The scientific formula for momentum says it all.

Momentum = Mass x Velocity.

In other words, you have a choice of how to grow. It’s multiplication, so if one metric stays the same, while the other grows, then greater momentum is the result.

No matter where you are in the wine sales chain, the formula is the same. The key is know which metric you’re focusing on.

(A mentor of mine taught this same lesson but in a different way. I was a wholesale wine rep and he said, “Your territory is a tree. A tree either grows up and makes new branches and leaves and fruit and places for birds to build nests, or it builds new roots, making it stronger and ready for it’s time to grow. Do one or the other but don’t try to do both at the same time.”)

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