by As a journalist who has reported on our industry for more than 30 years, I’ve had the chance to talk to hundreds of furniture executives.
To be blunt, some of them say plenty, but say little of substance.
Then, there are folks like Carlos Bosch, president of Violino North America. He is one of those guys who when he speaks, is worth listening to.
I caught up with him right after the market and asked him the very predictable question about how his market was.
Carlos, being Carlos, responded this way: “Ray, I could give you the answer everyone gives you. ‘Traffic was down a bit, but we saw the people we wanted to see.’”
But again, Carlos, being Carlos, chose to answer my question by comparing the market to the NFL draft. “Market is really like the NFL draft. Each team has a list of the things they want to get done and the players they want to draft. When it is over, they all say they had a great draft. But that’s not how it works,” he said.
When I asked him to explain, Bosch said, “It works this way. You put your best foot forward. Next, you introduce the things that you think will speak to customers and move the needle. And then you have your draft day, which is, to get the people in the building so you can draft the players you want.”
But that’s just the opening play, Bosch said. You next need the playbook, which for Bosch is the new product introductions. “The plays must work, meaning the dealers must see the value in them. Then, those products have to hit the floor and once on the floor, they have to sell.”
I asked him how that relates to the draft.
“Here’s how,” Bosch replied. “The new products are like rookie players. They must first make the cut to get to training camp. Then, at camp, they have to perform. Then, they have to get into the game and once in the game, they have to win.”
And most of all, there has to be a proven track record. “Just because initial placements are great, terms are better,” Bosch said, adding, “Many times you really won’t know for a year or so what your market was like.”
I have to admit that I found it refreshing to talk to a furniture professional who can compare his business to a professional sport and, in this case, the NFL.
After that conversation, I found myself thinking that Bosch would make a powerful coach.
To me, characteristics of a good coach require the ability to be driven, to be compassionate, curious, authentic, professional, inspirational and, most of all, trustworthy.
Then, as I looked at the traits on my list, I realized Carlos wears two hats — one as president, the other as head coach at team Violino.
