Hello, I'm Evan Davis and thank you for downloading this programme.

In this edition of the bottom line, we look at non-conformists,

businesses that have beaten their own path to success by challenging the orthodox way of doing things.

Hello and welcome to the programme.

Now, there's always conventional wisdom and unconventional wisdom.

Both have their place, but today we are focusing on the latter.

Challenger companies that take on the established order, contrarian thinkers with a willingness to

break the mold. We're talking about firms that are not necessarily tech innovators, not the

Googles or apples or Amazon's of the world, but who do take some risks and do something differently,

treading a path that no one else has followed. It takes some courage and more. And we have three

examples with us today, so let's meet them to find out how they've been getting on. First up,

James Watt, one of the founders of Brew Dog, it's a craft beer company. It's, well, it's shaken up

the British brewing industry. James, you tell us a craft beer company. It's, well, it's shaken up the British

brewing industry. James, you tell us a little about it. Well, we set up the business back in 2007

on a mission to make other people's passionate about fantastic beer as we are. And what started off

is two humans and one dog and a shed that was falling to pieces is now doing a company

that employs over 450 people and sends our beer over 60 countries around the planet. Right. And you produce a range of, I mean, they've all got funky names, haven't they? Give us some of the brand, some of the titles. Our flagship beard is Punk IP. We've got a beer called Dead Pony Club. We've got a beer called Black Eyed King Imp. Right, and there's one that's ridiculously strong. I can't remember what that's called. The end of the world. The end of the world. The 5% beer called the end of history. End of history. That was it. And then the other funny one is the one that's about virtually no alcohol at all, which is called Nanny State, I think. Yeah. Yeah. And we actually made that because the Scottish government banned an 18% beer that we made.

So it was a Stottes beer that's turned into one of our best-selling beers.

Right. So it's kind of beer with attitude.

Now, that's a big part of it.

But you need to tell us about the other aspect, which is quite interesting about the business,

which is the funding model. So take us through the funding. We've got a community

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