Board Converting News, April 4, 2022

The 2022 Slope: Taking On The Mountain And The Year BY SIMONA GEORGESCU


A couple of weeks ago, I decided to go back to skiing af- ter 25+ years of exclusively snowboarding. I didn’t have a good reason other than I convinced myself that it would be easier on my body. My girlfriends also convinced me


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it would be like riding a bike. I was clearly setting myself up for a very humbling day. Adding another layer of com- plexity to my already adrena- line-filled weekend, we decided to do all of this in Part City, Utah. The snow report was good and it would be a new experience


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Simona Georgescu

for us all. Why not try skiing again, after a quarter century, on a completely foreign mountain, surrounded by people who were clearly practicing for the Olympics? I couldn’t think of a good reason not to either. So, I trad- ed in my soft boots for the strange, but familiar, hard ski ones. Boots on, skis over the shoulder, poles in hand. I was rethinking my decision before I exited the shop doors. Nonetheless, I clunked my way over to the gondola. Up we went, along with my blood pressure, and I began re-think- ing my decision instantly. It felt foolish to waste a perfect snow day as a novice skier. I could easily strap on a snow- board and keep up with the “cool kids.” Too late, I thought. Time To Commit By now you’re probably wondering what any of this has to do with business or the corrugated industry. Not much other than providing an interesting metaphor. Joking aside, the fresh air (or high altitude) did lead to some fresh perspectives. Prior to this trip, I was already feeling the pressure of the new year. The first quarter alone was like riding a black diamond slope - straight, fast, challenging, and yet, some- how rewarding. In an attempt to balance the challenges ahead, I decided to pause and assess the mountain that is 2022. As the avalanche of thoughts flooded my mind, I settled on three things that helped me that day and be- yond: Prior Planning I had confidence in the fact that I was prepared. I went with good friends, rented the right gear, watched YouTube tutorials, practiced on flat ground and chose my path in advance. For OEMs and box makers alike, the corrugated moun- tain we live on isn’t much different. In fact, I’d argue it feels a lot like a fresh snow day during the busy season. Ev- eryone is fighting to get on the chair lifts and find a clean line down the mountain. Knowing in advance what paths you want to take will help drive your sales and marketing efforts. Are you planning to penetrate a new market or add CONTINUED ON PAGE 84


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April 4, 2022

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