If craft beer is going to win against big beer, we must think and act differently. This video examines "Buyer Utility," which shows the underlying emotions and strategies that craft beer drinkers rely upon to make choices - and they are different than what most industrial beer drinkers rely upon to make choices. Part of strategy is doing things different and better, this video shows you how to win against large industrial brewers even though you are small and don't have as much money.