It’s no secret that Americans are fascinated with the idea of a ‘self-made-man’, someone who has pulled themselves up by their bootstraps out of the dredges and, through hard work and perseverance, has deposited themselves at the top of the social heap. It’s an archetype which has been ingrained into the very fabric of our social understanding, and we eat it up.
But it may not be as accurate as we think.
Sure, hard work and intelligence can take a person far (that much goes without saying), but success is also dependent on a number of factors which we rarely acknowledge, including the opportunities available to a person (or organization) according to their circumstances. A person rarely succeeds purely as a result of his or her own efforts. Do you think Steve Jobs would have been as successful as he was had he not grown up surrounded by the electronic revolution that was occurring during his youth in California? If he hadn’t met Steve Wozniak, do you think he would have gotten so far in life? Probably not. His intelligence would have gotten him far, I’m sure, but without the opportunity afforded him because of his particular circumstance, he most likely would not have enjoyed such enormous success. In other words, success isn’t just dependent on grit and intelligence – there must also be opportunity.
So what does this have to do with wine?
Believe it or not, these are the formative years of Iowa’s native wine industry. The wine industry in Iowa is young, to say the least, particularly when compared to the producers of the West coast and the Old World (Europe). It has an incredible amount of growth potential. Now is the time when producers and industry-members will set the trend for years to come. Decisions made today will impact the future of the industry, for better or worse.
I have always felt that the future of the Iowa wine industry depends on the level and quality of collaboration its members engage in. By working in a cooperative manner, solid foundations can be formed upon which future generations can build an even more vibrant and profitable industry. Through industry-wide efforts, development can occur at a much faster rate.
In other words, by working cooperatively, industry members can create opportunities which will allow for innovation and growth. Why wait for opportunities to arise tomorrow when we can work together to create them today?
The alternative (which could be described as an ‘every-man-for-himself’ approach to business) can only deteriorate the growth the industry has enjoyed over its short lifespan. It would erode trust, increase short-term solutions, sabotage practical solutions for long-term growth, and create a frenetic and disjointed industry. That is not what we want at all.
Cooperation is the key. It results in better opportunities, higher quality, and greater return.
Luckily, there are a number of cooperative measures already taking place in the state which are creating incredible opportunities and impacting the industry in a favorable manner. The Iowa Quality Wine Consortium’s certification program is one such cooperative measure. The IQWC was established through a joint effort of the Iowa Wine Growers Association and the Midwest Grape and Wine Industry Institute at Iowa State University. Not only does the program offer a particular standard for the quality of Iowa wine, but it offers educational programs for industry members to further develop their skill set.
The cooperative nature of this program allows wineries to benefit from the experience and knowledge of a wide range of industry-members, and offers them the invaluable opportunity to receive feedback and earn a mark of quality. Other industry members can benefit from the opportunity to enhance their sensory analysis skills. And, of course, this accumulated knowledge can be passed to the consumer, increasing brand awareness and market-share for the industry as a whole.
You can see why I like this program.
The truth of the matter is, we can achieve a higher level of success if we continue to work together to create the opportunities that drive growth. When we do that, we all win.
I encourage everybody to support cooperation throughout the Iowa wine industry. It can come in numerous forms. It can be as simple as encouraging the visitors of one winery to visit another close by. It can be a bit more comprehensive, like directly supporting a program like the Midwest Grape and Wine Industry Institute and the Iowa Quality Wine Consortium.
Whatever you chose to do, remember that connection and collaboration will always lead to incredible opportunity. And where there is opportunity, there is always success.
Cheers,
Nick Thornburg
founder, Iowa Decanted