Long-term, it’s to grow the division. After I came in as a personality and creative director, I was actually made the GM of the whole organization, so I get to run the business, which is kind of cool. I get to go to the factories. I get to create the packaging with my team, and then I gear up my sales people to go out there and sell the product. So I’ve got complete control from creative to execution in the field.
My vision is to grow the company, but it’s something more than that: I get to be a disrupter. But I can only do that because we’re not in a box. There’s some great heritage brands out there that have a personality, but that’s not us. We don’t own any heritage brands, and none of us are Cuban; none of us have factories, so we don’t hang our hat on that. We kind of see ourselves in-between a boutique and a larger organization, and that allows us to just kind of do awesome things. We partner up with really cool companies in the different Caribbean basin. We create visions to tell stories of how we want to go to market based off what are our interests are.