never Showed You

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+
MP3R
I
Five
CORE
Agreements
Ag
DNA
Agree
00
A
founda,on
for
communica,ng
as
a
team
• Be
impeccable
with
your
word.
• Don’t
take
anything
personally.
• Don’t
make
assump,ons.
• Always
do
your
best.
• Be
skep,cal,
but
listen
for
the
message.
Based
on
the
book
The
Four
Agreements
©
1997,
don
Miguel
Ruiz.
Printed
by
permission
of
Amber-­‐Allen
Publishing,
Inc.
P.O.
Box
6657
,
San
Rafael
,
CA
94903
.
All
rights
reserved.

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+
Loyal
Listener
Energetic
Accomplishment
Honest
Passionate
Helpful
Proactive
Respecpul
Strategic
Reliable
LEA ED RSH I P
MP3R
I
Strategic
Business
Planning

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+
MP3R
I
Strategic
Business
Planning
Memorable
InterestedEnergetic
Nurturing
Honest
Passionate
Helpful
Organized
Trusted
Strategic
Reliable
MEN OT RSHI P

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+

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+
Strategic
Intention
• Vision
• Mission
• Values
• Goals (LT)
Business
Strategy
• Capabilities
• Key Strategic
Initiatives
• Objectives
• Stakeholders
Brand
Strategy
• Positioning
• Portfolio
• Architecture
• Identity &
Attributes
Market
Strategy
• Target Markets
• Customer
segments
• Distribution
Channel/s
Functional
Planning
• Objectives
• Deliverables
• KPIs
• Performance
Measures
Actionable
Roadmap
• Key Initiatives
• Deliverables
• Timelines
• Assigned
Champions
MP3R I Planning Components
BX
I
Business
Experience
Crea,ve
Balance
Innova,ve
CX
I
Customer
Experience
Strategic
Balance
Measured
Not
for
presenta,on
or
use
without
approval
–
Ova,on
Guild
2013

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Not
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of
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2014
8 Key Initiatives
of a Balanced Business

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+
Pf
Strategy
Plaporm
06
• The
plaiorm
ini.a.ve
directs
a
clearly
defined
promise
that
a
company
makes
and
fulfills
for
its
customers
through
its
brand.
It
is
developed
through
a
process
of
iden.fying
and
infusing
both
the
tangible
and
intangible
a$ributes
which
clearly
and
succinctly
iden.fy
and
differen.ate
a
company.
Also
know
as
the
brand
strategy,
these
are
the
components
that
which
inform
business
ini.a.ves.
Platform
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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+
Fi
Strategy
Finance
07
• The
financial
ini.a.ve
will
guide
all
ac.vi.es
to
operate
the
business
at
op.mum
profitability
while
building
the
value
of
the
brand.
It
will
clearly
define
how
to
document
and
monitor
opera.onal
performance
to
iden.fy
revenue
and
expense
trends,
forecast
resources
needed
and
communicate
this
informa.on
to
stakeholders
in
a
useful
format
and
.mely
manner.
Financial
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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+
Or
Strategy
Organiza,on
08
• The
organiza.on
ini.a.ve
will
ensures
that
staff,
structure,
policies,
training,
safety
and
risk
management
procedures,
are
in
place
–
and
rightly
aligned
with
the
organiza.on.
Organiza.on
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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or
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–
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of
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2014
+
Op
Strategy
Opera,ons
09
•
The
opera.onal
ini.a.ve
will
encompasses
nearly
all
tangible
business
func.ons
–
Farm
management,
produc.on,
facili.es,
property
and
equipment
maintenance,
as
well
as
sustainability
ini.a.ves,
and
the
op.miza.on
of
the
business’s
capacity
and
efficiencies.
Opera.ons
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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–
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of
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2014
+
Ma
Strategy
Marke,ng
10
• The
marke.ng
ini.a.ve
will
direct
how
a
company,
its
people
and
its
brands
and
products
are
presented
to
the
world.
The
marke.ng
ini.a.ve
ensures
that
the
company
and
its
brands
and
products
are
packaged
and
promoted
in
a
way
that
is
in
keeping
with
the
brand
essence
and
en.cing
to
the
target
audiences.
Marketing
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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–
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+
Sa
Strategy
Sales
11
• The
sales
ini.a.ve
is
intended
to
guide
all
ini.a.ves
to
distribute
and
deplete
available
and
intended
revenue-­‐
genera.ng
assets,
with
the
inten.on
of
developing
a
reputa.on
with
the
target
customers
to
solidify
future
growth
and
ensure
sustainable
profitability.
Sales
MP3R
I
Strategic
Business
Planning
Google
Images
2014

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–
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of
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2014
+
Dx
Strategy
Des,na,on
12
• To
clearly
ar.culate
how
the
facility
will
be
leveraged
to
authen.cate
the
brand
to
create
a
uniquely
compelling
brand
story
and
guest
experience
Des.na.on
MP3R
I
Strategic
Business
Planning
Google
Images
2014

42. Not
for
presenta,on
or
use
without
approval
–
property
of
GFC
2014
+
About
Us:
Brooklyn
Brewery
MP3R
Reverse
Engineering
• Brooklyn
Brewery
makes
beer.
Good
beer.
Not
only
does
it
taste
good
and
make
your
meal
beWer
but
we
like
to
think
that
since
its
founding
in
1988,
Brooklyn
Brewery
has
brewed
flavorful
beers
that
enrich
the
life,
tradi.on
and
culture
of
the
communi.es
it
serves.
Its
award-­‐winning
roster
of
year-­‐round,
seasonal
and
specialty
beers
have
gained
the
Brewery
notoriety
as
one
of
the
top
crab
beer
producers
in
the
world.
While
striving
to
brew
the
best
beer
possible
(and
make
,me
for
our
growing
families),
The
Brewery
promotes
the
prolifera.on
of
good
beer
and
good
food
whenever
it
can.
Brooklyn
beers
are
currently
distributed
in
25
states
and
20
countries.
Throughout
2011
The
Brewery
underwent
an
expansion
that
will
double
overall
capacity
in
2012
and
quintuple
by
2013.
Brooklyn
Brewery
probably
exports
more
beer
than
any
other
American
crab
brewery.
• In
addi,on
to
facilita,ng
community
mee,ngs
at
its
Tas,ng
Room,
brewery
employees
serve
on
not-­‐for-­‐profit
boards,
including
the
Prospect
Park
Alliance,
the
Open
Space
Alliance,
Transporta,on
Alterna,ves
and
the
Brooklyn
Historical
Society.
Each
year
the
company
supports
many
charitable
and
arts
organiza,ons
including
BAM,
Brooklyn
Museum
and
MoMA,
and
partners
with
food
purveyors
across
the
country
to
produce
beer
dinners
and
tas.ng
events.
Dis.lled:
MP3R
• Message:
The
Brewery
promotes
the
prolifera,on
of
good
beer
and
good
food
whenever
it
can
• Purpose:
enrich
the
life,
tradi,on
and
culture
of
the
communi,es
it
serves.
• People:
partners
with
food
purveyors
across
the
country
to
produce
beer
dinners
and
tas,ng
events.
• Place:
Brooklyn
Brewery
probably
exports
more
beer
than
any
other
American
crao
brewery.
• Return:
beers
have
gained
the
Brewery
notoriety
as
one
of
the
top
crao
beer
producers
in
the
world
MP3R
I
Reverse
Engineering
–
Brooklyn
Brewery
MP3R

43. Not
for
presenta,on
or
use
without
approval
–
property
of
GFC
2014
+
About
Us:
Brooklyn
Brewery
MP3R
Reverse
Engineering
One
Word:
MP3R
• Message:
Prolifera,on
• Purpose:
Enrich
• People:
Partners
• Place:
Worldwide
• Return:
Notoriety
Essence
Statement:
MP3R
• At
the
Brooklyn
Brewery
we
promotes
the
prolifera.on
of
good
beer
and
good
food
whenever
we
can
by
enriching
the
life,
tradi,on
and
culture
of
the
communi,es
we
serve.
We
work
with
partners
and
purveyors
across
the
country
to
produce
beer
and
food
tas,ng
events
of
the
highest
quality.
We
exports
more
beer
worldwide
than
any
other
American
crao
brewery,
gaining
the
Brewery
and
our
stakeholders
notoriety
as
one
of
the
top
crao
beer
producers
in
the
world.
MP3R
I
Reverse
Engineering
–
Brooklyn
Brewery
MP3R
Message
=
What
is
Your
Promise
Purpose
=
What
You
Do
People
=
Who
is
Your
Customer
Place
=
Where
You
Engage
Return
=
What
You
Get
Out
of
It

44. Not
for
presenta,on
or
use
without
approval
–
property
of
GFC
2014
+
One
Word:
MP3R
Essence
Statement:
MP3
• At
the
Brooklyn
Brewery
we
promotes
the
prolifera.on
of
good
beer
and
good
food
whenever
we
can
by
enriching
the
life,
tradi,on
and
culture
of
the
communi,es
we
serve.
We
work
with
partners
and
purveyors
across
the
country
to
produce
beer
and
food
tas,ng
events
of
the
highest
quality.
We
export
more
beer
worldwide
than
any
other
American
crao
brewery,
gaining
the
Brewery
and
our
stakeholders
notoriety
as
one
of
the
top
crao
beer
producers
in
the
world.
MP3R
I
Reverse
Engineering
–
Brooklyn
Brewery
MP3R
Example
5
Elements
1987
1992
2014
ReVisioned
Message
Crab
Gourmet
Prolifera.on
?
Purpose
Reinheitsgebot
Integrated
Enrich
?
People
Contract
We
Partners
?
Place
Brooklyn
Interna.onal
Worldwide
?
Return
Pride
Control
Notoriety
?

45. Not
for
presenta,on
or
use
without
approval
–
property
of
GFC
2014
+
MP3R
I
Reputa.on
or
Reality
Know
How
Customers
See
You
–
Don’t
Wait
For
Your
Funeral
For
addi,onal
informa,on
or
consul,ng
support,
please
give
us
a
call.
We
work
na,onally
and
remotely,
subject
to
your
requirements
and
project
scope.
Gary
Finnan
-­‐
707-­‐975-­‐9761
Google
Images
2014

46. Not
for
presenta,on
or
use
without
approval
–
property
of
GFC
2014
Not
for
presenta,on
or
use
without
approval
–
property
of
GFC
2014
THANK
YOU
Gary@GaryFinnan.com
GaryFinnanCrea,ve.com
Tom@nydis,lling.com
nydis,lling.com