PPB October 2018

Members of the NALC Work Group included Jessica Hiner; Brett Hersh; Catherine Graham; Larry Cohen, CAS; and Drew Davis, MAS. PPAI Chair-Elect Brittany David, CAS, (left) led a PPB Rising Star panel that included Zach Ottenstein, The Image Group; Britney Godsey, Gold Bond, Inc. and Jason Lucash, Origaudio. sessions on differentiation strategy with author Stan Phelps; tax reform with Gene Marks, CPA; and automation and AI with industry tech experts Catherine Graham and Jon Norris. Monday’s education programming wrapped up with a presentation by award-winning documentary filmmaker Brett Culp, who is also founder of the nonprofit The Rising Heroes Project. He spoke on inspiring a culture of everyday leadership and about people who, through their passion and commitment, have changed the world around them. That evening, attendees enjoyed dinner in small groups at area restaurants, giving them further opportunities to network and discuss the ideas brought up during the day’s sessions. On day two, Scott Steinberg opened with a general session titled Leading With Innovation, followed by two breakout sessions. In one, Steinberg further explained change management; in the other, Phelps discussed implementation techniques for his Pink Goldfish strategy. Later attendees heard from Chris Sinclair, owner of distributor Brand Boulevard, on culture, followed by Washington observer and analyst Jen Psaki who shared an overview on Washington, D.C., and global issues and their impact on business. “One of the overriding goals [of NALC] was to provide practical knowledge that leaders could bring back to their organizations to help make key decisions,” said Cohen. “As many people know, the rate of change is accelerating, which requires leaders to continually evaluate their business and business processes. One of my favorite things about our industry is people’s willingness to share best practices and to help their ‘competitors.’ This event is about bringing people together, raising awareness, encouraging reflection and facilitating discussion.” Longtime attendee Brett Hersh, president of supplier Admints & Zagabor, was particularly impressed with the presentations on loyalty and differentiation. “My takeaway was how to continually communicate with customers in a relevant way,” he said. Gail Deutchman, MAS, president of distributor Distinctive Promotions, an iPROMOTEu affiliate, was one of two attendees who won scholarships from the Specialty Advertising Association of Greater New York to attend NALC Mike Schenker with Mike Schenker Consulting received the other scholarship. “I learned something from every speaker, but those not from the industry shared special messages we don’t hear on a daily basis,” Deutchman said, referring specifically to the session, which focused on ways companies can give back. “I probably get more value out of the networking and talking with the individuals here than from the speakers,” said Chris Vernon, MAS, president of The Vernon Company. “It’s fascinating to hear about the various business models and successes that people have had in this industry.” The session on taxation piqued the interest of Gavin Long, vice president of distributor Tugboat, Inc., particularly a segment on the research and development tax credit. “I always thought that was for ag or another industry, but a savings between six and 14 percent is big,” he said. 102 | OCTOBER 2018 | CONNECT