12 TOBACCO BUSINESS | SEPTEMBER / OCTOBER | 22 When you read a book, are you the type that likes to flip to the final pages to see what happens and where this story is going to go before you actually read the story from start to finish? That may seem like a silly question, but it seems like the society we live in is more interested in the end rather than the beginning of a story. We’re obsessed with end results, and yet we feel like it’s too much of a task to understand what events and steps led up to the ending. This happens all of the time in the tobacco industry too. When a newproduct is ready formarket and a press release has to be deployed, where does that press release begin? It usually begins at the end by describing the wrapper, binder, filler and price point and is concluded with a generic quote from someone hyping the fact that this is the best cigar you’ll ever smoke or the best product you will ever use. OK, but why is that the case? I’ve become obsessed with the question of “why?” after reading “Start withWhy” by Simon Sinek. I won’t bore you with all of the details of the book as to not spoil the ending (see what I did there?), but in summary, Sinek states in so manywords and chapters that in business and in life a lot of us are entirely focused on the wrong questions and things. We’re obsessed with results—how much money we want to make, how much notoriety we want to gain from an action, how we need to do this or that—but we miss the most important question of all, which is “why?” “Why?” is not an easy question to answer. It can reveal the flaw in a plan. It can show how we really haven’t thought something entirely through. It can shine a light on our insecurities and deepest desires. To answer “why?” you can’t start at the end; you have to start at the beginning and work your way through the many layers to reach the goal or end point. I recently read another book, “Disrupting the Game” by Reggie Fils-Aimé, the former president of Nintendo of North America. In this book, Fils-Aimé talks about his career and the many decisions he’s made along the way that have gotten him to where he is now: retired from Nintendo but working with some nonprofit groups, among other activities. The point is, he’s most known for his work with Nintendo and leading the company through innovative periods, such as the Wii and Switch consoles. The book tracks his career from start to finish, taking you through his work with Procter & Gamble, Guinness Imports Co., Panda Management Co. and MTV/VH1. Why? Because how he got to Nintendo and why he experienced the successes he did came fromhis past experiences. It wouldn’t have been a complete or interesting story without his past. This issue of Tobacco Business tackles “why?” from different angles. The cover story tracks the entrepreneurial journey of Ram Rodriguez, who didn’t envision himself working in tobacco when he was young but now leads a vertically integrated tobacco business. Then there is Cynn Coburn, who went from motivational speaking to becoming a brand owner and blender for Dissident Cigars. Another story explores the motivations of Rocky Patel, who’s one of the cigar industry’s most recognizable faces and runs not just a brand but also a successful chain of retail stores called Burn by Rocky Patel. As you’re reading through these stories, look for the “why?” and see what valuable lessons you can gather from that question. Also, I hope this makes you give some thought to where you are today and where you hope to be tomorrow. Understand that the answer to that question probably isn’t going to be answered with a dollar amount—it’s all about where you’ve been, what you’ve experienced, what you’ve learned along the way and how you apply it to your life today. Here’s to the journey and your exploration of why. TB W ED I TOR ’ S LETTER VOL25 NO5 SEPTEMBER/OCTOBER 2022 PRESIDENT Jason Carignan MANAGING DIRECTOR Ben Stimpson SENIOR EDITOR AND DIGITAL DIRECTOR Antoine D. Reid ART DIRECTOR Harrison Brackett COPY EDITOR Stephanie Banfield CONTRIBUTORS Thomas Briant and Fred Lunt TOTAL PRODUCT EXPO TRADE SHOWDIRECTOR Ellie Hansen TMG SALES MANAGER Dawn Conger DIGITAL MARKETING MANAGER Brian Rodak TRADE SHOWOPERATIONS & LOGISTICS MANAGER Scott Gibson SENIOR GRAPHIC DESIGNER Rachel Esteffe TMG SALES ASSOCIATE Carly Gegorek TOBACCOBUSINESS MAGAZINE 5449 Endeavour Ct #1712, Moorpark, CA 93021 A DIVISION OF KRETEK INTERNATIONAL, INC. CHAIRMAN Hugh Cassar PRESIDENT AND CEO Sean Cassar CHIEF FINANCIAL OFFICER Don Gormly Tobacco Business is published bimonthly at 5449 Endeavour Ct #1712, Moorpark, CA 93021. Printed in USA. Copyright 2022 by TBI, LLC. Subscription rate is $45.00/year. Send paid subscriptions to Tobacco Business at same address as mentioned above. For reprint information, contact Ben Stimpson at 919.412.7380. Copying: Permission is granted with users of the Copyright Clearance Center Inc. To photocopy any ar ticle, with the exception of those for which separate copyright ownership is indicated on the first page of the ar ticle, provide a base fee of $1.25/copy. Tobacco Business International is a registered trademark of TBI, LLC. POSTMASTER: Send address changes to Tobacco Business, 5449 Endeavour Ct , Moorpark, CA 93021. WHAT ARE YOU DOING HERE? THE TEAM Antoine D. Reid, Senior Editor, antoinereid@tobaccobusiness.com TOBACCOBUSINESS.COM TOBACCO BUSINESS
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