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From Zero Cases to Multi State Growth

Building the Sales Infrastructure for a Premium Tequila Brand 

 

Engagement Period: 2023–Present (ongoing)

Scope: Strategic Sales Leadership | Team Hiring & Onboarding | Sales Training (BUILD Framework) | Individual Coaching | Distributor Strategy | Market Launches

Active Markets: Texas, Florida, and California 

The Situation 

YaVe Tequila had a product worth selling. What it needed was a team that knew how to sell it.

In 2023, YaVe set its sights on Texas, the number one growth state for tequila and a critical proving ground for any brand with national ambitions. The brand had not launched a single case in the market. There was no sales team, no distributor relationship, no training infrastructure, and no shared language for how the team would approach accounts, build relationships, or close business.

LTO Consulting was brought in not as a training vendor but as a strategic partner: to build the sales organization from the ground up, lead the Texas market launch, and create the systems and coaching cadence that would allow YaVe to scale across multiple states without losing the quality of execution that a premium brand demands.

What LTO Built 

 

The Results 

Core Frameworks Taught

Empowerment Dynamic

Shifting from Drama Triangle roles (Victim, Persecutor, Rescuer) to empowered orientations (Creator, Challenger, Coach). Applied to classroom dynamics, peer relationships, and leadership interactions at every level

Feedback as a Leadership Practice

Building the language, habits, and psychological safety for a school-wide culture where feedback flows in every direction, not just top-down

Knower Vs learner Mindset

 Approaching challenges with curiosity rather than certainty. Applied to how teachers receive feedback, approach new curriculum, and build trust with their teams

Self Leadership First 

The organizing principle beneath all PD content. You cannot lead students into self-awareness, emotional regulation, or purpose if you are not doing that work yourself

Executive Coaching 

Suzanne Woodburn, Director of Academics & Instruction

“Three years of working with Lucinda has given me a framework for understanding my own leadership in a way I simply did not have before. The Empowerment Dynamic is something I come back to constantly, not just as a professional tool but as a genuinely useful way of understanding why I react the way I do and how to choose differently. The stakeholder feedback process was one of the most humbling and clarifying experiences of my career. I was so grateful my stakeholders were as honest as they were, and I did not expect it to help as much as it has. Lucinda holds a kind of steady, honest space that is rare. She does not just coach the professional version of you. She coaches the whole person.

Lucinda is skilled at guiding me to think through my own thinking in a way that is respectful, yet fully honest. Her feedback is so helpful to both my work and personal life. “

Frances Mitchell, Executive Leadership

“Lucinda has transformed our culture with her coaching and training. When she came to Compass, we had talented people who were working hard and doing good things. What we did not have was a shared language for how we talk to one another, how we give feedback, or how we hold ourselves accountable as a team. Lucinda gave us that. The Empowerment Dynamic framework alone has changed how our leaders navigate conflict. People are asking different questions now. They are showing up differently. And that is not because Lucinda told them to. It is because she gave them the tools to choose to.”

 Shelley Mitchell, Head of School 

Building a school from the ground up is one of the most rewarding and most demanding things I have ever done. Having Lucinda in my corner for all three years has made me a better leader and has made Compass a stronger school. She is the kind of coach who remembers everything, holds nothing against you, and tells you the truth when you need to hear it.”

What Made this Framework Different 

Shared framework across every level: The same frameworks taught to teachers in PD are the same frameworks used in executive coaching. Everyone in the building speaks the same language

Built for a school's natural rhythm: PD sessions are timed to the school year. Coaching cadence adapts to the intensity of each season. The work meets the school where it is, not where a corporate model would put it

Long-view relationship: Three years of context means LTO is not relearning the organization every engagement. Lucinda holds the institutional memory, the relationship history, and the leadership arc of every person she works with

Coaching the system, not just the individuals: Because Lucinda works with both Shelley and Suzanne in separate, confidential engagements, she holds the organizational system in mind without violating individual confidence. This dual-context awareness makes the coaching more precise and the organizational impact more durable

What's Next 

In Year 3, the coaching and PD work is converging with a major organizational milestone: Compass's first middle school class will launch in Fall 2026, supported by the Pioneers of Purpose curriculum being developed beginning January 2026. The leadership development and feedback culture built over three years has created the team and the organizational readiness to carry that program forward.

Great schools are not built by great programs alone. They are built by leaders who know how to lead themselves first.

Interested in Learning More? 

We'd love to hear from you! 

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