It’s good to regularly review why you are doing what you are doing.

This allows you to make decisions about how to spend your time and money, and how to allocate attention.

What is it that you INTEND?

And how is what you are doing aligned (or more likely, not aligned) with your intentions?

There’s a big difference between thinking about what you’re making or selling or whatever and fully considering what you are trying to bring about in the world by making or selling what you make or sell.

I guess it’s sort of like the difference between “features and benefits” but on a MACRO level.

So, following that advice I have been reminding myself this week what it is I am trying to bring about in the world through my little (growing!) Israeli wine business.

I mean, there are more than 6,200 domestic wineries in the US – and the wines of thousands more imported wineries are also available to most Americans, too. How could we possibly need more wine in the country?!?!

Here’s The Big Thing for me, the Big Thing I am trying to accomplish:

I intend to use great Israeli wines and winemakers to broaden peoples understanding of what Israel is all about, hopefully shattering some assumptions in the process. The wine is a vehicle and a bridge and a translator of The Real Israel. I want to help re-frame people’s perceptions about Israel, the Birthplace of Wine and the Birthplace of much of our civilization.

I know, I know. Sounds way elevated and maybe even overly self-important.

I encourage you to make your Big Thing equally expansive and lofty and challenging and MACRO. There’s plenty of room for TACTICS (and they’re easier to figure out) if you get your Macro Intentions clarified and go back to that again and again.

How about you? Why do you do what you do?

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