Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. has called him “the punk-rock prince of small-batch spirits.”  So how did he do it? Through practicing , a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity—skills that have benefited him in booze, business, and beyond. In this book, he’s sharing this practice with the world. Through lessons (big life things that like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a that breaks with tradition to achieve the remarkable.