Food for thought: "You miss 100% of the shots you don’t take." ~ Wayne Gretzky
During a recent marketing discussion, a person asked me how we got into the condiment business. The condiment business??? I must have missed the point with my marketing approach. "No," I replied, "we're in the olive oil business." The conversation continued. "You produce oil, right?" Yes. "You're producing flavored oils, right?" Yes. "You produce vinegar, right?" Yes. "You produce specialty seasonings, right?" Yes. "You produce jams and jellies, right?" Yes. "So you're in the condiment business." As we are preparing to roll out -- yes, you guessed it -- an entire line of specialty seasonings and flavored oils, that thought has been reverberating in my head repeatedly. Are we in the condiment business? I suppose we are. We hadn't intended to be. How did this happen? Here in wine country, the first thing the dreamers start with, of course, is wine grapes. Very quickl...