True to Our Roots E-Book

Paul Dolan

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: Bloomberg
• Sprache: Englisch

Seitenzahl: 275

Veröffentlichungsjahr: 2010

Beschreibung

True to Our Roots sets forth the simple but powerful management principles that enabled Fetzer Vineyards under Paul Dolan to become one of America's biggest and best-known wineries even as it was turning into a model for sustainable businesses everywhere. Today, Dolan and Fetzer are leading the California wine industry toward profound change in how wineries and grape growers preserve their environment, strengthen their communities, and enrich the lives of their employees, without sacrificing the bottom line. This is truly a management revolution in one of the most globalized, competitive industries on Earth. The principles Dolan discovered and developed at Fetzer can be applied to any business and by leaders at every level: * A business is part of a much larger system * A company's culture is determined by the context created for it * The soul of a company is found in the hearts of its people * The future can't be predicted, but it can be created * There is a way to make an idea's time come Filled with personal anecdotes and practical wisdom, this book offers inspiration and guidance to business managers who see the compelling need to build and grow healthy, sustainable organizations. For all readers, True to Our Roots provides both a fascinating glimpse into the California wine industry and heartening proof that business can do well by doing good.

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Acknowledgments

PREFACE

Foreword

Introduction

A NEW POSSIBILITY FOR BUSINESS

BECOMING AN EXAMPLE

IMPORTANT RAMIFICATIONS

CHANGING THE PREMISE OF BUSINESS

SUSTAINABLE SUCCESS

EXPLORATION AND DISCOVERY

THE STRENGTH IN “I DON’T KNOW”

FIRST PRINCIPLE - YOUR BUSINESS IS PART OF A MUCH LARGER SYSTEM

FINDING ROOTS AT FETZER

OPENING UP

REDEFINING PROGRESS

PUTTING THE PRINCIPLE OF INTERCONNECTEDNESS INTO PRACTICE

GAINING AWARENESS

RESPONDING TO OPPORTUNITIES TO OPERATE MORE SUSTAINABLY

TAKING UP THE MANTLE FOR SUSTAINABLE VITICULTURE

THE WINE INDUSTRY STEPS UP

DEVELOPING A VISION

SECOND PRINCIPLE - YOUR COMPANY’S CULTURE IS DETERMINED BY THE CONTEXT YOU ...

DISCOVERING OUR PURPOSE AT FETZER

PURPOSE GIVES RISE TO CONTEXT

CONTEXT GIVES RISE TO CULTURE

STRAIGHT TALKS AND FUN TOURS

SETTING THE CONTEXT THROUGH RESULTS

LEADERSHIP’S ROLE

AN E KIND OF CULTURE

THIRD PRINCIPLE - THE SOUL OF A BUSINESS IS FOUND IN THE HEARTS OF ITS PEOPLE

FROM ACCOUNTABILITY TO “RESPONSE-ABILITY”

IF YOU SEE YOUR PEOPLE AS GREAT…

SETTING LOOSE THE ENERGY OF EMPLOYEES

CREATING AN ENVIRONMENT OF FULL EXPRESSION

FULL-CYCLE ACKNOWLEDGEMENT

FOURTH PRINCIPLE - TRUE POWER IS LIVING WHAT YOU KNOW

INDIVIDUAL INTEGRITY, BUSINESS INTEGRITY

INEVITABLE ACTION

INTEGRITY-BASED BUSINESS BRINGS BOLD CHALLENGES

CREATE NEW KNOWLEDGE

THE BIRTH OF BONTERRA

LIVING WHAT YOU KNOW EXPANDS THE POSSIBILITIES

THINK SMALL, THINK BIG

GIVE WHAT YOU KNOW

THE POWER OF CONVERSATION

HOW CONVERSATION WORKS

EXPANDING THE CONVERSATION

FIFTH PRINCIPLE - YOU CAN’T PREDICT THE FUTURE, BUT YOU CAN CREATE IT

ORIENTING AND ORGANIZING

UNPREDICTABILITY AS AN ALLY

PAINTING A VIVID PICTURE

SIXTH PRINCIPLE - THERE IS A WAY TO MAKE AN IDEA’S TIME COME

ADAPTING THE WORLD TO YOUR WORD

TAKE A STAND, NOT A POSITION

DIMENSIONS OF A STAND

LANDING A MAN ON THE MOON

MY STAND

GOING PUBLIC

YOU ARE ALREADY ON THE PATH

AFTERWORD

FETZER HISTORY AND FUTURE DEVELOPMENT

THE FUTURE OF FETZER: A VISION OF 2005

RESOURCES

INDEX

ILLUSTRATIONS

ABOUT THE AUTHORS

ATTENTION CORPORATIONS

Praise for

TRUE TO OUR ROOTS

Fermenting a Business Revolution

by Paul Dolan with Thom Elkjer

“Paul Dolan has not only led the way to sustainability in California viticulture, but has demonstrated that one person in one company can transform an entire industry. If only there were a roomful of Paul Dolans in America, we would be a profoundly different and better country in twenty years. May it be so.”

PAUL HAWKEN, Author, The Ecology of Commerce

“There are but few companies worldwide that are actually taking positive and active steps toward sustainable commerce. Paul Dolan has led Fetzer Vineyards with a strong commitment to define new business principles for the future. I commend Fetzer for forging this path and Paul Dolan for documenting the defining principles in this book.”

YVON CHOUINARD, Owner, Patagonia, Inc.

“Paul Dolan is my hero. He’s the best example out there of how to create genuine sustainability in a business while being part of a publicly traded company. This is no small feat. Dolan pulls it off because he manages truly from his heart. His book is an inspiration.”

MARJORIE KELLY, Cofounder and Publisher, Business Ethics magazineAuthor, The Divine Right of Capital

“Ever wondered what sustainability tastes like? Paul Dolan knows. Uncork. Savour. Understand. Adopt. And adapt.”

JOHN ELKINGTON, Cofounder and Chair, SustainAbilityAuthor, Cannibals With Forks: The Triple Bottom Line of 21st Century Business

“Higher quality products. Lower costs. Fifteen percent earnings growth for a decade. The largest selling brand in the industry. Sound good? In True to Our Roots, CEO Paul Dolan shows how he used the challenges of sustainability to catalyze a business revolution at Fetzer—to the benefit not only of wine connoisseurs and shareholders, but also workers, communities, and the planet. A very important read for anyone interesting in learning how to create truly sustainable value.”

STUART L. HART, S.C. Johnson Professor of Sustainable Global EnterpriseJohnson School of Management, Cornell University

“Paul Dolan writes compellingly of new possibilities for business and the potential to change the way we work and live and sustain our planet for future generations. Going beyond the conventional wisdom, he demonstrates how we can, with enough courage and imagination, reshape the world in a more equitable way when business invests in the well-being of its employees, the community, and the environment.”

ARNOLD S. HIATT, Former CEO, Stride Rite CorporationChairman, Stride Rite Foundation

“Paul Dolan is a provocative and creative leader who has provided an insightful pathway of excellence not just for the current generation but for generations to come. True to Our Roots was illuminating to read and re-read, containing gems of wisdom that go beyond our vineyards and wine cellars to rules of conduct for everyday life. His axioms and guidelines can be applied to all of competitive enterprise.”

JOHN A. DE LUCA, Executive Vice Chairman, Wine Institute

“If you know Paul Dolan, it will come as no surprise that True toOur Roots is honest, thoughtful, and inspiring. This is Paul’s story. It’s about his respect for nature and for humankind and how he has found a path to serve both in creating a successful and sustainable business. Paul’s ideas are of great importance. If his writings were wine bottles, you’d carry them to friends you care about.”

ROBERT H. DUNN, CEO, Business for Social Responsibility

“Businesses have a new bottom line to work towards: sustainability. Read True To Our Roots to understand its importance and how to achieve it. It may make the difference between success and failure.”

HARRY PAUL, Coauthor, FISH! A Remarkable Way to Boost Morale and Improve Results

“From an ‘aha!’ moment that changed his life and the course of the California wine industry, Paul Dolan has developed a 21st century business model that is as relevant for succeeding generations as it is for today’s bottom line. His is a strategic vision that allows for sustainable growth without mortgaging our future and has profound implications for both business and government.”

THE HONORABLE MIKE THOMPSONUnited States House of Representatives

“Congratulations to Paul Dolan and Fetzer Vineyards. He has truly captured the essence of how environmental sustainability and social responsibility are not the exclusive domain of the ‘wild-eyed tree-huggers,’ but are fundamental business issues affecting the success and profitability of the business enterprise. With corporate ‘irresponsibility’ at an all-time high, it’s good to know that people like Paul Dolan are still in charge.”

PETER WILKES, Managing Director, Innovest Strategic Value Advisors, Inc.

“True to Our Roots is a credibly told, powerful, and very readable story of personal and corporate transformation. Read it and see how one business leader inspired his company to find its way to more honorable, and bigger, profits. It is a how-to case study and primer for business leaders everywhere, whether they are just setting out or way down the track toward sustainability, or only thinking about it. I am giving it to all our managers.”

RAY C. ANDERSON, Founder and Chairman, Interface, Inc.

Copyright © 2003 Fetzer Vineyards/Brown-Forman Corporation

All rights reserved. Protected under the Berne Convention. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher except in the case of brief quotations embodied in critical articles and reviews. For information, please write: Permissions Department, Bloomberg Press, 731 Lexington Avenue, New York, NY 10022 or send an e-mail to [email protected].

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This publication contains the authors’ opinions and is designed to provide accurate and authoritative information. It is sold with the understanding that the authors, publisher, and Bloomberg L.P. are not engaged in rendering legal, accounting, investment-planning, or other professional advice. The reader should seek the services of a qualified professional for such advice; the authors, publisher, and Bloomberg L.P. cannot be held responsible for any loss incurred as a result of specific investments or planning decisions made by the reader.

ISBN-13: 978-1-57660-150-1

The Library of Congress has cataloged the earlier printing as follows:

Dolan, Paul

p. cm.

Includes index.

1. Fetzer Vineyards--Management. 2. Wine industry--United States--Management. 3. Vineyards--California--Mendocino County--Management. 4. Organic farming--California--Mendocino County. I. Title.

HD9379.F48D65 2003

658--dc21 2003014650

This book is dedicated to everyone at Fetzer Vineyards for their creative, can-do approach to business.

ACKNOWLEDGMENTS

Special thanks to my wife Diana for her support, interest, and encouragement throughout this project; to my daughter Sassicaia for her patience and understanding (especially on weekends); and to my brother Peter for his ongoing friendship and challenging me to be the best I can be. Much appreciation also goes to Pat Voss, Guy Goodacre, Jill Jepson, and Carol Crosby, my colleagues at Fetzer Vineyards who contributed ideas, examples, and organization throughout the project; to my friend Neal Rogin, who helped me identify and articulate the principles underlying Fetzer’s success; and to Paul Hawken, who transformed my understanding of what a business could be. I want to also make a special point to thank Landmark Education for creating the space for me to see my opportunity to contribute and the courage to fully express myself.

PAUL DOLAN

Thanks to Paul Dolan for creating the space for me to contribute, to Kimberly Charles for making the connection and Arthur Klebanoff for cementing it, and to my wife Antoinette for her unconditional support.

THOM ELKJER

PREFACE

This is a book we had to write.

After twenty-five years at Fetzer Vineyards, including more than a decade as the company’s president and visionary leader on the road to sustainability, Paul Dolan had not only generated a set of guiding leadership principles and collected the stories to illustrate them, he had also seen how Fetzer’s success was influencing a profound change of attitude in the wine business. The more he looked beyond his own industry, the more powerfully he felt the need to serve the world by sharing his hard-won insights and examples with everyone, in every industry, who could possibly benefit from them.

I had been writing articles about the sustainability sea change in the wine business, with the professed aim of accelerating it. When Paul invited me to talk about collaborating on a book, it was clear that he had the goods: passion, experience, and inspired determination to create a more sustainable world. As we talked on an autumn morning in a small café on the Mendocino Coast, I felt my own commitment to the earth and its inhabitants growing stronger by the minute. Working with Paul since that time has deepened my understanding of what he has accomplished—and how much we all can learn from it.

We’re both pleased to honor the memory of Barney Fetzer, who before his untimely death in 1981 wrote a brief memoir about finding a run-down ranch in northern California and planting the seeds that years later became Fetzer Vineyards. An excerpt of that memoir follows as a testament to pioneering spirits everywhere.

THOM ELKJER

FOREWORD

I found it on a Sunday afternoon in October, 1958. An abandoned ranch, the old Smith place, surrounded by poorly cared for vineyards in a valley all by itself—nine miles from the Mendocino County Courthouse, yet so remote that it seemed a guarantee of a peace and emotional security I had long sought.