Rethinking Your New Boss: The Customer

In today’s business world, job security is no longer guaranteed. The only true guarantee comes from one source: YOUR CUSTOMERS. The romanticized idea that we should keep everything the same, to protect the tradition isn’t enough if WE DON'T HAVE CUSTOMERS. They are the lifeblood of our businesses. As the wine industry struggles to attract more customers, it’s time to #rethink our approach. The key to success is understanding and meeting their needs, because customers aren’t just buyers—they are the driving force behind your success.

To thrive, the wine industry must shift from focusing solely on products to focusing on what the customer truly values. Your customer should be the hero, not your product or service. Customers need to feel proud of their choices, and you should feel proud of the impact you’re having on their lives. It’s time to leave ego at the door and build a future where we focus less on status and more on serving the people who matter most—YOUR CUSTOMER.

It’s no longer enough to make a sale; we must build lasting relationships and create experiences that resonate with diverse audiences and lifestyles. Instead of spending time judging how customers should drink or what they should buy, let’s celebrate every person who enjoys a bottle of wine, regardless of its price, sweetness, or reputation. Good and bad are subjective beliefs—let’s judge less and celebrate more. I will always be a customer advocate. If someone makes wine that people love and buy, that’s what matters. Whether Robert Parker gives it 99 points or not, it’s the customer, not the critic, who will make your business thrive.

Success comes from truly knowing your customers, asking the right questions, and adapting to their evolving needs. Customers want more than just a product—they want connection, transparency, and a brand that aligns with their values. Those who embrace a customer-centric approach will build stronger loyalty and unlock growth. So, ask yourself: How well do you truly know your customers?

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The customer is your new boss

Nobody will guarantee your job—not your manager, your colleagues, or even the market. The only true guarantee of your job comes from one source: the satisfaction of your customers. In today’s business landscape, the customer isn’t just king—they’re your boss. And the only way to succeed is by deeply understanding and meeting their needs.

This powerful lesson, inspired by Peter F. Drucker, reminds us that “The purpose of business is to create and keep a customer.”

It’s not about making one-time sales; it’s about building lasting relationships that inspire loyalty and advocacy. This requires a fundamental shift in perspective, from focusing on what you want to offer to focusing on what the customer truly values.

The Power of Focus: Know Your Primary Customer

In a world where businesses are tempted to please everyone, Drucker emphasizes the importance of focus. Trying to serve everyone dilutes your efforts and leaves your primary customers feeling neglected. True success comes from identifying and prioritizing the customers who matter most.

By honing in on these core customers, you create not just satisfaction, but fans—people who actively champion your brand. Seth Godin reinforces this idea:

“Don’t find customers for your products, find products for your customers.”

Asking the Right Questions

Great leadership begins with great questions. Drucker outlined five fundamental questions that every business must answer to thrive:

1. What is our mission?
2. Who is our customer?
3. What does the customer value?
4. What are our results?
5. What is our plan?

The simplicity of these questions is deceptive. Answering them requires introspection, research, and a commitment to challenging assumptions. The danger lies in assuming you already know the answers. As Drucker taught, good leaders don’t guess—they find out.

How to Truly Understand Your Boss

Bill Gates famously said, “Your most unhappy customers are your greatest source of learning.”

Feedback is an invaluable tool for uncovering what customers value and where you might be falling short.

But gathering feedback isn’t enough. Leaders must foster a culture where diverse perspectives and even controversial ideas are welcomed. Only by putting everything on the table can businesses address difficult but necessary truths. As Drucker noted, progress comes when you ask the hard questions and embrace meaningful, sometimes uncomfortable, discussions.

Beyond Transactions: Building Community and Value

Today’s customers expect more than products—they expect connection and purpose. Business is no longer transactional; it’s relational.

As Simon Sinek famously said, “People don’t buy what you do; they buy why you do it.”

This shift requires businesses to think beyond profit margins and ask:

• How are we building a community around our brand?
• What value are we creating for our customers beyond the product itself?
• How are we improving lives, solving problems, or inspiring?

Avoiding the Assumption Trap

Many businesses fall into the trap of assuming they know what their customers want. These assumptions, no matter how logical, are often wrong.

As Drucker warned, “What gets measured gets managed.”

The solution lies in continuously evaluating and refining your understanding of customer needs.

Ask your customers directly:

• What do we do well?
• What can we improve?
• What should we stop doing altogether?

This isn’t about fitting customers into your rules—it’s about adapting your business to align with their values and expectations.

Leading the Way Forward

Leadership in the modern era is about more than delivering results—it’s about listening, adapting, and building a vision that resonates with your customers.

Drucker wisely said, “The best way to predict the future is to create it.”

By rethinking the way you view your boss—the customer—you unlock the potential to not only satisfy but to delight and inspire. Businesses that embrace this mindset don’t just survive; they thrive.

So ask yourself: How well do you know your new boss?

#rethinkingthewineindustry