I talk to a lot of entrepreneurs. When I sat down with Jeff Popiel, the President of Village Brewery, I noticed something different. Something that a lot of business owners could use some practice in.

What is your company’s purpose? How does that inspire product? Why should people support your businesses vision? Jeff consistently finds opportunities to explain the emotional connection to the Village Brewery brand. He even goes into detail about specific products and the inspiration behind their creation to further give consumers a reason to connect with the products. By doing this, he is encouraging customers to support the business not just now, but for years to come.

Everyone loves a great story about the startup of a business and the passion that drove the founders to success. But the ultimate goal is to show consumers how your brand fits into their lifestyle and their sense of community. Show them how your product can be personal to them.

This is an important skill for entrepreneurs to learn because at the end of the day, you want your business to outlast you. 

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