James France of Vanguard Luxury Brands grew from $13K sales to $28M before exiting to Lion. He reveals how focusing on ‘best brands for the best bars,’ overcoming setbacks, and a clear USP fueled his business success. (Episode 728 - James France)

1. What do you think is the hardest thing in growing a small business?

According to James France, the hardest thing is feeding the cash flow furnace, as managing growth and funding operations is always a major challenge.

2. What's your favorite business book that has helped you the most?

James France shared that his favorite book is “10 Truths for Raising a Healthy, Bouncy Business” by his former coach Roland Hanekroot, which offers practical stories, case studies, and clear next steps.

3. Are there any great podcasts or online learning resources you'd recommend to help grow a small business?

According to James France, industry podcasts like James Atkinson’s Drinks Adventures and Sam Bygrave’s Boothby have been particularly valuable for learning, especially about the on-premise drinks industry.

4. What tool or resource would you recommend to grow a small business?

James France shared that the most important tool or resource to grow a small business is having a good advisor or sounding board — whether it’s a mentor, coach, or accountant—someone who can provide objective, pragmatic advice and not just handle the numbers.

5. What advice would you give yourself on day one of starting out in business?

According to James France, the advice he would give himself on day one of starting out in business is that it will be much harder and more expensive than expected—like having children—so be prepared, keep your promises, and always treat people with respect.