“a time machine... out of a DeLorean?...”
Dear FLIGBY User,
Thank you for your decision of joining the FLIGBY Simulation and
welcome to the world of the Turul Winery.
We have been working to create the ’missing link’ for the last four years.
We have been concerned with how to incorporate Professor
Csikszentmihalyi’s wonderful Flow theory into practical business
leadership management policy. The added value of Flow in business is
beyond dispute. If employees of an organization can experience the state
of Flow from time to time, it has been proven that their performance
How can this Flow Power be used in business life? We were looking for
deﬁnite answers and we found them. And we built our experience into
this simulation. You may remember the legendary ’Back to the Future’
movie. When Marty the young time traveler saw the masterwork of Doc,
the time machine built in a sports car, they had the following dialogue:
Marty McFly:Wait a minute, Doc.Ah...Are you telling me that you built a
time machine... out of a DeLorean?
Dr. Emmett Brown:The way I see it, if you're gonna build a time
machine into a car, why not do it with some style?
Well, we thought similarly. Why couldn’t a complex leadership
development program be integrated in an exciting online game? We hope
that FLIGBY will present you with at least as many valuable and instructive
moments as the creation of it did for us.
Also, on behalf of Professor Csikszentmihalyi I wish you good luck in this
Zsadany „ZAD” Vecsey
President,ALEAS Simulations, Inc.
Back to the Future™ is a trademark of Universal City Studios, Inc. and Amblin Entertainment, Inc.
1. Introduction and Overview
1.1. What is Flow?
Mihaly Csikszentmihalyi’s ﬂow theory is based on the interaction between the person and
the environment. We are in ﬂow state when we are totally devoted to one activity
with no attention to anything else other than the task at hand. Our environment along with
the activity itself provide us with feedback about our performance and progress, causing us
to react. When we react, we are presented with newer feedback. This cycle of feedback
and reaction causes our motivation to grow, step by step.
Flow is a subjective state, anyone can experience it: men, women, people of all
ages from all over the world, if the person can ﬁnd the activity (hopefully activities) which
leads him/her to the ﬂow “zone”.
Flow has three main conditions:
1. Clear set of goals: we need to have clear goals when doing an activity so we have
guidelines that lead our action and behavior.
2. Balance between perceived challenges and skills: there is a high challenge but
the person’s skills are high enough to fulﬁll that challenge, developing their abilities
3. Clear and immediate feedback: it gives information about the person’s progress
in an activity, providing clues for the next step.
Flow is characterized by intense
concentration, loss of self-awareness, a
feeling of being perfectly challenged and asense that "time is flying”.
Flow is an intrinsically rewarding
experience and it can also help one
achieve a goal or improve skills. Anyone
can experience flow in many different
regards, such as play, creativity and
To experience flow, one needs to
have the right level of challenges
for their particular skill set.
1.2. Who is Professor Csikszentmihalyi?
Mihaly Csikszentmihalyi is one of the
greatest psychologists of our time. He
earned his fame by deﬁning and providing a
detailed description of the Flow state.
The FLIGBY® project's development was completed with
the active participation of Professor Mihaly
Csikszentmihalyi (pronounced me-HIGH chick-sent-me-
HIGH-ee), who created the world-famous Flow theory
and who is the legendary pioneer of Positive Psychology.
Professor Csikszentmihalyi was born in Fiume, Italy (now
Rijeka, Croatia) on September 29, 1934. Growing up, he
was ﬂuent in Hungarian, Italian and German. After
World War II, at the age of 16, he travelled to
Switzerland where he heard Carl Jung speak; an
experience which greatly inﬂuenced him.
After studying books by Jung and Freud, Csikszentmihalyi
decided to immigrate to America at the age of 22 in
order to study psychology. He attended the University
of Chicago where he earned his B.A. in 1960 and his
Ph.D. in 1965. In 1969, he returned to the University of
Chicago as a professor, where he continued to work
until 2000. Presently, he lives in California where he is a
professor at the Claremont Graduate University and the
Director of the Quality of Life Research Center.
Csikszentmihalyi is best-known for his theory of Flow,
which he outlined in his seminal book in 1990 - Flow: The
Psychology of Optimal Experience. According to
Csikszentmihalyi, people are happy when they are in a
state of Flow, a type of intrinsic motivation that involves
being fully focused on the situation or task at hand.
Csikszentmihalyi made great contributions to
the business application of Flow in his 2003
book - Good Business: Leadership, Flow, and
the Making of Meaning, and even beyond
retirement age, he remains a vital voice in modern
discussions on how to achieve a well-lived life.
“…Contrary to what most of us
believe, happiness does not
simply happen to us. It's
something that we make happen,
and it results from our doing our
best, but too few jobs are so
designed as to make flow
possible. This is where
management can make a real
1.3. Flow in Business
Professor Csikszentmihalyi’s research and subjective experiences
revealed that a remarkable area for ﬁnding ﬂow is work –
much more than during leisure time.
As a leader it is necessary to give the “ﬂow frame” to our
organization with enabling things:
• Give a vision with a mission for having clear goals with continuous
• Giving clear goals, tasks and demands for each team/employee;
• Finding the exact ﬁt between the employee and the task: giving a
challenge which can be reached after a little development;
• Help our employees to get clear and immediate feedback about the
work they do.
If the conditions above are present, people feel skillful and challenged
and therefore more happy, strong, creative and satisﬁed at work. Flow
experience is a powerful motivating force. When people are
fully involved in an activity, they tend to ﬁnd the activity enjoyable and
intrinsically rewarding: if in ﬂow, they do the activity simply for its own
sake. So, as we can see, an originally extrinsic motivated activity (e. g.
working for money) can be accompanied by intrinsic motivation.
If leaders apply the ﬂow concept, proﬁt can be reached –
to be successful people have to be engaged in what they are doing and
use their reﬁned skills and strength at an optimal level in order to
progress towards their goal, step by step.
‘Thanks for thinkingcreatively about myoptions here, and notdiscriminating againstme due to my age...’
Ellen McMason,Turul Winery’s
tasting room and hospitality
manager’s idea of good
1.4. What is FLIGBY®?
Csikszentmihalyi’s “FLOW is Good Business™” (FLIGBY®) is an online game-
based Leadership Development Simulation. This is the ofﬁcial Flow
program for decision makers, developed by Professor Mihaly
Csikszentmihalyi, and ALEAS Simulations, Inc.
The Simulation helps to discover Flow in simple steps: ﬁrst by understanding the role of Flow,
the joy and positive business outcomes it provides; then by learning ways to facilitate it. The
player is guided on a path towards optimal leadership development, a Flow inducing corporate
culture and self-actualization through interactive dialogues with colleagues and clients.
This is a single user application, which has an average of 6 to 8 hrs learning
time as well as great team-based Blended Learning Solution possibilities and further research
through the extensive electronic media library provided.
FLIGBY is setting up practical managerial dilemmas in a virtual business environment. Gamers
become part of the story – thus immersed into a memorable and more valuable learning
process. The main task of the Player is to make managerial decisions.Various management
dilemmas are integrated into the “frame story” of Turul Winery.
The Player becomes a character (the recently appointed CEO of the Winery) in a story where,
he/she makes managerial decisions based on the information previously entered into the
system. You decide which way to go. You are the director of this interactive movie.
Role-play simulation games are one of the most powerful experiential
1.5. Your Serious
FLIGBY is a Serious
Game. Serious games
are digital games used for
purposes other than
(computer games that are
intended not only to
entertain users, but have
additional purposes such
as educating and training).
A serious game is usually
a simulation, which has
the look and feel of a
game, but is actually a
simulation of real-world
events or processes.
1.6. Key Learning Objectives of FLIGBY
FLIGBY helps managers create a workplace environment in which
Flow can ﬂourish – a workplace that promotes employee
engagement and positive attitudes.
The Key Learning Points of FLIGBY are:
• Understanding the added value and the principles of Flow in a
business and corporate environment;
• Creating a blueprint for Flow in a business through the
application of an inspiring vision, mission statement and
attractive goals which enhances both proﬁts and improves the
• Understanding and learning visionary leadership characteristics;
• Active participation in Flow-based change management
• Developing a successful management style using leadership
techniques to enhance Flow.
FLIGBY offers you a powerful and personalized
learning space. With the help of FLIGBY:
• You will be a more pro-active and at the same time, thoughtful
• You will gain practical experience of planning and execution of
change management processes;
• You will take part in business decision making more
• You will learn how to handle situations less structured and
• Your motivation techniques will improve and you will recognize
the drives inﬂuencing the behavior/attitude of your colleagues;
• You will handle the workplace conﬂicts more effectively;
• You will be a more successful leader and participant of team
• You will learn to use and apply the power of Flow for the
beneﬁt of the organization.
Leadership skills tested by FLIGBY:
Active Listening, Analyzing Skills,
Assertiveness, Balancing Skills, BuildingEngagement, Business-Oriented
Thinking, Communication Skills,
Delegating, Diplomatic Skills, Emotional
Entrepreneurship & Risk Taking,
Execution Skills, Feedback Skills,
Future-focused Thinking, Information
Gathering, Intuitive Thinking,
Involvement, Motivational Skills,
Organizing Skills, Priorization Skill,
Quick Decision-making, Realizing
Personal Strengths, Social System
Thinking, Social Responsibility,
Strategic Thinking, Teamwork
Management, Time Management Skill
2. The aim of the Game
2.1. Win the ‘Spirit of the Wine Award’
You must have thought a lot about what would it be like to manage a
company from the topmost position. What would it be like to make
fundamental decisions determining the future opportunities of the
organization and its members. Now you can try all of this. Take the reins
and take the opportunity. Show your own way. Will your inferiors follow
you gladly? Will they accept your decisions? Is it possible to build a
proﬁtable and strong business from your leadership?
FLIGBY is a leadership development game. Accordingly, the aim is to
achieve the best possible result as the leader of the
Californian Turul Winery. If you do your job well and you make
decisions strengthening the operation of the organization, at the end of the
game the Winery will stand a chance of winning the ‘Spirit of the Wine
Award’, a sign of international recognition.
How can you win the Award?
Your decisions made during the 23 scenes of the game are summarized and
analyzed by a complex algorithm. If your leadership involvement facilitates
the Flow state of your colleagues and it is also effective from the aspect of
business, the Winery will win the award at the end of the game.
2.2. Bring your Colleagues into Flow
The challenge is not simple.The former manager’s leadership style has
destroyed the team that used to be cohesive. Serious personal conﬂicts
hinder teamwork, while there is no agreement on appropriate strategic
policy, either. Your task is to mark out the thriving way for the organization,
and to build a well functioning community out of the low-motivated, mid-
level managerial group.
The aim is to be able to bring as many colleagues as possible
– even if just for a short time – into Flow state again. With
this, the global performance of the organization can be
improved signiﬁcantly. Collect as many Flow-trophies as possible.
(You can read about it in more detail in the 3.4. section.)
2.3. Make the right Managerial Decisions
What is leadership all about? Decisions. Accordingly, in the
center of FLIGBY there are decisions as well. While every
decision affects the Flow state of the individuals, the Corporate
Atmosphere and, of course, the proﬁtability of the organization,
you have to decide the questions of greater and less consequence.
Your decisions made in the game have serious consequences. As
in real life, you can make serious mistakes here, too. The real
question is whether you can correct these mistakes or not. In
FLIGBY there is no ‘game over’. The point is for you to ﬁnd the
opportunity for advancement and to create a better, more
Some decision points are very signiﬁcant. These are
called Strategic Decision Points. In case of these Strategic
Points the player’s decision signiﬁcantly inﬂuences the further
course of the story, and the success of the organizational
3. Accessing and Playing the Simulation
3.1. Useful information – Before starting the Simulation
To start FLIGBY you don’t need serious preparations. However, we consider it important to
draw your attention to the following:
• This is a serious learning opportunity. However, what you can acquire in the end only
depends on you. In every respect you are the one who directs this story.
• Set aside time for this project. According to our experience the best strategy is to spend
shorter periods of time on several occasions with the game. The system records where
you stopped, so you can continue learning from where you left off, when you return.
• Don’t leave it for the last moment. The game is too complex to start the rescue of the
Turul Winery one day before the deadline. You won’t enjoy the game and your Flow-
experience will be gone L
• We believe in the constructive power of ‘Learning by Doing’ and ‘Trial and Error’. Up to
the 13th Scene the game can be restarted any time, from the very
beginning or from the beginning of the certain Scene. Try as many
strategies as you can, and check how the virtual environment reacts on your different
The simulation is based on a FLASH-based game engine, therefore you will need a computer
with Internet connection and a web browser with Flash Player to be able to run the game.
3.2. How to access FLIGBY?
You can become a member of the FLIGBY community easily and quickly. Only registered
users can play the game. Registration can be done on the basis of email invitation received
from your trainer or your FLIGBY advisor. By clicking on the link provided in this email you
can start registration.
Your username will be the email address to which you received the
registration email. It cannot be modiﬁed. From here on in, you can log in to the
simulation with this username and a password chosen by you. The registration process
ﬁnishes by accepting the Terms and Conditions. After registration you can reach
the simulation any time on the website www.ﬂigby.com, then clicking on
the „Play Game” menu point. The game always continues from where you stopped
At the beginning of the program your trainer/FLIGBY consultant will determine exactly how
much time you will have to play the simulation to the end. If you fail to accomplish all the 23
Scenes within the deadline, your results won’t count in the group average. Nevertheless, you
will have unlimited access to the game 365 days from the time of registration.
3.3. How to play FLIGBY? – Getting started
We designed FLIGBY to make it easy to ﬁnd your way around. Lots of solutions can be familiar
to you from the world of videogames.
3.3.1. Main User Interface
Logging in (after the intro) we come to the Main User Interface of the game:
This interface is dominated by the video window. Events happen here: the story videos are
played here and the decision options are also presented.
On the left side of the Main User Interface the following functions can be found:
• Full Screen Button – Full screen mode is worthwhile for a more complete game
• Flow Trophies – If one of your virtual colleagues gets to Flow-state during the game, you
will win a Flow Trophy. Collect as many as you can.
• Magic FLIGBY Button – Mr. Fligby’s task is to help your managerial work as an advisor/
coach. If he has an opinion on the events, this button will be ﬂashing. Click on it to see the
• Subtitle Field – To make things easier, all videos are subtitled.
On the right side of the Main User Interface the following
functions can be found:
• ‘Virtual Time’ in the Story – The story lasts from March
to November. You can always have a look at the current time
• Media Library – With this button you can open the Media
Library for a quick reference at any time, making the game stop
automatically. Thus, you have plenty of time to become
absorbed in the different multimedia references and readings.
When you return to the simulation the game continues where
you stopped previously.
• Introduction videos available at any time (after Scene 1 is
• Progress Bar Button – Plan and control the learning
process. Here you can check exactly where you are in the
game any time. The conscientious player can also check what
percentage of the Media Library they have already processed.
• Control Panel – With the help of the Control Panel you can
change the following settings:
1. Increase/decrease the font size of the video subtitles;
2. Switch on/off the video subtitles;
3. Increase/decrease the volume of the videos;
4. Modify the resolution (quality) of the videos (high/low);
6. Contact us –You can send a message to the developers here;
7. Help –You can ﬁnd the brief description of the operation and
functions of the game here.
• Flow-Gauge – This is the main feedback interface of the
game. You can read about its operation in more detail in the
• Pause/Play/Next Step Button – This is a double
function button. On the one hand, you can move on after a
certain exercise/Scene. On the other hand, if you play a video
it functions as the classical Pause/Play button.
• Direct access to „www.turulwinery.com”
3.3.2. Media Library
There is a continuously available Media Library connected to the simulation with more
than a hundred items. The purpose of this is to show the scientiﬁc and business
background of Flow with the help of multimedia contents. Its main features are:
• Description of Flow, extracts of Csikszentmihalyi’s books;
• Readings about Leadership and Management;
• Basics of viniculture and the description of the Californian wine-growing area;
• Csikszentmihalyi's Home Lab (the Professor’s personal video blog for decision-
• The contents related to the plot of the game (e.g. the personal proﬁles of the
characters, the detailed map of the Winery).
When you enter the Media Library the game automatically stops. This enables you to
look for practical help in the readings for any single decision. By quitting the Media
Library, the game restarts.
When you return to the simulation the game continues where you stopped previously.
The elements of the Media Library can be classiﬁed on the basis of
1. On the basis of content:
• Management / Leadership content;
• Flow-related content;
• Viniculture-related content.
2. On the basis of format :
• Textual content;
• Video content.
The contents related to the current Scene of the simulation is
shown in the default Media Library. Of course, there are other
ways you can ﬁnd the content you are particularly interested in:
• FLIGBY Search Engine – It enables you to search exact
phrases, suggesting relevant keywords;
• In the default you can ﬁlter the search results simply with the
help of built-in ﬁlters.
Icons used in the FLIGBY
3.4. The Feedback System of FLIGBY
3.4.1. Flow Gauge
The aim of the game is that your managerial decisions make your
colleagues experience Flow-state, and as a result the business
performance of the Turul Winery improves. The Flow-Gauge
shows the effects of your decisions made during the game,
therefore it is the most important feedback interface of the game.
You can reach Flow-Gauge any time from the menu on the right
side of the Main User Interface. When you enter the Flow-Gauge
the game stops automatically.
The central element of the Flow-Gauge is the Flow-Map, where
you can continuously follow the characters’ current Flow-state.
The theoretical base of the Flow-Map was created by Professor
Csikszentmihalyi. He and his colleagues have conducted several
studies since the 1970s using a special experience sampling
method. Flow-Map illustrates the result of the distribution of
moods and emotion levels during certain activities throughout the
FLIGBY provides a unique
tool on three different levels:
1. Flow Gauge – The
performance of the player is
measured from several
perspectives.The actual Flow-
state of the employees as well as
the Proﬁtability serve as
2. Mr. Fligby – Mr. Fligby, the
virtual coach of the simulation
gives advice, whilst holding back
3. Spirit of the Wine Award –
The goal to be reached by the
end of the game is to win the
prestigious international "Spirit
of the Wine Award" using Flow-
based management practices.
The center is an average emotional state
during the week; a balance of skills and
challenges. As it is well-expected, in the
ﬁeld of optimal experience both skills and
challenges are a bit higher than average.
The top-right parts (Control and Arousal)
are the closest to the Flow channel: a little
increase of challenges or skills respectively
will help to get to the optimal experience.
The bottom-left corner, on the other hand,
remains very far away from that optimum.
Anxiety holds the most obstacles: all too
often the gap between skills and high
challenges seems impossible to leap across.
It seems clear that reaching ﬂow state is an
advantageous achievement for your own
good. However, it is impossible to
be in Flow all the time.
3.4.2. Flow Trophies
When a character gets into Flow-state as a consequence of your
decisions, a Flow-Trophy appears on the left side of the Main User
Interface. These Trophies can be continuously seen from the
moment you won them until the end of the game, even if a
particular colleague happens to lose the Flow-state in the
meantime. Flow is a dynamically changing state, and in this regard
the characters of the game are realistic: they won’t stay in Flow-
If you restart the game, of course, you will lose all the Flow-
Trophies you have won before the restart, along with all the values
and results obtained so far.
3.4.3. Personal Recommendations of Mr. Fligby
In the event of mistakes in the decision making process, Mr. Fligby,
the virtual coach of the simulation gives advice, holding back no
punches. As the player’s personal consultant, he helps the
interpretation and resolution of complex conﬂicts.
3.4.4. Spirit of the Wine Award
The whole game can be evaluated on the basis of a single aspect:
can you win the ‘Spirit of the Wine Award’ and subsequently gain
the international professional recognition for the management of
Turul Winery? To win the award you have to make appropriate
decisions regarding your colleagues’ motivation, the organization
of teamwork, and the business as well. The player’s decisions are
summarized by a complex algorithm taking into consideration the
characters’ Flow-states, the values of the Flow-meter and those of
the Proﬁtability Index. Making some mistakes won’t result in
losing the award, but to win the recognition you have to give a
self-consistent and quality managerial performance.
3.4.5. Strategic Decision Points
There are some decisions of high signiﬁcance among the decision
points of the game. These decisions can signiﬁcantly increase or
even decrease the values of Flow-Gauge compared to the normal
decisions. We draw your attention to these Strategic Decision
Points with an eye-catching yellow triangle up to the 13th Scene.
With a bit of attention, this gives you the opportunity to be able
to recognize the factors signiﬁcantly inﬂuencing the events.
Out of the 125 decision points of the game, 26 are strategic ones.
This means that about 20% of the decisions affect signiﬁcantly the
outcome of the story. The choices you make in these Strategic
Decision Points have a considerable inﬂuence on your chance of
winning the ‘Spirit of the Wine Award’.
‘If I have feedback to giveto you, your magicFLIGBY Button will pulse.If you click on it I’ll giveyou my comments.
Frederick Joseph Fligby is a virtual
coach, your guide and mentor.
He will always be available to
give you feedback and guide you
to access all the necessary
information you may need.
4. Californian Winery – ‘The Frame Story’
4.1. Why to have a ‘frame story?’
Remember when learning amazed you? Believe
The quality of a leader is given not by test scores, but the
decision s/he makes. The essence of FLIGBY is simulation,
which is, placing the leadership and organizational dilemmas
into a’ frame story’ (managing the Californian Turul Winery).
Thus, users become apart of the story in which they will make
leadership decisions based on information organized by them.
This is because during the development of FLIGBY we took as
a starting-point the fact that personal involvement and
becoming affected on a personal level signiﬁcantly accelerates
Leaders expect learning to not only be expedient, but
entertaining, also. Therefore FLIGY offers a real adventure:
As the recently appointed General Manager of the
Californian Turul Winery the Player faces the
challenging task of having to achieve a state of
harmony and co-operation in a team signiﬁcantly
weakened by internal conﬂicts.
Furthermore the GM has to ﬁnd ways to free the creative
energies of the winery employees by choosing appropriate
methods of leadership. At the same time decisions concerning
strategic questions of the future of the company have to be
made in accordance with the expectations of the owners.
Will it be possible to win the international "Spirit of Wine
Award" as a direct result of leadership skills and efforts?
FLIGBY was designed in a way that successfully solving it
would be a real challenge. All events simulated in FLIGBY are
based on real life situations, and on the experience of
organizational development and business experts and other
The owner of the Winery is Bob
Turul, he thinks of his employees
as a part of his family.
You, as our new GM, haveyour work cut out for youfrom a human resourcespoint of view. Morale is lowand I need you to understandthat the people who areworking for me are more likemy family than just simpleemployees.
4.2. Californian Wine Business
You might say Californians are serious about wine and relaxed about
everything else. Well, maybe not everything else: from a thriving
technology industry to revolutionary green farming, they work hard
and innovate constantly. Nearly three-quarters the size of France,
California accounts for nearly 90 percent of entire American wine
production. The production in California alone is one third larger
than that of Australia. If California were a separate country,
it would be the world's fourth-largest wine producer.
California's 1,300 kilometers (800 miles) of rugged coastline expose
nearby vineyards to natural "air conditioning" in the form of fog and
breezes, making for exceptional Chardonnay, Pinot Noir and other
cool climate varieties. Warmer interior valleys receive the same
cooling effect thanks to rivers, lakes and deltas.
The soils are as diverse as California’s growing regions. Sand, clay,
loam, granite, volcanic ash, seabed soil, river-run gravel: each
contributes its own distinct minerality. The winemakers are no less
varied; since the 1700s, immigrants from all over the world have
settled in California, bringing their vines and their skills with them.
Hard-earned secrets of climate and vine have been passed from
generation to generation, providing California wine with its unique
legacy and spectacular range.
Being good neighbors and good stewards of the land
are important business and personal values in the
California wine community. Today’s California wine
community has made a strong commitment to sustainability and
transparency, as evidenced through the self-assessment and
certiﬁcation programs that have emerged in the last decade.
(Source of Chapter 4.2.: http://www.discovercaliforniawines.com)
4.3. Where the Simulation takes place:
The Turul Winery
Turul Winery is a ﬁctional vineyard in California. This is where
FLIGBY takes place. The family-owned Winery has over 555 acres
of vineyards, most of which are organically certiﬁed. The business
started in 1931 by the Hungarian immigrant Laszlo Turul, and for his
heirs and all present employees of the company, wine making is still
a labor of love. Turul Winery has always been a niche player
specializing in a uniquely Californian variation of the famous
Hungarian Tokaji, a sweet dessert wine. The wine is called Turul
after the family surname at the beginning, and now distributed under
the name Quintessential.
California wine has
enhanced its quality and
reputation with U.S. and
global consumers.At the
dawn of the 21st century,
the interest of aging baby
boomers in the lifestyle
associated with wine and
food, especially the interest
of women and those
convinced of wine's health
benefits, augurs well for
continued growth in an
industry that is expanding
premium wine production
and direct sales to
California Wine Industry
evolving to compete in 21st century
(Source: California Agriculture, January-March 2008)
The California wine industry is growing and changing
amidst a global revolution in grape growing, wine
production, wine marketing and consumer tastes.
California accounted for roughly 90% of the value of
U.S. wine production in 2006. U.S. per capita wine
consumption and the quality of wine consumed continue
to rise.The largest California wineries have long
accounted for most California wine shipments and
continue to expand with respect to volume and number
of labels.While small wineries sell most of their wine
directly to end-users, many midsized wineries face
challenges in an increasingly crowded marketplace.
There have been three important changes in U.S. wine
consumption over the past 2 decades. First, consumers
everywhere have come to appreciate the quality of
California wine, and more Americans are drinking red
wine for health reasons. Second,Americans upgraded
their palates, with many moving from inexpensive jug
wines with retail prices of less than $3 a bottle to better
quality wines costing more, including popular-premium
wines costing $3 to $7 a bottle, super-premium wines
costing $7 to $14 a bottle, and ultra-premium wines
costing over $14 a bottle.Third,Americans increasingly
prefer the consistent taste of fruity wines produced in
California to the wines from “Old World” Europe, which
can vary significantly from year to year.
the whole article!
Sustainable Winegrowing Program
of the California Wine Community
The Sustainable Winegrowing Program's mission, vision and values best describe the
combination of factors that motivated the California wine community to design, develop,
implement and report on a comprehensive sustainability program.
The long-term mission for the Sustainable Winegrowing Program includes:
• Establishing voluntary high standards of sustainable practices to be followed and
maintained by the entire wine community
• Enhancing winegrower-to-winegrower and vintner-to-vintner education on the importance
of sustainable practices and how self-governing will enhance the economic viability and
future of the wine community
• Demonstrating how working closely with neighbors, communities and other stakeholders
to maintain an open dialogue can address concerns, enhance mutual respect, and
The vision of the Sustainable Winegrowing Program is the long-term sustainability of the
California wine community.To place the concept of sustainability into the context of
winegrowing, the program deﬁnes sustainable winegrowing as growing and winemaking
practices that are sensitive to the environment (Environmentally Sound), responsive to the
needs and interests of society-at-large (Socially Equitable), and are economically feasible to
implement and maintain (Economically Feasible).The combination of these three principles is
often referred to as the three "E's" of sustainability:
This program is guided by the following set of sustainability values:
• Produce the best quality winegrapes and wine possible
• Provide leadership in protecting the environment and conserving natural resources
• Maintain the long-term viability of agricultural lands
• Support the economic and social wellbeing of farm and winery employees
• Respect and communicate with neighbors and community members; respond to their
concerns in a considerate manner
• Enhance local communities through job creation, supporting local business and actively
working on creating a sense of community
• Honor the California wine community's entrepreneurial spirit
• Support research and education as well as monitor and evaluate existing practices to
expedite continual improvements
1. Introduction and Overview
1.1. What is Flow? 4
1.2. Who is Professor Csikszentmihalyi? 5
1.3. Flow in Business 6
1.4. What is FLIGBY? 7
1.5. Your serious Gaming Experience 7
1.6. Key Learning Objectives of FLIGBY 8
2. The Aim of the Game
2.1. Win the ‘Spirit of the Wine Award’ 9
2.2. Bring your Colleagues into Flow 9
2.3. Make the right Managerial Decision 10
3. Accessing and Playing the Simulation
3.1. Useful information – Before starting the Simulation 11
3.2. How to access FLIGBY 11
3.3. How to play FLIGBY – Getting started 12
3.3.1. Main User Interface 12
3.3.2. Media Library 14
3.4. The Feedback System of FLIGBY 15
3.4.1. Flow Gauge 15
3.4.2. Flow Trophies 17
3.4.3. Personal Recommendations of Mr. Fligby 17
3.4.4. Spirit of the Wine Award 17
3.4.5. Strategic Decision Points 17
4. Californian Winery
4.1. Why to have a ‘frame story’? 18
4.2. Californian wine Business 19
4.3. Where the simulation takes place:The Turul Winery 19
Appendix 1 - California Wine Industry 20
Appendix 2 - Sustainable Winegrowing Program 21