Stephanie Franklin of Fly Wines: Five Things I Wish Someone Told Me Before I Became A CEO

An Interview With Doug Noll

The importance of effective communication: Effective communication is crucial in a leadership role. I made the mistake early on dropping the ball on some communication with my team, but have since adopted a more effective communication style to ensure we’re always aligned.

As a part of our series called ‘Five Things I Wish Someone Told Me Before I Became A CEO’ we had the pleasure of interviewing Stephanie Franklin.

Stephanie Franklin is the visionary Founder and CEO of Fly Wines, a passionate advocate for bringing the world’s finest wines from independent wineries to the U.S. market. With a deep commitment to showcasing the artistry and diversity of winemaking, Stephanie curates a thoughtfully selected collection of wines that tell compelling stories and captivate the palates of wine enthusiasts. Through Fly Wines, Stephanie invites wine lovers to embark on a remarkable journey of exploration, discovery, and celebration of the craftsmanship of talented winemakers worldwide.

Thank you so much for joining us in this interview series! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

My career path took an unexpected turn when I discovered my passion for the world of wines. After several years in the tech industry, I realized that my true calling lay elsewhere. The intricate artistry and sensory experience of winemaking fascinated me, leading me to embark on a new venture in the wine industry. Recognizing the challenge of sampling quality wines without committing to a full bottle, I founded Fly Wines to provide a solution.With Fly Wines, I set out to curate a selection of exceptional wines from independent winemakers worldwide, providing a platform for their craft to be celebrated and enjoyed by wine enthusiasts everywhere. It’s been an incredible journey of discovery and fulfillment, and I am dedicated to continuing to bring the joy of exquisite wines to the world.

Can you share the most interesting story that happened to you since you began leading your company?

Since leading Fly Wines, one of the most fascinating experiences I’ve had was discovering a hidden gem of a winery in a remote region of Turkey. While searching for unique wines to feature in our collection, I stumbled upon this family-run vineyard tucked away in the hills. Their commitment to sustainable farming practices and their dedication to crafting exceptional wines truly stood out. We formed a partnership, and the collaboration will not only introduce their incredible wines to a broader audience but also bring more attention to Turkey as a whole. It was a testament to the power of exploration and the joy of uncovering remarkable wineries that might have otherwise gone unnoticed.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

One of the funniest mistakes I made when launching Fly Wines was mistakenly printing the wrong logo on the inserts for our wine tasting boxes. Fortunately, the printing company caught the error and provided a sample for approval before proceeding with the full order.

This incident served as a valuable reminder of the crucial role that meticulousness plays in business operations. I learned firsthand the significance of double-checking and triple-checking every detail to ensure precision and avoid costly mistakes. This experience reinforced my commitment to maintaining a keen eye for accuracy and taking proactive measures to rectify any errors promptly.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I am incredibly grateful to my dear friend Leah for her instrumental role in shaping my path in the wine industry. At the time of my fascination, she had just begun making wines in Santa Cruz. It was Leah who wholeheartedly believed in my potential and encouraged me to pursue my own journey in the wine industry. She generously shared her knowledge, introduced me to key contacts, and guided me through the initial steps of establishing Fly Wines. I credit much of my success to her belief in me and her willingness to go above and beyond to help me navigate this industry.

Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader?

As a leader, I encountered a significant challenge when I had to make the difficult decision to postpone our launch date for Fly Wines by six months. Although we were eager to introduce our brand to the market, I recognized that our operational capabilities were not yet fully aligned with our vision for customer reach and experience. It was a tough call, but I knew that taking the time to address these concerns and make necessary improvements would position us for long-term success.

During the extended period, I focused on strengthening our supply chain, refining our customer acquisition strategies, and enhancing our overall brand presence. It was a time of intense planning, collaboration, and hard work. While it was undoubtedly a challenging decision to delay our launch, it allowed us to overcome potential obstacles and ensure that we would deliver a remarkable experience to our customers from day one.

This experience taught me the importance of patience, foresight, and the willingness to make difficult decisions for the greater good of the company. It reinforced the value of taking a step back, assessing the situation, and having the courage to adjust our plans when necessary. Ultimately, the extra time invested in preparation paid off, as we successfully launched Fly Wines with a strong foundation and a clear path to sustainable growth.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Most of our readers — in fact, most people — think they have a pretty good idea of what a CEO or executive does. But in just a few words can you explain what an executive does that is different from the responsibilities of the other leaders?

As the Founder and CEO of Fly Wines, my role as an executive encompasses distinct responsibilities that differentiate it from other leadership positions within the company. While other leaders focus on specific areas such as marketing, operations, or finance, as an executive, I have a comprehensive view of the entire organization and its strategic direction.

As an executive, I am responsible for setting the overall vision and mission of Fly Wines. I establish the long-term goals and objectives, ensuring they align with our core values and the needs of our target market. This involves making high-level decisions that shape the company’s strategy and direction.

Executives also have a critical role in building and nurturing external relationships. This includes engaging with industry partners, suppliers, and distributors to establish strategic alliances and expand our network. Additionally, as the public face of the company, I represent Fly Wines in various industry events, conferences, and media engagements.

Finally, as an executive, I bear the ultimate responsibility for the company’s performance and success. This involves managing risks, making tough decisions, and ensuring financial sustainability. I oversee the allocation of resources, monitor key performance indicators, and assess the overall health and growth of the business.

What are the “myths” that you would like to dispel about being a CEO or executive? Can you explain what you mean?

As the CEO of Fly Wines, there are several myths about being a CEO or executive that I would like to dispel.

There is a common misconception that CEOs simply sit back and make decisions without engaging in the day-to-day operations. In reality, especially in a startup like Fly Wines, CEOs are heavily involved in the company’s activities. I personally maintain a hands-on approach. This active engagement allows me to provide guidance, support, and direction while understanding the challenges and opportunities within our business.

It is also seen as though CEOs have all the answers and know everything. In reality, being a CEO requires a willingness to learn, adapt, and seek input from others inside and outside of the company. Being an effective CEO means recognizing the value of diverse perspectives and surrounding yourself with talented individuals who can contribute their expertise. Collaboration and open communication are essential to drive innovation and make informed decisions that benefit the company as a whole.

Being a CEO goes beyond making decisions from a distance. It involves active engagement, resilience in the face of challenges, a willingness to learn and collaborate, and a holistic perspective that considers the well-being of everyone involved in building Fly Wines.

What is the most striking difference between your actual job and how you thought the job would be?

One of the most striking differences between my actual job and how I initially envisioned it is the balance between raising funding and the operational groundwork required to support our startup’s growth. While I expected fundraising to be a major aspect of my role, I quickly realized that successfully scaling our company necessitates a hands-on approach. In addition to securing capital, I am actively involved in various operational tasks, from strategy development to team management and resource allocation. This holistic responsibility has broadened my understanding of the business and reinforced the importance of being adaptable and well-rounded as a leader.

Do you think everyone is cut out to be an executive? In your opinion, which specific traits increase the likelihood that a person will be a successful executive and what type of person should avoid aspiring to be an executive? Can you explain what you mean?

While not everyone is cut out to be an executive, it primarily depends on individual traits and preferences. Successful executives possess specific qualities that increase their likelihood of thriving in such roles. Firstly, they must be comfortable with high-intensity environments and capable of making difficult decisions under pressure. This requires the ability to analyze situations swiftly and make sound judgments without succumbing to analysis paralysis.

Adaptability is another crucial trait for executives. As the business landscape continually evolves, executives need to embrace change, adjust strategies, and lead their organizations through uncertainty. Moreover, effective executives possess strong interpersonal skills and the ability to recognize and attract talented individuals who can contribute to their company’s growth.

However, aspiring executives should also consider their personal preferences and values. If you highly value structure and predictability and find it challenging to adapt to rapidly changing circumstances, pursuing an executive career may not be the best fit. It’s essential to assess one’s own strengths, weaknesses, and compatibility with the demanding nature of executive roles before aspiring to such positions.

What advice would you give to other business leaders to help create a fantastic work culture? Can you share a story or an example?

One key advice I would give to other business leaders to create a fantastic work culture is to prioritize listening. Taking the time to actively listen to your team members enables you to understand their needs and identify areas for improvement. At Fly Wines, even in our startup phase, I dedicate separate meetings specifically focused on gathering feedback to enhance our work culture. By providing a platform for open dialogue, team members feel heard and can directly witness the positive changes that result from their input.

Ultimately, creating a fantastic work culture is an ongoing process that requires continuous effort and adaptability. By prioritizing listening, empowering the team, and fostering open communication, we can build a work environment where everyone feels valued, motivated, and inspired to contribute their best.

How have you used your success to make the world a better place?

As the CEO of Fly Wines, I am deeply committed to leveraging our success to make a positive impact on the world. Sustainability and environmental responsibility are core values that we prioritize throughout our operations. We have taken concrete steps to ensure that our business practices align with these values. For instance, we actively partner with vineyards that prioritize sustainable farming methods, ensuring that our products not only meet high quality standards but also contribute to the preservation of the environment. By supporting these vineyards, we promote responsible agricultural practices and raise awareness about the importance of sustainability in the wine industry.

In addition, our commitment to diversity and inclusivity is a driving force in our organization. We actively seek out and collaborate with talented freelancers from different parts of the world, fostering a work culture that values and celebrates diverse perspectives. By providing opportunities for individuals from different regions and backgrounds to contribute their expertise, we create a dynamic and inclusive environment that benefits our company and the wider industry. We believe that diversity not only enhances our work but also sets an example for equal opportunities and promotes global connections.

By integrating sustainability, and diversity into our business practices, we strive to make a meaningful difference beyond financial success. Our goal is to create a positive ripple effect that inspires others in the industry to adopt similar practices and contribute to a better world.

Fantastic. Here is the primary question of our interview. What are your “Five Things I Wish Someone Told Me Before I Became A CEO” and why?

1 . The need for continuous learning and adaptability: The business landscape is constantly evolving, and as a CEO, it’s crucial to stay ahead of trends, embrace new technologies, and adapt to changes. I wish someone had stressed the importance of staying up to date on the latest automations and trends to help make the workload easier. Embracing a growth mindset and seeking knowledge allows for innovation, competitiveness, and long-term success.

2 . The need for resilience and adaptability: Running a business, especially in a dynamic industry like wine, requires resilience and adaptability. I wish someone had emphasized the importance of staying flexible, embracing change, and being prepared to navigate unforeseen challenges. Developing resilience helps to maintain focus, overcome obstacles, and seize new opportunities.

3 . The significance of building a strong support network: Being a CEO can sometimes feel lonely and overwhelming. I wish I had known earlier the importance of building a strong support network of mentors, advisors, and fellow entrepreneurs. Having a network in a complex industry like wine, helps to provide guidance, and offers invaluable insights that can help navigate critical decisions while providing a sense of camaraderie on the entrepreneurial journey.

4 . The power of delegation: It’s impossible to do everything as a CEO, and attempting to do so can lead to burnout and inefficiency. I wish I had known earlier the importance of delegation and trusting capable team members to take on tasks. Delegating not only lightens the workload but also empowers employees, and allows me to focus on strategic initiatives.

5 . The importance of effective communication: Effective communication is crucial in a leadership role. I made the mistake early on dropping the ball on some communication with my team, but have since adopted a more effective communication style to ensure we’re always aligned.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

If I could inspire a movement that would bring the most amount of good for the greatest number of people, it would be a movement focused on fostering acceptance and compassion in every aspect of our lives. In today’s world, where divisions and conflicts persist, we need a collective shift towards embracing diversity and treating one another with kindness and understanding.

This movement would strive to break down barriers and eliminate prejudices based on race, religion, gender, sexuality, and any other factors that divide us. It would promote inclusivity, celebrating the uniqueness of each individual and recognizing the value that diversity brings to our communities.

At its core, this movement would encourage us to listen, empathize, and find common ground with one another. By fostering acceptance and compassion, we can create a society where everyone feels valued, respected, and supported.

Through education, open dialogue, and community engagement, this movement would spread awareness and encourage people to challenge their own biases and prejudices. It would inspire individuals to extend a helping hand to those in need, to stand up against injustice, and to prioritize the well-being and happiness of others.

Ultimately, the aim of this movement would be to create a ripple effect of positive change, where acceptance and compassion become the norm rather than the exception. By fostering a culture of acceptance and compassion, we can build a more inclusive and harmonious world where everyone has an equal opportunity to thrive and contribute their unique talents and perspectives.

Together, let us ignite the flame of acceptance and compassion, transforming our world into a more empathetic and interconnected global community.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

One of my favorite life lesson quotes comes from the book “The Game of Life & How to Play It” by Florence Scovel-Shinn: “Man can only receive what he sees himself receiving.” This quote has had a profound impact on me and continues to be relevant in my life.

It serves as a powerful reminder that our external experiences and achievements are deeply intertwined with our internal perceptions and beliefs. Before anything manifests in our lives, it starts within our own minds and the way we see ourselves. Our thoughts and beliefs shape our actions, decisions, and ultimately, the outcomes we experience.

Embracing this quote has taught me the importance of cultivating a positive and empowering mindset. By envisioning success, abundance, and possibilities, I have been able to overcome self-doubt and limitations, and open myself up to new opportunities and growth.

Moreover, this quote has emphasized the significance of self-awareness and self-perception. It has inspired me to reflect on my own beliefs, challenge any negative or limiting thoughts, and consciously choose empowering perspectives. By nurturing a strong and confident self-image, I have found the courage to pursue my goals, face challenges head-on, and create the life I desire.

In essence, this quote has been a guiding principle in my journey, reminding me that true transformation and achievement begin from within. It has taught me to believe in my own worth and capabilities, and to envision a future filled with possibilities. By aligning my internal perception with my external aspirations, I have experienced personal growth, fulfillment, and a greater sense of purpose.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them

Without a doubt, if given the opportunity, I would love to have a private breakfast or lunch with Richard Branson. His entrepreneurial journey has been a constant source of inspiration for me. What sets him apart is not only his remarkable success but also his unwavering commitment to inclusivity and his genuine concern for humanity.

Richard Branson’s ability to build successful businesses while maintaining a strong focus on social and environmental impact is truly admirable. He has consistently demonstrated that business growth and scaling can go hand in hand with a sincere dedication to making the world a better place.

Having a chance to sit down with Richard Branson would be an incredible opportunity to learn from his experiences, gain insights into his entrepreneurial mindset, and understand how he navigates the challenges and complexities of running a business with a purpose. I am particularly interested in understanding how he translates his vision for inclusivity and conscious leadership into actionable strategies that drive meaningful change.

Moreover, Richard Branson’s approachable and down-to-earth nature resonates with me. His ability to connect with people from all walks of life and inspire them to dream big is something I aspire to emulate in my own entrepreneurial journey.

A private breakfast or lunch with Richard Branson would be a tremendous privilege. I believe it would provide invaluable lessons and inspiration, not only for my personal growth but also for shaping my approach to business and making a positive impact on the world.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.