I want you show me that the slices of the industry I see this condition in are not really representative of the bigger picture. Because as far I can tell, what I see is pretty prevalent.
My observation is based on what I see at the wineries I work with, the industry people I speak to (both local and international), what I see on social media and the things I read about South African wine and our industry.
I have observed a distinct pattern in how large sectors of our industry deals with things in general. Allow me to share my findings with you:
Adjusts spectacles.
Imagine, if you will, a basic X/Y axis: the Y-axis represents the level of excitement or motivation (on a scale of 0 to 100) and the X-axis represents the progression of time (in a non-specific unit – could be days, weeks, months – no matter) from 0 to infinity.
The condition I am diagnosing our industry with is best described by a graph starting at time = 0 with a y-value around mid-point on the excitement scale – let’s say 50. A short time later – at the exact time that some exciting new idea or plan is introduced, the excitement level spikes to nearly 100. Shortly thereafter – at the exact moment the level of effort required to make the exciting thing happen is realized – enthusiasm drops precipitously towards zero. Occasionally (depending on how essential the original plan or idea is), enthusiasm may climb ever so slightly – just enough to complete the proposed task.
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