In improv comedy, there's an important concept called "yes, and". In essence, it means that you're taking what your team has done previously and building on it. This is important in improv because it's unscripted: you don't know what's going to come before, but it's your job to keep up and build the momentum. The website of the famous Chicago-based comedy group Second City has a great summary of its importance in the improv world:
A large part of improv is that you are always there for your scene partner or partners, and, in turn, they are always there for you. This is the goal of “Yes, And”! By saying yes to your scene partner, you create something much more entertaining. If you start a scene by saying that you are an alien, and your scene partner completely commits to also being an alien, being abducted by an alien, etc., both of you know you can count on the other person. On the other hand, if you start by saying you are a puppy, but your scene partner says “Wait, I thought you were a cat!”, the scene is compromised. Not only do you feel less confident, but also the audience is less entertained.
As the same page points out, "yes, and" has applications in real life as well, to the point that it's become a business school staple. I was reminded of the concept's relevance twice recently. The first time was when I shared on my various social channels my excitement at the news of Karen MacNeil's announcement that she was no longer going to accept wine packaged in heavy bottles for review. The responses fell along the lines that you would probably predict. The significant majority (about 80%, by my rough count) cheered the decision as an important step for a writer using her platform to nudge a tradition-loving industry in a positive direction. I got a few responses from the right wing fringe (maybe 5%) complaining that this was nothing more than virtue signaling and that things like carbon footprint and climate change were a hoax. But I also got some responses that while this was positive, it was of secondary importance to other environmental issues in grapegrowing, winemaking, or wine marketing. A few of the issues mentioned in these comments were pesticide use, the carbon footprint of wine tourism, and the prevalence of single-use packaging.
Now it's possible that these weren't good-faith comments in the first place. Deflections to other problems have become a favorite tactic of the anti-environmental lobby in recent years, with the goal of muddying the discussion of any particular solution and forcing proponents to defend their proposals against one idea after another. But these responses got me thinking.
The second occasion recently where I was reminded of the importance of "yes, and" was at last week's Tasting Climate Change Conference in Montreal. The event was inspiring. We heard from experts in viticulture, resource use, and the soil microbiome; discussed the changes that wine regions have already observed and the best projections for what things will look like in another generation; and debated the best way forward for packaging, certifications, appellations, and grape varieties. I sat on a panel with a local importer and a representative from the SAQ (the province-wide monopoly on wine and liquor sales) to discuss the role that producers, importers, and retailers can play in moving the wine community toward a more sustainable future. A core piece of what I discussed was our experiment in recent years in releasing a high-end boxed wine due in large part to its more-than-80% reduction in the carbon footprint of the package compared to four glass bottles and the capsules, corks, and labels they require.
To begin my presentation, I wanted to establish that this experiment was not done in isolation, but instead part of a fundamental approach to how we conduct our business. Across our departments, we focus on making choices that have the fewest possible negative repercussions and the greatest possible positive impacts on our people, our land, our community, and the broader environment. I've written about most of these initiatives here on the blog, including: our longstanding commitment to organic and biodynamic farming; our move to lightweight glass; our embrace of kegs in our wholesale sales and our tasting room; our replacement of plastic water bottles with reusable canteens; our reduction in tillage; our move toward dry farming; the growth of our composting and biochar programs; and the installation of a wetland to treat our winery wastewater. One of the reasons we love the Regenerative Organic Certified (ROC) program is because it's both rigorous and comprehensive, with meaningful requirements in soil health, biodiversity, resource use, animal welfare, and farmworker fairness. I fielded as many questions about our farming approach, or our commitment to our people, as I did our packaging.
That's why, to me, the deflections about there being other pressing issues in the world of wine beyond carbon footprint ring hollow. Addressing one issue doesn't mean not addressing another. Should you be using lighter bottles? Absolutely. Your customers will appreciate it, you'll save your winery significant money, and you'll reduce your overall carbon footprint by between 10% and 20% depending on the bottle you were using previously. But should you also move from conventional to organic farming, or from organic to biodynamic or regenerative farming? Also yes. You'll feel better about not exposing your land, your people, and your neighbors to chemicals. You'll improve your soil's resilience and its ability to withstand extreme rain events, heat spikes, and drought. And you'll almost certainly make better wine. How about coming up with new ways of connecting with your customers that don't require you to fly all over the country or them to fly out to see you? Also also yes. You'll save money and realize that the initiatives that you came up with allow you to reach a much higher percentage of your current (let alone potential) customers than you were able to before. I could go on.
If you don't believe that carbon footprint matters or that businesses have a responsibility for the carryon effects of their choices, I'm not sure that any of this will matter to you. But for the rest of us, this isn't a time to think of these challenges as either-or choices. Adopt a more comprehensive approach. Don't let the perfect be the enemy of the good. Get started, and adjust as you learn more.