Lessons From the Craft Beer Industry: Innovation and Collaboration I recently read an article titled “Small business advice: What your company can learn from the rise of craft beer” about how, in the midst of the recession, craft beer sales skyrocketed and small companies experienced significant growth even as overall beer sales were fat. Based on writer Drew C. Marshall’s perspective, some basic concepts were at the foundation of this success: small business innovation, a group effort in promoting the industry and friendly competition. You can read the article on www.washingtonpost.com. It occurred to me that these ideas could easily translate to and, in many cases, describe the music products and sound industry. After all, both industries have long and storied histories dominated by major brands that have enjoyed a significant portion of the market share for years. And yet, both industries are on the move, offering great opportunities for innovation and shared excitement as these new brands work to build and define their unique segment in the larger industry. Small business innovation is exploding in the world of music products. New NAMM exhibitors are creating handcrafted and custom-built instruments, and pushing the boundaries of music with new technologies. While there will always be deep respect for larger household brand names, these new folks are seeing success as retailers and consumers seek specialized products with a unique story to tell, just like the craft brewers are doing. This mindset of innovation and new products excites consumers and drives market growth. Leading a group effort in promoting the industry is something NAMM has been doing for awhile now, but we can learn a lot from the craft brewers about how to work together more effectively, especially on the local level. In my opinion, promoting the benefits of music and advocating for music education is the responsibility of everyone who makes their living in our industry. There are many opportunities for you to work with your fellow NAMM members to promote music in your community, in your schools and on a broader stage by joining us in our lobbying trips to D.C. Will this be the year that you connect and get more involved? Friendly competition is, from my perspective, one of the things that makes our industry the one that people want to spend their lives in… We’re passionate people who love music and everything about making it. Marshall describes a similar camaraderie that exists in the craft beer industry: “…as experiments succeed, brewers don’t hoard their secrets. Many smaller breweries build on loans and advice from larger peers.” NAMM members help each other every day: They volunteer to teach NAMM U sessions and share their hard-earned lessons, they form associations like GAMA to promote guitars in school music programs, and they participate in the annual NAMM Shows, which feed our “Circle of Benefits” business model that promotes the industry for everyone. We have always been an industry of entrepreneurs, and it seems the trend is only increasing. And although we cannot predict the future, lessons from the craft beer industry make a lot of sense to me as we continue to promote innovation and collaboration within our own community.