As our industry heads to Lightovation in Dallas this week, I always enjoy the shift to being a buyer and looking at my business from the perspective of a customer and purchaser instead of a manager and distributor. And what I find resonates with me as a buyer, it turns out, also seems to resonate with my own customers. So what can a manufacturer do at Lightovation to generate engagement and create a "sell through" experience that makes it ever easier for a brick and mortar to promote their goods over someone else? Easy doesn't have to mean "without friction" -- but what is the good friction you can bring to the buying/selling experience that boosts everyone's revenues? Can't wait to see you all this week!

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