Where Should You Start?

You have decided that you want to create a cigar. Perhaps you are launching a completely new cigar brand. Perhaps you already own a brand and want to add cigars to your portfolio. Or perhaps the project is for a hotel, golf club, retailer, corporate program, private organization, or special event. The natural temptation is to start with the cigar itself: Which wrapper should I use? What size should I make? Should it be mild, medium, or full? Those are important questions—but they are usually not the first questions you should answer. Before deciding what cigar to make, you should understand what the cigar is supposed to accomplish.