Sharing vision is one of the most important aspects of any of our wine jobs. It shapes the meetings, sets the stage, outlines the expectations, and points out the differentiations between you and rest of the world (otherwise known as “them”).

To share a vision you first have to have a vision. A vision is different from a goal because it is not quantifiable. (To put that another way, all goals need measurements, and all visions can be achieved through the goals. More on this later.) A vision lays out a program for the future, a map to an idea, not necessarily a destination.

So develop a vision. What sets you apart? Why is your wine program at your restaurant different from all others? What makes your wine shop stand out amongst all the competition? Why are you the sales rep they should listen to more and buy from? Not just in terms of attributes (“I show up on time…”) but rather in terms of what you want to accomplish in the end.

Examples of wine visions:

Restaurant: “Our wine program not only seeks to over deliver with every glass, but we also aim to educate our staff and customers about the importance of organic and biodynamic farming in the wine world.”

Retail: “We only work with family owned and operated wineries, for we believe that their quality is not only better on a regular basis, but we want to know our financial investment is supporting those that are working the land they live on.”

Wholesale rep: “My vision is to bring a new level of service and transparency to the chaotic world of wine sales, through the use of new tools and technologies to convey clear information to all of my customers on a regular basis.”

Every meeting, every wine training, every interaction with the customer, should be shaped in part to your vision. You don’t need to tell people your vision every single time you interact with them, but it should be tattooed on your brain and thought about often.

Develop your visions carefully.

These are not just words. It’s who you want to be.