The Nails in Wineries' Heads
A few months ago a friend of mine living on the exact other side of the world pointed me to this very funny and clever video “It’s not about the nail” by Jason Headley. Apart from rolling tears of laughter, I realized that no one in my close circle of friends had ever seen it. How can such a clever video, today seen by over 9 million people, not have been “a must watch” on the main social networks?
This video is clearly based on the gender politics of how differently men and women feel and communicate about their own things. I bet any men and women who watched it laughed because we can all relate. We are like this. Men and women communicate on different levels. Period.
But I’d like to take this a step ahead. Lately I have followed many social conversations about the lack of understanding why wine businesses, more specifically wineries, don’t innovate or change their businesses to be up to date with consumers’ and markets’ demands. Here are 6 situations that might just respond to this.
I could imagine the woman with the nail in her head to be a winery, and the man a marketing/business consultant company. In this scenario, the winery realizes that it has problems that need to be solved but doesn't want to accept that a professional outsider might see it better and might know how to solve the problem. Wineries don’t want to listen.
Another scenario could be the woman being the traditional wine sector and the man being those few innovators that have understood how to successfully create a new and refreshing market segment. Traditional wine businesses are reluctant to embrace change, while their anti-conformist colleagues are pioneering and showing them the way of how to innovate for a better and more profitable business model. Traditional businesses don’t want to listen.
A third scenario could be that of miss-communication between wineries and wine writers, bloggers and journalists. Each party wants, feels, and communicates on different planets. None of the involved parties know how to listen to each other.
A fourth situation could be when consumers want to communicate with a brand and the brand is too busy talking to whoever. Brands are continuously and desperately pushing through information, but are not listening to what their consumers are actually saying about them. How many wine brands are really listening to consumers?
A fifth one could be a set-up between buyers and suppliers. The trick is to find common grounds that make both happy, which is usually impossible to achieve because wineries in most cases pick the shortest stick. Which one of these two will start listening first?
A sixth setting is that of old vs. new generation winemakers. The new guys are eager to change and bring in fresh business approaches but the old ones “know it better”. When will old generations start listening to their offspring?
We all have our nails in our heads, but when it comes to business they only prevent us from innovating and developing business. On a personal note, our wine business started being more profitable the moment I managed to take that stupid nail out my husband’s head! My humble advice for those who find themselves with this nail in their heads is to start listening to whoever can help them removing it.