Advocacy Dies The Moment You Count Cases | with Filiberto Amati | Bottom-Up Cut #010

"If you measure an ambassador on how many bottles he's selling, forget about the advocacy, he's going to start pushing cases," says Filiberto Amati.

0:15 How do you translate a founder's passion down through the whole sales chain?
1:09 Why will an agent never be the one who tells your brand's story?
2:48 Why is the founder always the brand's first ambassador?
4:46 Why should a brand ambassador never be measured on how many bottles they sell?
6:04 Why does a category like Aperol still need advocacy after a hundred years?
7:28 What happens when you pitch a bar before anyone there has heard of you?
9:05 How did co-creating with one well-known bartender turn into real demand?
11:31 Why is early demand really one-to-one marketing before it scales?
14:30 Why does building real advocacy take as long as raising a person?

Find all episodes featuring Filiberto Amati at themaffeodrinkspodcast.com.

Bottom up.

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

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