?? Booze, Borders, and Business
Norman Farrar
Brand Vision, Growth & Profit Strategist | eCommerce Entrepreneur | Trusted Advisor | Host of Lunch with Norm & Marketing Misfits Podcasts
Back in the 80s, I worked with my dad during holidays and whenever I had some free time.
It was a great way to learn the ropes and spend time with him, but it also came with its share of lessons—some harder than others.
One day, one of the truck drivers, Tom, who was also a family friend, approached me.
He told me he made regular trips across the U.S. border, delivering products from Canada.
Booze, he said, was much cheaper in the U.S. than in Canada.
Instead of paying $50 or $60 for a bottle of rye, I could get it for $15 or $20.
He asked if I wanted him to grab me a bottle on his next trip.
I thought, "Why not?" and said, "Sure, Tom. That’s awesome. Thanks so much."
A day later, I was greeted by a screaming father.
This is an accurate depiction of my father…
My dad wasn’t thrilled—to put it mildly.
It turns out, Tom hadn’t just asked me if I wanted a bottle of rye.
He’d asked around the entire factory.
By the time he crossed the border, he had orders for about 20 bottles of booze in his truck.
Unfortunately for Tom (and for me), he got caught at the border.
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The truck was confiscated, and there was a hefty fine.
My dad explained, "Your $15 to $20 bottle of rye just cost us $2000!"
But that wasn’t even the worst part.
From that day on, every time one of our trucks crossed the border, it was red-flagged and searched.
This wasn’t a one-time inconvenience.
For the next year or so, our trucks were routinely delayed at the border, causing us giant headaches and operational disruptions.
Looking back, it’s a story I can laugh about now, but it was a harsh lesson at the time.
Business Lesson: Always Know the Full Scope of an Action What seemed like a simple favor turned into a $1,500 mistake and months of red flags.
Amazon Seller Lesson: Pay Attention to Compliance For Amazon sellers, this story underscores the importance of compliance—whether it’s staying within the rules for product listings, adhering to FBA guidelines, or navigating international shipping regulations.
A small oversight can lead to significant costs or account suspensions. Stay vigilant and always play by the rules.
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— Norm