How to play your own game and ignore the big dogs!

Here's a lovely 12 minute video (below) about John Nese at Galco in LA - a soda store. Yes 12 minutes! It covers so many key themes:

• working a niche
• playing your own game
  
• passion about your product (he sells 500 varieties)
• passion about customers
• passion about your suppliers
• sticking your fingers up at the big dogs (Pepsi Cola in this instance)
• focusing on the people who want your product and ignoring the rest
• becoming the expert in your field
• selling the product and the benefits and not selling on price
  

I wonder, how much soda can you sell?