Continuous Learning is Key: Interview with Peter Iglesias, CEO of Bespoken Spirits

I recently went one on one with Peter Iglesias, CEO of Bespoken Spirits.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Peter: After spending my initial career years in pharmaceutical sales, I transitioned to the wine and spirits industry working in sales roles at two of the largest distributor partners in the U.S., NDC and SGWS. From there, I made a leap to the supplier side, working with iconic brands like Flor De Cana rum, Angostura, Disaronno, and DeKuyper, and now as of CEO at Bespoken Spirits. My journey was a classic tale of starting from the bottom and steadily climbing the ladder. I poured my heart and soul into my work for years, never shying away from hard work. It was during my time at Flor de Caña Rum that I truly fell in love with the art of brand building. There's something truly magical about shaping a brand from scratch and seeing it flourish under your guidance – it's an indescribable kind of reward. Over the years, I've been fortunate to cross paths with remarkable mentors and leaders who have guided me along the way and instilled the confidence in me to always push forward and stay even-keeled regardless of the situation. I firmly believe that setbacks are just stepping stones on the path to growth – a journey that can indeed be tough at times. But it's the unyielding determination to learn, improve, and never give up that propels us toward success.

Adam: In your experience, what are the key steps to growing and scaling your business?

Peter: It is crucial to assess the current state of your business and have a clear understanding of your identity and objectives. This initial step sets the foundation for a successful growth strategy. It's like embarking on a journey – you need to know where you're starting from and where you want to go. Secondly, assembling a strong team with a healthy company culture is paramount. The bond and shared passion among team members are vital for success. Building a team isn't just about finding skilled individuals; it's about creating a cohesive unit that works together seamlessly. A team that believes in the mission and supports one another can overcome challenges and achieve remarkable results. Lastly, developing a robust plan with well-defined Critical Success Factors (CSF) or Key Performance Indicators (KPI) is essential. This plan serves as the roadmap for your business growth. It's more than just setting goals; it's about breaking down those goals into actionable steps. Your CSFs or KPIs act as checkpoints, guiding your progress and helping you measure the effectiveness of your strategies.

Adam: What do you believe are the defining qualities of an effective leader?

Peter: A relentless work ethic, high integrity, and honesty are fundamental traits that define an effective leader. These qualities set the tone for the entire team. When a leader demonstrates commitment, honesty, and ethical behavior, it establishes a culture of trust and accountability. Additionally, leaders must be empathetic and possess influential communication skills that can motivate others. Empathy allows a leader to understand the needs and concerns of team members, fostering a supportive environment. Effective communication, on the other hand, is the bridge that connects the leader's vision with the team's actions. Being able to convey ideas clearly and inspire others to work towards a common goal is a hallmark of exceptional leadership. Intelligence also plays a crucial role in effective leadership. This isn't just about intellectual prowess but also about emotional intelligence – the ability to understand and manage one's own emotions and those of others. Emotional intelligence enables leaders to make informed decisions, resolve conflicts, and build strong relationships.

Adam: How can leaders and aspiring leaders take their leadership skills to the next level?

Peter: Continuous learning is key to unlocking the full potential of your leadership skills. One of the best ways to do this is by engaging in daily reading. This habit exposes you to new perspectives, ideas, and strategies that you can incorporate into your leadership style. Listening to podcasts is another valuable avenue for growth. Podcasts often feature experienced leaders and experts sharing their insights and experiences. This is a convenient way to learn during your daily commute or while exercising. Attending seminars and enrolling in courses of interest can provide a structured learning experience. These opportunities allow you to delve deeper into specific topics and interact with fellow leaders, fostering networking and idea exchange. Participating in events and actively networking exposes you to a diverse range of individuals, broadening your horizons and exposing you to different leadership styles. Learning from peers, mentors, and even subordinates can offer valuable lessons that you might not have encountered otherwise.

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Peter: It is essential to step out of your comfort zone and consistently seek opportunities for learning and personal growth. Growth rarely happens within the boundaries of what's comfortable. By pushing yourself into unfamiliar territory, you not only learn new skills but also develop the resilience needed to navigate challenges. Focus on controlling the controllable aspects of your endeavors rather than being overwhelmed by external factors. While you can't control everything, you can influence your own actions and decisions. By directing your energy towards factors you can manage, you're better equipped to adapt and respond effectively. Always remember that you only truly lose if you quit. Perseverance is the key to success, regardless of how many times you stumble along the way. Challenges and setbacks are part of any journey, but they're also opportunities for growth. Every obstacle you overcome brings you closer to your goals.

Adam: What is your best advice on building, leading, and managing teams?

Peter: A mantra to live by is encapsulated in the words of Gandhi: "Your beliefs become your thoughts, your thoughts become your words, your words become your actions, your actions become your habits, your habits become your values, your values become your destiny." This quote highlights the importance of cultivating strong beliefs, which ultimately shape the destiny of oneself and the team. Building teams is about more than just assembling people with the right skills. It's about fostering a shared sense of purpose and values. When team members align with the organization's core beliefs, their collective efforts become a force that drives success. Leading teams involves walking the talk. The values and beliefs you uphold must be reflected in your words and actions. Consistency in behavior builds trust and respect among team members. By setting an example, you inspire your team to follow suit. Managing teams requires understanding that habits and values shape actions. Encouraging positive habits and instilling values that promote collaboration, accountability, and innovation will naturally lead to a cohesive and high-performing team.

Adam: What are your best tips on the topics of sales, marketing, and branding?

Peter: In sales, it is crucial to have a well-crafted plan, a competent team, and the necessary tools for execution. A comprehensive sales plan outlines your target audience, market positioning, and sales strategies. Your team's skills and knowledge are essential for successful execution and providing them with the right tools enhances their effectiveness. For marketing decisions, leveraging the wealth of available data is essential in today's data-driven world. Analyzing customer behavior, market trends, and performance metrics allows you to make informed decisions. Data-driven insights enable you to tailor your marketing strategies for maximum impact. When it comes to branding, simplicity, conciseness, and memorability are key factors to consider. Your brand should be easy to understand and recall. A strong brand identity communicates your values and resonates with your target audience, creating a lasting impression.

Adam: What is the single best piece of advice you have ever received?

Peter: "It's better to live your own destiny imperfectly than to live an imitation of somebody else's life with perfection," as stated in the Bhagavad Gita 3.35. This wisdom encourages embracing one's true self, accepting imperfections, and recognizing that growth and improvement come from learning through mistakes. This advice underscores the value of authenticity and the importance of taking risks to forge your own path.

Adam: Is there anything else you would like to share? 

Peter: My life philosophy is simple: surround yourself with loving, caring, intelligent, and honest individuals. These people are crucial for maintaining a healthy and happy life. It is important to strive for strength mentally, physically, intellectually, and emotionally. By embodying these qualities, success is within reach. The journey of business growth, effective leadership, and personal development is marked by self-awareness, continuous learning, resilience, and authenticity. These principles are the threads that weave together a tapestry of success, where individuals and teams thrive, innovate, and make a lasting impact.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

Follow Adam on Instagram and Twitter at @adammendler and on LinkedIn and listen and subscribe to Thirty Minute Mentors on your favorite podcasting app.