It is the nature of business-to-business journalism to talk about trends, evolving business models, the emergence of new technologies and reinvented business practices. The goal is always to enlighten, to provide readers with information to keep their businesses at the forefront of change or at very least on pace with competitors.
However, business is a bit like the English language: For every rule there is an exception. You know, like how adding an “e” to the end of a word can make a vowel say its name. Such as “bone” or “lone” … or “gone” or “done.” Wait, what? You get the idea.
The same is true in business. Even the most popular trends are never monolithic. No matter how popular Mid-Century Modern becomes, there will always be those who prefer traditional or farmhouse. No matter how close gray comes to being the “new brown,” there will remain those who want purple or green, pink or chartreuse … or maybe even a classic floral.
For all those working to reinvent their businesses to accommodate the so-called “Amazon effect,” there are those who utterly reject technology and e-commerce and remain committed to the personal touch. And at a time when the relentless drive for efficiency is accelerating the use of robotics and 3D printing, there are those working just as hard to retain artisanship and the ability to deliver a level of customization reminiscent of ages past.
And that is a wonderful thing.
Furniture is not a one-size-fits-all business. For every person who flocks to buy the same phone as their friends, there are dozens who would be mortified to see their personal sofa choice in a friend’s living room. What kind of world would it be if we all lived in gray-sofa homes, if the need to design around a shipping box resulted in everyone living in Mid-Century Modern living room.
There is absolutely nothing wrong with running large-scale, efficient businesses that make style and design accessible to millions of households across the country. There is also nothing wrong with choosing to focus on the few. Seth Godin, a best-selling author and renowned marketing expert, talks about “finding your tribe,” that relatively small group of committed adherents to your brand and the value proposition that you offer.
Godin has, in fact, built a successful, strongly focused business around teaching individuals and companies how to attract, delight and build an enduring business around serving such a group. While those in the furniture industry that choose this path don’t often receive the level of recognition and acclaim of their much larger industry counterparts, their contributions are no less important.
While we devote so much coverage to technology, digital communication, e-commerce and all the other critical elements for businesses of scale, I’d also like to take a moment to recognize the value of those who are taking a different path.
Here’s to the contrarians. Here’s to those who march to the beat of their own drum, bringing creativity, diversity and personality to the furniture industry.
"furniture" - Google News
April 05, 2021 at 07:49PM
https://ift.tt/31Pi0U1
Blog: In praise of furniture's contrarians - Furniture Today
"furniture" - Google News
https://ift.tt/2YLhHcA
No comments:
Post a Comment