The CEOs of big companies would find this latter theory bunk, and even laughable. But that's because big business is about return to the shareholders and management by objectives. And these goals can be achieved only by pleasing customers, and grabbing big market share is based upon pleasing customers.

Thomas made a decision somewhere along the line that his heart and soul will not allow him to compromise his personal taste. He would rather be poor and cook what he wants to cook, than be rich and cook what others want him to cook. He started cooking at an early age, studied with great chefs, then gave himself the freedom to experiment and develop his own personal style which is now studied and applauded by others.

After two business failures, he is realizing great success because he stood by his standards. By doing so, he found people who want to pay for what he wants to make. Napa is a place where people come to eat and drink, they're on vacation or celebrating a special occasion and are happy to pay the price and wait in line to partake of what Thomas wants to cook. To succeed in business you can make exactly what you want to make. You just have to find enough people who want to buy exactly what it is you're making.