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Member Spotlight: Paul Criscuolo


Paul Criscuolo first came to Groundwork for a father/daughter work day with his daughter, a Workbar member. He signed up for a desk shortly thereafter and has been a solid member of our crew for the past year.

Paul’s knowledge of the adult beverage industry is unparalleled, thanks to a long career spanning leadership roles at Seagrams, consultant roles for craft distillers, and board service on ABC and state Spirits Associations. Suffice it to say, if you need a recommendation on a good scotch or whisky, Paul is the person to ask.

What’s your profession?

I am a consultant for Spirits. I specialize in Craft and emerging brands with emphasis on “Route to Market”, brand positioning and tactical marketing.

Describe a typical work day for you.

Starts early at the gym after checking and answering emails, head to Groundwork or to client meetings, numerous emails or phone conferences, constructing PowerPoint presentations, Excel spreadsheets and Word documents. The thing I do most is offer advice to my clients on what our next steps should be.

What’s the biggest challenge you face at your job?

My clients are often “Brand Parents” rather than brand owners. Their passion for their endeavor is always present. They have contacted me because it’s time for their “baby” to board the school bus and go compete in the big, cruel world. I’m the bus driver. Getting their trust and getting them to understand the limits of what I can do is always a challenge.

Do you have a morning routine?

Yes! Get up around 5 AM, make a cup of coffee, watch the news with one eye and read emails with the other. Around 7 AM, throw on the gym clothes, pack the gym bag and head to do my workout. After a shower, head to Groundwork or appointments.

What are your favorite productivity tips or hacks?

I’m a time management nut. I keep a full calendar and plan for one year in advance and longer if I can. I try to keep all my info and notes within the Outlook and Notes platforms. I send meeting requests and updates pronto. I try to control my time or others will do it for me. That can spell chaos.

What do you listen to during the day?

I’m a huge music fan and have over 2500 songs available on my iCloud. I do not listen to music when I work. It doesn’t work for me. If driving, I listen to talk radio, NPR, classical music (calms me down), podcasts, and my own music.

How do you benefit from using a coworking space?

Two very important ways: 1) Having spent 40 years in an “office” environment, I have never been productive working from home. Plus, my Bride does not like me invading her turf. And I do!; and 2) I enjoy the Groundwork environment. It’s open and airy. People are working on different things and are friendly and informative. I find it stimulating and fun! Work as fun has always been a combo that works for me.

What’s in your digital toolbox?

Too Much! I use Office set up on a Google base – don’t ask! I have numerous apps on my iPhone – I use my Office Suite, Schwab to monitor investments, Quickbooks, eBay and Amazon Prime for shopping, IMDB, ESPN, Goodreads, Geocaching, Star Walk, and Preva, etc. for hobbies.

What is the most surprising or unusual aspect of your life?

I’m involved in many things. I’m surprised that hasn’t changed. I like to work. I have many hobbies and a passion for sports. I enjoy people and especially my grandkids. I love to be very tired every night when I go to bed.

What inspires you?

Excellence. I love to see and learn of people who have given the max effort to achieve their goals. I’m inspired by people who overcome obstacles and find excellence. The excellence is not financial success but fulfillment of their objective. That can be measured in money but usually it’s in the things they do for others. Usually Faith finds them on that path and they get there together.

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