We live in a time when everyone’s got an idea. Scroll through LinkedIn or sit through any conference, and you’ll hear countless grand visions and brilliant plans of how to change the world of wine.
I see people get caught up in the fantasy of what could be—building castles in the sky with no foundation. It’s exciting to talk about the future, but when it’s time to do the work, most people disappear. Why? Because executing ideas is hard. It’s messy. It involves countless tiny steps, setbacks, and a lot of boring logistics. But that’s precisely why it matters.
Execution isn’t glamorous.
Making a difference is about showing up every day, finding practical solutions to real world problems, and moving our industry forward bit by bit. This is why businesses that prioritize execution—those that focus on getting things done rather than just talking—outlast and outperform those that don’t.
We’re in an era where platforms, technology, and information are accessible to anyone. Almost anyone can poke holes at what exists, brainstorm a campaign, or come up with a concept. The internet is flooded with advice and strategies… but few people have the grit to turn those into reality.
Ideas are cheap.
Lasting value comes from the people who bring ideas to life—who understand that the pathway to success isn’t the vision itself, but the grind that turns that vision into something tangible. Without execution, even the best idea is just noise.
So, the next time someone tells you they’ve got a great idea, ask them what they’ve done to make it real. If they can’t show the work, they’re just selling you a dream.
