My mission is simple: make the world a better place.
OK. That’s a lofty goal, right? Doesn’t sound simple. That’s why I break it down into two smaller segments. I want to make the world a better place by: creating documentary films that help us face reality and fiction films that help us escape it.
A hard-hitting doc can improve the world just well as a comedy can. (Although some might debate that until the end of days.) I just love the movies and I believe it’s healthy to escape reality for a bit, as well as face some hard-hitting realities.
Still, though, that’s a pretty big mission. That’s why I break it down even more: I’d like the audience to leave my movie with one action item in mind. If they did this one thing, they would know they’d be making the world a better place, too.
My films aren’t heavy-handed or preachy, mind you. The audiences are smart enough to walk away with that one thing without someone hitting them over the head with it. I simply want to empower them to make a difference, too.
This one tiny action item is what we call the “low hanging fruit” because it’s the easiest to do. It’s something that requires very little effort, resources, or changes in habits. It’s something simple like keeping trash out of the landfill by putting it in the recycling bin. Again, if they did this one thing they would know that they’re making a huge difference.
For example, with my first feature-length film, Abandoned Allies, the take away was pretty straightforward: awareness. I wanted audiences to walk away thinking, “Wow, I had no idea that the Montagnards were our allies!” I wanted them to be filled with humble gratitude for what the Montagnard people did to help our Green Berets during the Vietnam War.
While some people were super grateful to hear that story, others were so moved they took even bigger actions. They started volunteering to work with the Montagnards on a weekly basis. It’s really cool to see our film inspire such action!
[Want to watch Abandoned Allies? You can do that right here.]
This is exactly why I offer the one subtle action item, with the hope that people are so moved they want to do more. Those people will come looking for the steps they can take to make a difference. When they do that, I’m ready. I have even bigger action items for whomever wishes to embrace them. They can share with their people and create even more action. Pretty cool, huh?!
So it’s not just a movie. It’s a movement.
Again, these movies aren’t heavy-handed or preachy. The art of storytelling is a delicate one. The character, plot, and action are key to what unfolds on screen. In this blog post, I’m talking specifically about what happens in the heart and mind of someone who wants to help make a difference, even if it’s just by doing this one thing.
Now that you know that part of the equation, you may be wondering about Brewconomy, a documentary about North Carolina craft beer. You’re thinking, “It’s a documentary about beer, how can that change the world? C’mon!”
That’s why I’m making this film. Drinking local craft beer actually has the potential to change the world — and that exactly what I find so fascinating! (It has the added benefit of being completely delicious, too.)
What I love about North Carolina craft beer industry is that, for the most part, the people who are leading the way are focused on running triple bottom line businesses. If that’s the first time you’ve heard that phrase, simply know that the triple bottom line is about people, planet, and profits. Typically in that order.
In other words, it’s much more than just beer.
Seth Gross, owner of Bull City Burger & Brewery, talks about sustainability on 2.19.2014 during the Brewconomy Kickstarter mid-campaign event. Learn more about the mission and core values of his business here.
The people who are doing craft beer well here are focused on the people that make it. That means jobs, mortgage payments, kids, and communities. It means collaborations within the community, like the food trucks that come to the breweries who don’t serve food or working with a farmer to get the best ingredients. It’s becomes a family, too, which is really cool.
They’re also focused protecting the planet. They use sustainable business practices at every turn. They were doing the farm-to-table thing long before it was hip. They use local ingredients because it adds distinct local flavor and doesn’t have to be shipped cross-country (saving valuable resources like fuel). They care about protecting the water sources and keeping them clean because that’s one of the main ingredients in beer. They typically work directly with farmers and malt houses to get local ingredients, too.
Hops growing at Farm Boy Farms in Pittsboro, N.C.
It’s a look at the full process, too. Some spent grain, for example, gets picked up by people who will use it on their farm. Or some goes to a diary to nourish the cows, which make the milk that goes into cheese, which gets sold locally. Pretty cool, huh?
They care about profits, too. These are small businesses run by some of the hardest working, passionate people I’ve ever met. Most of them use their profits to grow the business, invest in their people, protect the planet, or support their community. The profits are often a tool to do even more good.
This isn’t something new.
There are other businesses doing stuff like that. For example, big companies like Zappos and REI that focus on giving back in a big way. But tell me this: is there another industry where that’s the norm across the board? I haven’t found one but I’d love to know if you have.
By now the one action audiences feel after watching Brewconomy is easy to spot, right?
When you choose to drink a local craft beer, you’re investing in something that has far-reaching effects. It’s not just a beer. It’s the entire system of people that brought that beer to your hand. It’s beautiful, really.
Stop and take a sniff it before you sip it. Slow down. Enjoy that sip, hanging with friends, and talking about the story of that beer. A lot went into making it and bringing it to you. It’s glorious so revel in it! (But if you don’t like it, check out this old post on 10 ways to introduce yourself to craft beer.)
My mission is to make films that make this world a better place for all of us.
By working on Brewconomy I’m bringing attention to the passionate people doing really great things in this part of the world. I’ve become a huge fan of their work, dedication to excellence, and business models. I believe that others, including myself, have a lot to learn from them.
Next time you’re choosing a beer, look for a local one. Tell me what you thought of it. I’d love to hear all about it.
—-
Brewconomy is currently in post-production. Sign up for my free monthly email updates here to get more information about its progress.
—
Please note: I have made some pretty big blanket statements about the industry. As it grows, there may be some people within the industry that don’t follow that path. Based on my limited experience interviewing people within the industry for Brewconomy, however, I believe it’s possible those types won’t last very long. Craft beer consumers are smart and have really strong BS detectors. Just a theory.