APPETITE FOR DISRUPTION: WHAT HAPPENS WHEN A DEMAND FOR EXCELLENCE MEETS A FIERCE FOCUS ON THE CUSTOMER?

AuthorFraughton, Chad
PositionSILICON SLOPES

Two essential principles always illuminate our journey at Cornerstone Technologies. The first is an insatiable drive for excellence. The second is being absolutely fierce in taking a stand for our customers.

The intersection of these ideals is where disruption truly begins.

For the past 25 years, Cornerstone has shattered perceptions of what a live event can be--not merely a meeting augmented with sound, lights and video gear--but an immersive and inspiring brand experience.

We've left a swath of disruption in the industry. Challenged the norm. Shifted lanes toward rising opportunities. Identified customer needs, then evolved to become the solution.

Since the beginning, we've never shied away from taking a "risk," so long as that risk filled a need for our customers. That's how we started. At that time, Novell sought a cost-effective plan to utilize existing A/V inventory at trade shows and expos. Dusting off a business plan developed a few years earlier, my partner and I met with Carine Clark (current CEO of Banyan, then working at Novell), who took a chance on us.

Early on, we recognized the value in providing an experience--not just installing gear. We purposefully incorporated elements of theater and entertainment into the booth environment--a disruptive force. Our work was our best salesman. Demand for our services far exceeded inventory.

Raising capital wasn't part of our initial plan, but seizing an opportunity definitely was. Thanks to five maxed-out credit cards, we made our first investment in equipment. As our capacity grew, revenues grew with it, doubling and even tripling annually.

When you listen to clients with a determination to deliver what they need, you'll know the path to take, which leads to our next big disruption. At that time, there was a clear division among companies that provided lighting, and companies providing audio and video. A client off-handedly mentioned she wished she could find a lighting company as easy to...

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