Join us on 86 Reason for an inspiring conversation with Sande Friedman, founder of Friends in Wine, who reveals how an unconventional background in library science became the secret weapon for building one of Philadelphia's most profitable wine retail programs. From navigating Pennsylvania's archaic liquor laws to pioneering staff education models that drive real revenue, Sande's journey from "failing" a cheese exam to entrepreneurial success is packed with actionable wisdom for any hospitality leader.Her hard-earned truth? "The biggest mistake that any type of business can make is not investing in the staff." In this episode, Sande dismantles the myth that wine sales are about product knowledge alone and proves why storytelling, operational structure, and genuine human connection are the true drivers of profitability and customer loyalty.Essential for: Restaurant owners, beverage directors, retail managers, hospitality entrepreneurs, and anyone ready to transform their wine program from cost center to profit engine.