www.pivovarkosteleccz.com<\/a>. Neud\u011blal jsem to kv\u016fli rozs\u00e1hl\u00e9 distribuci nebo nejni\u017e\u0161\u00ed cen\u011b. Ud\u011blal jsem to proto, \u017ee tamn\u00ed lid\u00e9 p\u0159istupuj\u00ed k va\u0159en\u00ed piva s v\u00e1\u0161n\u00ed, kterou jsem u sebe v tu chv\u00edli postr\u00e1dal. Cht\u011bl jsem, aby ta v\u00e1\u0161e\u0148 byla trochu i moje. Aby protekla potrub\u00edm a\u017e k na\u0161im p\u00edp\u00e1m.<\/p>\nPrvn\u00ed zku\u0161enost byla jin\u00e1, ne\u017e na co jsem z velk\u00fdch firem zvykl\u00fd. Nebyl to prodejce s katalogem. Byl to sl\u00e1dek, kter\u00fd mi vysv\u011btloval, pro\u010d jejich sv\u011btl\u00fd le\u017e\u00e1k chutn\u00e1 pr\u00e1v\u011b takhle. Mluvil o konkr\u00e9tn\u00edm chmelu, o teplot\u011b rmutov\u00e1n\u00ed. Najednou jsem nekupoval produkt. Pod\u00edlel jsem se na \u0159emesle. Tato zm\u011bna perspektivy byla z\u00e1sadn\u00ed. Najednou jsem j\u00e1, majitel hospody, rozum\u011bl tomu, co \u010depuji. A to se pak p\u0159en\u00e1\u0161\u00ed na person\u00e1l a nakonec i na hosta.<\/p>\n
Pro\u010d d\u016fv\u011bra ve zdroj m\u011bn\u00ed v\u0161echno<\/h2>\n
Kdy\u017e zn\u00e1te p\u016fvod v\u011bci, mluv\u00edte o n\u00ed jinak. D\u0159\u00edve, kdy\u017e se host zeptal na pivo, \u010d\u00ed\u0161n\u00edk \u0159ekl n\u00e1zev a mo\u017en\u00e1 stupn\u011b. Te\u010f m\u016f\u017ee \u0159\u00edct: “To je od mal\u00e9ho pivovaru z Kostelce, va\u0159\u00ed ho tam pan Nov\u00e1k, pou\u017e\u00edvaj\u00ed \u017eateck\u00fd chmel z konkr\u00e9tn\u00ed oblasti.” Je to kr\u00e1tk\u00e1 v\u011bta, ale z\u00e1sadn\u011b m\u011bn\u00ed z\u00e1\u017eitek. Host nepije anonymn\u00ed kapalinu. Pije v\u00fdsledek pr\u00e1ce konkr\u00e9tn\u00edch lid\u00ed. Tato autenticita se ned\u00e1 nahradit \u017e\u00e1dnou reklamn\u00ed kampan\u00ed.<\/p>\n
D\u016fv\u011bra se tak\u00e9 projevuje ve spolehlivosti. S velk\u00fdm pivovarem jste jen \u010d\u00edslo v syst\u00e9mu. Kdy\u017e m\u00e1te probl\u00e9m se sudem, \u0159e\u0161\u00edte ho s call centrem. S mal\u00fdm pivovarem zavol\u00e1te p\u0159\u00edmo sl\u00e1dkovi. \u0158e\u0161en\u00ed je rychl\u00e9, osobn\u00ed a vy budete p\u0159\u00ed\u0161t\u011b v\u011bd\u011bt, \u017ee na v\u00e1s mysl\u00ed. Tento vztah m\u011b donutil p\u0159ehodnotit, jak p\u0159istupuji i k ostatn\u00edm dodavatel\u016fm. Hled\u00e1m lidi, ne firmy.<\/p>\n
Neprod\u00e1v\u00e1te pivo, prod\u00e1v\u00e1te z\u00e1\u017eitek z m\u00edsta<\/h2>\n
Zaveden\u00edm piva z mal\u00e9ho pivovaru jsem vlastn\u011b za\u010dal nab\u00edzet kus jeho p\u0159\u00edb\u011bhu. Host\u00e9, kte\u0159\u00ed toto pivo znaj\u00ed, jsou nad\u0161en\u00ed, \u017ee ho najdou i u n\u00e1s. Ti, kte\u0159\u00ed ho neznaj\u00ed, jsou zv\u011bdav\u00ed. Stal se z toho rozhovorn\u00ed za\u010d\u00e1tek. Lid\u00e9 se ptaj\u00ed, kde ten Kostelec je, jestli tam lze zajet. Na\u0161e hospoda p\u0159estala b\u00fdt jen c\u00edlem. Stala se tak\u00e9 doporu\u010den\u00edm na cestu. N\u011bkdo si u n\u00e1s d\u00e1 pivo a \u0159ekne si, \u017ee by se jednou pod\u00edval p\u0159\u00edmo do toho pivovaru.<\/p>\n
Tato dynamika vytv\u00e1\u0159\u00ed loajalitu, kter\u00e1 je hlub\u0161\u00ed ne\u017e slevov\u00e1 karti\u010dka. Lid\u00e9 se vracej\u00ed, proto\u017ee cht\u011bj\u00ed ten specifick\u00fd pocit, tu chu\u0165, kterou spojuj\u00ed s na\u0161\u00edm podnikem. A my m\u016f\u017eeme b\u00fdt hrd\u00ed na to, co \u010depujeme. Je to rozd\u00edl mezi t\u00edm b\u00fdt prodava\u010dem a b\u00fdt hostitelem. Hostitel vyb\u00edr\u00e1 to nejlep\u0161\u00ed, co m\u00e1, pro sv\u00e9 hosty. Prodava\u010d p\u0159ed\u00e1 to, co m\u00e1 v nab\u00eddce.<\/p>\n
Mal\u00e1 zm\u011bna s velk\u00fdm dopadem na moji hlavu<\/h2>\n
Nejv\u011bt\u0161\u00ed p\u0159ekvapen\u00ed pro m\u011b bylo, jak tato jedna zm\u011bna ovlivnila m\u016fj p\u0159\u00edstup k cel\u00e9mu podnik\u00e1n\u00ed. Kdy\u017e vid\u00edte, s jak\u00fdm z\u00e1palem n\u011bkdo d\u011bl\u00e1 svou pr\u00e1ci, nakaz\u00edte se. Za\u010dal jsem v\u00edce p\u0159em\u00fd\u0161let nad ka\u017ed\u00fdm detailem v hospod\u011b. Nad \u010distotou skla, nad teplotou ve sklep\u011b, nad t\u00edm, jak pivo \u010depujeme. Pokud n\u011bkdo dal tolik \u00fasil\u00ed do vytvo\u0159en\u00ed toho piva, pak je moje povinnost dodat mu stejnou p\u00e9\u010di v posledn\u00ed f\u00e1zi, ne\u017e se dostane k z\u00e1kazn\u00edkovi.<\/p>\n
P\u0159estal jsem se b\u00e1t, \u017ee nab\u00eddkou specifick\u00e9ho piva odrad\u00edm \u010d\u00e1st z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed cht\u011bj\u00ed “n\u011bco norm\u00e1ln\u00edho”. Naopak. Ti, co cht\u011bj\u00ed “n\u011bco norm\u00e1ln\u00edho”, si u n\u00e1s daj\u00ed toto pivo a mo\u017en\u00e1 poprv\u00e9 pochop\u00ed, jak m\u00e1 “norm\u00e1ln\u00ed” dobr\u00e9 pivo vlastn\u011b chutnat. A ti, kte\u0159\u00ed hledaj\u00ed v\u00fdjime\u010dnost, ji u n\u00e1s najdou. Vytvo\u0159il jsem si tak vlastn\u00ed kategorii. Nejsme hospoda s deseti druhy piv z cel\u00e9ho sv\u011bta. Jsme hospoda, kter\u00e1 vybrala jeden skv\u011bl\u00fd \u010desk\u00fd le\u017e\u00e1k a postavila na n\u011bm svou reputaci.<\/p>\n
Nechci, aby to zn\u011blo, \u017ee v\u0161echno je od t\u00e9 doby r\u016f\u017eov\u00e9. Stoj\u00ed to v\u00edce pr\u00e1ce. Mus\u00edte lidem vysv\u011btlovat, mus\u00edte se starat. N\u011bkdy je probl\u00e9m s dod\u00e1vkou. Ale ta starost je dobr\u00e1. Je to starost \u0159emesln\u00edka o sv\u00e9 d\u00edlo. Nau\u010dil jsem se d\u00edky tomu d\u016fv\u011b\u0159ovat sv\u00e9mu vlastn\u00edmu \u00fasudku a vkusu. A hlavn\u011b jsem pochopil, \u017ee i mal\u00fd podnikatel jako j\u00e1 m\u016f\u017ee spolupracovat s jin\u00fdm mal\u00fdm podnikatelem a vytvo\u0159it n\u011bco, co velk\u00e9 firmy nikdy nebudou m\u00edt. Tuhle osobn\u00ed linku, tuhle hrdost na spole\u010dnou pr\u00e1ci. A na dn\u011b ka\u017ed\u00e9ho p\u016fllitru je pak trochu z t\u00e9hle hrdosti c\u00edtit. A to je ta nejlep\u0161\u00ed chu\u0165, jakou zn\u00e1m.<\/p>\n","protected":false},"excerpt":{"rendered":"
P\u0159izn\u00e1m se. M\u011bli jsme v hospod\u011b probl\u00e9m. N\u00e1\u0161 hlavn\u00ed to\u010den\u00fd le\u017e\u00e1k byl dobr\u00fd, spolehliv\u00fd, nicm\u00e9n\u011b \u00fapln\u011b oby\u010dejn\u00fd. Z\u00e1kazn\u00edci ho pili,…<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"type":"","auto_type":false,"post":"","stream":"","stream_url":"","waveform_data":[],"duration":0,"bpm":0,"downloadable":false,"download_url":"","purchase_title":"","purchase_url":"","post-count-all":0,"like_count":0,"download_count":0,"editor_note":"","copyright":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-3937","post","type-post","status-publish","format-standard","hentry","category-press","entry",""],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/posts\/3937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/comments?post=3937"}],"version-history":[{"count":1,"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/posts\/3937\/revisions"}],"predecessor-version":[{"id":3938,"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/posts\/3937\/revisions\/3938"}],"wp:attachment":[{"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/media?parent=3937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/categories?post=3937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/somwave.com\/index.php\/wp-json\/wp\/v2\/tags?post=3937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}