Ending homelessness in furniture means getting off the street begging for sales and into homes on the sustaining value of living comfortably.
So what business is it, anyway? Selling or satisfying people who want live comfortably?
Both you say with a tight smile. I say you’re wrong.
Furniture is demonstrably about satisfying people wanting comfort, design and style within a context of living comfortably.
Sales is all about selling and satisfaction is all about providing comfort.
Sales is a function and providing comfort is a desired condition, virtue and responsibility.
Sales driven companies do damned near anything and everything to drive sales.
Comfort driven companies reinforce, well, duh, comfort with design and style to live better and, guess what, more comfortably.
As long as furniture marketing stresses sales, with all the diversionary freebies, gimmicks and ploys, the industry will be homeless, out on the street begging and clamoring for attention with sales talk.
Getting inside homes demands the sophistication of total honesty, flowing from a compelling desire to help people live better and more comfortably.
The marketing message is always comfort: What it is, how to get it and why it brings pleasure, harmony and tranquility.
The faster the furniture industry conveys living comfortably provides more satisfaction than a fancy automobile the faster more furniture will have a home in which to furnishing lives with, you guessed it, comfort.
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