In the business world, successful people and businesses alike need a gimmick. It is important to create distance between yourself and your competitors. Some become experts in their fields and others offer quality products and services that are not easily found. The ultimate goal is to become the Icon of your field. At Americon, we have always gone the extra mile to be the best in our vertical markets. We have always developed materials that set us apart in durability and appearance. We have also invented machinery that saves money so that our cost of manufacturing is low enough to supply superior products at competitive prices. Verticality I feel it is important to pick markets with very little competition. Companies spend most of their money marketing and finding business. The results of these efforts are extremely precious. Finding the business and many times developing a need must be protected. If you are in a highly competitive expanded market, the metrics show that the incidents of success are very low. There is nothing worse that expending a lot of money and time, only to fall victim to a RFQ that is broadcast to hundreds of competitors with similar products. I have always picked vertical markets that fill very small niches. As a furniture manufacturer, we could never compete with the “Steelcases” of the world in selling desks; so, we picked markets that are too small for these types of manufacturers to invade successfully. That is why we, for the last three decades, have provided uniquely designed furniture for dispatch centers, traffic management centers, computer control centers and emergency management centers. As a nationally recognized AV integrator, we use our AV expertise along with our manufacturing capability to produce and supply fully self-contained video wall systems.