Podcast Summary
The Power of Storytelling in Business: Focusing on the story behind a product or service can help businesses connect with customers and succeed in industries dominated by larger competitors.
Building a successful business involves more than just selling a product or service. It's about telling a story that connects with people on a deeper level. As heard in the discussion, Wondery Plus subscribers can listen to the story of how Fawn Weaver built Uncle Nearest Premium Whiskey, one of the fastest growing whiskey brands in the country. Fawn, a black woman with no background in distilling, broke into a largely white male dominated industry by focusing on the story behind the product - the relationship between a young Jack Daniel and his mentor, Uncle Nearest, a formerly enslaved black man. This story resonated with people and helped Uncle Nearest Premium Whiskey win awards and gain a large following. Similarly, companies like Amica and Insparity emphasize the importance of human connection in their businesses, offering personalized services and building strong company cultures. By focusing on the why behind what they do, businesses can create stories that connect with customers and help them realize their full potential.
Growing up with determination and resilience: Despite financial struggles and adversity, Fon's upbringing instilled a strong sense of determination and resilience that helped her build a successful, independently owned whiskey brand
Determination and resilience can help overcome significant challenges. Fon Davis grew up in a dynamic environment, with her father transitioning from a successful music career to ministry. Despite financial struggles, he continued to welcome celebrities to their home for spiritual guidance. Facing her own challenges in starting the Uncle Nearest whiskey brand, Fon had to convince skeptical investors and navigate the industry dominated by large corporations. Her upbringing instilled a strong sense of determination, enabling her to persevere and build a successful, independently owned business. Despite growing up with strict rules and financial instability, Fon's unique background provided her with valuable experiences and the fortitude to pursue her dreams.
A life of challenging the status quo: Leaving home at 15, experiencing homelessness, and starting a business young shaped this person's life and made them who they are today.
The speaker's life has been defined by challenging the status quo and making radical decisions since a young age. This inclination towards independence was evident even as a child, leading her to leave home at the age of 15. Her experience at a homeless shelter, while difficult for some to understand, was a pivotal moment in her life as it provided her with the freedom and structure she needed to thrive. Her unconventional approach to life continued when she started her own business at a young age, bringing fresh and experiential ideas to PR. Despite the challenges and unconventional choices, the speaker does not regret her past and believes that her experiences have shaped her into the person she is today.
Starting a PR firm young can lead to financial challenges: Entrepreneurial spirit and creativity are vital, but financial management and realistic growth are essential for long-term success
Starting a PR firm at a young age with limited experience in business management can lead to financial challenges. The speaker, who began her career at 18, had success with innovative PR strategies like integrating brand placements into events. However, she hired too many employees and couldn't sustain the larger persona and financial demands of the company. Despite the eventual failure of her PR firm, she was able to pivot into the restaurant industry and make valuable connections that helped her succeed in that field. The lesson learned is that while entrepreneurial spirit and creativity are important, financial management and realistic growth are crucial for long-term success.
Unexpected connections at a hair salon: Openness to new experiences and unexpected connections can lead to meaningful relationships and career opportunities
Sometimes the most meaningful connections in life can come from unexpected places, like a bustling hair salon. The speaker met her future husband through his mother, who was a stylist and a frequent topic of conversation in the salon. Despite initially trying to deflect the matchmaking attempts, the speaker's mother was persistent, and eventually, they met and hit it off immediately. This encounter led to a whirlwind romance and marriage. Additionally, the speaker pivoted in her career around this time, starting a blog called Happy Wives Club to connect with other women with fulfilling marriages, which eventually led to her becoming a freelance writer and author. This story illustrates the power of openness to new experiences and the unexpected ways that connections can form and shape our lives.
Uncovering hidden histories of marginalized communities: Curiosity and acknowledgement of underrepresented stories can reveal significant contributions to history and global brands
The untold stories of marginalized communities can have a profound impact on our understanding of history and the world around us. The example of Jack Daniel and Nearest Green illustrates this well. The speaker's desire to travel the world and uncover the secrets of long-lasting marriages led him to discover the important role Nearest Green played in the creation of Jack Daniel's whiskey. This revelation, shared in a New York Times article, was a surprise to many, including the speaker himself, who was a whiskey drinker and admirer of the brand. The article's impact was not just about the whiskey but the recognition of a significant contribution from an African American figure in the creation of a globally recognized American brand. The speaker's curiosity and the uncovering of this hidden history serve as a reminder of the importance of seeking out and acknowledging the stories of underrepresented communities.
Jack Daniel's Whiskey: Beyond Sensationalized Headlines: It's crucial to look beyond clickbait headlines and assumptions to uncover the truth in complex stories, as the Jack Daniel's whiskey legacy demonstrates.
The story of Jack Daniel's whiskey legacy, which had been tarnished by rumors of slavery and recipe theft, was actually one of love, honor, and respect. This misconception arose due to sensationalized clickbait headlines and assumptions made on the internet. When the speaker went to Lynchburg, Tennessee, to research the story, she was met with skepticism from Jack's eldest descendant, who believed the speaker was there to further harm her family's name. However, the speaker clarified her intentions and was welcomed with open arms. Through her research, she discovered that Jack Daniel did not own slaves, but instead had a mentor named Nearis Green, whom he credited for his role in making whiskey. The speaker's experience shows that it's essential to look beyond sensationalized headlines and assumptions and seek the truth in complex stories.
Unexpected discovery leads to historical connection: Open to new experiences and unexpected discoveries can enrich history and personal growth. Use technology to aid in decision making and accomplish the impossible.
Serendipitous encounters and unexpected discoveries can lead to significant findings and opportunities. During a visit to Lynchburg, Tennessee, a researcher stumbled upon information about the original distillery where Jack Daniel and Uncle Nearest made whiskey, which was for sale. After meeting a cousin of the library worker and a realtor, they decided to buy the property. This unexpected turn of events led to a deeper connection with the history of Jack Daniel and Uncle Nearest. This story highlights the importance of being open to new experiences and the potential for unexpected discoveries to enrich our understanding of history and personal growth. Additionally, the use of technology, such as Atlassian's AI-powered software, can help teams make informed decisions and accomplish what would otherwise be impossible alone.
Unearthing the Legacy of Nearest Green: A couple's real estate purchase led to the discovery of African-American master distiller Nearest Green's history, inspiring them to honor his legacy and restore his former farm, with unexpected guidance from industry experts.
The journey to preserve and celebrate the legacy of African-American master distiller Nearest Green was filled with unexpected discoveries and serendipitous encounters for Fonweaver. When she and her husband bought the 300-acre farm once owned by Dan Call, where Nearest had worked, they saw it as a real estate opportunity to restore the property and put it on the National Historic Registry. However, as Fonweaver immersed herself in the research on the property, she felt a deep connection to the spirits of the past and realized she could bring Nearest's story to life by living and working on the farm. The unexpected encounter with a retired Jack Daniel Distillery executive who offered to help ensure historical accuracy added to the sense of a supernatural force at play in the project. With the support of her husband and friends, Fonweaver was convinced that she was meant to complete this mission and honor Nearest Green's legacy.
The Complexity of Producing a Commemorative Bottle of Whiskey: Entering the whiskey market is challenging due to high costs, limited inventory, and a three-tier distribution system. Small players face difficulties in competing against major brands.
Producing a commemorative bottle of whiskey is a complex and costly process that requires significant resources, including a marketing plan and distribution network. The alcohol industry operates under a three-tier system, which makes it difficult for small players to get their products on shelves without a distributor. Whiskey production in America is also more challenging than in other countries due to limited excess inventory and the dominance of a few major brands. The cost of aging whiskey and marketing it to consumers makes it difficult for small players to enter the market and compete. While it may be possible to produce a one-off bottle of wine, the same is not true for whiskey due to regulatory and business model differences.
Creating a Whiskey Brand Honoring a Historical Figure: Passion, determination, and community support helped Fawn Weaver launch Uncle Nearest Whiskey despite challenges in the industry as a woman of color and competing against large corporations.
The spirits industry is dominated by a few large corporations, making it challenging for independent brands to succeed. Fawn Weaver, the founder of Uncle Nearest Whiskey, faced this challenge when she decided to create a brand honoring Nerys "Uncle Nearest" Green, a former slave and Jack Daniel's master distiller. Despite her initial reservations, she was inspired by the descendants of Uncle Nearest, who encouraged her to honor their ancestor by creating a whiskey with his name on the bottle. To launch the brand, Fawn had to operate quietly and securely, as she had already obtained the trademarks for Uncle Nearest Whiskey. When she approached Brown-Forman, the owners of Jack Daniel's, they were surprised but supportive, recognizing the historical significance of Uncle Nearest's role in whiskey-making history. However, Fawn still faced another hurdle as a woman of color in an industry dominated by white men. Despite these challenges, she persevered and successfully launched Uncle Nearest Whiskey, demonstrating the importance of passion, determination, and community support in entrepreneurship.
Navigating trademark conflicts with flexibility and creativity: Flexibility and creativity can help entrepreneurs overcome trademark conflicts and build successful brands. Fawn Weaver's approach to honoring Uncle Nearest's legacy while avoiding infringement on Jack Daniel's trademarks is an inspiring example.
Flexibility and creativity are key when navigating potential trademark conflicts. Fawn Weaver, the founder of Uncle Nearest Whiskey, faced this challenge when launching her brand in the shadow of Jack Daniel's established name. Instead of focusing on potential conflicts, she found a way to tell the story without infringing on Jack Daniel's trademarks. This approach allowed both brands to thrive, with Uncle Nearest honoring the legacy of Uncle Nearest and Jack Daniel's continuing to build on its own. Additionally, American Express' support with flexible spending and statement credits helped Fawn in her entrepreneurial journey. C4 Smart Energy offers a similar focus on well-being and mental clarity, making it a great choice for those looking to stay productive and energized.
Overcoming Challenges in Whiskey Industry with Determination and Persistence: Determination and persistence can help overcome obstacles in any industry, even when faced with lack of representation, lack of response, and industry biases. Fon's story of starting a whiskey business despite these challenges is a testament to the power of perseverance.
Determination and persistence can help overcome obstacles in even the most challenging industries. Fon, the subject of the discussion, faced numerous hurdles while starting her whiskey business, including a lack of representation and a lack of response from potential partners. However, she remained undeterred and continued to turn over every stone until she got it done. She even had her husband pretend to be the CEO to help get through to potential partners who were not taking her seriously due to her gender and the industry's lack of diversity. Tennessee whiskey, which is a type of bourbon, is unique because of its historical significance and the role it played in the enslaved community. Despite the challenges, Fon believed in her vision and was determined to tell the story of Nearest & Jack, cementing Nearest's legacy. Her tenacity paid off, and she was able to break into the industry and start her business.
Uncle Nearest's unique filtration process: Uncle Nearest removes congeners and fusal oils for smoother taste, but taste can vary due to barrel charring and aging location. Brand highlights overlooked history of African American distillers.
The unique filtration process used in making Uncle Nearest Whiskey sets it apart from other bourbons and Tennessee whiskeys. This process, which involves filtering the whiskey through sugar maple charcoal before it goes into the barrel, removes congeners and fusal oils that can cause headaches and hangovers. However, even with this initial filtration, the taste of the whiskey can vary greatly depending on factors like barrel charring and aging location. Another key takeaway is the importance of representation and storytelling in the spirits industry. Uncle Nearest Whiskey was the first commercially produced whiskey made by an African American distiller, and the brand's sales team capitalized on this unique selling point by educating retailers and consumers about the role of enslaved African Americans in the history of whiskey production. By highlighting this overlooked piece of history, Uncle Nearest was able to gain a foothold in the competitive whiskey market.
Uncle Nearest Whiskey's award-winning strategy: To stand out in a crowded market, utilize awards and scarcity marketing to create awareness and make the brand mentally available.
Telling a compelling story behind a brand is essential, but it's not enough to get consumers to choose it over competitors. To create awareness and make the brand mentally available, Uncle Nearest Whiskey entered every spirit competition worldwide and swept them all, utilizing the earned media from the awards. Additionally, they used scarcity marketing when they were out of stock, creating ambassadors out of individual consumers and store clerks. These strategies helped Uncle Nearest Whiskey stand out and gain consumers' attention, even before the pandemic and social justice demonstrations brought greater awareness to black-owned brands. However, the company's success during this period was not primarily due to external factors but rather their unique marketing strategies.
Small brand's rapid growth and profitability: Focused strategy, innovation, and urgency led to 11 quarters of triple-digit gains for a small distillery, despite reinvesting all earnings into expansion.
Despite being a small, independent brand in a cash-intensive industry, the company has grown rapidly and achieved profitability, but all earnings are reinvested into building a $50 million distillery. The team stayed focused on their strategy during the pandemic, generating innovative ideas like "to go cocktails," and celebrated their 11th quarter of triple-digit gains. The CEO emphasized the importance of working with urgency and being ready to capitalize on market opportunities. Even though they are still behind larger competitors, they are determined to build a successful legacy.
Building a globally recognized and enduring whiskey brand: Phan Weaver aspires to make Uncle Nearest a household name, believing consumers' love for the brand will sustain it, and he's determined to put in the effort for the next 35 years.
Phan Weaver, the founder and CEO of Uncle Nearest Premium Whiskey, aspires to build his brand into a globally recognized and enduring icon, just like Jack Daniel's. He believes that the consumers' love for the brand is so strong that no future generation can "screw it up," no matter who takes it over. Weaver's goal is to make Uncle Nearest a household name that will be remembered for the next 150 years. He acknowledges that he cannot achieve this incrementally and must put in the effort to pedal to the metal for the next 35 years. Weaver's determination and belief that every aspect of his life has prepared him for this mission make him a formidable force in the whiskey industry.
