KEEPING IT COOL: TOP TOOLS FOR 2020
Publications Mail Agreement #40006677
COLOUR ME SAFE
November / December 2020
Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.
Contractor Advantage Magazine is the exclusive publication of Castle Building Centres Group Ltd. featuring quality Castle vendor brands available at Castle Building Centres locations. Visit castle.ca to find a Castle location in your area.
Editorial Director Castle Castle Building Centres Group Ltd. Jennifer Mercieca Publisher - Espress Labs Inc. Dan Alexander Managing Editor Teresa Christine Art Director Katrina De Faveri Contributors Lawrence Cummer Lisa Gordon Teresa Christine
Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd. by Espress Labs Inc. On the cover: Sherwin-Williams
ABOUT CONTRACTOR ADVANTAGE
NOVEMBER / DECEMBER 2020 Volume 25 Issue 6
CONTRIBUTORS
LAWRENCE CUMMER Lawrence (“Law”) Cummer is a freelance writer and editor and has been a frequent contributor to Contractor Advantage, Ideas and Rough Construction for nearly a decade. Over his more than 20-year career, Law has written about contracting and construction, general business, information technology, health and safety, personal finance and almost every topic in between. He has a passion for storytelling and sharing how people can work better, easier — and “smarter” — from contractors to technologists to business executives.
LISA GORDON Lisa Gordon is a freelance writer and editor based in St. George, Ont. She operates Mustang Media Writing & Editorial Services, delivering informative and engaging articles for trade and association magazines in a variety of industries. Contact her at www.mustangmediaservices.ca.
TERESA CHRISTINE Teresa is an accomplished communicator and award-winning Editor with the publication and design team at Espress Labs Inc. For fifteen years, she is also known, recognized and respected for her brand direction and has advised a broad range of consumer, lifestyle and corporate clients in various industries including construction, building materials, consumer and lifestyle. Clients have trusted Teresa to uncover, shape and tell their stories, helping to build their brands and her attention to detail, creativity and passion has allowed her to cultivate solid relationships in every industry. Her ghostwriting is proudly displayed through content across various digital platforms and print forms across the country and beyond.
JILL J. JOHNSON Jill J. Johnson is the President and Founder of Johnson Consulting Services, a highly accomplished speaker, an award-winning management consultant, and author of the bestselling book Compounding Your Confidence. Jill helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information on Jill J. Johnson, please visit www.jcs-usa.com. 4
TRENDS IN CONSTRUCTION & DESIGN //
CONTENTS
TABLE OF OF TABLE
08 20 26 36
KEEPING IT COOL: TOP TOOLS FOR 2020 What’s the definition of a cool tool? Ask any two people and you’ll get a wide range of different answers
WHAT’S TRENDING Becoming Lifetime Carbon Neutral
COLOUR ME SAFE As the Covid-19 pandemic continues, this year’s interior paint trends reflect the desire to create a secure, restful sanctuary at home
BUILDING BETTER BUSINESS Gaining Strategic Clarity When Your Crystal Ball is Cloudy
// NOVEMBER - DECEMBER 2020
5
// EDITOR’S NOTE
6
TRENDS IN CONSTRUCTION & DESIGN //
Photo courtesy of Laurentide Paint
ON THE INSIDE
As we prepare to close out 2020, most people, more than ever, are ready to say goodbye to this year and usher in a fresh, new one. With high hopes of something different, there is also a sense of returning to the old, or some form of normal and familiar. With so much uncertainty surrounding how the pandemic will play out in regions across the country, one thing remains the same, people will continue to seek solace in their homes and look to make it as comfortable and functional as possible. With that mix in mind, and with the current state of the unknown, in this issue of Contractor Advantage we look ahead to some of the cool tools that can help contractors and homeowners alike achieve that and how paint can play a significant part in making you and your space feel serene amongst the chaos. No matter what 2021 will bring, being at home will continue to be at the forefront for many Canadians so our goal will continue to bring you the absolute best in building materials.
KEEPING IT COOL: TOP TOOLS FOR 2020
Written by Lawrence Cummer
What’s the definition of a cool tool? Ask any two people and you’ll get a wide range of different answers. Is it the use of new technologies to offer applications or advantages not previously available? Upgraded existing tools that let contractors work faster, easier or for longer than in the past? Perhaps it’s the mobility and convenience that cordless solutions bring to the job site. Contractor Advantage recently reached out to leading vendors to get their opinions on what they thought was their coolest or most innovative tool this year. EAB CARBIDE MULTI WHEEL The coolest tool to be offered by EAB (Exchange-A-Blade) this year is its 4½” and 5” Carbide Multi Wheel, says Dave Cameron, product manager at EAB Tool Co. Inc. He says the carbide-tipped wheel converts the contractor’s grinder into a universal cutting tool. It can be used to cut copper, wood (including wood with nails), fiberglass, PVC, plastics like ABS (acrylonitrile butadiene styrene) and CPVC (chlorinated polyvinyl chloride) and more. “There’s never really been a safe blade that can fit onto an angle grinder that can cut wood,” he notes. “Blades of that size do exist, but they aren’t designed to spin that fast.” Cameron says that the wheel blade from Switzerland ticks off a lot of boxes for contractors, simplifying their jobs and as with all EAB products is exchangeable for credit when being replaced. DEWALT LASER TECHNOLOGY Louise Young, product commercialization manager at Stanley Black & Decker, points to innovation in laser technology as
8
TRENDS IN CONSTRUCTION & DESIGN //
Photo courtesy Stanley Black & Decker Inc. // NOVEMBER - DECEMBER 2020
9
FEATURE STORY // KEEPING IT COOL: TOP TOOLS FOR 2020 Photo courtesy Stanley Black & Decker Inc.
among the coolest things to come out of the company’s DeWalt brand. “Lasers are such a focus for our company,” she says. “More and more users are adopting laser technology on the job site because it’s helping them be more productive and precise.” She uses the company’s recent 33’ Laser Square and 20V MAX Tool Connect Red Tough Rotary Laser Level as examples. The new laser square is aimed at helping tiling and flooring
contractors, projecting two 90° red beams with visibility up to 33’ feet, making it ideal for residential applications. The new rotary laser level boasts durability and water resilience up to 1 meter to handle rain or dust on the job site. Able to be controlled and tracked using DeWalt’s Tool Connect mobile app, the 2 lb. tool comes in red beam and green beam versions — the human eye being more drawn to the latter.
// NOVEMBER - DECEMBER 2020
11
FEATURE STORY // KEEPING IT COOL: TOP TOOLS FOR 2020
“The long and short of it, not to use a pun, is the quick support rod actually has hundreds of uses,” she says. The rods, available in three telescoping lengths, were originally developed to create temporary dust barriers for drywall and paint contractors. But because the support rods were designed to carry weight competitor products could not — 60 kg at 90° angles and 20 kg at 65° — new applications quickly cropped up.
Photo courtesy of Task Tools
TASK QUICK SUPPORT ROD SYSTEM With social distancing being in full effect in many regions, a lot of eyes in 2020 have been on Task’s Quick Support Rods (QSR), says Tara Coen, director of product & marketing at Task Tools.
She notes QSRs are commonly used for installing drywall, crown mouldings, cabinets, trim, undermounted sinks, but also for nonconstruction uses such as temporary closet rods, grab bars for bathrooms or even holding up VR sensors for video game systems.
Photo courtesy of EAB (Exchange-A-Blade) 12
TRENDS IN CONSTRUCTION & DESIGN //
Photo courtesy of Task Tools
Of course, this year one of those nonconstruction applications has been to support plexiglass and create temporary barriers to fight the spread of the coronavirus (COVID-19).
FEATURE STORY // KEEPING IT COOL: TOP TOOLS FOR 2020 Photo courtesy of Makita Canada Inc.
MAKITA 3:1 CORDLESS BLOWER, MULCHER AND VACUUM The trend of going cordless has continued this year, says Shawn Ottewell, senior vice-president of service, sales and marketing at Makita Canada Inc. As a great example he points to his company’s recently launched 18Vx2 (36V) LXT Lithium-Ion Brushles Cordless Blower Vacuum (Model DUB363ZV). Part of a family of more than 320 solutions using Makita’s 18V battery system, this new addition offers performance traditionally only available in a gas-powered equivalent.
“It’s a cool tool to me, because — there have been attempts in the past, but they’ve been in the DIY space — this is the first time that they’ve been able to engineer a true (cordless) mulcher-vacuum. Something you could use on the job site.” To that end, the tool has exceptional precision control and, thanks to continual improvements in the battery space, run time and power needed for commercial or heavy-duty applications. It features a “cruise control” lever with variable speeds for power and run-time management and Makita’s XPT (extreme protection technology) for increased dust and water resistance in harsh job site conditions. // NOVEMBER - DECEMBER 2020
15
Photo courtesy of Makita Canada Inc.
Photo courtesy of Milwaukee Tool
TRENDS IN CONSTRUCTION & DESIGN //
16
FEATURE STORY // KEEPING IT COOL: TOP TOOLS FOR 2020 Photo courtesy of Milwaukee Tool
MILWAUKEE MX FUEL The move from gas-powered heavy-duty equipment to cordless ones was one echoed by Amanda March, strategic account manager for hardware at Milwaukee Tool. The company in late 2019 announced its new MX Fuel Equipment System to cordlessly deliver the performance, run-time and durability tradespeople expect from gas-powered tools without the emissions, noise and vibration. “With our M18 battery platform, we’ve always said that we’ve cut cords, being able to eliminate 15-amp motor products. Now with MX Fuel, we’re
able to unlock that next phase of the job site — gas-powered products.” For example, she highlights the company’s MX Fuel 14” Cut-Off Saw that can cut 6 ft of concrete or 72 cuts in #5 rebar per charge with instant starts and zero emissions. Among its many features is Makita’s Redlink Plus Intelligence, patented technology that communicates between the battery and the motor to provide overload protection and protect the battery and tool during heavy use. “Because our batteries are also chipped, they know what the application is to provide the right amount of power to the product at the time.” // NOVEMBER - DECEMBER 2020
17
FEATURE STORY // KEEPING IT COOL: TOP TOOLS FOR 2020 Photo courtesy of Stanley Black & Decker Inc.
IRWIN SPEEDBOR SPADE BITS Shawn Brown, product commercialization manager at Stanley Black & Decker Inc., says improvements to his company’s Irwin line of spade bits are cool because of dramatically improved speed and longevity. “What we’ve done is drive performance and take it to the next level by tweaking the cutting edges,” he says. “On our previous version we basically had pronged outside cutting edges, but our new version has chamfered cutting edges, which drives added performance in terms of life and speed.” 18
TRENDS IN CONSTRUCTION & DESIGN //
The products boast double the life expectancy and twice the cutting speed compared to past bits thanks to the chamfered design and the company’s patented Blue Groove parabolic scoop that provides faster chip removal. “The combination definitely saves money on bits and change-over of bits, and helps contractors get the job done more quickly.” —
BECOMING LIFETIME CARBON NEUTRAL
Written by Teresa Christine
With every passing day, the current state of our environment is at the forefront of social media feeds, news stories and global conversations. All this leads to consumers increasingly conscious about how corporate companies govern themselves with respect to sustainability and environmental policies and culture. People are looking at businesses to take the lead to drive social and environmental change moving forward. Many Castle Vendor Partners have taken the lead to reduce its future carbon emissions. The VELUX Group is one of them and have committed to sustainable change and future carbon emissions.
20
TRENDS IN CONSTRUCTION & DESIGN //
They have a plan in place to accelerate investments in energy efficiency at its production sites, shift to renewable energy and purchase 100% renewable electricity, as well as substantially change the way it specifies and purchases materials. To capture its historical carbon footprint, the VELUX Group, working with WWF, will invest in forest and biodiversity projects developed specifically for VELUX over the next 21 years. This will help halt habitat loss, deforestation and land degradation threatening the biodiversity of forest ecosystems around the world, while also working with and benefiting local communities. The first two of these forest projects will take place in Uganda and Myanmar.
// WHAT’S TRENDING In September, they announced their commitment to become Lifetime Carbon Neutral by its 100th anniversary in 2041. Looking to the future, the VELUX Group also committed to dramatically cut the carbon emissions of its company and value chain in line with the Paris Agreement’s most ambitious 1.5°C reduction pathway. Lifetime Carbon Neutral is a pioneering new commitment initiated by the VELUX Group and developed together with WWF International to take responsibility for both past and future carbon emissions. This innovative commitment will capture VELUX’s historical carbon footprint
and at the same time preserve invaluable natural forests and wildlife around the world for current and future generations. David Briggs, CEO of the VELUX Group said: “The planet is facing a serious climate and nature crisis, and this requires extraordinary action. According to our values as a company, we strive to do more than most, so that’s why we have developed Lifetime Carbon Neutral. It’s an innovative new commitment involving a 20-year partnership with WWF to capture the equivalent of our historical carbon emissions by 2041. We will also dramatically reduce our future CO2 emissions
// NOVEMBER - DECEMBER 2020
21
// WHAT’S TRENDING
and ask our suppliers to do the same. Hopefully other companies will be inspired to become ‘Lifetime Carbon Neutral’ in order to create a sustainable future for all.” In Uganda, the focus will be on restoring degraded forests, growing new forests, and protecting the remaining natural forests through a broad range of measures. The project will also grow trees in woodlots, other agroforestry systems, and plantations outside protected areas to meet demand for various forest products and reduce pressure on natural forests. The project in Myanmar will work to conserve unique biodiversity and the forest landscape of the Tanintharyi township of Myanmar, in close collaboration with and to the benefit of local communities.
“With the impacts of the climate and nature crises it is becoming increasingly clear, ambition and action is urgently needed to build a more resilient and sustainable future for all. The VELUX Group’s Lifetime Carbon Neutral commitment is an important step for others to follow, said Marco Lambertini, director general of WWF International. “Embracing a commitment aligned with a 1.5°C world while also protecting important forest landscapes and biodiversity - and the crucial services they provide to communities and the economy - is in line with a climate responsible and nature positive future that will serve as the foundation for achieving all the Sustainable Development Goals. Together, we hope that other organizations will be inspired by the VELUX // NOVEMBER - DECEMBER 2020
23
// WHAT’S TRENDING
Lifetime Carbon Neutral and raise the bar for corporate climate and nature action globally.” The partnership with WWF sits within the VELUX Group’s Sustainability Strategy 2030, which includes committing to set a science-based emissions reduction target through the Science
24
TRENDS IN CONSTRUCTION & DESIGN //
Based Targets Initiative. To transform its business, the VELUX Group will accelerate investments in energy efficiency at its production sites, shift to renewable energy and purchase 100% renewable electricity, as well as substantially change the way it specifies and purchases materials. —
COLOUR ME SAFE
As the Covid-19 pandemic continues, this year’s interior paint trends reflect the desire to create a secure, restful sanctuary at home. Written by Lisa Gordon
26
TRENDS IN CONSTRUCTION & DESIGN //
Photo courtesy of PPG Paints
Life in 2020 is tinged by uncertainty. At a time when the world needs to pull together, often we find ourselves isolated from family, friends, and colleagues with no clear idea of when life will return to normal. In these uncertain times, there looms one welcoming oasis: home. We’ve retreated there, hunkering down with our closest family members to ride out this madness. And, while we wait for the world to right itself, many of us have been investing
in home improvement projects to make our sanctuaries even more serene. When it comes to choosing paint colours for your home, it’s interesting to learn that today’s most popular hues are driven by world events. Our desire for safety and security is translating into a colour palette driven by warmer neutrals that are replacing the cool greys of recent years.
// NOVEMBER - DECEMBER 2020
27
FEATURE STORY // COLOUR ME SAFE Ashley N. Banbury is senior color designer for Color Journeys, a division of Sherwin-Williams which includes the Para Paint and General Paint brands. She is part of a marketing team that constantly monitors consumer lifestyle trends, translating those into colour forecasts for the home. She explained that a lot of research has been done to evaluate how people respond to various colours, gauging whether a certain shade makes them feel energized, calm or creative. “So, for example, now that people are spending more time at home, they want to feel more comfortable and protected,” said Banbury. “Our homes feel like the only place we can control right now. We want to feel protected and cozy – and designers translate those feelings into colour.”
While neutrals continue to top the list of trending paint shades, warmer tones are now in demand. “Greys are starting to warm up; you are seeing taupes, more browns with a greyness to it,” she noted. “But I’m also seeing clay tones emerging, like a red terra cotta. People are loving it because of the warmth. It feels more contemporary because we have grey tones in our homes already, but by bringing in these warm terra cotta colours, it gives a modern feel to it.” While Color Journeys has yet to announce its 2021 colour of the year, Banbury pointed to several shades that have been big sellers so far in 2020. Among these are Council Bluff, Cotton & Flax, Fresh Farm and Wethers Field – all are soft, warm hues that promote serenity and relaxation.
Photo courtesy of Sherwin-Williams
FEATURE STORY // COLOUR ME SAFE Photo courtesy of PPG Paints
“Before the pandemic hit, we were already spending more time at home,” said Banbury. “With the advances of technology, we don’t need to leave our homes as much. We can order our favourite meal in, and then with social media we can connect to people. The hashtag ‘#selfcare’ became more popular as people tended to stay in, so the trends were already shifting even before the pandemic.” PPG Paints, which represents the PPG and Sico brands, is also tuned in to consumers
30
TRENDS IN CONSTRUCTION & DESIGN //
who are “craving simple comforts and a slowed-down lifestyle.” PPG released its 2021 Palette of the Year, named “Be Well,” on Sept. 1, 2020. Consisting of three hues – Transcend, Big Cypress and Misty Aqua – the naturally-derived colour collection celebrates wellness in mind, body, and spirit. “When the world experiences events that cause unrest, anxiety and grief, we tend to naturally gravitate toward compassionate colours that
Photo courtesy of Sherwin-Williams
Photo courtesy of PPG Paints
TRENDS IN CONSTRUCTION & DESIGN //
32
FEATURE STORY // COLOUR ME SAFE allow us to create a personal retreat from the world,” said Dee Schlotter, PPG senior color marketing manager, Architectural and Industrial Coatings. “These comfort colours are similar to comfort foods – both offering a certain sense of familiarity and normalcy when facing the unknown.” The palette, along with two additional complementary collections named “Be True” and “Be Wild,” was developed by more than 30 PPG colour stylists who analyzed consumer trends, global events, and cultural inspirations to create PPG’s annual colour forecast. VALUE AND PERFORMANCE While consumers are increasingly investing in home renovations, there’s often a limit to the household renovation budget – particularly in
these uncertain times. That’s where Laurentide Paint’s Boomerang line can fit the bill for valueconscious consumers who are also concerned about the environment. The Boomerang line – which includes 18 shades ranging from barely-there beige to the boldest black – is manufactured from recycled paint collected from across Eastern Canada. “We gather that paint and bring it to our facilities, where it is sorted and they make new paint with it,” explained Christian Desrosiers, sales manager at Laurentide. “Over the past 20 years, through the Éco-Peinture program in Quebec and Product Care in the Maritime provinces, we’ve diverted more than 100 million kilograms of paint from landfills.”
Photo courtesy of Laurentide Paint
// NOVEMBER - DECEMBER 2020
33
FEATURE STORY // COLOUR ME SAFE
Photo courtesy of Laurentide Paint
He explained that Boomerang’s available colour line is influenced by consumer trends. Laurentide has a marketing team that monitors design and decor preferences to gauge what people like to buy. As a result, Boomerang colour palettes portray the latest trends, while emphasizing a commitment to recycling and sustainable development. Desrosiers emphasized that even though Boomerang paint equals “new” paint in quality and performance, its retail price tag is about half the cost of competing lines. “The only compromise between recycled paint and virgin paint is the more limited choice of colour.”
Business has been booming at Laurentide during Covid-19. The factory implemented safety precautions promptly and was able to respond to increased demand. “Demand exceeded my expectations,” reported Desrosiers. “People stayed home, and they had the time to do these projects.” As for its current line, Boomerang’s “Tonic” palette features rich, Earth-inspired hues such as Evergreen and Galaxy, as well as Truffle and Coal. Desrosiers reported that Millennium Pink is also trending with younger people, judging by their social media activity, and white is always in demand. —
// NOVEMBER - DECEMBER 2020
35
GAINING STRATEGIC CLARITY WHEN YOUR CRYSTAL BALL IS CLOUDY
Written by Jill J. Johnson, MBA
Today’s business climate continues to be exceptionally complex and volatile. Even as we move into this “new normal” environment, we no longer have the luxury of being able to take for granted that shifting trends will be visible or that customer needs will be stable. Now is the time to clarify what is required to ensure your future success. Take advantage of any emerging opportunities and insights you have gained from your strategic triage efforts. Reassess your strategic investments in all of the assets of your enterprise. Most importantly, shift your focus from a reactive planning mode to one that takes a more proactive planning approach that pivots around your customers and those you want to bring into your sales cycle. 36
TRENDS IN CONSTRUCTION & DESIGN //
YOUR SHIFTING PLANNING FOCUS Many leaders are currently experiencing Planning Fatigue. The intensity of operating in a continual planning mode has been stressful and has taken its toll on many leaders. Some are saying it is impossible to keep engaging in strategic planning every three months. They are exhausted. You do have strategic objectives. These are the overarching goals that you are trying to achieve. The time horizon most organizations use for achieving strategic objectives is typically three years. The reality is you are not actually engaging in strategic planning. Rather, you are engaging in evaluating your strategic execution which focuses on assessing the effectiveness of your tactical implementation.
// BUILDING BETTER BUSINESS While the circumstances of the past year have required many organizations to engage in a major reassessment, as your situation has stabilized much of the activity going forward is on reevaluating the tactics by which you will achieve your desired or readjusted longer-term strategic objectives. Just recognize that your planning horizon has shifted. We are often more focused now on short-term tactical execution that builds profitability and stability. By recognizing that you can continually adjust your tactics to achieve your strategic goals, some of the planning pressure can be removed.
EVALUATING YOUR TACTICAL EFFECTIVENESS Establish regular meetings, typically on a weekly basis, to evaluate the data and information you are tracking. This allows you to review and discuss which tactics are working and which are not. Engaging in micro adjustments to some tactics allows for more rapid assessment of what works best to meet your customer needs. This can help maintain team morale as new ideas are brought forward. By engaging with your team and involving them in discussing the evolving situation, you are building both their strategic thinking and their critical thinking skills. Both skill sets will be exceptionally valuable as you strengthen your strategic effectiveness.
// NOVEMBER - DECEMBER 2020
37
// BUILDING BETTER BUSINESS
You can continually implement new ideas and identify pilot projects that will enable you to test new opportunities without making a major investment. This lets you tweak new ideas so that you can find the best match for your enterprise and your customers. Evaluate your streamlining efforts. What has worked well and what has limited your ability to operate efficiently while meeting your customer needs? Re-examine your budget and spending
patterns to identify any expenses you may have cut too deeply. If remote working has been effective for your team and for your enterprise, reconsider how much physical space you actually need to run your organization. If you closed physical locations, will not reopening them fundamentally alter the relationship you have with your customers? If you shifted to virtual customer support and interaction, you may gain significant cost // NOVEMBER - DECEMBER 2020
39
// BUILDING BETTER BUSINESS efficiencies that allow you to drop bigger profitability to your bottom line, even if your revenues stay static. RECONSIDER YOUR STRATEGIC INVESTMENTS Your enterprise has many assets. These include your staff, your financial reserves and your product inventory or intellectual property. Review each of these assets to identify how you can better leverage them for revenue or profitability in light of your revised strategic assumptions. Can you use the knowledge you have gained in the past year to redeploy your assets in a more costeffective or profitable manner? Have new opportunities emerged that you have not acted on yet? If you need additional resources to take advantage of these opportunities, identify the strategic investments you need to make. These can include investing in the education of
40
TRENDS IN CONSTRUCTION & DESIGN //
your staff, buying new equipment or diverting current expenses into new opportunities that will provide you with a better return on your investment. If you need additional team members but are not ready to invest in full-time positions, identify opportunities to expand your relationships with vendors who can fill the gap. Or find subcontractors or contract staffing firms who can provide you with the flexibility you need as you make a spending transition. GET BACK TO THE BASICS Focus on your customer and the activities that drive revenue. Identify the key information you’re going to track and the data sets that will help you identify the micro trends that have emerged in the last six months which may set a new course for your future. By drilling down into who is buying
// BUILDING BETTER BUSINESS
from you and why, you have a new foundation of insight to use going forward. Get close to your customer. Understand how much their decision criteria may have shifted during the past year. Are you prepared with your marketing messages, sales team, and social media strategies to match these criteria and build (or rebuild) relationships with your customers? Understanding exactly where your customer’s mindset is today provides you with new insight on what it will take to remain competitive and drive revenue consistent with your strategic vision. Gain emerging insights from your vendors about what others in your sector are successfully
implementing. Can you glean any new ideas to incorporate into your enterprise or help to better meet your customer needs? FINAL THOUGHTS Few strategic approaches are ever perfectly executed. The complex marketplace we operate within ensures that some adjustments will be required. By realistically assessing the marketplace and evolving trends, you exponentially expand your potential for longterm strategic success. Just continue to adjust your tactical execution and deepen your value to those you serve. —
// NOVEMBER - DECEMBER 2020
43