Cool As Ice
It may not have been the most poetic moment ever realized, but one day, while enjoying a slice of pizza, Rob Elliot had an epiphany. Owner of a car stereo retailer, working 80 hours a week just to get by, Elliot told himself that either he was wrong, or everyone else was.
By everyone else, he meant all of the people outside of his industry who had offered him advice on how to run his business; people he had brushed off because he thought that they just didn’t get it. So after that catalytic slice, Elliot headed straight for a bookstore where he purchased a total of 13 books on management so he could find out who was right and who was wrong.
What did he find? “At that point I realized I didn’t know what I was doing,” he recalls today. But this was just the beginning of a process that led him to create In-Car Experts (ICE), a buying group that would help him and his colleagues improve their bottom lines.