Business Exchange

FESS: You have to be able to go out into the marketplace or create an organization that can go out in the marketplace and tell your story successfully. That was kind of interesting to me, having been an actor. You know you cannot do a film without a story.That's everything.

HATTIE: A script.

FESS: I never really would have believed when I started this that to sell a bottle of wine you had to have a story.

HATTIE: So tell me your story. Tell me what you would say to the five-star restaurant chef.

FESS: Well, our story was that we were in an emerging region that could produce world-class wines. And that quality was our goal. And then as we struggled along, we got to a point in about the fourth or fifth year where the stewardship, or the mentor relationship with my son culminated in a 1992 Syrah, which we brought out in '94. And it became a wine that was not uncomfortable in world-class competition.

HATTIE: So what's the secret to a good story?

FESS: I think that people -- the way you present yourself and your product. I think there's a certain part of your talking with someone that has to come from your conviction, that you're right. You're saying something that is true, and that you're trying to share this with them and open their experience.

HATTIE: Here's what I learned from Fess Parker. Just as with a great film or a great television series, you need a great story. To build a great business, you need a great story. You write the script. It must paint the picture so people can see how you do what you do. And it should be so compelling that people can't resist buying from you. And here's a tip: shorter is better than longer.