In 2010 and in kinship with the craftspeople who embody the Brooklyn Spirit, Emil Jättne and Joe Santos set out to make a high-quality small-batch American gin by hand, on their own terms. Brooklyn Gin was born. Since then, the company they have built around this guiding principle remains proudly independent and purposely small. Show Notes Success Quote Mantra Emil: "Don't be afraid to fail." Joe: "I will greet this day with love in my heart." In this episode with Emil Jättne and Joe Santos we will discuss: What we can learn from our parents Realizing you are on the wrong path and course-correction Learning your industry by starting out in a massive company Intentional plans Branding Brand management Create what you love then sell it Staying authentic Licensing issues Launching a new brand The importance of being proud of your product You need more than just a good product, you need a plan and a brand Brand first/product second Learning how to execute Knowing when to ask for help from professionals who know more than you do Roadblocks - they’re inevitable Don’t give up hope Live your story Actions speak louder than a story Relationships and so important in the industry Today's sponsor: Gusto offers modern, easy payroll, benefits, and HR to small businesses across the country — they were even named best online payroll by PCMag. And as a listener, you’ll get three months free when you run your first payroll. Sign up and give it a try at Gusto.com/unstoppable.  CAKE provides an easy-to-use integrated software and hardware solution to build better dining experiences for restaurant operators and their guests. With mobile marketing and waitlist management to point of sale payment processing, the CAKErestaurant management system helps you grow your business.  Learn more at trycake.com/unstoppable EthicsSuite.com -provide a safe, secure, simple and anonymous communication channel between you and your employees to help you protect your hard-earned reputation and assets. Demonstrate to your team that you are committed to providing a workplace that operates with the highest ethical standards. Staying informed about important issues will help you resolve them internally before they spiral into larger, costly, or public problems.   Knowledge bombs Which "it factor" habit, trait, or characteristic you believe most contributes to your success? Emil: "Calmly pushing the ball forward." Joe: "Staying even-keeled." What is your biggest weakness? Emil: "Perfectionist." Joe: "Not taking enough time for myself." What's one question you ask or thing you look for during an interview? Emil: "Kindness, working well with others, energy for the brand." Joe: "What do you do on your own time? What is your passion?" What's a current challenge? How are you dealing with it? Emil: "Building a distillery in NYC." Joe: "Navigating bureaucracy." Share one code of conduct or behavior you teach your team. Emil: "Collaborative. Don't think you know everything." Joe: What is one uncommon standard of service you teach your staff? Emil: "Emphasis on the long-run." Joe: "Don't sell; educate." What's one book we must read to become a better person or restaurant owner? Emil: Different: Escaping the Competitive Herd by Youngme Moon Joe: The Alchemist: A Fable About Following Your Dream by Paulo Coelho GET THIS BOOK FOR FREE AT AUDIBLE.COM  What's the one thing you feel restaurateurs don't know well enough or do often enough? Emil & Joe: Slack What's one piece of technology you've adopted within your four walls restaurant and how has it influence operations?   If you got the news that you'd be leaving this world tomorrow and all memories of you, your work, and your restaurants would be lost with your departure with the exception of 3 pieces of wisdom you could leave behind for the good of humanity, what would they be? Emil: 1) you can do anything you want but not everything you want 2) don't be afraid to fail or to be different 3) the po