Making It Make Sense: Sales, Strategy, and Impact with Pronghorn & Edmonds Honor

I recently had the opportunity to attend and present at the first national sales meeting for Edmonds Honor Bourbon, hosted by the team at Pronghorn. Let me tell you something: they are some of the most impressive professionals I’ve ever worked with in this industry. Sharp, driven, and ready to make real moves. It was an honor (no pun intended) to be part of a moment that felt like a launchpad for something much bigger.

The training and meeting took place at The Goodtime Hotel in Miami, and they were incredible hosts. From the setting to the service, everything was designed to support high-level thinking and hospitality. Their team made sure every detail felt intentional, which only elevated the experience.

My presentation was titled "Making It Make Sense: Sales, Strategy, and Social Impact in a Changing Landscape"—and that title says it all. We explored how intentional strategy and cultural relevance can drive meaningful business outcomes. I was there to challenge the room to think about sales not just as numbers, but as moments to create value for both the customer and the community.

What stood out most—besides the undeniable quality of the bourbon—was the intentionality behind everything. This wasn’t just a sales meeting. It was a gathering of purpose-driven professionals who understand that culture and community aren’t soft values. They’re business strategy.

Pronghorn purchased a copy of The Impact Hospitality Handbook for every single team member in attendance. That act alone told me everything I needed to know about their leadership. They’re not just selling spirits—they’re building a legacy.

When Donte P. Johnson, Ryan Rhodes, and I wrote the book, our goal was to provide a blueprint for leaders in hospitality who want to build with purpose, not just profit. We wanted to show that doing good is good business. And that true hospitality isn’t about transactions. It’s about transformation—of communities, of relationships, of people.

Making an impact matters now more than ever. Especially in an era where DEI is under attack from the highest levels of government. The rollback isn’t theoretical—it’s happening in real time. And yet, the data shows something different: customers are voting with their dollars. They’re supporting brands that reflect their values, uplift their communities, and mean something.

Consumers today are not only smarter than ever, but also seeking alignment in every area of their lives—including what they drink, where they eat, and who they support. That means every experience, every message, every campaign has to be intentional. It has to resonate. It has to matter.

There’s a line I often share: "Multicultural marketing isn’t about value signaling. It’s about truly addressing the total market." That’s not just a quote—it’s a challenge to the industry. If you want to grow in today’s market, you have to show up with real cultural fluency. And real impact.

One chapter from the book that really connects with what Edmonds Honor is building is the one on “Community as Currency.” That chapter explores how brands can create emotional equity by investing in the people who support them. When you show up for your community—authentically, consistently, and with intention—that energy comes back tenfold.

That’s what I see Edmonds Honor doing. And with Pronghorn leading the charge, I’m confident they’re going to crush it in the market.

To everyone who shared space with me at that meeting: thank you. Thank you for your openness, your curiosity, and your commitment to doing this work the right way. We need more of that in the world.

The bourbon’s good. But the people? Even better.