Moment Meaning Move · Part 3 of 3
""Procrastination is great if you have barrels of whiskey aging — but not if you need a YouTube channel."
— Crispin Cain, President, Mendocino Spirits
Crispin Cain said that with a laugh. But he meant it.
He knew he needed video for two or three years before he actually did it. In the meantime, retailers were asking. Distributors were asking. Partners like Star Trek Spirits and Men’s Journal wanted video content — and either he’d have it, or he wouldn’t.
Procrastination is a luxury. And in business, it has a cost.
What finally moved him wasn’t a revelation. It was the accumulation of people telling him the same thing — and eventually deciding to stop waiting for the perfect moment.
Here’s what he said about the investment: it’s not as expensive as you think. And even if it is, what you get back is worth every dollar. He also had something to say to anyone tempted to just do it themselves — having professionals behind the camera relieves you of the pressure to make it perfect. That’s their job. Yours is to show up and tell your story.
That’s the whole series in one sentence, really.
I work with L&D professionals and small business owners who already know they need this. They’ve known for a while. This is your sign to stop waiting.
Watch Video 3 below.
Want to explore what this could look like for your work? Let’s talk.