The Counterintuitive Reason We’re Optimistic About 2022

Optimism.

It probably isn’t all that many people’s Word of the Year for 2022, and it isn’t hard to see why. I get it.

And yet…

A few things happened this week around the office that reminded me that there are, actually, reasons for hope during this heavy, Omicron-laden time.

The common theme, that justifies my hope?

The cracks in the darkness that let in the light.

I'm not being hokey. Things are dark right now, and there’s no denying it. But the thing about darkness is that it makes the flickers of light all the more illuminating, all the more welcome, and all the more instructive.

I think that’s happening right now. Two big flickers of light for us are exploration, and creative thinking.

The persistence (and the darkness) of COVID’s strains are spurring us, urgently, to work differently. The wine business cannot be business as usual anymore.

This year, let’s look for where it isn’t, and move toward that.

Data is part of it. I think our industry’s increasing adoption of data analysis as a tool for growth is one way things are changing for the better, and I am optimistic about that.

Here's a more detailed look at three reasons why I’m feeling optimistic about 2022, especially in our specific context of wine + data.

Inspiration (Previously) Unknown
This week I was deeply honored to be recognized by Wine Industry Advisor as one of their ten Most Inspiring People of 2021. Here’s the thing: Other than Ali Smith Story and Julia Coney, I’ve never even met any of the other people on the list. The viticulturalist from Virginia? The TIME Family in Penticton? Caprio Cellars' integration of philanthropy into their business model? They’re entirely new to me tbh. They are, indeed, inspiring people doing interesting, innovative things. For me, that translates to a mindset of hope for what’s to come.

“It Isn’t Win or Lose. It’s Win or Learn.”
That’s a key takeaway that I remember most about my conversation with Julie Milroy, host of the Served Up podcast episode that was released this week. Julie’s a great conversationalist and her particular skill, I think, is teasing out what’s underneath. For me, as Julie's guest on the podcast, what emerged from underneath is that we are all trying and evolving. Which means that right now we are all in a position to win or to learn.

Light in the Darkness
In a few weeks I’ll be moderating the session called "Working Together: Navigating Partnership Dynamics" at Winebow Imports’ Women in Wine Leadership Symposium. In a prep call this week, Adrianna Catena of El Enemigo (which translates as The Enemy, or the internal battle that makes us who we are) spoke about the theme of darkness and how, rather than running away in fear of the dark, there is actually an incredible amount to learn from moving toward it instead. I couldn't agree more.

Although it sounds counterintuitive, there are opportunities to find light during this time of darkness. It's a very big reason why I'm optimistic for 2022.

The other reason is gratitude, to you for reading these newsletters and especially for those of you who have embraced the system for your own businesses.

Thank you for that.

And thank you for giving me reasons to hope. I’m excited to continue the journey with you in 2022.

PS You are welcome to register for the tenth anniversary edition of Winebow’s Women in Wine Leadership Symposium on January 24! It's a virtual event and the "doors" are open to everyone industry-wide. Guys too! Please join us.

— Cathy