The Slow Burn: The Dance

Like anyone standing behind a closed door, before you decide to open it, you ask:

“Who is it?”

Except this time, it wasn’t about my name. Let’s be honest, my name has zero credibility in the cigar industry. I’m not a third-generation anything…well maybe, degenerate but thats for another blog entry I suppose. I’m not an heir to a tobacco dynasty. I’m just the gringo who keeps showing up.

On the other side of that door was an experienced, savvy factory owner. A person who has probably seen more cigar dreams die on the vine than most of us have had hot dinners.

Ahh, but this was familiar territory. In sales, we do this dance every day. Sometimes it’s a waltz…graceful, rhythmic, effortless. Other times, your dance partner is stepping on your toes and you’re misreading every cue while pretending you aren’t.

But me? I’m a seasoned dancer.

(Man, the bros are never going to let me live that statement down.)

The questions came in rapid-fire succession:

“Please tell me what cigars from our brand(s) you like.”
“Have you been to Nicaragua before?”
“Are you looking for a single factory to produce all of your cigars?”
“What’s your desired timeframe for product launch?”

And then…the dreaded casket killer:

“Do you have a background in the cigar industry?”

If you’ve ever pitched anything, anything at all, you know this is where you either try to spin a fairy tale or tell the truth. I knew bull shit wouldn’t get me far.

This was not a moment to polish the turd.

However, if you wanna see me dance, you're getting a show.

So I took a deep breath, and I gave it to ‘em straight (with just enough heart to show I’m serious):

“Do I have cigar industry experience? The short answer, 0%.

But my background is in sales, branding, and startup growth. I’ve helped scale multiple companies from early-stage to maturity, and I’ve spent the last few years preparing to bring Brolo to life.

While I may be new to the cigar industry professionally, I’ve been smoking for nearly 20 years. Cigars have been a huge part of my life and my relationships.

I’ve spent a great deal of time in lounges around the world and am deeply involved in my local cigar community. Over the years, I’ve had countless conversations with brand reps. What I’ve noticed is that many operate with a lot of passion but not much strategy.

My background in sales and branding gives me a different lens. I see a chance to help shift that narrative: to elevate boutique cigar brands through better systems, deeper brand alignment, and more meaningful engagement with the people who light up every day.

Brolo Cigars is rooted in nostalgia, brotherhood, and storytelling. Think late ’70s aesthetics, old-school connection, and slow-burning moments that matter.

I’m not just looking to sell cigars. I’m looking to build something with soul.

From everything I’ve seen, [your] factory shares that kind of creative DNA.”

I hit send, fully expecting the polite “thanks, but no thanks.”

Instead, this landed in my inbox:

“I would like to say that all this seems very impressive, and we picked up on the 70’s vibe right away. We think it’s very unique.”

We’re dancing now, baby.

I felt a little pep in my step. But in true cigar-industry fashion, the next volley came quickly:

“Are you the sole owner? I’d like to understand more about your distribution and sales plan, as I mentioned—this is crucial to the success of any brand. Also, what experience do you have blending cigars, or what attributes do you think will help you in this process?”

This is how it goes.

One step forward, one question deeper.

You keep moving, you keep showing up, you keep dancing, even when you feel like an outsider in the room.

Even outsiders have a place.

Keep showing up, trust your story, and savor the slow burn…one moment at a time.