True To Our Roots

True to Our Roots: Fermenting a Business Revolution

About the Author

Paul Dolan, a visionary leader in the wine industry, became president of Fetzer Vineyards in 1992. Under his stewardship, Fetzer transformed into one of the largest and most respected wineries in the United States. Dolan is renowned for his commitment to sustainability, a principle he has integrated deeply into Fetzer's operations. His approach has not only revolutionized the winery but also set a benchmark for sustainable practices in the industry. Thom Elkjer, a distinguished freelance writer with contributions to CNN Traveler, Wine Spectator, and Wine Country Living, collaborated with Dolan to bring this inspiring journey to life. Elkjer’s previous works include "Adventures in Wine" and "Escape to Wine Country."

Main Idea

In "True to Our Roots: Fermenting a Business Revolution," Paul Dolan articulates the transformative journey of Fetzer Vineyards towards sustainability. The book underscores six guiding principles that Dolan believes can help any business achieve economic success while maintaining environmental and social responsibility. By integrating sustainable practices, Dolan demonstrates that businesses can thrive and contribute positively to the world, proving that profitability and sustainability are not mutually exclusive.

Table of Contents

1. Sustainability: Fetzer's Business Revolution
2. Your Business is Part of a Much Larger System
3. Your Company's Culture is Determined by the Context You Create for It
4. The Soul of a Business is Found in the Hearts of Its People
5. True Power is Living What You Know
6. You Can't Predict the Future, but You Can Create It
7. There is a Way to Make an Idea's Time Come

Sustainability: Fetzer's Business Revolution

On a fateful morning in September 1987, Paul Dolan's perspective on winemaking and business management underwent a profound transformation. Upon tasting the vibrant, lush flavors of organically grown grapes compared to the blandness of conventionally grown ones, he realized the detrimental impact of synthetic chemicals on both the environment and product quality. This epiphany ignited Dolan's commitment to sustainability, propelling Fetzer Vineyards onto a new path.

As Dolan ascended to the presidency, he was determined to lead Fetzer towards sustainability. He believed in inspiring passion and creativity within the organization, replacing traditional procedures with sustainable practices that would engage everyone. This commitment to redefine business principles for the future led to Fetzer’s remarkable success. By prioritizing environmental and social responsibilities, Fetzer not only enhanced its market position but also demonstrated that sustainability is an economic advantage.

“Our experience proves that operating on a more sustainable basis is not an economic liability - it is an economic advantage.” - Paul Dolan

Your Business is Part of a Much Larger System

Paul Dolan's journey at Fetzer was not just about improving the winery but understanding its role within a larger system. Early in his career, Dolan faced personal and professional challenges that reshaped his approach to leadership. His realization that he needed to connect with people on a deeper level led to a new awareness of his role within the organization and the larger community.