The best things on this planet are always the result of somebody’s personal passion, somebody following their own muse. So doing that is what I advocate. I’m ok if I do what I do and you don’t find it to your taste, or if you do what you do and I don’t find it to my taste. The only thing I object to, what I believe is close to wrong, like a waste of your life and other people’s lives, is knowingly dumbing it down. Knowingly doing things that you yourself don’t respect.

I focus on doing what I think is a great job. The only thing I advocate to everybody, no matter what business they’re in, is to do what you think is a great job. If everybody did that, we would have no financial crisis because people knew they weren’t doing a great job, instead they knew they were taking advantage. We all know the difference. We’re human beings and we have this moral fiber ingrained in us that’s really strong. We have to overcome it to do all this shit. Don’t overcome your own moral fiber; follow it. Do the stuff you truly believe in.

Greg Koch, co-founder and CEO of Stone Brewing

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