How to Make Better Wine

Asking Why and Uncovering Your Ambition’s Ambition

The thing that you’re motivated by is significantly more important than the amount of motivation you feel.

You are motivated by your, conscious or subconscious, ambitions.

Ambitions are deep desires.

Let’s say that my ambition is to produce a fantastic bottle of unfiltered Pinot Noir. In fact, it’s my ambition to produce the best bottle.

Okay. Now ask, ‘But why?’

(Why is the shovel.)

Imagine that as we dig, we find another ambition. Below my ambition to produce the wine is a common ambition:

to be recognized.

So, my ambition to produce the best bottle of this wine is motivated by my deeper ambition to be recognized.

What if I will, intentionally or unintentionally, produce something that is made of the same stuff as my deeper ambition?

What if my Pinot Noir will taste like my need to be recognized?

If your life is motivated by your ambition to leave a legacy, what you’ll probably leave as a legacy is ambition.
Rich Mullins

My deeper ambitions might be hidden, they might be unknown, but the fruit of my life is still growing out of a vine and that vine is growing from a root.

My fruit is the fruit of that root.

My deepest ambition is always there giving life to my motivation and the fruit which grows from it.

So, what can you do?

What if you made it your ambition to dig, uproot, and replace your unhealthy or pseudo-ambitions.

These are the kind of ambitions you don’t want your wine to taste like.

Instead of only looking to increase your motivation and production, which is what most of us do, stop and ask but why to your ambitions.

Once you’re real about your real ambitions, you can work them out of the ground and find some better good.

Then maybe your wine will just taste like great wine.


I quit coffee. Buy me a tea?

This is my daily project where I write about diverse ideas. This is my daily project where I write about diverse ideas (previous ‘Doses’ here).

Like this project or want to support my work in Montreal with Jubilé • Jubilee Montréal? Donate securely online with a special or monthly gift and receive a tax receipt.

A donation could be the price of a coffee per month or per week… And it’s even more helpful than a caffeine fix.

Donate from the United States | Donate from Canada