Absence of Intent

The phone rang, but it was the middle of the night, in her hotel room. Upon answering, Kathy Reardon was startled to hear it was a representative of the U.S. Embassy in Rome. Fuzzy thoughts quickly swirled around her clouded mind. She looked over at the man sleeping beside her and wondered if he was the reason for the call. Or was it about her husband who was not the man sleeping beside her. Or perhaps it was her widower Dad who was now living alone in Florida. Kathy braced for what she anticipated would be bad news. It was indeed bad news. Her life would never be the same after the fateful events that occurred on this day, on two different continents, almost simultaneously.

The next several days would be a blur for Kathy Reardon. The events of this fateful week might be described as an emotional train wreck that could jeopardize her husband’s promising career, as well as her own. And the worse part, there would be even more bad news that could turn an emotional train wreck into hysteria.

Up until that fateful day, life had been good for Jack and Kathy Reardon. After meeting in college, falling in love, and marrying after graduation, Jack and Kathy were a happy couple who enjoyed New England life, and were both working diligently on their respective careers. The future looked bright and promising, but how are you supposed to deal with a storm of thunderbolts? Can you ever recover from such harsh blows? How do you put the pieces back together again and regain harmony? Perhaps hardest of all, how do you forgive the people who made it happen?

Chapter 1

It appeared to be an ordinary late April day in Boston, perhaps a little chillier than expected but then the unexpected seemed to be more the norm for this bi-centennial year of 1976. In fact, as this historic year continued to play out, there would be few ordinary days for Jack and Kathy Reardon.

Jack Reardon left his home as usual about 7:15 am for the drive into Boston. Fortunately Jack’s commute wasn’t too bad as he could get from his home in Natick to his office on Boylston Street in Boston in about 50 minutes as long as there was no major traffic problem on the Mass Pike. The Mass Pike delivered a direct shot to the downtown exit at Dartmouth Street, which was within 500 yards of his Boylston Street office. And if there were an accident or construction tie-up on the Mass Pike, Jack could conveniently access Rt 9 that ran virtually parallel to the Mass Pike a little to the south through Wellesley, Newton and Brookline. Although Rt 9 demanded a much slower pace given the numerous intersections and traffic lights that one had to endure, it could always get Jack to his office on time for his first meeting. He prided himself on being in the office by 8:30 am every morning. He always wanted to be there when one of his clients made an early morning call, which was often.

Jack works in advertising, an account executive for Hale & Stewart, one of Boston’s leading ad agencies. He has responsibility for Gorton’s of Gloucester frozen seafood, S.T. Dupont lighters and pens (a recent acquisition by local consumer products giant The Gillette Company), and Prince Spaghetti. A full plate of important accounts, all doing well but all competing intensively every day in very competitive categories. Today Jack would be accompanied by his creative team to pitch a new campaign for Gorton’s. The agency had been working hard on this campaign for many weeks, felt good about it, but also felt anxious as always before presenting to the client. Gorton’s had challenged the agency to contemporize its image, raise its profile, and communicate more persuasively to fish lovers everywhere to try Gorton’s frozen fish sticks, fillets and shrimp. The soon to become familiar Gorton’s fisherman in the yellow rain gear would make its first appearance today on a storyboard presented to the Gorton’s marketing team. It was well received and would eventually evolve into the iconic figure that would personify Gorton’s for many years. The agency would not always hit a home run like this, but creative successes like the Gorton fisherman made all the hard work and anxious moments worthwhile.

Jack was accustomed to putting in long hours at the agency keeping his many important clients happy, or at least content. It was a routine that Jack’s wife, Kathy Reardon, had understood and accepted. Jack and Kathy had both attended Boston College: Jack class of ‘71 and Kathy class of ‘72. They had met at a football rally, one of the passions at BC, even before the heroics of Doug Flutie in the early 1980’s. Kathy and Jack had been married now for three years, but had no children as yet although they had been trying. This was disappointing, but they agreed if no children arrived soon they would consider adopting. However, Jack felt there was no rush especially as he was very preoccupied with his advertising career.

Unfortunately Kathy felt far less inspired by her work as a hospital administrator for Newton-Wellesley Hospital. It was actually a combination of being uninspired by the work, while feeling over-inspired by the attention of several male Resident interns. The occasional flirting was OK but the obsequious pre-occupation with hospital records in her office was over-the-top. The constant attention by two Residents in particular was getting to be awkward and uncomfortable. When they started inviting her to join them for lunch in the hospital cafeteria, Kathy felt they were crossing the line. But the coup de grace was that day when walking down the hallway one of those Resident interns put his arm around Kathy’s shoulder, whispered in her ear that she was smoking hot, and then started sliding his hand down Kathy’s backside. Kathy stopped abruptly, her face deeply reddened in response to his unwanted comment. She turned and forcefully slapped his face. Kathy knew it would be hard to back pedal from this incident. Time to move on.

There’s no way Kathy would share with Jack the flirting and now groping behavior of these misguided interns – Jack would flip out! Kathy had a vision of Jack chasing those interns down the hospital hallway with his own scalpel. No, it would have to be the high road out of there. Kathy was confident she could gain Jack’s support that she needed a major change. She had already laid the groundwork that her hospital work was boring and unchallenging. She would make the case that she needed and deserved a more interesting, stimulating and fulfilling job.

Of course Jack was supportive. He loved his wife dearly, and importantly totally respected her intelligence, business skills and motivation to seek more challenging work. However, Jack had to caution Kathy that realistically it might be difficult and disheartening to find that ideal job. It was 1976 and the workplace was not screaming for women professionals.

Chapter 2

Jack was right. Kathy’s search was long and trying. However, Kathy finally did find an intriguing opportunity with a local company that was in the coffee roasting business. The owner, Carl Giovanni, was interested in finding someone who could help him with PR and marketing. Carl was also an entrepreneur at heart, some say dreamer, so he wanted someone who could help him develop and communicate his new ideas to others, including potential investors. Carl was impressed with Kathy’s excellent educational background at BC as a communications major, and Kathy presented herself very well – smart, articulate, and strikingly attractive. Carl took an immediate liking to Kathy and made her a good offer to join his small, private company as his Marketing Manager. Carl’s company, the Giovanni Coffee Company, was located in neighboring Framingham, a rapidly growing community located west of Natick but close enough to the Mass Pike and Rt 9 that Kathy could get there conveniently in about 20 minutes. Kathy loved marketing and communications, which is one reason she and her ad agency husband, Jack, were so compatible. She knew she would enjoy the work, and Carl seemed like a guy with abundant energy and vision, so Kathy was feeling good about this new job. Kathy was not only eager to become involved with the company’s operations, and she was also really looking forward to the comraderie with other co-workers. The extra money would also be a definite plus, but the real motivation was fulfilling her desire to do something interesting and meaningful while enjoying the company of other people during the day.

The job was engaging from the outset, just as Kathy had hoped. Giovanni distributed both his own private label roasted coffee plus imported specialty coffees to local restaurants, hotels, and businesses in the Boston area. Kathy’s primary job was to identify new prospects and communicate the benefits of doing business with the Giovanni Coffee Company. Thanks to Carl and Kathy’s new marketing initiatives, company sales were on the upswing. Timing was favorable as well, as Bostonians were increasingly favoring a richer, deeper-roasted coffee like those that Giovanni supplied. Dunkin’ Donuts was still the most popular coffee around, but primarily as an accompaniment to the donut, rather than as a stand-alone beverage. Carl sensed the coffee market was changing to more palette interesting blends, more like the coffees of Europe. He started thinking excitedly about how he and his company could take fuller advantage of this changing dynamic. He began to involve Kathy in his blue-sky thinking, and Kathy liked that a lot. She was energized by Carl’s exciting vision. They wondered if a coffee shop more upscale than Dunkin’ Donuts could appeal to the more serious coffee drinker by offering a more robust coffee that was preferred by most European coffee drinkers.

This was the subject of several local field visits that Carl made with Kathy. They visited numerous Dunkin’ Donut shops, chatted with customers, and made observations about how personal and satisfying the Dunkin’ experience appeared to be. After a morning of such field visits, Carl would take Kathy to lunch to discuss their impressions and learnings. Kathy started looking forward to these lunches as they were exceptional opportunities to be one on one with the boss. All was going well until the fourth lunch when Carl put his arm around Kathy while complimenting her for her many good observations and comments. That seemed harmless enough, but Carl advanced further with a playful kiss on Kathy’s cheek and then pronounced You’re ready!

Kathy was a bit flustered by Carl’s forward actions, but no question she felt flattered. Furthermore, she rationalized, this is just how Italian men show appreciation and positive feelings. Not a big deal other than the important fact that boss and subordinate were getting along great. What do you mean I’m ready? Ready for what – opening a Dunkin’ franchise? Kathy quipped good-naturedly.

Ha, good one, Carl responded. No, you’re ready for the next major step in the study of this marketing opportunity we’ve been talking about. That is gaining a deeper and broader understanding of the coffee drinking market and how that market could evolve here in the U.S. And for that, we must visit Europe, specifically Italy, where there is already a much more exciting and sophisticated coffee culture. I think it is imperative that we make a trip to Verona, Florence, and Rome to study the more advanced retail coffee market that is thriving there.

Kathy was flabbergasted. You mean just you and me? Kathy said signaling some reservation.

Yes, of course. We need to do some intensive study there to assess if what we what we learn and observe there could translate to the U.S. market, and how.

OK, but why do you need me for that? Kathy questioned.

Kathy, you’re going to be my Marketing Director for this new initiative. You need first-hand knowledge and experience of how the retail coffee market is different and successful in Europe. You just can’t read about this stuff. You have to be there and live it before you can act on it intelligently. I’ll be relying on your insights, judgments, and recommendations going forward. Frankly, I need confidence that you’re fully educated and prepared to lead this initiative for me. I think it’s imperative for your leadership on the project that you make this trip.

Wow, OK, I get it. But what is your role, or more specifically how will you and I work together on this?

I’ll be there to guide and facilitate, and learn too. Remember, I do know a lot about the territory and the culture of Italy so I can help navigate our way to learn what we need to learn. There’s no way I would send you there without an able guide. I will be your able guide!

OK, sounds good, and very exciting. I can’t wait to tell Jack.

Yes, and I’d be happy to talk with Jack, too. He might have a few questions and I want to assure him and you that this is a very important project for the Giovanni Coffee Company. This will be done from start to finish in a very professional manner.

Chapter 3

Jack arrived home as usual about 7 pm. Kathy could hardly wait to exclaim, Jack, you won’t believe where I’m going!

OK, said Jack, and by the way Hello."

Oh, sorry, hello, and how was your day?

Mine was fine, but I’m guessing yours was better!

Ha-ha, you could be right! Remember I had told you that Carl Giovanni has been blue-sky thinking about setting up a retail coffee operation that would appeal to potential customers who favor deeper-roasted coffee, and that he’s driven to someday ‘one-up’ Dunkin’ Donuts? Well, he’s definitely getting more serious about the idea. Today he suggested that he and I visit Italy to study the different market dynamics of the coffee scene there. Carl says the coffee shops there, or rather coffee cafes, offer a totally different kind of coffee drinking experience than found here in the U.S. The coffee served is richer and more flavorful, and consumers drink it all day as a stand-alone beverage. But perhaps even more significant, consumers indulge in their coffee, relaxing in comfortable coffee cafe settings. They like to meet and greet in these cafes, and chat about business or personal stuff. It’s a social experience for these people.

OK, but why do you have to go?

Jack, I’m Carl’s Marketing Manager and soon to be his Marketing Director on this key project. You of all people should realize how important it is that the Marketing people get a good grasp of the market and understand related consumer behavior. We need to study and understand how the Italian market is different, how it works, why consumers like it, how many consumers buy coffee at these cafes, and how often do they repeat?

Sounds like you might need to be there for a while!

Yes, Carl thinks we need to spend about ten days there. Would you be OK with that?

I don’t know. I trust you, but I’m not sure about this Carl Giovanni guy.

Oh, Jack. Carl is happily married. This is business.

Well, maybe. How about if we set up a dinner for the Giovannis and Reardons to all meet, to get to know each other better, and discuss expectations for this trip. I must say, it does sound fascinating, and I’m excited for you, but I’m a little wary of potential side effects.

Jack, you should know you have nothing to worry about. I love you, and I’m devoted to you.

I appreciate that, but I am a male of the species, and I know how we males think. Plus, being in this ad business, I am all too aware of infidelities occurring routinely, followed by torpedoes and sunk ships! I just don’t want us to ever be in that situation.

Jack, don’t worry. This is business only, and anyway I know how to deflect trouble.

OK, but please do set up that dinner with the Giovannis. I need to meet this coffee visionary, and share some of my own vision.

You got it! Let’s have dinner, Kathy said with relief.

Good idea, but unless you two are also working on a wine-flavored coffee, I’d like to have a chilled chardonnay with mine! Jack quipped with a hint of sarcasm.

Chapter 4

Jack, I’d like you to meet Carl Giovanni and his wife, Adriana.

My pleasure, and very delighted to meet you, Adriana! It’s not often Kathy lets me mingle with someone as beautiful as you. Carl, you are a lucky man.

That makes two of us Jack!

Yes, I heartily agree. So, welcome to Caliente’s Italian Bistro, one of our favorites. Kathy and I thought you might like it, even though I know we’re out on a limb choosing an Italian restaurant for you two.

Nonsense, this place looks great, very warm and cheerful just the way we Italians love it! Thanks for making all the arrangements. Let’s get comfortable, and bring on one of those delicious Italian reds.

Sounds good to me. Would you like to select? Jack suggested.

OK, I accept the challenge, Carl replied. There appear to be many fine selections here but how about a Brunello di Montalcino from the Tuscany region? It should be as close to a sure bet as anything."

Whoa, a little expensive, don’t you think? Jack said nervously.

Please, my treat, Carl offered graciously. "I’m so delighted we could get together for this special evening. Kathy is doing an amazing job for us, and now we want to send her on a new mission. This exquisite red wine will be the start of a celebration and