3 Things I Learned In Wine Country To Give Small Organizations An Edge

This is for every small organization looking for an edge but especially for all those mainstream congregations struggling to find their way in the shadow of Evangelical megachurches. It's also in honor of all the "What I Did On My Summer Vacation" essays being written by back-to-school kids this week! Here are three things I learned about thriving in the backyard of larger competitors while on a tour of small Northern California wineries over the holiday weekend.

#1 - Play YOUR Game...Not Theirs We were in the Dry Creek and Russian River valleys this past weekend, home to some pretty fantastic wineries. Bella, for example, lived up to its name. A Spanish guitarist played on the luscious lawn. Perfectly paired finger food accompanied each expensive sip. Every large winery seemed determined to out do the next in luxury while moving the Labor Day crowds through their tasting rooms with efficiency, giving each visitor an unforgettable experience. But there is no way a place like little, family-owned Nalle Winery can compete. And so they don't even try. Instead, these folks - shod in waders and work coveralls - invite you into their cavernous and slightly eccentric above ground cave (a basketball hoop is mounted on one end) to taste their wines. "We should be de-stemming right now," they say smiling and nodding towards the vat of grapes waiting for attention, "but people keep showing up." They seem a little surprised and embarrassed by all the attention. Can I just tell you: This was my very favorite stop. In a universe full of manicured gardens, carefully manufactured "authenticity," and paid-for smiles, these folks were genuine, as dusty and real as the land they love. No wonder they had so many visitors on their hands. So what if you can't compete with the big guys at their game. Don't play it. Be yourself. Be real.#2 - It's The Story, Stupid!The large wineries not only look prettier, they have more product, too. But what the Nalle family has is a great story. The Nalle web site invites you in. "Hi Y'all," it says. And then it explains:

Nalle Winery is about as "family" as it gets. Husband and wife, Doug and Lee Nalle and son, Andrew, run the joint. Younger son, Sam, gives encouragement from grad school in Chicago. Then there's our bevy of friends who magically appear at the right moment to lend a hand. Steve Edgar, from Arizona, still shows up for crush, and has, since 1991.Our winery and home rest on land that has been in Lee's family, the Henderlongs, since 1927. Her cousins, the Saini family, run the vineyard.  

Andrew spent quite a lot of time with us, in fact, some of it apologizing for giving us more information than we probably needed ("I do that sometimes," he says) like, for example, the fact that they charge $40 for their reserve Zin because if they don't charge that much "nobody will buy it." He just shakes his head in disbelief. But, mostly, he tells the story:"My mom grew up picking prunes on this land," he says. "I mean dried plums. We can't call them prunes, anymore. But the future's in grapes." Andrew describes the family disagreement over this development. He says his grandmother's not too happy about the new crop, "But times change."By the time we leave, we feel like we're part of the family. We've been drawn into their story. And, hands down, that's the most compelling thing they have. I mean, maybe some tasters this weekend really were looking for the Pinot that swirled just the right amount of cherry or leather, and that meant having 5 different kinds to choose from. They found it somewhere else. But there were plenty of us for whom the people are more important than the product. So what if the big guys have more variety to offer. The real question is: What lies underneath once you peel off the top layer? Do you have a story that moves people, inspires them, and draws them in? Tell it.#3 - Everybody doesn't Zin :)That's a little wine country joke, of course. What I'm talking about is that, especially when you're small, you've got to pay attention to the context...and do only what you can do best. Some grapes - given average temps, sunshine, rainfall, and soil type - are simply going to do better than others. You might WANT to produce a Zin (because everyone else does and isn't that what Northern California is known for?!!) but a Pinot does better on your particular piece of property. For the sake of thriving - and growing - small wineries find their niche. They won't STAY there. But that's where they'll get a toe hold. That's where they'll begin. So, read your context. Narrow the field. Focus. Don't bother looking over the hill, feeling jealous because of what your neighbor is able to do. Do what YOU can do. And do it with as much passion as you can muster. You can't expect anybody else to be more interested in or committed to what you're doing than YOU are. So, be clear about what that is. And embrace it with everything you've got...for the sake of vitality...and in order to position yourself for growth.