Putting Hardwood in the Spotlight

In August, we took a trip to drop my daughter off for her first year of college. While on the West Coast, we wanted to do some touristy stuff in Los Angeles, and if you know me, you know I’ll talk to just about anybody about anything. My kids even joke about it, saying, “Well, Dad made another friend.” And they’re not wrong, I’ll strike up a conversation anywhere. I like talking to people.

While in L.A., I met a doorman who, after a minute of chatting, told me his real job is being a producer. Independent, small-time stuff for now, but working toward bigger things. Then a couple of days later, on the way to the airport to fly home, I talked with my Uber driver, who shared that he shoots commercials. He wrapped one with Mike Tyson and Dale Earnhardt Jr. in Miami. Side note, I learned that Dale has it in his contract that he will only shoot in Miami… so there’s a little piece of trivia for you.

What struck me wasn’t just that these guys were working different jobs to keep things moving, but they made a point to promote themselves. They wanted me to know what else they could do, what they were capable of. They weren’t just answering questions; they were marketing themselves. That’s precisely what we should be doing as an industry. These guys weren’t shy about putting themselves out there. They didn’t wait for someone to discover them; they ensured every interaction was a chance to share their story. And that matters, especially in a world where attention is so scattered.
Hardwood has a great story to tell. It’s renewable, sustainable, beautiful, and durable. It has benefits that no other material can match. But if we don’t tell that story and we’re not out there promoting the value of hardwood at every chance, we can’t expect people to know it. Whether you’re talking with customers, neighbors, or even strangers on a plane, those little conversations are opportunities to remind people why hardwood matters.

So, maybe the lesson from a doorman-producer and an Uber-director is this… always be ready to share your value. Our industry needs to keep putting hardwood in the spotlight, not just when times are good, but especially when times are tough. Because if we don’t tell our own story, someone else will tell theirs – where hardwood may not even have a supporting role, let alone be the star that it is.

John Hester
Chief Development Officer