In the military we have a saying that the enemy has a choice. Doesn’t matter how great you think your product or service is or you think it’s for, until you go to market, it’s an educated guess at best. From there, it’s your responsibility to identify whether you’re going to stick to the plan, such as selling craft beer via a subscription service model to willing consumers, or shifting to a business to business model selling beer, snacks, and other CPG items to corporate offices. If that sounds too far off, it’s not, because that is exactly what happened to today’s guest Claude Burns, Founder and CEO of Office Libations, a full-service beverage and snack company that provides beverages and snacks to companies of all sizes. I had a chance to sit down with Claude in person this week, at the Bunkers Lab CEO Circle Fly-in powered by JP Morgan Chase, to hear the origin story of office libations, what it was like to lead the company through a global pandemic when offices no longer needed his services, and what innovation looks like for a small business, when the odds are stacked against you.