On this episode of "Celebrating The Brand Ambassador."  I have the pleasure of interviewing Jesse Estes, the Global Brand Ambassador for Tequila Ocho, and Todd Richman, winner of the prestigious Best Brand Ambassador award at Tales of the cocktail 2013 and now the National Sales Director for Overproof. On this episode we discussed: Todd and Jesse discuss activations and the importance of category education to help overcome the trade and the consumers negative perception and embrace your brand in a new way. Jesse discusses Tequila Ocho compelling story and why their are  two different packaging styles, for American and Europoe. Both discuss the importance of building there personal brands and how they have done this in the industry.   Jesse wrote and published an article of some practical steps you can start today. To read further click on this link: (https://social.drinkscommunity.org.uk/u/9de6cd91) Todd’s suggested list of books to grow in your career and as a human: By Jocko Willink Leadership Strategy and Tactics Extreme Ownership The Dichotomy of Leadership By Brene Brown Dare to Lead By Ryan Holliday The Obstacle Is The Way The Daily Stoic Todd discuss his personal growth journey, some of the roles that he has had and steps he  has taken to  keep moving hiscareer moving forward. Jesse discusses what is like to work within in family owned brand, some of the cool things he has been been able to develop (the new limited collection barrel finishes) Todd discuss the importance oft expense management and accountability when it comes to health and wellness of others. Todd discuss what it is like work with small company vs a larger company such as Diageo.  How to navigate both and succeed. Some suggestion of wow to achieve a work life balance Last minute advice for current brand ambassadors or those looking to become one.