What if everything you know about marketing your business is wrong? In this episode, Peter Wilson sits down with John Dwyer, founder of the Institute of Wow, to challenge the way most small businesses think about advertising. John's argument is blunt: likes, followers, and sponsorships are vanity — what matters is whether your ad brought in customers today.

John is famous for helping a small Australian bank compete against the big guys by offering a free vacation with every home loan. It worked so well they brought in Jerry Seinfeld to spread the word. Now he helps small businesses use the same idea — run a contest, get a flood of leads, and follow up with an irresistible offer to close the deal. A dentist got nearly 1,000 leads in one week for $30 a day. A turf farm sold out a mile's worth of grass in six days because the bonus was a case of cold beer.

The lesson? Stop competing on price. Give people a reason to pick you that the competition can't match.

Connect with John Dwyer:

• Learn more about the contest lead system at contestleadsmachine.com
• Explore the vacation incentive offer at vacationsincentive.com
• Email John directly at john@theinstituteofwow.com — mention this podcast and he'll cut the price of vacation vouchers in half

Get marketing help from BizMarketing:

• Schedule a free consultation: https://bizmarketing.com/contact-bizmarketing
• Explore our marketing plans: https://bizmarketing.com/plans/
• Get in touch: info@bizmarketing.com

In this episode of The Field Guide, Peter Wilson sits down with Brian Maletis, founder of fatcork, a Seattle-based company that imports small-producer champagne directly from France and sells it to customers across the United States.

Brian shares the story behind fatcork and how a career that started in the family wine distribution business eventually led him to launch his own company focused entirely on grower champagne. From harvesting grapes in Italy to working in the wine industry in New York City and ultimately starting fatcork in Seattle, Brian explains the path that led him to build a direct-to-consumer champagne business.

Peter and Brian discuss the challenges of starting and sustaining a niche business, how the traditional wine distribution system works, and why fatcork takes a different approach by controlling the process from the grower’s cave in France to the customer’s doorstep.

They also talk about the realities of entrepreneurship, the long timeline required to build a business, and why Brian believes champagne should be opened not just for celebrations—but to create them.

Show Notes

Guest

Brian Maletis
Founder, fatcork

What fatcork Does

• Imports small-production champagne from growers in the Champagne region of France
• Stores and distributes it from a temperature-controlled champagne cave in Seattle
• Ships directly to consumers across the United States
  fatcork

Topics Covered

The fatcork Business Model

• Importing champagne directly from small producers
• Operating as importer, distributor, and retailer
• Shipping champagne directly to consumers across the U.S.

Brian’s Path Into the Wine Business

• Growing up in a family wine distribution business in Portland
• Early experience delivering beer and wine to stores and restaurants
• A formative harvest experience in Italy
• Learning the wine industry while working in New York

Discovering Grower Champagne

• Moving to Seattle and entering the world of small-producer champagne
• Understanding the difference between major champagne houses and grower producers
• Why Brian focused his business entirely on grower champagne

Starting fatcork

• Completing the Executive MBA program at the University of Washington
• Writing the business plan that became fatcork
• Launching the company in 2010

Lessons From 16+ Years in Business

• The reality behind building a niche business
• Why entrepreneurship is harder than it often appears
• The importance of persistence and long-term commitment

Champagne and Everyday Moments

• Why champagne doesn’t have to be reserved for special occasions
• The idea of opening a bottle to create a special moment

Key Takeaway

Building a successful niche business often means committing to a very specific idea and staying with it for years. Brian’s experience with fatcork shows how focusing on a unique product—in this case, grower champagne—can create a differentiated business in a crowded market.

Resources

fatcork
https://fatcork.com

Podcast

The Field Guide
Practical marketing and leadership insights for business owners, hosted by Peter Wilson of BizMarketing.

What happens when marketers lead with helping instead of selling? In this episode of The Field Guide Podcast, Peter talks with Rachel Smith and Dalton Joyner of Big Sky Automation about a practical, results-driven approach to local marketing.

They break down how their Community Card: a shared direct-mail postcard that helps service-based businesses stay top of mind through repetition, trust, and affordable shared advertising.

If you’re a business owner or marketer looking for real-world strategies that actually work, this episode delivers actionable insights you can use right away.

Claim your Free Community Card Mini-Course:

https://communitycardplaybook.com/communitycardhome?am_id=peter6658

Website: BigSkyAutomation.com

Youtube Channel: https://www.youtube.com/@BigSkyAutomation