DOES VERSUS IS: Romancing furniture is what it does and just selling furniture at a price is just is

Am I parsing words ala former President Bill Clinton when he famously (infamously) said, “It depends on what the meaning of the word is is.”?

Is doesn’t cut it, especially now. People are looking for ways to live more functionally and comfortably.

Don’t you think that story needs to be told and retold enough?

Just selling casegoods and upholstery is bland, unimaginative and boring. Look at the promotions and advertising. It just is, and is isn’t good enough. Never was and never is.

People respond to what furniture does, and that’s the romance: All those thoughts, feelings and emotions where and how furniture transports you.

People want the romance all the time. And you can’t have romance without good floorplay, and that’s the in-store experience to confirm the romance.

Ways of learning how to convey what furniture does. Look at the messaging of all other consumables. And in good furniture industry tradition, knock off the gist, the heart of the message and incorporate it.

Accenting what furniture does is the right way to achieve the ARC, attraction, retention and conversion.

Furniture does what is can’t.