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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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CHAPTER 5By the Seat of Our Pants

SERENDIPITY SURROUNDED us those first few years with Patrón. Somehow, being open to everything and having no set course or agenda had created moments of magic that came to define who we were as a brand. In fact, Martin would never have discovered Patrón if he had not been completely in the moment the day he was driving through the hills of Jalisco. It was as if the universe were giving these little gifts to let us know we were on the right path.

Early on, within the first few months of starting the business, Martin and I chartered a yacht and set sail in the Caribbean with a few friends: Tom and Caroline Law and Gregg Gann and his then wife, Monette. We sailed from St. Maarten to Grenada, anchoring at many of ...

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