“When you nearly die, you realize … participation is not guaranteed” The man behind Keys to the Shop, Chris Deferio, takes us on a lifelong journey including a near-death experience, the philosophical underpinnings to his approach to life, unpacking explorations in ethics, transparency and trust; industry trends and marketing, and what we can and should trust - ourselves and our ability to learn, connect and discern. And a book recommendation, Leadership and Self-Deception, Arbinger Institute. We hope you enjoy the podcast, and peace with every sip!