 Will we ever have enough confidence and courage to get around the stigma of non-alcoholic beverages in a social gathering? This guy asked me for a stubby cooler as he was heading out to a motorbike event with the boys. He knew they would be getting on it. He didn't want to drink, but he had non-alcoholic beers and he put it in the stubby cooler so it would look like he's drinking. Another guy at a recent party was filling his can of VB with mineral water to make it look like he was drinking all night. I met another guy who was drinking Heaps Normal non-alcoholic beer, but he had it in a Bintang stubby cooler to make it look like it was alcoholic. Three different scenarios which make me question whether guys can ever get their heads around the stigma of not drinking alcohol in social surroundings. "I'm driving" of course was the leave pass. But if you just don't need the alcohol, it will be interesting to see how this plays out. Given the amount of different non alcoholic beers and spirits available now, there must be a market now (story below re non alcoholic bars)... and into the future for the investments that are being made... but psychologically, I know guys who won't go without the alcohol in beers in a social surrounding.... it's a curious situation.
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 A lady in the audience said "That's all fine, but it's different in the real world". That sort of comment always makes me think back to the statement I read in a book called Rework. "Ignore the real world: The real world is a toxic place where dreams are slaughtered by those who are too coward to try. Somebody else's reality doesn't have to be yours, so define your own reality with your own existence and ignore the rest". (Rework, a Book by Jason Fried & David Heinemeier Hansson.)
Many use the real world as an excuse not to have a crack. ... a reason why something cannot be done. A reason not to put themselves out there. "The credit belongs to the person who is actually in the arena; whose face is marred by dust and sweat and blood who strives valiantly". Not to the person in the grandstand critiquing and blaming the real world.... the yeah but people. Shoutout to Ben White for the pic.  Dr Gloria Mark is the author of "Attention Span: A Groundbreaking Way to Restore Balance, Happiness and Productivity". Last week's guest on the Mojo Sessions, Dr Mark talks about expanding our attention span, how we focus better, how we develop our power of observation, and how we are more in the moment and take agency over our attention. Fascinating conversation. Case in point of the power of attention and observation: The inventor of instant ramen noodles, Momofuku Ando, got the idea for his Cup Noodle when he witnessed the crowds lining up for ramen on the war-ravaged streets of Osaka in 1945. Decades later, he had finally perfected a technique for flash-frying noodles, making them both speedy to reheat and almost infinitely shelf-stable. Today, more than 121 billion servings of the quick noodles are eaten each year. How? A guy paid attention. Somebody had to notice what was going on. Somebody had to detach from the busy distracted world and see or hear an opportunity. Here is a link to Dr Gloria Mark and her conversation on The Mojo Sessions: https://podcasts.apple.com/au/podcast/the-mojo-sessions/id1530154809?i=1000628672674
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