The More Things Change …


digital-marketing-1433427_640Last week I wrote that I’m starting to focus on a new market for my services; for a number of reasons I’ve decided to have a go at landing clients from the craft beer industry in Western Canada. Something I didn’t mention in last week’s post is that the craft beer scene in Alberta is booming. Recent rule changes and “incentives” have combined to make it easier and more feasible to start a small brewery, so plenty of small breweries are getting started. This has me excited for a few reasons:

  1. more breweries = more craft beers to try;
  2. more Alberta breweries = more Alberta jobs;
  3. a booming craft beer industry = better chances of me succeeding.

In fact, I’m so excited I started a semi-serious, but mostly not, beer related blog.

Anyways, on to the point of this post …

All brewers, regardless of size, pretty much have to comply with the same governmental regulations, do the same types of activities and quality checks, maintain equipment, clean equipment, be safe, etc. What really changes are the ability and will of the brewers to invest in IT tools and services to make these things happen in an efficient, cost effective manner. Many of the brewers I’ve spoken to are using spreadsheets, whiteboards, and loose-leaf paper to get stuff done. Even those that are using some combination of brewery management and accounting software are struggling to stay ahead of things. So I’m thinking that they’d be all over this content / information / records management thing (I didn’t really think that). It turns out that those who are interested are interested in solving business problems. Go figure.

Like Every. Other. Client. I. Have. Spoken. To. they don’t care what something is called or what tool is used as long as problems are getting solved, issues are being addressed, and opportunities aren’t wasted. And like every other industry sector I’ve worked with, the size of the organization doesn’t dictate what the requirements are.

Late the week before last week I met with the CEO and the Controller of a craft brewery. We chatted a bit about beer, the beer industry, what their goals / vision are, what I could do for them, and what their challenges are. Surprisingly, they didn’t say “we have challenges managing content.” It turns out that their most pressing priority is having the information they need to make the decisions they need to make to achieve their vision. Sound familiar?

I’m willing to bet that as I talk to more and more brewers I’ll be hearing the same things I’ve been hearing for the majority of my career. Regardless of industry or geography, for-profit businesses have challenges with making decisions, being efficient, being competitive, and being profitable. Good information and effective automation can a go a long way to help companies meet these challenges, regardless of size, industry, or geography. Information is a strategic corporate asset and must be treated accordingly. In today’s environment, automation does not necessarily mean capital investments in infrastructure, expensive software licences, and spinning up a large IT department. We’re in a time and place, thanks to cloud technologies, where smaller organizations can have the type of functionality that used to only be available to large enterprises.

One Comment on “The More Things Change …

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