We are very proud of our recent accomplishment with our new, theatrically performed business audiobook, The Barefoot Spirit. It is a real example and demonstration of the power of story performed, not just narrated, to convey business principles in a new way.

It’s not “the 3 things you got to do, the 4 things to never do, and the 5 things your customer wants from you.” No! It’s more like a movie in your mind where you experience the action and outcomes with characters in scenes complete with sound effects and music.

The Barefoot Spirit was recognized by the Audiobook Publisher’s Association as one of the top 5 business audiobooks of 2020. Forbes says of this new theatrical format for business audiobooks, “Transformational!”

And we believe it can transform your training process by making it more engaging, effective, and efficient. Instead of having to train each new individual about your culture, the reasons for your policies and procedures, and the nuances behind customer relations, you can now do it once and for all!

Now you can preserve your story, legacy, and rationale, in your own Business Audio Theatre (BAT) audiobook. Now you can give that audio performance to each new hire so they can listen on their own time. While they are multitasking, they will be transported to seminal scenes from your company’s history where the founder discovered what works and what doesn’t.

Because it is in story form, it will make more of an impression than prescriptive text, manuals, or even video. Because it is performed, they will experience the discovery process and benefits in 3-D audio, “the movie in their mind.” These principles will be much easier to remember, identify with, and apply. And you will not have to do the repetitive training with each new person. You do it once and play it forever!

What is the savings and value in that kind of efficiency? We think its substantial having done it the hard way for decades. In fact, that was the inspiration for BAT: training on a deeper level to communicate not just what, but why.

By witnessing the action and outcomes, the reasons become apparent, especially when it comes to how to treat your customers, vendors, and associates. We are talking about the philosophy behind the policies and procedures. It’s not just the “law’” it’s the “Spirit behind the law!”

Our experienced team is ready to take your story and develop it into an entertaining and memorable audio play to give your people on day one. You will be rewarded in all the days that follow. They will know the “whys” and that will significantly reduce the training time, and significantly increase their performance and engagement.

Today, when you hire someone, you are hiring a person who has already been trained by their former employers. This person absorbed their former employer’s company culture – the way they look at your business, the way they regard your customers, and the rationale behind important decisions.

That may be OK for certain skillsets, but it may be counterproductive from a cultural or business style perspective. How do you change that?

You can try to explain over and over again to each new hire with only limited success.

Or, you can make a one-time investment in BAT that pays off forever, resulting in new hires being more likely to understand and apply the culture that built your business. Check out Business Audio Theatre and see if it is right for you! Oh, and it can all be done remotely!

Who We Are

Michael Houlihan and Bonnie Harvey Barefoot Wine Founders

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.

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.