It is amazing that such an iconic brand as Barefoot Wines began as a start-up in the laundry room of a rented farmhouse. Even more surprising is that it was started by a business couple with no money and no knowledge of the wine industry.
They regularly ran into difficulties that nearly killed the brand. It was their unshakable belief in Barefoot's potential that kept it going, along with the use of classic business principles, and a never-say-die outlook. Hardship, hustle, and heart are the essence of The Barefoot Spirit.
The book was written by award-winning journalist Rick Kushman after hundreds of hours of research and interviews with the Barefoot Wine founders and many others. The Barefoot Spirit is not a dry business text. The lessons are woven into a humorous twenty-year business adventure story. It's an uncommon peek behind the curtain of the wine business that's inspiring, amazing, and entertaining.
This book is a testament to the power of out-of-the-box thinking. It is a guidebook for anyone in business, and a great read for everyone who loves a rags-to-riches story. Filled with encouragement, inspiration, and empowerment, it includes:
* How Worthy Cause Marketing out performed paid advertising
* How boot-strapping was used instead of conventional financing
* The surprising advantages of being small and broke
* How creating a fun, yet hardworking company culture encouraged innovative leadership
If you like wine, the wine country, or a story about how a plucky couple disrupted an industry, if you want to know what it takes to really succeed in the face of adversity, if you want to know how to use your core beliefs to build a national brand, then The Barefoot Spirit is for you.
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I thoroughly enjoyed The Barefoot Spirit. I will make it required reading because it tells a lovely story and it embodies so much of the entrepreneurial mindset. I loved the "voice" of the book and storytelling is such a wonderful way to communicate. I believe students will find it a fun addition to their library and in the process they will learn the most important lessons of entrepreneurship!
--Rebecca White, Professor of Entrepreneurship & Director of Entrepreneurship Center, The University of Tampa, John H. Sykes College of Business
The Barefoot Spirit will appeal to entrepreneurs, business people, non-profit leaders, and anyone who is passionate about activism, unlikely stories, and - oh yes - wine. In content, message and even writing style, it's smart, funny, self-deprecating.
--Michael Tate, Board President, San Francisco Gay Men's Chorus
Rick Kushman is a New York Times bestselling author and an award-wining journalist who currently works in the wine industry and is based in Napa as a Communications Strategist. He is also the wine commentator for Capital Public Radio, Sacramento's NPR station, and is a contributing host for "Insight, " the station's highest profile locally produced show. Rick is also the creator and co-host of the popular podcast "Bottle Talk with Rick and Paul," which is featured on the Capital Public Radio podcast lineup. Rick was a longtime columnist for The Sacramento Bee and his writing has appeared in publications ranging from Time Magazine to Sommelier Journal to Daily Variety. He has served as Co-Chief Judge for the California State Fair Commercial Wine Competition and is currently Chief Judge of the State Fair's Home Winemaker's Competition.Rick holds a Certified Wine Professional credential from the Culinary Institute of America and earned an MA in Journalism from Stanford University and a BA in Political Science from the University of California, Davis. He teaches wine classes to professionals and regular folks, has taught culinary journalism and is a popular speaker for Northern California food and wine events. He lives in Sacramento with his wife, Deborah Meltvedt, who's a high school teacher, and with their cat, Anchovy Jack, who, they're convinced, used to be a pirate.
"About this title" may belong to another edition of this title.
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