Every company wants to stay relevant and be in the forefront of their industry. This requires an imaginative staff creating new solutions and thinking outside the box. But first you need to change your company culture. This is easier said than done.
A positive company culture is what we relied upon when building the Barefoot Wine brand into a national best-seller. Here’s how we did it:
1. The money map
When we hired people, they were give an infographic showing the circuitous route the money took to get to them from the consumers, moving through the retailers and distributors and eventually into their paychecks, bonuses and benefits. This was not just a great educational tool from an orientation perspective, but it was a great way to set the stage for a company culture of sales.
2. The two-division company
Unlike the typical pyramid structure with the CEO on the top followed by the C-suite and then the myriad of divisions and departments, our organization had just two divisions: Sales and sales support. Everybody who was not in sales was in sales support, including the CEO, receptionist and accounting, marketing, product development, and production.
Why? Because without sales there would be no income. If you really believe the customer should be on top, put sales on top and have everyone else support sales.
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Who We Are.
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
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