Areas of Expertise, Commercial Vehicles, Stories

Use emotion to soften metal

The clicks of the shutter seemed to go on forever. I was sure I counted more than 36 frames. Not long ago before digital photography had perfected the film look you could buy 12 or 36 exposure film. I wasn’t sure what this photographer from Boston was using because he had exceeded the limit. Our Read More…

Areas of Expertise, Home Furnishings, Stories

Your advertising agency should leverage Instagram marketing

Early in my advertising agency days, I remember whipping out my first generation Palm PDA (personal digital assistant) to check my schedule. It was around the time the agency I was working with was spitting out “furniture circulars.” For those that have no idea what I am talking about, circulars were sales flyers co-oped with Read More…

Areas of Expertise, Golf Industry, Stories

Reinvent your company, add a Lifshitz

The golf industry is filled with manufacturers that struggle to stand out in the market and with their customers. SELL, SELL, SELL they yell. Like FORE on a golf course, it is a signal that someone could get hit… usually the marketing director and the ad agency. I remember reading an interview many years ago Read More…

Areas of Expertise, Golf Industry, Stories

A lesson in self-inflicted wounds

My friend is going through a rough period with his golf game. He is a low handicapper with a great short game. For the last five months, he has lost all confidence off the tee. He is a spirited fellow (he has been known to throw a club) that likes to play competitively. He has Read More…

Areas of Expertise, Commercial Vehicles, Stories

Cup holders are people too

“The brakes are new, and we need to include them. Our cup holders are deeper. The cabin is larger. The pedals are corrected. You know we got dinged about our pedals the last launch. We really need to talk about everything.” For the most part, the above is a faux quote, but it is the general gist of most Read More…

Areas of Expertise, Contract Market, Stories

You are not on their to-do list

Throughout my career, I have interviewed hundreds of designers across the United States. And every time I am reminded how little space there is for our clients in their already design-packed minds. Think about it, designers are preoccupied with millions of variations of colors. Patterns. Textures. Then there are hundreds of manufacturers, i.g. Floor coverings, Read More…

Areas of Expertise, Home Furnishings, Stories

We are all married to style influencers

My wife turns to me and says, “It’s all starting to look the same.” We were shopping for furniture inside the world’s largest home furnishings retailer, and I too was starting to feel the same way. I have been a marketer in the home furnishings industry for most of my life. I am still amazed Read More…

Inspiration, Stories

The untapped strength of your business

Creating communications for showrooms and tradeshows have always been an essential part of our business. A large format printer we recently worked with isn’t actually in the industry. They are in the automotive manufacturing business. That fact makes them wildly competitive, with unmatched customer service and an (I assume) incredibly impressive profit margin. This business model Read More…

Process, Stories

Social Relationships, Built to Last

YOUR BEST FRIEND always answers the phone when you call. He supports your ventures, celebrates your accomplishments, and gives you positive feedback on almost anything you share. And then one day, out of the blue, he doesn’t answer. And the next day, he doesn’t respond to your text. And you later find out it’s because you Read More…

Process, Stories

Selling Experiences

Just as quickly as the internet connects us, it works to disconnect us. Communication is brief and underwhelming, emails are much more common than phone calls, and it is becoming easier every day to avoid connecting with each other at a deep level. And yet, we crave deep connection. We crave meaning. We crave community. Read More…