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The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand by Ilana Edelstein

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APERITIFMarking the Patrón Way

PART I

BE READY FOR WHATEVER THE UNIVERSE HAS TO OFFER

The greatest opportunities can come from out of the blue if you are open to them. You cannot discover anything great with your eyes or mind closed. Martin’s senses were alive to the possibilities, so the moment he tasted the original Patrón spirit, he understood perfectly the value of what he had found. Many others would have simply enjoyed a drink, moved on, and forgotten about it. But Martin knew that what he had in his hands was incomparable and that if he felt this way, millions of others would too. You cannot force a great brand into existence, but when it presents itself, you can recognize and respond to the opportunity and be prepared to make the most ...

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