Jack Shafton

Editor in chief of Dealerscope

Our messaging has shifted since September. We are stressing value now instead of the product itself.   Instead of advertising, "We make the best subwoofer in the world," now it's, "We make the best-performing subwoofer for your dollar."
 -Jack Shafton, Director of Sales and Marketing for Paradigm Electronics

Part necessity and part peer envy drove Charles O’Meara to embark on a $1 million renovation of Absolute Sound, a hybrid retailer in Winter Park, Fla. But whatever caused O’Meara to renovate—in the middle of one of the worst economic downturns in 20 years no less—the project generated several important lessons that others in similar situations can learn from.

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