Wine Words: Left Coast Estate

Catching up with wine-maker Joe Wright and CEO Taylor Pfaff of the exceptional, eco-pioneering Willamette Valley winery, Left Coast Estate.

Read the full story at Vinediction.com

Photo courtesy Left Coast

Taylor Pfaff, the son of founders Bob E Pfaff and Suzanne Larson, is CEO and general manager; his landscape architect sister Cali (for whom the marvelous Cali’s Cuvee is named) is the winery’s creative director. Joe Wright remains head wine maker. One thing that hasn’t changed is Wright’s chronic self-effacement: “Taylor tells me what [wine] they need, by when and I make sure it’s grown, produced and available.”

When asked if it isn’t more complicated than that, he doubles down: “I have spread sheets: vines per acre, shoots per vine, clusters per shoot.” He pauses: “We get pretty close every year, barring gnarly weather.”

Barring, say, freak wildfires?

Left Coast Cellars, like so many Willamette Valley wineries, fell under a funereal smoke shroud in September 2020. “It was disgusting. There was nowhere to go. The fire was from central California to British Columbia, inland all the way to the Rockies. Really gross.”

Wright and the team opted to make wine regardless.“The fires affected how we made them, trying to mediate smoke taint,” Wright says. “The wines are not my usual style, so they feel a little alien but, smoke aside, it was an incredible vintage.” An early crop contributed to “low yields, wonderful concentration; stunning, electric wines.”

Still, 30% less volume than in 2019, plus the minor matter of Covid. “In March, April [2020] we had no idea what was happening,” Taylor Pfaff says. “We had throw our budget out the window. It’s been triage planning.”

Two catastrophes in a 12 months is beyond the reach of planning. But Left Coast has two long-term projects propelling it forward. First, restoring 40 acres of old oak savanna; second, purchasing and planting a new vineyard.

I recall the sentinel oaks around the tasting room, a deer grazing between them, pretty as a Disney scene. “We always appreciated the trees but didn’t understand how ecologically important they are,” says Pfaff. “Only three percent of the Willamette Valley’s historic oak forest remains, and we have a big section of it.”

These acres had been overrun by “a 16-foot tall wall”, as Wright puts it, of invasive species like hawthorn, blackberries, Scotch broom and poison oak. “The Natives would burn, let things burn,” he adds. “The trees would survive but the under-story would get cleared out. That’s the regenerative effect of fire.”

These days, people are more concerned with fire’s destructive effect and indigenous-style land management is prohibited. Clearing the savanna was a slog of cutting, digging and hauling followed by seeding native grasses and flowers to create a “gorgeous, open, wild space.”

It was to this space Left Coast turned when Covid restrictions hit indoor operations. The tasting room became reservation-only and the oak savanna bloomed as a picnic spot. Guests could roll up with chairs, blankets, snacks and glasses, buy a bottle of wine and retreat to the leaf-dappled grass. “We wanted people to go out and enjoy the beautiful, quiet corners of the property and Covid kind of forced that,” Pfaff says. “Customers started to spread out and utilize the land. We are excited to see people enjoy the outdoor spaces.”

Photo courtesy Left Coast

41 – The Comedy & Magic Society

This was one of my all-time most rewarding commissions. The Comedy & Magic Society asked me to write their bio. Mark Phillips, Bob Sheets, Brian Curry and Barry Wood sat for long interviews to make this word-portrait possible. Rereading it, I am struck now, as I was then, by their wit, intelligence, humility and generosity.

Photo by Kovid Rathee on Unsplash

Picture a quiet Friday night in Gaithersburg, Maryland. Most of its 60,000 citizens are unwinding in familiar ways: having a drink with friends, going on a date, playing with their kids, or catching a movie. They’ll gossip, kiss, laugh, or maybe get tipsy before they fall into bed and when they wake up on Saturday life will continue as it always has. Tonight, though, 99 people have set aside their usual end-of-the-week rituals to go to the Comedy & Magic Society’s monthly show at the Gaithersburg Arts Barn.


Founded in 2005 the Comedy & Magic Society is the joint project of four hard-working professionals: Mark Phillips, Bob Sheets, Brian Curry and Barry Wood. They have over 100 years of cumulative magic experience and each of them could (if he weren’t too modest) justifiably claim to be one of the world’s finest magicians. But this is only part of the reason why one Friday of every month 99 people turn up at the Arts Barn, eyes
popping with anticipation.


Many of them have been before because live magic performed at this level is strangely addictive. You get hooked on the thrill of anticipation and the little adrenaline bursts of surprise. It isn’t something you can DVR, download or Google, so people come back – and bring their friends. First time visitors to the sturdy red-brick former stable building enter a little more cautiously. Some are excited, others are skeptical; some of them want to be entertained, others have notebooks tucked in their pockets. All are curious.


The magic begins as the audience mingles and makes its way to the alternating bright purple and lime green seats. Nick DeCuites and George Woo, the Comedy & Magic Society’s resident close-up men, circulate through the theater picking pockets, popping cards or conjuring the unexpected. Grown-ups laugh and gasp. Kids crane their necks to follow the flying fingers but their eyes can’t move fast enough. Then the lights dim, the curtain rises and the Producer arrives on stage. CMS’s four co-producers take it in turn to host and emcee the shows. Tonight let’s say it is Bob Sheets, the avuncular comedian with a grin as big as the Ritz.

If you want to know anything about magic or, indeed, the history of American popular entertainment in the 20th century, Bob is your man. He was born in California, the land of prospectors, dreamers, and professional make-believers. One of these was Paul Winchell, a ventriloquist who also patented the first artificial heart. Inspired by Winchell’s TV show, Bob taught himself ventriloquism. But when his dad bought him a magic kit he gave up voice-throwing because, at the ripe old age of 10, he thought it was “kid stuff”. Magic, on the other hand, merited study.


The wisecracking schoolboy (“I always had to have the last word,” he chuckles) used to rush home after class to practice new tricks. Unlike most kids, he didn’t mind getting sent to his room because it meant more time to perfect his craft. Bob joined the San Diego Junior Magic Society. At 13 he was performing at parties and clubs; at 15 he was a seasoned performer – as well as being America’s youngest Fuller Brush Man. Door-to-door sales and magic require many similar skills: you have to engage with strangers, win them over, put them at ease, and convince them you have something they need. Bob, with his effervescent enthusiasm, was darn good at it. Academics were a different matter. “I was a D+ student,” he says. “They only let me graduate because they
knew there was no point in keeping me.”

Photo by Devon Rogers on Unsplash


Bob finished high school in 1968 when the military was snapping up men to send to Vietnam. He joined the Navy but was discharged 17 days later when they found he was allergic to the regulation wool blankets. Instead, he went down a path trod by many legendary entertainers: he joined the circus. Between pounding tent stakes, driving trucks, and packing down, he polished his performance skills in the main ring and his close-up skills as a sideshow act. Working with the circus was more than a chance to perfect tricks. It was Bob’s initiation into a centuries-old fraternity of itinerant entertainers whose heritage runs from medieval minstrels and court jesters to vaudevillians and, of course, illusionists.


All four of the Comedy & Magic Society co-producers are enmeshed in the traditions and history of magic. This enthusiasm shapes and spurs their careers, and is integral to the CMS ethos. Brian Curry, the youngest member (Mark describes him the D’Artengean of their troupe of magic musketeers) began his education at the renowned Denny & Lee Studio in Baltimore, and was tutored by card wizard Peter Galinskis. “He’d make me rehearse one little move over and over,” Brian says. “He wouldn’t let me start a new one till I learned the last one.” Brian was a young teenager at the time, but magic was already more than a hobby. “It helped me break out of my shell,” he says. “I wasn’t very good at talking to people and it was a way for me to communicate.”


The son of an IBM executive, Brian spent most of his childhood in Tokyo and Paris. Moving between countries on a regular basis fostered independence and resilience – traits that stand him in good stead as a professional magician. As soon as he learned his first trick in sixth grade he was hooked, and regularly spent two or three
hours a day practicing. “It was luck,” Brian says of his career. “So much luck.” But, like his co-producers, Brian works ferociously hard for his good luck. When he was 15 he contacted Mark Phillips at a magic convention and asked if he could show him a competition routine. It was a memorable meeting. Mark turned up with a handful of other famous magicians and the youngster promptly bombed. “His act was a disaster,”
Mark laughs. “He had problems you wouldn’t wish on your worst enemy.” Still, they took
him to dinner afterwards.


Years later that friendship would help form the Comedy & Magic Society but first Brian had to perfect his craft. Luckily (this time it really was luck) Clyde’s, a local restaurant, booked a magician who also happened to be a conman. The conman/magician got busted and his prison sentence was Brian’s big break. The shy 15-
year-old went to work doing close-up magic for diners waiting to eat. Seventeen years later Brian still works there, delighting Clyde’s hungry customers. He credits the gig with helping pay his way through college – and honing his skills so he’d never have to use his degree.


None of the Comedy & Magic Society men took for granted that they would be successful as professional magicians. Mark Phillips, a corporate magician who spends most of his time performing at industry trade shows and events, holds a degree in microbiology. “My parents wanted me to have something to fall back on,” he explains. By the time Mark went to university, though, he’d already laid the foundation for a future
far from microscopes and laboratories. His father was a career Army officer and Mark was raised in military outposts like Fort Hood, TX; Fort Leavenworth, KS and Fort Huachuca, AZ. As the smallest kid in the class, Mark was a self-professed class clown and discovered that doing magic was a way to get noticed and make people laugh.

Also, you had to make your own entertainment on remote military bases. Fort Huachuca, where they moved when Mark was in eighth grade, is in arid high-plains country 15 miles north of the Mexican border. There isn’t much to do there, or in neighboring Sierra Vista where Mark went to high school. One of his activities was playing trumpet and trombone in the school band, which often performed on base. Mark, ever the over-achiever, would perform magic on stage while the band was taking its break, thus earning his stripes in front of a tough military audience.

Photo by Wayne Low on Unsplash


By the time he earned his degree Mark knew he wanted to pursue magic full-time and moved to New York to make his way as a corporate entertainer. It was the boom years of Wall Street and Mark dove into his profession with the same gusto as the traders and bankers around him. The dizzy world of high finance has long since spun itself out while Mark, by contrast, has honed his craft and career with discipline that must make his dad proud. He attributes his perfectionism to a lifetime of playing classical and orchestral music (he now plays the French horn, which has a reputation for being fiendishly difficult to master). “I have very high expectations of skill level,” he says. “A performance has to be well-rehearsed.”


These expectations infuse every Comedy & Magic Society show. Ask any of the coproducers what their biggest challenge is, as a magician, and they’ll tell you it is trying to change an audience’s expectations. Most people’s experience of live magic is limited a performer at a kid’s birthday or a friend showing off card tricks. “People don’t see much good magic so winning them over can be an uphill battle,” Bob says. As a result, CMS is incredibly protective of its audience’s experience: “We don’t lower the bar. Our guests are professional magicians and they have to hit a certain level before we let them in front of our audience,” he adds. The Gaithersburg Arts Barn shows usually feature one or two guest performers, in addition to Mark, Barry, Brian or Bob, and these guests are culled from the co-producers extensive contact books.


“Bob’s been a big name in the magic world for a long time and has a lot of friends,” Mark says. “If anyone is passing through he’ll buttonhole them and say ‘come do our show, it’s a lot of fun’.” Fun is one word to describe the CMS shows. Others are: exciting, social, electric, family-friendly and, above all, funny. Most magic shows are about highlighting the dexterity and skill the magicians. Add comedy, though, and the whole dynamic changes. The relationship between audience and performer shifts. Barriers melt away. As a magician, it is tempting to treat the audience like the enemy: you want to fool them, put them on the wrong foot. Mixing comedy and magic, however, requires a different mind-set. “It’s easier when the audience goes with you willingly,” Mark explains. “You need charm and personality. You need to be a good communicator.”


Communication skills don’t come naturally to everyone, though – not even magicians. Barry Wood, the group’s resident actor and improv expert, says he was “kind of a loner at school. Magic was a hobby I could retreat into.” He’d go off to the library and read about the history of magic and the lives of famous performers. “I was fascinated by every aspect of the art,” he recalls. This fascination drew him out of his shell and into Barry Taylor’s legendary magic shop. The elder Barry became his mentor, and Wood credits him with taking an introverted kid and putting him on the path to being a world-class performer. Young Barry learned that communication could help smooth out a less-than-perfect trick. “At first, I was just trying to fool people, but once I learned about presentation the challenge was to weave a story and connect with my audience.”


The best magic is about making connections and a gifted performer with enough tricks up his or her sleeve can weave a spell anywhere. After an apprenticeship that included working weekends at Barry Taylor’s shop, Barry Wood filled in for a friend doing magic at a pizza restaurant. He left his first paying gig “on cloud nine,” with a bellyful of pizza and cash in his pocket. The die was cast. Barry went to college and majored in marketing but he funded his degree by performing magic. “I always enjoyed giving class presentations – maybe in the back of my mind I knew I wanted to do magic,” he recalls. Still, the penny didn’t drop until Barry began looking for a marketing job after graduation. When interviewers found out he did magic they were intrigued; they wanted to talk about shows they’d seen, or tricks they knew. Many asked why he wasn’t
doing magic, since it was clearly his passion. “I thought, ‘maybe they’re right.’” To his relief his parents were supportive, and Barry began his professional career in earnest.


One of his formative experiences was working with Bob Sheets at the Brook Farm Inn of Magic, a restaurant/magic haunt in Maryland run by Bob Sheets and partner Steve Spills. At first, Bob and Barry seem like polar opposites: Bob is the bluff, ebullient journeyman firmly rooted in the great American tradition of life on the road. Barry is reserved, thoughtful and precise; he likes bookstores and wineries with nice views. But they have a lot in common when it comes to magic. Both cite street magic as the ultimate challenge. “If people don’t like you, they walk away,” says Bob. “It doesn’t get any tougher, or more honest, than that.” Barry, who taught himself fire-juggling to avoid dead time while doing street performances at Baltimore’s Inner Harbor, agrees. Always eager to develop his skills, Barry began to study acting and improv. He joined an improv group then helped found comedy sketch troupe Dropping The Cow.


“Barry can do anything,” Brian says. “You would never pick him out in a crowd as a professional entertainer. He’s so quiet and humble. Then he gets on stage and destroys. It’s awesome.” Brian jokes that he’d like for Barry to suck at something “because it would make me feel better” but they are more alike than different. Both have a passion for working with kids – which is probably only slightly less demanding than street performing. Brian does school assembly shows, including a magical mathematics review and a book club, while Barry works with a professional counselor doing an anti-bullying show that tours schools in the greater Washington DC region. He is also a long-standing member of the Big Apple Circus Clown Care program. To Barry, cheering up sick children is the apotheosis of his magical art: “I’ve found an audience for all the skills I learned that were inner-focused, that I learned for myself. I don’t know if it’s destiny or what, but now I have an opportunity to use my abilities in a positive way, whether it’s helping school kids dealing with tough situations, or making a child laugh in his hospital bed and seeing the relief on his parents’ faces. I’m lucky to be able to use my abilities in a positive way.”


Ask any of Barry’s colleagues and you’ll hear similar sentiments, in different terms. Brian, along with Mark and Bob, does regular gigs on cruise ships, and delights in the way magic transcends culture and nationality, helping him unify a room full of strangers who don’t even speak the same language. Mark gets a buzz out of magic’s ability to transform the ordinary: “When an audience sees magic, they think about things they don’t usually think about. They have a chance to think about the everyday things they take for granted.”

Photo by Raul Varzar on Unsplash


This passion for making the impossible real fuels all of the Comedy & Magic Society members. Make no mistake: magic is hard work. They travel a lot and pulling together their beloved Arts Barn shows requires commitment and sacrifice. “We work so much we’re rarely in town at the same time,” Bob says. “But when we are it’s a killer show.” In addition to long stints on the road they face the physical and mental rigor of regular performance. One of Mark’s corporate trade-shows, for example, involves eight-hour days of repeat performances to an ice-cold audience that has to be won over; over and over again. And anyone who knows kids can imagine how tough it is to convince school kids to take an interest in math.


In addition to the challenges of the work itself, is the challenge of finding or creating work. “You have to be really self-motivated,” says Brian. “There is no manual telling you how to make a living. You have to constantly evaluate how you run your business, your show, your website….” They each have their own way of thriving: Mark taught himself German so he could work trade shows there; Brian has a crop of entrepreneurial side projects; Bob spent 15 years mixing drinks and conjuring surprises as a bar-tending magician; Barry does everything from one-man shows, to toddler’s birthdays to Presidential inaugurations.


To some it might seem like a hard way to earn a living but Barry, Mark, Bob and Brian brim with joy and enthusiasm for what they do. “I’m grateful to be getting paid to do something I love,” says Barry. “I’m blessed.” This gratitude and energy flows through their work both as individual magicians, and as the Comedy & Magic Society collective. That is what lends the air inside the Arts Barn its sprinkle of magic dust one Friday a
month. Magic, as performed by the CMS and friends, is the art of celebrating what’s possible. “Magic can lift people’s feet off the ground, if only for a moment,” says Bob. “You never know what the result will be. You get a kid in front of an audience and he realizes it’s okay to get in front of people, it’s okay for people to laugh at – and with – you. It gives him confidence.”


Children and adults alike leave the Arts Barn wide-eyed and flushed with laughter not just because of the flawless routines and peerless patter, but because Brian, Bob, Barry and Mark are walking, talking, juggling proof that you can fulfill your dreams and that the world is alive with possibilities. “Magic reminds us there are a lot of things in the world we take for granted,” Mark says. “If we experience a moment of magic and
wonder in a performance we start paying attention to the wonder in other parts of our lives.”

Photo by Greg Rakozy on Unsplash

Storytelling: Framing

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 19: Framing

What a story is about, and the conclusion it reaches, depends on how you frame it.

Case study:

Hillary Clinton and Donald Trump

hill-trump

Who they are:

Respectively, the Democratic and Republican candidates in the 2016 American presidential election. Clinton won the popular vote by an unprecedented margin. Trump won the majority of Electors and is slated to become the next President of the United States.

Why it matters:

The bitter, split decision presidential election highlighted the fact that there is no single “story”. What we think a thing means and what we believe about people and events, is drawn from a rich mass (or mess) of facts, ideas, information and preconception.

After last week’s storytelling post a reader rebutted my assertion that Hillary Clinton is “a experienced, qualified, sane, humane politician”:

Surely this must be qualified as “by comparison?” Isn’t it a fact that Hillary Clinton:

1) Supported the Iraq War forcefully and was a key proponent as an opposition pol from NY

2) Supported overthrow of Libya forcefully

3) Supported overthrow of Syria forcefully

4) Was endorsed by entire Bush family and most of GWB cabinet officials

5) Received 100s of millions from wall street banks and multi-national corporations

So, if Hillary Clinton wasn’t positioned against Trump and you judged her by her policies she would be a rightwing neo-con Republican.

I think perhaps you should also consider the story telling of the Clinton campaign which would argue that perceived racism and sexism are more important than real policies that have killed hundreds of thousands of Muslims in Iraq, Afghanistan, and other countries.

 

This is a perfect example of framing. My narrative frames Hillary’s experience and views as a positive; my reader highlights different, but equally legitimate, information that casts her in a different light. Trump can, likewise, be any number of things depending on how you frame him. He is either a robust example of American iconoclasm or a racist shit. He went bankrupt and made billions; the story depends on what facts you put in the picture.

In other words:

“While reality itself does partly determine the meaning we assign to it, it doesn’t insist on any one specific meaning. So, while we all live in the same reality, we interpret it differently. Most of the time, the differences are negligible: at the day-to-day level, we agree sufficiently about most things. But some differences are radical. And that’s what politics is about.

Politics is a colossal magnification of the differences in how we perceive the world around us. And an election is a simplified, brief magnification of that. In an election, time stops, and a complex, gradually evolving jumble of differences of opinion is frozen in a single statistical figure.” Rob Wijnberg via The Correspondent

Practice: “All I have to do is to write down as much as I can see through a one-inch picture frame. This is all I have to bite off for the time being. All I am going to do right now, for example, is write that one paragraph that sets the story in my hometown, in the late fifties, when the trains were still running. I am going to paint a picture of it, in words, on my word processor.” Anne Lamott, Bird By Bird

Remember: “One person’s craziness is another person’s reality.” ~ Tim Burton

Storytelling: Lying

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 18: Lying

Stories don’t have to be true. Sometimes the most powerful ones are pure fiction.

Case study: Donald Trump

donald-trump

Who he is:

Pathological liar who used exaggeration, hyperbole and outright 24k lies to concoct a shady business empire then successfully campaign for President of the United States.

Why it matters:

Trump is a racist, a misogynist, a xenophobic goon with an ego the size of the wall he promised to build between Mexico and the United States. He is a self-professed business guru who has gone bankrupt four times. He is a self-professed sexual abuser who has said on record he’d like to date his own daughter. He claims to represent the common man but rarely pays taxes.

Despite all this, Trump beat won the electoral vote from under the nose of Hillary Clinton, a experienced, qualified, sane, humane politician.

The only explanation? He told a better story. Because he made it up as he went along.

In their own words:

“In announcing his bid for the Republican presidential nomination this morning, Donald Trump started with what Forbes believes is a whopper. He claimed his net worth was nearly $9 billion. We figure it’s closer to $4 billion — $4.1 billion to be exact.

This discrepancy is noteworthy, since Trump’s financial success – he put his fortune at exactly $8,737,540,000 — is core to his candidacy. “I’m proud of my net worth. I’ve done an amazing job,” said Trump at his circus-like announcement, before referencing his autobiography. “We need a leader that wrote ‘The Art of the Deal.'”

via Forbes

In fact, Trump even lied about that. The Art of the Deal was written by journalist Tony Schwartz. Howard Kaminsky, former head of the book’s publisher Random House said, “Trump didn’t write a postcard for us!”

 

Practice: “Counterattack. The fact is, just as most of us are uncomfortable telling lies, most are uncomfortable accusing others. This discomfort can be used in the liar’s favor. “You’ll often see politicians respond to accusations with aggression,” says Stan Walters, author of The Truth About Lying: Everyday Techniques for Dealing with Deception. “What they’ll do is drive critics away from the issue, so they’re forced to gather up their resources to fight another scrimmage.” Jeff Wise via Psychology Today

Remember: “If you tell a big enough lie and tell it frequently enough, it will be believed.”
― Adolf Hitler

Storytelling: Character

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 17: Character

Characters drive stories. Make yours unforgettable.

Case study: Yoga With Paul

paul-1

Paul Dobson

What it is:

An umbrella brand for the professional activities of London-based yoga teacher, masseuse and former professional dancer Paul Dobson.

Why it matters:

Yoga teachers are two pence a dozen in London and students typically cram sessions into hectic schedules. In this environment convenience, rather than affinity for a teacher, is often the deciding factor in choosing a yoga class.

Yoga With Paul was created to buck this trend by sharing founder Paul Dobson’s character. Instead of saying why he’s a great teacher it shares what he believes and cares about. Through a blog and social media, Yoga With Paul (#YWP) has built a network of like-minded yogis who share Paul’s interest in yoga, meditation, clean eating, mindfulness, fashion, urban life, and more. The proof is in the success: Paul now teaches several styles of yoga across London, and his annual Yoga Holiday With Paul summer retreats sell out well in advance.

In his own words:

“My life changed radically when I became a Bikram yoga teacher and it made me realise how easy to get locked into a “ladder” mind-set in our careers, relationships, or even hobbies. What I strive to share with my students is the awareness that you grow and become more yourself by challenging your preconceptions and being open to new experiences. It’s never too late for Bikram and never too late to change your life.”
Read more

Practice: “Your readers will live in a house made of their own mental pictures while reading your fiction. Those pictures are based on your words, of course, and you will curate that mental gallery quite closely. And yet the infinite details that your readers will conjure up around the mental pictures suggested by your words are all their own.” via Michael Alexander Chaney

Remember: “Desire is the crucible that forges character. ~Kristen Lamb

paul-backbend

Yoga With Paul

 

Elements of Storytelling 13: Accessibility

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 13: Accessibility

Stories are most effective when they are accessible. Don’t confuse your audience with florid language or complexity for its own sake.

vino-5

Case study: Vino y Co

What it is:

A wine shop in Ibiza run by father-daughter team Jeroen and Rosa Hamersma. The unpretentious oenophile sanctuary is as much an wine-education centre as it is a shop, thanks to its proprietors’ delight in sharing their knowledge. This makes it a magnet for chefs, sommeliers, locals and travelling wine buffs alike.

Why it matters:

Wine is often swathed in mystery, or at least pretension, and many shops actively perpetuate this elitism. Rosa and Jeroen take an opposite tack. The believe in making wine simple so everyone can enjoy and appreciate it. Jeroen taught himself about wine by buying almanacs in the ’80s in his native Amsterdam and drinking his way through vintages and varietals. He has a couple decades head start on Rosa, but she is catching up fast, laptop on the shop counter to answer any questions.

Rather than emphasise the arcane or technical, they focus on the communal, practical aspects of wine culture. Information about grapes, regions, winemakers and techniques are woven into stories, reinforced by generous samples of the wines in question.

Vino y Co grows its business year on year, and has fanatically loyal customers, all thanks to its dedication to making wine accessible.

In their own words:

Wine is all about taste. And about tasting. It’s not difficult.

Who said that wine shops should be boring? Wine is fun! So shopping for wine is fun!

Read more

Practice: “From time to time, all of us make the mistake of sending an email, turning in a paper, or handing a report to the boss without rereading what we’ve written. Raise your right hand and say this aloud: “I promise to reread my writing at least once before I consider it finished. If possible, I’ll read it aloud.” Now that you’ve made the pledge, your ears can help you simplify any unnecessary complexity in your writing.” Ann Edwards via Grammarly

Remember: “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.” ~Charles Mingus

Elements of Storytelling 12: Ethics

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 12: Ethics

Great storytellers hook their audience with a clear ethos, worldview, or proposition.

Case study: Kat Lister

kat-lister

What it is:

Freelance journalist Kat Lister has carved a successful career writing for publications including Marie Clare, The Telegraph, Huff Post, InStyle, Vice, and Broadly by championing the ever-contentious cause of women’s equality.

Why it matters:

Journalists have flirted with starvation since at least 1891 (the year George Gissing published New Grub Street*). Modern multimedia journalism is unapologetically fuelled by celebrity and sensation. To survive journalists must be inimitable. Lister nails it. Everything she writes, from investigative pieces on Syria, to reportage on young Muslims, to think pieces on Brexit, “glass cliffs” and IVF is examined through lens of her feminism. Lister’s cohesive, provocative ethical stance, plus ferociously good writing, whets editors’ appetites, and has prompted 40K shares and 140K Facebook Likes (and counting).

In her own words:

I write about women and culture

Read more / Follow @Madame_George on Twitter

Practice: “Put yourself at the center [of your stories], you and what you believe to be true or right. The core, ethical concepts in which you most passionately believe are the language in which you are writing.” ~ Anne Lamott

Remember: “There may be times when we are powerless to prevent injustice, but there must never be a time when we fail to protest.” ― Elie Wiesel

*Free on Kindle: Amazon.com  and Amazon.co.uk

Elements of Storytelling 10: Magic

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 10: Magic

Every great story needs a touch of magic: a perfectly conjured sentence or feat of illusion.

Case study: Comedy & Magic Society

comedy-magic-society

What it is:

Four hard-working professional magicians: Mark Phillips, Bob Sheets, Brian Curry and Barry Woods. Together they have over 100 years of cumulative magic experience and each, if modesty allowed, could claim to be one of the world’s finest prestidigitators.

Why it matters:

My acquaintance with Comedy Magic Society began when Mark Phillips commissioned me to write a profile of the quartet. Interviewing and writing about the four magicians was an eye-opener. Dexterity is the smallest fraction of illusion, it turns out. The real magic lies in storytelling.

Magic relies on hooking the audience into a narrative. The story distracts then, holding their attention while the magician does his work. A great magician can tell stories to anyone: Mark uses magic as a tool to help corporate clients communicate and sell; Brian honed his skills doing close-up tricks for restaurant patrons; Bob is a former circus clown who perfected the art of magic bartending; and Barry educates and entertains kids in schools and hospitals.

In their own words:

Barry, Mark, Bob and Brian brim with joy and enthusiasm for what they do. “I’m grateful to be getting paid to do something I love,” says Barry. “I’m blessed.” This gratitude and energy flows through their work both as individual magicians, and as the Comedy & Magic Society collective. Magic, as performed by the CMS and friends, is the art of celebrating what’s possible. “Magic can lift people’s feet off the ground, if only for a moment,” says Bob. “You never know what the result will be. You get a kid in front of an audience and he realises it’s okay to get in front of people, it’s okay for people to laugh at – and with – you. It gives him confidence.” Read more…

Practice: To retain all the “juice” of being in the moment, a writer needs to pull a rabbit out of a hat – to use sleight of hand that moves the reader from a second-hand recounting to feeling present in the scene.

When F. Scott Fitzgerald’s Gatsby is shot, for instance, Nick Carroway, his narrator, is off-stage. Yet he allows Nick to surmise not merely what happened, but also what Gatsby must have felt during those last few minutes of life:

No telephone message arrived, but the butler went without his sleep and waited for it until four o’clock – until long after there was anyone to give it to if it came. I have an idea that Gatsby himself didn’t believe it would come, and perhaps he no longer cared. If that was true he must have felt that he had lost the old warm world, paid a high price for living too long with a single dream. He must have looked up at an unfamiliar sky through frightening leaves and shivered as he found what a grotesque thing a rose is and how raw the sunlight was upon the scarcely created grass.

via Writer’s Circle Workshops

Remember: “We are all magicians. What we see will never coincide with absolute reality. As a result, the human brain must make a narrative.” ~ Frederick Reiken

 

Elements of Storytelling 9: Research

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 9: Research

Research is the foundation upon which compelling stories are built.

Case study: Abacela 

abacela

Abacela Winery

What it is:

An award-winning winery located in Southern Oregon’s Umpqua Valley. It is best known for producing world-class Tempranillo, the grape that makes Spain’s famous Rioja wines.

Why it matters:

Abacela founder Earl Jones was a fan of Spanish wines and a medical research scientist. His wife Hilda was a medical technologist. They are by training and inclination people who study, analyse, test, and investigate. When Earl started wondering why he couldn’t find any good-quality American Tempranillo he didn’t shrug and leave it. He did research.

Earl’s quest to find the secret to great Tempranillo took him across countries and decades. He travelled through Spain and across the States, interviewing winemakers, studying soil and climate records. Reviewing the latter, Earl hypothesised that climate is the secret to growing top notch Tempranillo grapes.

As any good researcher would, Earl put his theory to the test. This meant identifying an American region with a similar climate to Rioja, moving there with his family, buying land, planting grapes, building a winery, and making wine. The initial results were good: Gold medal winning Tempranillo wines that outmatched Spain’s finest. More than 20 years on, Earl and Hilda are still researching, still growing, still writing new chapters of their story.

earl-hilda

Hilda and Earl Jones, founders

In their own words:

Abacela, in 2016, is a world-class, multi-award winning winery and viticulture success story. But 21 years ago when founders Earl and Hilda Jones planted its first vines they had no way of knowing what the outcome would be. They were scientists with zero winemaking experience who left secure careers and trekked 2700 miles west, kids in tow, to test a hypothesis.

Abacela was an experiment they hoped would answer a question that had puzzled them for years: Why doesn’t America produce any fine varietal Tempranillo wine?

Earl and Hilda probably weren’t the first enophiles to wonder why the great grape of Spain’s famous Rioja wines was mysteriously absent from American fine wine. However they were the first to approach the question with scientific rigor, form a hypothesis, then devote their lives to testing it.

This is the story of how one ordinary family’s curiosity and determination transformed their lives, built one of Oregon’s best-loved wineries and influenced winegrowing not only in Oregon and the Pacific Northwest but across America.

Read the Abacela story 
Practice: “Interview people, if you can, and if it’s relevant (no one who was alive in 1717 was available for me). But I have done interviews that have enlightened me on ballet, horse riding, frogs, injuries and country policing, for example. Prepare good questions beforehand, tape the interview, and take good notes.” via Sherryl Clark

Remember: “Research is formalized curiosity. It is poking and prying with a purpose.”
~Zora Neale Hurston

Elements of Storytelling 8: Voice

Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.

Element 8: Voice

A clear, unique, personable voice hooks audiences every time.

Case study: No Meat Athlete

no-meat-athlete-book-cover

What it is:

No Meat Athlete was a blog that became a brand that became a thriving business for Matt Frazier, an applied mathematics PhD student and amateur marathoner. It began as a chronicle of Matt’s quest to qualify for the Boston Marathon after switching to a plant-based diet.

Why it matters:

Nutrition and fitness blogs are rarely sustainable businesses. The sector is over-crowded, trend-driven and audiences are fickle. No Meat Athlete succeeded where most fail thanks to Matt’s inimitable voice. He tells readers everything they need to know in just three sentences:You’re not here to be preached to. And I’m not here to preach. In fact, I’ll come right out and say that a plant-based diet might not be for you. But I’ll also say this: You won’t know until you try.”

The tone is frank, warm, equable, and non-judgemental. Matt makes no apologies for being neither a professional runner nor nutritionist. Instead, he addresses readers as equals and fellow explorers. He writes in the enthusiastic, endearing voice of someone who has discovered something brilliant and can’t wait to tell you about. No Meat Athlete has grown into a brand that includes books, running groups, merchandise and more but Matt’s voice hasn’t changed. He is still the excitable, passionate, chatty guy you want to go running with then hit the pub for a vegan beer ‘n’ burger afterwards.

In his own words:

You can run without being a “runner.” I did it for five years.

Even once I had run a handful of marathons and was close to qualifying for Boston, when I lined up at the start of a race among all these passionate runners, I still felt like an imposter.

I was just a tourist, doing what runners do, but without feeling like I really belonged.

Sometime during the training for my Boston-qualifying race, where I finally succeeded in breaking 3:10:59, something shifted in me.

Shortly after qualifying, when I was in that happy, weirdly cloudlike space you find yourself in after accomplishing something you’ve worked at for so long, I read Born to Run. And damn if I didn’t feel like a runner after that.

For the first time, I could say that I really loved running, not just as a means of staying in shape or for accomplishing goals, but for its own sake.

And so I became a “runner.” Quotes and all.

Read more

Practice: “You can’t recognize and then strengthen your voice if you don’t hear it—and hearing it in your head isn’t the same as hearing it spoken aloud. Get in the habit of reading what you write out loud. I print and read everything before I send something out and also whenever I’m feeling all snarled up in my organization.

Want to accelerate your voice development? Read out loud to another person without any feedback. This is utterly maddening to your inner approval junkie: “But what does she think about my writing?!?” The magic comes because you turn toward yourself and listen for where you are being true to what you wanted to say and where you’re skirting the truth, where you dug deep and where you skimmed the surface, settling for clichés. Of course, there are plenty of times when getting specific feedback from other writers is useful—but not when it comes to honing your voice. via Jane Friedman

Remember: “Style cannot be copied, except by the untalented. It is, finally, the distillation of a lifetime of reading and listening, of selection and rejection. But if it is not a true voice, it is nothing.” ~Mavis Gallant