In reading an article on the Grateful Dead’s expertise in contrarian marketing, we were thinking about things that set us apart.
Like the Grateful Dead, we’re very good at what we do, and we have some pretty loyal fans. But, to be different in our industry, we don’t have to encourage free trade and promote live events.
What we have to do is honor what we say, provide quality work, stand behind our craftsmanship, pay our bills, and treat people with respect. It’s a sad commentary on the current construction industry, that our long-time family business practices are such a differentiator.
We wish for a return to the time when ‘doing it right’ was the norm, and you had to wear tie-dye and create a ‘fan experience’ to be “different.”
Article by David Meerman Scott in Building Women, Winter 2011.