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True to Our Roots: Fermenting a Business Revolution
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: 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.
The principles Dolan discovered and developed at Fetzer can be applied to any business and by leaders at every level: 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.
240 pages, Hardcover
First published January 1, 2003
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Displaying 1 - 6 of 6 reviews
July 23, 2019
Sustainability and growth at Fetzer Vineyards
You don't have to be in the wine business to have noticed the rise of Fetzer Vineyards over the last decade or so. As a Californian and a long time devotee of the vintner's art (as well as a consumer!) I can tell you that Fetzer makes six and seven dollar bottles of wine with the best of them, and their more expensive labels are outstanding. And maybe this has always been the case, but before Paul Dolan was picked to head up the company in 1992 most of us didn't know much about Fetzer Vineyards.
In this candid memoir (and frankly, part manifesto) about corporate culture and responsibility, Dolan gives us some insight into how he was able to grow the company by more than fifteen percent a year as he shares with us his ideas about how businesses should be run in a time of dwindling and strained natural resources. Fundamentally he believes that "it's time for business, one of the most powerful forces on Earth, to become a positive force for change. We already know that we can create tremendous wealth and technological progress. The new possibility...is to preserve that progress and wealth for the generations to come." (p. 8) This is the mantra of "sustainability" which rewards employees as well as shareholders, customers as well as executives. For someone involved in viticulture this means sustaining the land as well, and for Dolan this means organic agriculture.
But Dolan also wants to make a difference in a larger sense. He wants to win awards for environmental excellence (and he has) by filtering the winery's wastewater and using renewable energy for the winery. He especially wants to show the world how Fetzer is both an economic success and a leader in environment-friendly practices and community and worker relationships. His "green" credentials might be judged from this statement: "The true cost of a gallon of gas is not the price you pay at the pump. The true cost" includes "what it costs the earth when oil is extracted and the cost when some of its byproducts return to the atmosphere..." (p. 17)
He also recognizes that "Nonrenewable resources are running out," and that "Nothing takes place in isolation." (p. 18) Would that more business leaders recognized these facts and acted appropriately.
This is also a book about how to become an effective manager. Dolan describes how he learned to listen, to his employees, to his son, and how he learned to put aside preconceived ideas and realized that sometimes the problem was himself. He tells a story about an annoying person (to him) named Tracey and the clay model they were trying to make (pp. 81-83) and how his change in attitude (inspired by his competitive nature!) allowed them to be successful in their project, and how that led him to stop regarding his son as "My Son The Jerk" (p. 84). This impressed me because it is not easy being that honest in public and in print. Later he even tells of a boldfaced lie he told and of an environmental mistake he made.
But Dolan can afford to reveal his shortcomings because when you read the chapter devoted to his third principle: "The soul of a business is found in the hearts of its people" it easy to see that he not only respects and appreciates the efforts of others, but that he knows that such respect and appreciation allows them to do their best work. He sees this as part of our "inner psychology engine...that gets us to put our heart and soul into something." (p. 101)
Another part of the book is actually about the wine making business, about how he grew the business by acquisition and branding, and how Fetzer committed, for example, to making a lot of Merlot and why (see especially pages 143-146). And there is an Afterword on how wine is made. The book ends with a Fetzer history time line and Resources for future study including books on sustainability.
This is an inspirational book by a man who is proud of his achievements and wants to share that pride with the world. And it is a story about growth, not just the growth of Fetzer, but the growth of Paul Dolan. I should add that this is a beautifully produced book, clearly written (wine writer Thom Elkjer had something to do with that) and meticulously edited.
--Dennis Littrell, author of the mystery novel, “Teddy and Teri”
You don't have to be in the wine business to have noticed the rise of Fetzer Vineyards over the last decade or so. As a Californian and a long time devotee of the vintner's art (as well as a consumer!) I can tell you that Fetzer makes six and seven dollar bottles of wine with the best of them, and their more expensive labels are outstanding. And maybe this has always been the case, but before Paul Dolan was picked to head up the company in 1992 most of us didn't know much about Fetzer Vineyards.
In this candid memoir (and frankly, part manifesto) about corporate culture and responsibility, Dolan gives us some insight into how he was able to grow the company by more than fifteen percent a year as he shares with us his ideas about how businesses should be run in a time of dwindling and strained natural resources. Fundamentally he believes that "it's time for business, one of the most powerful forces on Earth, to become a positive force for change. We already know that we can create tremendous wealth and technological progress. The new possibility...is to preserve that progress and wealth for the generations to come." (p. 8) This is the mantra of "sustainability" which rewards employees as well as shareholders, customers as well as executives. For someone involved in viticulture this means sustaining the land as well, and for Dolan this means organic agriculture.
But Dolan also wants to make a difference in a larger sense. He wants to win awards for environmental excellence (and he has) by filtering the winery's wastewater and using renewable energy for the winery. He especially wants to show the world how Fetzer is both an economic success and a leader in environment-friendly practices and community and worker relationships. His "green" credentials might be judged from this statement: "The true cost of a gallon of gas is not the price you pay at the pump. The true cost" includes "what it costs the earth when oil is extracted and the cost when some of its byproducts return to the atmosphere..." (p. 17)
He also recognizes that "Nonrenewable resources are running out," and that "Nothing takes place in isolation." (p. 18) Would that more business leaders recognized these facts and acted appropriately.
This is also a book about how to become an effective manager. Dolan describes how he learned to listen, to his employees, to his son, and how he learned to put aside preconceived ideas and realized that sometimes the problem was himself. He tells a story about an annoying person (to him) named Tracey and the clay model they were trying to make (pp. 81-83) and how his change in attitude (inspired by his competitive nature!) allowed them to be successful in their project, and how that led him to stop regarding his son as "My Son The Jerk" (p. 84). This impressed me because it is not easy being that honest in public and in print. Later he even tells of a boldfaced lie he told and of an environmental mistake he made.
But Dolan can afford to reveal his shortcomings because when you read the chapter devoted to his third principle: "The soul of a business is found in the hearts of its people" it easy to see that he not only respects and appreciates the efforts of others, but that he knows that such respect and appreciation allows them to do their best work. He sees this as part of our "inner psychology engine...that gets us to put our heart and soul into something." (p. 101)
Another part of the book is actually about the wine making business, about how he grew the business by acquisition and branding, and how Fetzer committed, for example, to making a lot of Merlot and why (see especially pages 143-146). And there is an Afterword on how wine is made. The book ends with a Fetzer history time line and Resources for future study including books on sustainability.
This is an inspirational book by a man who is proud of his achievements and wants to share that pride with the world. And it is a story about growth, not just the growth of Fetzer, but the growth of Paul Dolan. I should add that this is a beautifully produced book, clearly written (wine writer Thom Elkjer had something to do with that) and meticulously edited.
--Dennis Littrell, author of the mystery novel, “Teddy and Teri”
June 27, 2011
Ehhh.....
I recognize that I was looking for the wrong things out of this book, but even when I shifted my focus I was still left a little unimpressed.
I suppose I was looking more for detailed stories of what they came across with their wine making and perhaps some wine maker science explained...etc. I obviously picked up the wrong book for that. This is a primarily (sustainable) business focused read which will repeat over and over their core values and what they strive to do daily to meet them. In that sense, it feels a little bit too much like one of those weekly CEO emails we all get at work, seeking to realign the entire company with the value of the week. Sure we skim them, and then promptly delete. I've got mine set with a rule to go right to the trashcan these days.
There are some inspirational stories involved about how they handled dealing with the community and I will give them credit where it's due -- they did a hell of a better job than anyone like WALMART ever would. They as a company at least took the steps to try and connect with some of the rural communities they were moving into.
3. There's some more wine focused pieces in the book - at least enough to have kept me reading.
Now, for the skepticism. This is written by the CEO of Fetzer. He writes in normal CEO manner. We're doing this great thing and doing that great thing and on and on and on. However, there's no voice of the employees for Fetzer to validate if what he's saying is truly reaching "the field" so to speak. I'm sure Fetzer strives to provide a great work environment after reading, but I have no closure on whether or not their efforts are truly realized all the way through the company.
Worthwhile read if you like to hear about sustainable business practices, not so much a recommendation if your interest is more wine focused. And if you have to read this for a college class because it's the text book, your plight could be worse.
I recognize that I was looking for the wrong things out of this book, but even when I shifted my focus I was still left a little unimpressed.
I suppose I was looking more for detailed stories of what they came across with their wine making and perhaps some wine maker science explained...etc. I obviously picked up the wrong book for that. This is a primarily (sustainable) business focused read which will repeat over and over their core values and what they strive to do daily to meet them. In that sense, it feels a little bit too much like one of those weekly CEO emails we all get at work, seeking to realign the entire company with the value of the week. Sure we skim them, and then promptly delete. I've got mine set with a rule to go right to the trashcan these days.
There are some inspirational stories involved about how they handled dealing with the community and I will give them credit where it's due -- they did a hell of a better job than anyone like WALMART ever would. They as a company at least took the steps to try and connect with some of the rural communities they were moving into.
3. There's some more wine focused pieces in the book - at least enough to have kept me reading.
Now, for the skepticism. This is written by the CEO of Fetzer. He writes in normal CEO manner. We're doing this great thing and doing that great thing and on and on and on. However, there's no voice of the employees for Fetzer to validate if what he's saying is truly reaching "the field" so to speak. I'm sure Fetzer strives to provide a great work environment after reading, but I have no closure on whether or not their efforts are truly realized all the way through the company.
Worthwhile read if you like to hear about sustainable business practices, not so much a recommendation if your interest is more wine focused. And if you have to read this for a college class because it's the text book, your plight could be worse.
October 3, 2011
Enjoyed it and its positive message.
And, as suggested in a previous review, I did have this assigned as a text for a college business course and am thankful for it. Definitely motivational and provided good ideas about business structure, management, communication and sustainability.
It's true (re: previous reviewer), the book lacks testimony from the employees themselves about the success of implemented programs. However, that's not really what the book is about to me. This first person narrative from Dolan is slightly autobiographical about how Fetzer fit into his life, his into Fetzer's and how he was able to learn, adapt, overcome challenges, apply new concepts and grow both personally and professionally showing these facets in real life application. It shows how Fetzer defied naysayers, achieved its social and technical goals, and scored profits by thriving and staying true to its values -- and that Dolan learned from these business lessons for his personal life, as well.
Very readable: well-paced and approachable. I recommend it as not only a read for business people, but for those who just like a good inspirational story, or are seeking motivation and ideas.
And, as suggested in a previous review, I did have this assigned as a text for a college business course and am thankful for it. Definitely motivational and provided good ideas about business structure, management, communication and sustainability.
It's true (re: previous reviewer), the book lacks testimony from the employees themselves about the success of implemented programs. However, that's not really what the book is about to me. This first person narrative from Dolan is slightly autobiographical about how Fetzer fit into his life, his into Fetzer's and how he was able to learn, adapt, overcome challenges, apply new concepts and grow both personally and professionally showing these facets in real life application. It shows how Fetzer defied naysayers, achieved its social and technical goals, and scored profits by thriving and staying true to its values -- and that Dolan learned from these business lessons for his personal life, as well.
Very readable: well-paced and approachable. I recommend it as not only a read for business people, but for those who just like a good inspirational story, or are seeking motivation and ideas.
March 23, 2015
although I thought alot of the lessons this guy learned in his journey were a bit trite and or common among ambitious entrepreneurs, I did think the breadth and depth of effort made to ensure the business was sustainable and as pollution free as possible was extraordinary
December 8, 2007
Inspirational.
Displaying 1 - 6 of 6 reviews