David Garofalo is best known today as The Cigar Authority. His award-winning chain of retail cigar stores, Two Guys Cigars, is internationally recognized as the highest-volume brick-and-mortar cigar retailer in the world. He is also the author of the best-selling book David vs Goliath - How to Compete, and Beat, The On-Line Giant. 100 Proven Promotions for Brick & Mortar Retailers.
But David's path to business success didn't begin with cigars. Armed with nothing more than a freshly printed high school diploma, and with an unstoppable work ethic, and his trademark creativity, he launched his first venture by purchasing a cable-car diner, despite having no cash to his name. Starting literally from zero, he built the business, paid off all debts, and ultimately sold it within three years for a meaningful profit.
From there, David stepped into the booming nightclub scene, transforming Boston area bars into thriving hotspots. While he DJ'd the disco hits of the era, he was also spinning marketing ideas, creating original promotions and events that packed the room and propelled the nightclubs to success.
His next chapter began with the purchase of his first cigar shop, and the rest, as they say, is history. David blended his entrepreneurial instincts with a deep understanding of promotional marketing, laying the foundation for a retail empire and carving out a legacy of achievement recognized throughout the cigar industry and beyond.
Throughout his journey, David has lived by a set of guiding principles, simple, powerful truths that continue to shape his business and his philosophy: Always consider the Lifetime Value of the Customer - not just today's sales.
Be consistent and patient; great events and great experiences and growth in businesses grow over time. Success is not a sprint - it's a marathon.
The more marketing and promotions you do, the more sales, profit, and success you will have. The harder you work the "luckier" you get.
Learning from the mistakes of others - it's the cheapest education you'll ever get, and this book will prove it.
Measure everything; without numbers, you can't improve. Never forget: Advertising doesn't cost… it pays when done correctly. A recipe for retail success: Attract people in, convert them into customers, serve and service them so they stay. Promotions won't win everyone, but they will win more than you think.
Long-term success comes from planting seeds consistently; you'll be amazed at the harvest years later. Invest time and attention in promotions, it doesn't always have to be money.
David Garofalo continues to share his experience, insights, and lifelong passion for business, helping others build, grow, and succeed in their own entrepreneurial journeys. His belief is rising tides raises all ships, when others succeed so does he.