The Barefoot Spirit - Houlihan, Michael; Harvey, Bonnie; Kushman, Rick
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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…mehr

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Produktbeschreibung
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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Autorenporträt
Michael Houlihan is the co-founder of Barefoot Cellars along with partner Bonnie Harvey. Although his business card read "Head Stomper", he officially served as president and CEO for 19 years. Starting with no money and no knowledge of the wine industry, he and Bonnie used out-of-the-box thinking coupled with solid business principles to build a leading national brand. They relied on Worthy Cause Marketing, instead of conventional advertising to grow a loyal following and promote their favorite causes. Barefoot Wines went on to win the industry's top sales awards.They were selling well over a half a million cases annually when the E. & J. Gallo family purchased the brand in 2005. Since then,Michael has been a valued adviser to large and small corporations and start-ups, improving their profitability, culture, and brand with real-world experience. Sales, marketing, and performance-based compensation are his sweet spots. He also donates professional time to non-profits to help them improve their image, and achieve financial sustainability. Michael is a funny, informative, and inspiring speaker who delivers keynotes for conventions, corporations and national conferences. (Audiences love the quirky Barefoot stories he weaves in with how-to advice.) He is a seminar and webinar leader, guest lecturer at business and entrepreneurial schools, active blogger, and contributor to a variety of publications.