Yes, everyone loves to say that "Consistency is the hobgoblin of small minds." But that is flat-out wrong. First of all, the quote is "A foolish consistency is the hobgoblin of small minds." And a purposeful, focused consistency is how runners win marathons, and how a brand can be profitable. BUT--what happens when your purposeful and focused consistency becomes split? What happens when you do two things really well?

When bean counters run the show, they often believe they know everything because they know all about the beans. The problem lies in the fact that a business is more than mere beans. And one bean counter know-it-all we recently encountered was a perfect example--but despite his flaws, he still has something going for him that many small-business entrepreneurs lack. 

Without an open and coherent line of communication between the people running a business, and between them and the employees, much is lost--and it can end up making people look silly. It can also cost money. 

When your brand is authentic and you're committed, you will win--despite occasionally being confronted by other, disagreeable, personal brands. Stick to your guns--and to your beverages--and you will win.