There are so many good things to pull out of this fascinating article about wine salesman Jon Rimmerman in the New York Times article Drunk with Power.
Rimmerman is the founder of Garagiste and the author of one of the most popular email newsletters on wine.
His meandering missives are part salesmanship in print, part trivia junk-drawer on topics like vintage 1960s tube amplifiers or 100k bike rides in the high-hills of France (after two bottles of Beaujolais).
His fans call his daily emails “crack.”
But it’s his method for crafting a mission statement (or mantra) that deserves particular attention:
Rimmerman claims that he made two lists — things he liked about the wine business, and things he did not — and decided that his company’s goal would be to transform the industry until his “don’t like” column was empty.
In other words, transform your life until your “don’t like” column is empty.
I’ve already started my personal list.
By the way, don’t forget the eight rules every writer should live by.
Image credit: Photograph by Emily Shur for The New York Times