When we think of business success, it’s often tempting to focus on the finish line: the big acquisition, the global recognition, or the celebrated best-seller. But true success lives in the journey: the hard lessons, the resilience to keep moving forward, and the spirit that drives us to make an impact far beyond the balance sheet.
That is exactly what Bonnie Harvey and Michael Houlihan, the co-founders of Barefoot Wine, embody. From the laundry room of a rented farmhouse to building the world’s largest wine brand, their story is one of grit, innovation, and heart. I had the privilege of sitting down with Bonnie and Michael for a “C-Suite Success” interview, and the lessons they shared apply to every leader, in every industry.
From Bottles as Payment to the World’s Largest Wine Brand
Bonnie and Michael didn’t set out to create a global wine empire. In fact, their journey began almost by accident, when they received bottles of wine as payment for consulting work. With no money, no experience in the wine industry, and no advertising budget, they had every reason not to succeed. Yet, they leaned into those challenges, built Barefoot Wine from the ground up, and ultimately sold it to E & J Gallo, the largest wine company in the world.
What struck me most in our conversation is how grounded they remain in their philosophy: success doesn’t come from resources; it comes from resourcefulness. Their journey wasn’t about having the perfect plan or deep pockets; it was about a willingness to learn, adapt, and build community around their brand.
Defining Success Beyond the Bottom Line
When I asked them what “success” truly looked like, their answers went well beyond revenue. Bonnie reflected on the joy of supporting hundreds of nonprofits and community fundraisers and how embedding Barefoot Wine into the fabric of local communities fueled growth and purpose.
Michael pointed to a different marker of success: solving the costly challenge of turnover. They realized that retaining a strong, engaged team was central to their growth. In fact, Barefoot Wine went seven years without a single employee leaving — a feat that any business leader knows is extraordinary. As Michael put it, “Turnover is the most expensive thing that can happen to a business.” You don’t just lose an employee—you lose their training, their relationships, and the momentum that keeps business moving.
Painful Lessons on the Bleeding Edge
Of course, their journey wasn’t without setbacks. Michael and Bonnie were trailblazers in an industry slow to change and being industry pioneers comes its own set of challenges.
They spent years trying to convince wine buyers that the true market wasn’t older men, but women in their thirties juggling families and looking for affordable, consistent quality. At the time, that perspective was dismissed. It took four years before the market recognized what Bonnie and Michael already knew.
And they quickly learned that selling wine wasn’t just about having an award-winning product or a clever label. As Bonnie said, “The brand is the story.” Consumers wanted to connect with the company behind the product — their values, their impact, and their place in the community. This realization became the foundation for Barefoot Wine’s rise: embedding their story and principles into everything they did.
Living the “Barefoot Spirit” Today
What makes Bonnie and Michael so inspiring is that their journey didn’t end with the sale of Barefoot Wine. They’ve carried the “Barefoot Spirit” into everything they do now – from teaching entrepreneurs, advising companies, and even innovating in how stories are told through their Business Audio Theatre productions.
By dramatizing the origin stories of founders, complete with professional actors, music, and sound effects, they help companies engage employees in a unique way. Why? Because employees don’t just want a paycheck. They want purpose. They want to know the heart behind the company they’re dedicating their lives to.
As Michael put it, “When people know your story, they don’t just walk in the door and say, ‘Hey boss, I want a job.’ They say, ‘I know about you, and I want to work here.’”
That shift — from transactional to relational — is exactly what drives long-term retention, engagement, and growth.
A Workforce That Wants More
Perhaps the most striking point they made is how much the workforce itself has changed. Bonnie and Michael see a profound shift: today’s employees want to make a difference, not just make a living or collect a paycheck. They’re choosing employers aligned with their values—companies they can proudly tell their children they worked for.
This cultural transformation means leaders must not only do the right thing –nlike sourcing sustainably, creating inclusive workplaces, and offering equal pay — but also tell that story effectively. Employees, customers, and stakeholders alike want to be part of a brand that stands for something bigger than profit.
Lessons for Every Leader
There are three takeaways from Bonnie and Michael’s story that every leader should hold onto:
- Your brand is your story. It’s not the label, the logo, or the product alone. It’s the values and principles that drive your business. Make sure that story is authentic and shared widely.
- Retention is everything. A strong, engaged team is the engine of your success. Prioritize culture, communication, and purpose to reduce turnover.
- Timing matters. Even the best ideas may take years to be understood or adopted. Stay resilient and trust the vision.
Walking Barefoot Toward the Future
As Bonnie and Michael continue to share their wisdom with leaders around the world, the lesson is clear: success isn’t about shortcuts or silver bullets. It’s about hardship, hustle, and heart. It’s about creating something that employees, customers, and communities can believe in and rally around.
The “Barefoot Spirit” is more than a brand story; it’s a philosophy every leader can adopt. Because when we lead with values, transparency, and a compelling story, we don’t just build businesses. We build legacies.
Listen to all their insights on C-Suite Radio or watch the full interview on C-Suite TV.
