MillerCoors executive Steve Canal talks entrepreneurial program: Miller Lite Tap the Future

Steve Canal Headshot

What inspires you to show up at work every day?
Knowing that each day, I have an opportunity to make a difference in our community and help make a big brand like MillerCoors align with the needs of our communities and national partners. Right now I’m especially excited about Miller Lite Tap the Future, a new contest that is turning great friends into great business partners. It’s inspiring to know that Miller Lite can help teams of entrepreneurs with a great business idea.

How did you determine your career path?
Being an athlete in college, I always pushed myself to reach new goals. One of my goals was to find a clothing company to sponsor our team uniforms for when we traveled on the road. I was able to get Tommy Hilfiger to provide sweatsuits and gym bags for the road during my junior year, and Sean Jean in my senior year. That’s when I got the itch to market and help big brands recognize opportunities they might not have thought of previously.

Describe the future skill sets that are essential to future business leaders and innovators.

Recognizing the power of communication and relationships are two skills that people need to better understand business. … There are also times when your friends can turn into the best business partners. Leverage these relationships to succeed! You can see some great examples of friends working together at, or you can also apply if you have a cool business that you started with your friends.

Name your favorite role models for success in two industries.

1. In the music industry my role model is Jay-Z because he created his brand from scratch and continues to rewrite history though innovation. 2. In the professional sports realm is Tony Hawk, who built his empire by doing tricks on a skateboard but used that as the gateway to many other business ventures.

Names three books that changed how you saw life.
1. Purple Cow by Seth Godin
2. The 48 Laws of Power by Robert Greene
3. Who Moved My Cheese by Spencer Johnson

Technology plays what role in your daily life?

Our world is forever evolving and technology is the new heartbeat and pulse to growth and success. Through technology your voice and message can be heard by millions with a click of a button. If you don’t understand it, take a class and educate yourself because it’s important.

Describe your favorite vacation spot.

I love Hawaii and the Mediterranean — Italy, France, Spain, Monte Carlo — taking a cruise that stops at all of their ports is amazing.

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