Starting a business is tough. The stats are stacked against you, 90% of businesses fail within the first three years. But some entrepreneurs don’t just survive, they change industries, build movements and inspire millions.
James Watt, co-founder of BrewDog, is one of them. Before BrewDog became a household name, James and his co-founder Martin Dickie were two craft beer lovers brewing in a garage in northeast Scotland, trying to disrupt an industry dominated by giants. They couldn’t afford to pay themselves for the first four years, but they built a global brand, a fanatical community, and a business valued at over £2 billion.
James was named Great British Entrepreneur of the Year in 2014, long before BrewDog became the force it is today. In 2024, he was inducted into the Great British Entrepreneurs Hall of Fame, a testament to his impact on British business.
So, how did he do it? Here are his three rules for making sure your business doesn’t become part of the 90% that fail.
1. Find a Gap, Then Own It
“Your goal isn’t to please everyone, it’s to do things better than anyone else in your space." BrewDog didn’t just launch another beer brand. It challenged the stale, mass-produced beer industry and built a movement around craft beer. They weren’t afraid to be bold, to take risks, and to be different.
🔹 Lesson for founders: You don’t need to reinvent the wheel, but you do need to carve out your own space. Find something the market is missing—then go all in.
2. Build a Mission-Driven Brand
“People don’t just buy your product, they buy into why you sell it." BrewDog didn’t just sell beer. They sold a rebellion against bland, soulless lagers. They built a brand with attitude, purpose and a community that believed in something bigger than profit.
🔹 Lesson for founders: Your mission matters. People don’t just buy what you make, they buy why you make it. Stand for something, and you’ll create lifelong customers, not just one-time buyers.
3. Fix Mistakes Fast
"You will make mistakes. But what sets successful entrepreneurs apart is how they react." James openly admits that mistakes were made along the way. But rather than ignoring them, BrewDog owned them, pivoted quickly and used them as fuel to build something better.
🔹 Lesson for founders: Mistakes aren’t what kill businesses, a slow response to mistakes does. Own them, learn from them, and move forward fast.
From Great British Entrepreneur to Global Disruptor James Watt’s story is proof that great businesses don’t just happen, they are built through grit, mission and fearless decision-making.
Long before BrewDog was a global brand, James was recognised as Great British Entrepreneur of the Year in 2014, joining a long list of founders who were making waves before the rest of the world caught on. In 2024, he was inducted into the Great British Entrepreneurs Hall of Fame, solidifying his place among the UK’s most impactful business leaders. His journey isn’t just about beer, it’s about bold ideas, fearless execution and creating a brand people truly believe in. 🚀
What’s your mission? What’s your gap in the market? And how fast are you fixing mistakes? These are the questions every founder should be asking.
Be the First to Know: Join Our Awards Waitlist!
Every year, we celebrate the UK’s most ambitious and inspiring businesses through our award programmes:
🏆 The Great British Entrepreneur Awards – Recognising the game-changing entrepreneurs shaping the future.
🚀 The UK StartUp Awards – Celebrating the UK’s most exciting early-stage businesses.
📈 The UK Fast Growth Index – Showcasing the fastest-growing businesses across the country.
🏭 The Great British Industry Awards – Honouring the UK’s most innovative and high-performing industry leaders.