Politics aside...how do I elect the right wine?

Did you know that only 12% of all wine consumers are considered "enthusiasts"? That leaves 88% of us who buy wine in a wine store in the less celebrated categories that include "overwhelmed"! I was thinking about the last time I walked into a wine store: I started by looking around for clues to get my bearings (Is this set up by country? by grape? by bottle size? by some color coded system?), and then see the store clerk heading my way. To fair... I know they are really really smart people who drink lots of wine (herein lies the fine line between being an expert and an alcoholic) and know how to read all the funny labels and pronounce all the grapes, and I know they are trying to be helpful, but I am feeling the a building sense of pressure to think of something fast to avoid this conversation. I just know they are going to ask me questions I don't know the answers to. I quickly try to decide on red or white. I consider calling my wife to see what we're having for dinner or if she has a preference, but then remember someone telling me that the pairing rule has changed and everything goes with everything now. Scrap that idea. I like big reds, but am trying to branch out and try more white. I get distracted by an interesting label with a purple frog, and then realize the clerk is even closer now. Hurry up, Dan! I run through the list of the wines I've enjoyed recently (Kline Cab, Pine Ridge Chenin Blanc, La Crema Chardonnay, and what was the name of that Malbec Jimmy suggested?). I nod at the clerk and pivot towards the blends, trying to illustrate my decisiveness, but he follows me and asks if he can recommend anything. Pause. What if wine store clerks found a way to help me figure out what I like rather than just pushing what they like? Wouldn't that be a better way to create an experience and keep me as a loyal (and now educated) customer. Imagine if you went into Starbucks and stood in line for your chance to have the kid behind the counter suggest his favorite latte... and then you agreed to buy it thinking "I'll give it a try". We do that in a wine store all the time, except the price is $10 instead of $3. There must be a better way. In fact, a friend of mine (Reb) and I are trying to crack this nut and figure out how to use pictures to illustrate what each wine tastes like and make these available in wine stores and through hand-held mobile devices so you can be empowered to make your own enlightened decisions. Meanwhile, don't be alarmed if you find me wandering aimlessly around in your local wine store trying to avoid an awkward conversation while looking for the perfect wine to go with dinner and ease the pain of this never-ending political season. For more information: go to http://www.vintagegraphs.com/index.html