The Highs, the Lows and My Lessons Learned - #3
Joy Sterling in her Russian River Vineyards
Owner and CEO Joy Sterling shares the best and most difficult moments in her career and the lessons she’s learned along the way.
Why Joy?
She is the second-generation CEO of Iron Horse Vineyards, a premiere Sonoma sparkling house, whose wines have been served at the White House for six consecutive presidential administrations, beginning with the historic Reagan-Gorbachev Summit Meetings ending the Cold War.
As a person, Joy is the essence of bubbly, with a zest for life that was shaped in her teenage years living in Paris and a belief that she can accomplish anything, which was cultivated by her parents and accentuated when she climbed Mt. Kilimanjaro.
Here is Part 3 of my conversation with Joy.
Vicky
You’ve been in the sparkling wine business now for several decades. What do you wish everyone knew about sparkling wine?
Joy
I think they’re catching on quite well. The trends are all good. I don’t think there are any misconceptions. There used to be – that sparkling is only celebratory, that it must be French.
People are realizing that bubbles can go with the whole meal. I tell people all the time that if you have bubbles and steak, it’s an opportunity to feel like you’re James Bond. That’s a feeling I strive for every day!
Three Lessons from the Chapters of My Life
Vicky
You’ve had quite a journey from living in Paris, graduating from Yale, spending a decade in television news and now running a family wine business. What are the top three things you’ve learned about yourself?
“Polepole. You can do anything if you take it one step at a time.”
Joy
One of the biggest, most incredible experiences of my life was climbing Mt. Kilimanjaro and learning that you can do anything if you take it one step at a time. I had a complete meltdown at the very beginning of that climb when the jeeps dropped us off in the forest at 5,000 feet.
I had an anxiety attack before it even got hard, which is not my nature. The guide told me, “You can do this - polepole,” which means ‘slowly’ in Swahili. There is just no doubt in my mind that you can do anything if you do it one step at a time. It doesn’t matter how big it is; just break it down.
When I was in news, I learned that you could pick up the phone and call anyone. You don’t have to be someone. You’d be amazed at who picks up the phone.
“No’ does not mean ‘no’. ‘No’ does not exist on my planet.”
In the wine world, I’ve learned that ‘no’ does not mean ‘no.’ ‘No’ means, you need to approach me a little differently; I haven’t seen the light yet; I haven’t fully comprehended your point. ‘No’ does not exist on my planet.
Vicky
What was the most sparkling moment in your career? What made it so special to you?
Joy
One of the most amazing times was being at the state department in the Benjamin Franklin room with the then secretary of state, Hilary Clinton, and then vice-president, Joe Biden, who were hosting the then Vice President of China, Xi Jinping. They were toasting with Iron Horse sparkling wine and I’m in the room! The chef for the luncheon was Ming Tsai.
Vicky
How did you even get to go to that?
Joy
I don’t even know how I got to go. I did know enough to take a redeye, check into a hotel across the street, go to lunch and fly back the next day. I wasn’t going to miss that. It was incredible.
Vicky
What about the flip side. What was the darkest moment and how did you overcome it?
Joy
The recession of 2009 was a low. It almost felt like overnight we lost 30% of our wholesale business. That was a very scary time. We buckled down and said we need to take sales into our own hands. We had no choice. It was either that or not pay our bills. I experienced a lot of personal growth during that time.
Vicky
That certainly is a glass-half-full way to look at it.
Joy
Ultimately, I’m an optimist. That’s why I love bubbly!
All images courtesy of Iron Horse Vineyards
Check out all my conversations with Joy.
