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Do one thing really, really well PDF Print E-mail
Written by Donald Cooper   

ImageThe folks at Steam Whistle Brewery, located in a historic railway roundhouse at the foot of Toronto's iconic CN Tower (and, incidentally, not far from Leon's only downtown store) are brilliant marketers. It starts with their slogan - Do one thing really, really well - which is an important business lesson for many of us.

Steam Whistle makes world-class Pilsner beer and they imported a master brewer from the Czech Republic, the traditional home of Pilsner beer, to help them do it.  There's another business lesson: hire the best people. We become what we hire.

Take a few minutes to check out their website at Go through it tab by tab and item by item. There are more brilliant marketing lessons on this one website than you'll find anywhere.

a) The first thing you'll notice is the unexpected steam whistle sound that welcomes you to the site and helps you connect with and remember their brand name.


b) Then, click on the ‘Our Beer' tab and then on ‘Our Dream' to learn how the whole thing got started. Like many businesses, Steam Whistle started from adversity. The three founders had just been fired by a huge brewery.

c) Still in the ‘Our Beer' tab, drop down to ‘Our Home' and read how beautifully and passionately they describe the famous, historic building in which they chose to locate. It's not a "factory" - it's their "home." Words matter.

d) Read about their choice of bottle and commitment to the environment under ‘Green Initiatives'.

e) Notice they have an event Space at the brewery that they rent out, generating additional revenue and getting hundreds of people in the door every month to sample their beer.

f) Check out the party photos, recipes for cooking with beer and other great stuff under the ‘Fun' tab.

g) In the FAQ (frequently asked questions) section of the ‘Contacts' tab they answer dozens of questions about their product, their commitments and their philosophy.

h) Take their virtual Brewery Tour and try to spot all of the extraordinary marketing and relationship-building brilliance it contains, starting with the fact that they have a beer bottle mascot.

i) Read about their home delivery and party set-up assistance program.

j) Feel their passion, commitment to excellence and sense of fun.

k) Check out all of the events with which they're involved. And on and on it goes. These guys are marketing geniuses.

There's so much for all of us to learn here and not just about websites and marketing but about committing to do the right thing and then doing it extraordinarily well. Specifically, what can you learn from these folks? More importantly, what action will you take from what you've learned?

Donald Cooper has been both a world-class manufacturer and an award-winning retailer. Now, as a business speaker and coach he helps business owners and managers throughout the world to rethink, refocus and re-energize their business to create compelling customer value, clarity of purpose and long-term profitability. For more information, or to subscribe to his thought-provoking free business e-newsletter, go to

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