Consulting Wine/The Wine Firm, Intl. reposted this
Wine Business & Product Development Consultant; Wine Consumer Research; Faculty - Wine Business Napa Valley Wine Academy and Washington State University
I am writing a new book slated for publication later this summer and launching a campaign to unite people committed to transformational change in the wine industry. In "The Perception Project: Understanding and Communicating About the Illusions We Call Reality," I am diving deep into the fascinating world of human perception. The focus is on how our sensory systems shape our unique realities and influence our beliefs, values, and interactions with others. This book is designed to guide you through the various components of the human sensory system, the hurdles of descriptive and interpretive language, and the impact of personal perception on effective communication. While my background is in wine, the insights offered here are widely applicable to self-understanding, interpersonal relationships, marketing, hospitality, and personal growth. "The Perception Project" is intended for anyone curious about the science of perception and the art of communication, and it is intended to provide a better understanding of individual differences, opinions, values, and beliefs. I ran into this great blog post by Dennis Morrison that articulates the challenges the wine industry faces and states, "As Albert Einstein famously noted: 'We can't solve problems by using the same kind of thinking we used when we created them.'" He follows with the insight, "....the fundamental problem is the wine industry itself, not the members of that industry. So, the members cannot resolve the problem without a fundamental re-thinking of what that industry actually is. The industry has a customer problem — the current industry attitude seems to be: 'we make this, and you should buy it', whereas it needs to be: 'you want this, and so we had better provide it'. That is, we must, as they say, change or die." https://lnkd.in/gKa-d4ZJ
Perceptions. Very interesting topic Tim Hanni MW. How do we perceive ourselves, how do we want to be perceived, how do we think others perceive us, how do we cope with the mismatch among those three. I am not a doctor or psychologist but I would humbly argue that many health and social behaviour problems have their roots in the stress and anxiety created by perceptions. What about being more natural, more spontaneous, more positive, more “enjoyer” and less “worrier”. With that in mind I am a firm supporter of #WineInModeration
Gail Treuer
2w
Good luck. I sincerely Hope that AI is Not a theme, as this will be the death of all our perception, communication and sensory components of our Natural receptives. 👍🍀
Except, people want to discover in wine something new every time again
Tim I look forward to your book and I appreciate your brainstorming what Einstein believing what we should do as an industry and look to the future not the past…..
Fascinating and appropriate approach. As a philosopher, I find it exciting!
Jim Grace
1w
Tim, this brings back memories of perception about white Zinfandel, umami, food pairings in your 101 class many years ago. What’s the heavier wine? White Zin or Cabernet?
Chris Lynch
2w
Best wishes my dear friend. I cannot wait to read your work.
Hugh Kruzel
2w
Look forward to your words and insights Tim. I recall being bowled over by your sharing back at the 1990 Portland Society of Wine Educators conference. If you could do it then I bet with all the additional experiences since that time you will cause a considerable shake up / wake up!
Wine Sensory Expert and Tasting Coach / Wine Aroma Wheel Owner / Online Educator / Blogger / Speaker / 🍫 + dog lover.
2w'we make this, and you should buy it'--When we introduced preference mapping 25 years ago (to understand the flavors consumers enjoyed the most), the wine industry pushed back, saying we were going to standardize the taste of wine. Instead, we needed to educate the consumers so they could be smart enough to like the wines they made. 🤔 It's definitely time for the wine industry to become more consumer-centric and less focused on pleasing the gatekeepers. And I agree - human perception is fascinating. Tasting wine is no less than a multisensory experience. But I'm biased.