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You Can't Always Get What You Want

Dec 2004 Issue of Wine Business Monthly
You don't need a private eye like Jake Lorenzo to tell you the obvious--my job is to find the hidden agenda, the man behind the mask, the truth behind the lie. And we'll get to that soon enough, but this month, an obvious observation has inspired this column: There's a world of difference between what you need and what you want. Even the Rolling Stones figured this out, and they did it at a time when there wasn't much wanting they couldn't have. Case in point: Jake Lorenzo wants a new truck, but...
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