It’s Time to Execute!

(not this kind.....)

Let’s take a deep breath, not look for excuses, not point fingers, not overthink everything, or find any reason to not immediately write out the to-do list, finalize the plan, and get down to business.  I know the word gets overused, but let’s put our head down, peddle to the metal, deliver on the goods--it’s time to EXECUTE!     I was planning to write a short inspirational message to my team that now, as we get into Springtime, have a couple new locations to open, have a couple of locations to fix, and really work to make some money for first time since before the pandemic, to focus on the word execute.  We need to execute on our plan and deliver results to our investors, pay down some loans,  to prove our model works, not just to them, but to ourselves.  

As I write this out now, the word “execute” is feeling a little weird, it’s an odd word.  To me, it has the gallows connotation, electric chair, firing squad, etc.  Death by decision of others.   It gets weirder the more I am writing this sitting on a plane coming back from a quick business trip to France.  No wifi, so I can’t look up the word in Google, or ChatGPT this, but I am thinking of the French revolution and a guillotine coming down and chopping off the heads of royalty, the personification of execution.    Why have I been telling my team, “it’s time to execute”, time to work extra hard and stay on plan.  I’m going to have look up the word “execution” when I get over land, but I wonder if it came from the effective, immediate, precise putting someone to death. 

I mean, when you say, “Man you’re killing it”, that is saying you’re doing a great job.  In fact, if someone on my team actually delivered on their plan, was successful in executing the task given to them, they certainly killed it.    I want, no, I need, our business to kill it right now.  People are going out again, the warmer weather is inviting people to drink high margin Rose and cocktails at our outdoor locations, bringing people to our various locations, and our new menu is launching allowing people to enjoy great food, our delicious wine, listen to music, and be comfortable in our great spaces (dare I say, “create a heavenly place for our customers”).  If we can keep labor costs down, if we can use all our inventory, if we can just “execute” on our all our SOPs (standard operating procedures) across the board, all will be good.  We go back to being financially successful, our stress levels get reduced, we can deliver on our promises to investors, landlords, banks, and all our stakeholders.  We can deliver on our brand promise to all our customers and serve our function in the eco-system of culture, etc.  But now is our time to do it right, to be cash flow positive and operate functionally.  To get back on track for the first time since March 2020.    We need to execute. 

But I don’t like the word the more I am writing this.  Killing and violence have gone crazy.  The lack of gun control is out control.  It came up in several meetings in France.  We started talking wine business, that is why I was there.  That led to tourism, consumption, the economy, and the various headwinds challenging the world.  There are protests everywhere, some for very good reasons, and others just because people like a good protest. 90% of the public in France agrees, 64 is a reasonable retirement age, people are living longer, except in the US.    Back in the wild West, we have the additional pandemic of semi-automatic inflationary virus that is caught up in the acrimonious divide of politics.  The sophisticated French winemakers I met, would rather visit the Sudan than San Francisco right now.  So it feels a little awkward using the word execute as a US businessman trying to inspire my mob, I mean gang, I mean crew……….Come on team, let’s go out there and execute--let’s slash our operating costs, let’s fucking put a killin social media campaign together, massacre our competition. and simultaneously, we need to stop the bleeding in our skyrocketing payroll costs. 

So how do I make the point, that now is the time to step up the plate.  To knock it out of the park.  I refuse to go into the baseball metaphors’, so let’s start this paragraph over.

So how do I make the point that we really need to fulfill and deliver on the promise of our business plan.  How to motivate the team to remember that they hopefully love what they do at work, that we should come into the office, talk and inspire each other, remind ourselves of our common work goals, and together deliver on what we are supposed to do.  To do it with a smile, a sincere sense of satisfaction.   To feel that if it is not done right, we are not satisfied.  We can’t call this in.  We can’t pretend to be working, or become satisfied with mediocrity, but only be satisfied with fully delivering, over delivering, on what we planned to do.   If this was the week to finish painting the deck, that it got done early.  That the new menu was printed beautifully.  That I filled every slot on the calendar, that the extra influencer was contacted, that I got the job done, that I got more than what I was tasked to do or tasked myself to do.  That I ran the extra mile, that I hit 20,000 steps or didn’t eat the desert.  Not easy to be disciplined or cross things off the to-do list, but feel good that you did. 

What can I say to get myself and the entire company to execute without using the word.  That, is now my central task.   Lead by example, get everything we need to get done, do it efficiently with balance in life, and not kill anyone semantically in the process.  No collateral damage.  So the word play is fun, but let’s get to work play. 

I think it comes back to getting everyone on the team to row in the same direction, to remind everyone that they should love what they do.  We have one life to live and should live it to the fullest.  Every minute is precious and should not be wasted.  The priorities are family, friends, doing good, taking care of yourself and living with integrity.   This means your income producing hours should not be wasted with BS, but fulfilling and inspiring work.  We are in the hospitality business, providing a great place for people to indulge all of their senses, listen to music, eat great food, drink amazing wine.  What a rare and special opportunity.   Whether a concert, out to dinner with friends or large party, our jobs are a continuous bunch of to-do’s that require all of our attention and passion.  If it is not for you, perhaps a different job you can pretend to enjoy and get your paycheck.  But if your paid to work at City Winery, you should want to come play too at City Winery.  You should find it a gray area between the work and play, not looking at the clock as to when to go home, but know that you got your tasks done, more than your original list,  and that you feel good, satisfied, and fulfilled with your accomplishments when you go home.  If we all can achieve that, we are achieving our goals, and I didn’t need to use the word “execute.”  Let’s bury that word, sorry, can’t help myself….