Subordinate to the Constraint

Find your constraint, then subordinate all other things to the constraint. What is the one thing in your business that is preventing you from growing? Is it the size of your still? Your amount of social media followers? I’m willing to bet it is neither of those. If you are selling out of your product as soon as it hits the shelf, then you are doing great. But if your products sit there for a couple weeks, then the constraint is the demand for your products. That means that any time you are working, you should be creating or cultivating demand for your products. All the time, no matter what. Don’t fix the leaky faucet. Don’t rent more space for more fermenters. Don’t do anything that doesn’t directly relate to creating demand in the market for your products. Go out and do a tasting event. Go talk to a bartender and tell them about your company. Make a poster and hang it up in your local liquor stores. Creating demand starts with information dissemination, and ends when the customer consumes and enjoys your product. Not until the bottle is empty can you truly say you have made a sale, because that’s when they will buy another.