Hollywood director Steven Soderbergh is trying to turn an obscure Bolivian spirit into a hot company. Step one, he says: Tell its tale.
Most people know Steven Soderbergh as the legendary director of the Ocean’s Eleven franchise, Erin Brockovich, Magic Mike, and more recently, The Knick. Few know that he’s also the first American to import singani: an obscure, grape-based Bolivian liquor dating back some 500 years. Soderbergh fell in love with singani during a film shoot, and he spent six years securing a license to distribute it—an effort complicated by the fact that the U.S. government had no existing category for the stuff. The tenacity paid off. His product, called Singani 63, is now in nearly 1,000 establishments in 22 key markets. And to keep growing, Soderbergh says, he’ll use the same skills he learned from making films: storytelling, collaboration, and a willingness to be wrong.
You’ve been a director for a long time. Has it influenced the way you run the company?
I don’t believe that just because you’ve been successful in this one area means you can transfer that into another area. What I do believe is that you can transfer an approach to problem- solving. The first step being that you need to pull your ego out of the equation so that you can see clearly what you’re dealing with—to surround yourself with good people and ask all the questions that need to be asked: What does the good version look like? What have other people done? What do we want to take from what other people have done? What do we want to discard from what other people have done?
This story is from the April 2018 edition of Entrepreneur.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the April 2018 edition of Entrepreneur.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
MY FAVORITE CUSTOMER
For small, independent businesses, loyal patrons are benefactors, protectors, muses, and mascots. They make sure the show goes on. Here, three business owners celebrate an irreplaceable member of their community.
Do You Say 'Yes' Enough?
We don't give ourselves enough credit for trying. So let's start doing it right now.
He Does $10 Million-Plus in Sales
When Jeffrey Bell gave up horse training to buy a Floor Coverings International franchise, he wanted to get out ahead of his new pack. To do that, he had to learn to delegate.
How This Business Rookie Became a Top Seller
After competing in two Olympics, Cammile Adams dove headfirst into her second career - and became SafeSplash Swim School's #1 franchisee. Here's how.
How to Pick the Perfect Franchise For You
There are a lot of great brands out there. But that doesn't mean they're all a great fit.
Serving the Underserved
When Dennis Johnson opened a Pizza Ranch in Minnesota, he hoped to serve the nearby Native American communities in more ways than one.
When Life Is Preparation
Vanesa Ellis was no expert on mosquitoes or lawn care. But as it turns out, something else made her the perfect fit for two home-care franchise brands.
Changing Careers? Consider Franchising.
Here are five reasons why franchise ownership could be the right fit for you.
WRANGLING THE MANY-HEADED MONSTER
For mom-and-pop business owners, just as inflation calms in one area of operations, it rears its head somewhere else. The best way to stay on top of it, experts say, is to stay flexible.
MAKE A PLAN AND STICK TO IT
There's no one way to market a small business. So how do you get the word out? Experts say you must experiment...and really stick with it.