About the author xi Prologue xiii Part One: Thinking 1 1 In the beginning, there was a decision 3 2 Okay, so we're doing this. But doing what, exactly? 7 3 Riding the fourth gin wave 11 Drinks Break No.1: The (Gin) Martini 16 4 Starting as you mean to go on -- every decision matters most 23 Useful Bit #1: Decision Checklist 28 5 It's never too early to think about your why 33 Useful Bit #2: The Butterfly and The Brick 38 6 Growth theory, relationships and money 45 Useful Bit #3: Picturing Success 48 Useful Bit #4: Thinking in Action: A Four Pillars Example 54 Part Two: Crafting 61 7 Rare Dry Gin and the crafting of the Four Pillars brand 63 Useful Bit #5: Capabilities, Behaviours and Relationships 72 8 The first three months 75 Useful Bit #6: Feeling Benchmarks 78 9 Overnight emails, opportunism and staying on strategy 83 Drinks Break No.2: The Gin & Tonic 90 10 From gin to gins . and 'Made From Gin' 97 Useful Bit #7: Strategic Storytelling 102 11 Experiments that worked 105 Useful Bit #8: A Four Pillars Example 112 Part Three: Sharing 119 12 Launch as you mean to go on 121 Useful Bit #9: Conversation Hierarchy 130 13 Collaborative to the core 135 Drinks Break No.3: The Negroni 142 14 A gin-fuelled content rocket 147 Useful Bit #10: Theory of Brand Success 152 15 Home is where the gin is 159 16 Faith in the power of experiences (and word of mouth) 171 Useful Bit #11: Brand Experience Playbook 174 17 A people-powered gin family 179 Useful Bit #12: A Four Pillars Example 182 Part Four: Growing 187 18 Balancing acts 189 Useful Bit #13: Simplifying Complexity 196 19 Leading through growth 199 Useful Bit #14: Choice Matrices 206 20 The best in the world . pivoting and staying the course 211 Useful Bit #15: Visualising Transformation 222 21 Questioning everything 225 Useful Bit #16: A Four Pillars Example 230 22 Ten years down, another decade ahead of us 235 A final word 241 Drinks Break No.4: Drinking better (gin) 242 PS: A useful reading list 253 Acknowledgements 257 Index 259.