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We Make The Gin That We Want To Drink

Image credit: Shene Distillery

On a trip to Hobart last year, I dropped into the stunning Shene Distillery. Set amongst 200-year-old heritage buildings and the backdrop for The Bachelorette Georgia Love’s wedding just days prior, the grounds of Shene were breathtaking.

Walking through the cellar door, we met the owner who began explaining the property's history and how the distillery had started from humble beginnings. He then proceeded to share how his signature ‘Poltergeist’ gin was made, and how it was a Double Platinum winner at the World Spirits Competition - over multiple years. Not bad for a small distiller from Tasmania!

When I asked him what made his gin so good - and why it was one of the best in the world, his answer was profound.

‘It’s pretty simple really. We just make the gin that we want to drink.’

Don't Just Do What The Customer Wants

In a recent book, marketing guru and consumer psychologist Adam Ferrier argues that we should 'stop listening to the customer'. He says that 'in today's data-swamped world, we're at risk of being blindsided and taking our attention off our company's most valuable asset - our brand.'

For years, I’ve believed that to be successful in business you need to make/sell/provide what the customer wants. It makes sense - after all, it’s the customer who pays you when you provide a solution to their problem, right?

But what if it was more than that?

What if, to be recognized as among the best in your field, you narrowed your focus? Instead of just focussing on providing what the customer wants, you created/sold/delivered a product or service that YOU love. You’d be passionate, have higher standards, and wouldn’t settle for mediocre or second-best.

And wouldn’t your customers love this too?

Abe Udy

Abe is the founder of Abe's Audio and started the business in 1998 from his bedroom with an old computer, fax machine, dial-up internet, and a microphone in his wardrobe. Today, he leads a team that provides audio production and voice overs to media, agency, eLearning, video & creative clients around Australia and beyond.

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