“To get noticed you’ll need to make some waves. And we’ve made a few giant tsunamis along the way. Just ensure that whatever you do plays back into the very fabric of your mission. The real skill is making sure your over-arching crusade and company’s DNA is woven deep into the core of any controversy you may cause.”

Business for Punks – Break all the Rules the BrewDog Way
James Watt
Portfolio Penguin (2015)