Ep 182: Defy Expectations (part two) - Crafting the Legacy with Diego Osorio, CEO of Lobos 1707 Tequila
In episode 182 of Paper Napkin Wisdom, we continue our insightful conversation with Diego Osorio, CEO of Lobos 1707 Tequila. This episode builds upon part one (episode 181), where Diego shared how he’s defied expectations to bring his passion for innovation and authenticity to the spirits industry. In part two, Diego deepens the discussion on legacy, leadership, and the importance of staying true to one's values while continuously pushing boundaries.
Diego’s journey is not one of straightforward success. As he describes it, his path from actor to CEO of a groundbreaking tequila brand is one marked by challenges, creative risks, and a fierce commitment to his vision. “An actor from Spain is not supposed to put Sherry in Tequila,” Diego remarks, highlighting the unconventional nature of his brand’s origin. Yet, it is this defiance of traditional norms that has become the cornerstone of Lobos 1707’s identity.
One of the most remarkable aspects of Diego’s leadership is his respect for tradition, combined with a willingness to innovate. He explains, “You can’t innovate unless you understand where you come from.” This philosophy is evident in how Lobos 1707 honors its centuries-old distilling methods while adding modern elements that make the brand stand out in a crowded market. Diego’s ability to balance these two aspects reflects a larger lesson for leaders and entrepreneurs: success comes not just from breaking the rules, but from understanding them deeply enough to know which ones to bend.
Another key theme that emerges in this episode is the significance of legacy. For Diego, Lobos 1707 is about more than just creating a successful product—it's about crafting something that will endure. “Legacy is not built in a year or two,” Diego notes. “It’s the long game.” His vision extends far beyond immediate success, aiming to create a lasting impact that will resonate with future generations. This long-term perspective is critical for any leader who wants to build something sustainable and meaningful.
Collaboration also plays a vital role in Diego’s leadership approach. He speaks passionately about the partnerships he has formed—whether it’s working with investors or his internal team, Diego emphasizes the importance of surrounding himself with people who share his values and vision. “The group of people that make this company is who we are,” he says, underscoring that Lobos 1707’s success is built on a shared commitment to excellence and innovation. This sense of unity not only strengthens the company but also reinforces its brand identity.
Resilience is another trait that Diego embodies. As with any entrepreneurial venture, Lobos 1707 has faced its fair share of challenges. Yet Diego remains steadfast, viewing setbacks as opportunities for growth rather than reasons to give up. “The job is never done,” he insists, reflecting the ongoing nature of both creativity and business. For entrepreneurs, this is a powerful reminder that the road to success is rarely linear, and resilience is often what separates those who succeed from those who fall short.
Finally, Diego touches on the importance of authenticity. In an industry where marketing and image can sometimes overshadow the product itself, Lobos 1707 stands out by remaining true to its origins. Diego’s personal connection to the brand is palpable, and it’s clear that this authenticity is one of the driving forces behind its success. “People can feel when something is real,” he explains. “Authenticity builds trust, and trust builds loyalty.” This lesson is crucial for any leader looking to build a brand that resonates with its audience on a deeper level.
Diego’s journey offers a wealth of lessons for leaders and entrepreneurs, from the importance of balancing tradition with innovation to the value of long-term vision, collaboration, resilience, and authenticity. Below are five key takeaways from this episode, each with actionable steps designed to help you apply these insights to your own entrepreneurial journey.
5 Key Takeaways
1. Legacy is Built Over Time, Not Overnight
In this episode, Diego highlights the importance of thinking long-term. Building a brand is not just about immediate success but about crafting something that stands the test of time. He explains that creating a legacy means having the patience and resilience to see your vision through over years, not just months.
Take Action: Set a long-term vision for your business, one that spans at least 5-10 years. Break this vision down into smaller milestones, and regularly reflect on your progress. Are your actions today contributing to the legacy you want to leave behind? Schedule quarterly check-ins to reassess and refocus.
2. You Can’t Innovate Without a Deep Respect for Tradition
Diego's approach to blending tradition with modern creativity is a recurring theme. He mentions how understanding and respecting the past allows him to push boundaries in ways that feel authentic and grounded. For Diego, innovation is never about forgetting the old ways but rather building on them.
Take Action: Identify one traditional aspect of your industry or business and think about how you can reimagine it. Whether it's a product, process, or customer experience, look for opportunities to add modern twists while maintaining the core value of the tradition.
3. Authenticity is More Powerful Than Perfection
Diego discusses how staying true to himself has been critical to Lobos 1707’s growth. While there may be pressure to fit into molds or chase perfection, authenticity resonates much more deeply with customers and partners alike. Authenticity breeds loyalty and trust.
Take Action: Share your story and the challenges you've faced with your customers and team. Show them the real you. In your next meeting or marketing campaign, focus on being genuine rather than polished. Be vulnerable and open about your journey, and watch how this creates stronger, more personal connections.
4. Collaboration is Key to Exponential Growth
Diego shares how partnerships have been vital in scaling Lobos 1707. From investors to collaborators, the right partnerships have not only brought resources but also helped amplify the brand’s message. For Diego, the best collaborations are those where both sides benefit and grow.
Take Action: Make a list of potential collaborators who share your values and vision. Reach out to them with a proposal that clearly outlines mutual benefits. Whether it's a co-branded marketing initiative or a product partnership, approach collaborations with a mindset of shared growth.
5. Resilience and Adaptability Will Set You Apart
The world of entrepreneurship is filled with uncertainty. Diego’s journey is no different. In this episode, he stresses that resilience in the face of challenges and adaptability when things don’t go as planned are what separates successful entrepreneurs from those who give up too early.
Take Action: Build a resilient mindset by embracing failure as part of the process. Start journaling about the setbacks you encounter and the lessons you learn from them. Implement regular "failure reviews" within your team, where you analyze what went wrong in past projects and how you can pivot or improve moving forward.
Episode 182 of Paper Napkin Wisdom is packed with insights on leadership, innovation, and creating a lasting legacy. Diego Osorio’s ability to defy expectations while staying true to his values offers a blueprint for any entrepreneur or leader striving to leave their mark. From collaboration to resilience, the lessons in this episode provide actionable steps for building something truly impactful.
Which of these lessons resonates most with you? Share your thoughts on a paper napkin, post it on social media, and tag us with #PaperNapkinWisdom. We’d love to see how you’re defying expectations and building your own legacy.
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