Page 66 - enLIGHTenment Magazine - August 2017

LIGHTING

by the Book

From understanding the pros/
built? These subjects and more – such as why
EBITDA isn’t the only important metric you need

cons of evolving IoT protocols to when evaluating a company, how to develop a
pricing strategy, and why the rep network will

navigating the convoluted world of never become obsolete – are detailed at length.

Two outstanding qualities that make Lighting
e-commerce, this might be the most the Way to North America unique are its con-

versational tone and the personal examples that
up-to-the-minute resource tool for author Steven Parker provides, including business

mistakes he’s made as well as the successes, and
the lighting industry available.
what others can learn from both.
Parker wrote every word of his book over the

past year, and without the help of a ghostwriter.
“I had never wri en a book before and rst had I

to learn how,” he explains. “I set a goal to write magine an engrossing conversation with a well-

1,600 words per day, 3,500 words per chapter, rounded lighting veteran who has in-depth
and 35,000 words for the total book. By the end, knowledge of OEM component parts and

it ended up being more than 42,000 words.”
electronics as well as rst-hand experience es-
The impetus for the pu ing his thoughts down tablishing highly successful and award-winning

came from years of serving as both a formal and in- lighting companies from the ground up. What

formal business consultant to lighting peers across would you ask him? Chances are good, the topic
all categories who would seek his advice. “I realized is covered in this book.

there wasn’t any type of troubleshooting guide or Wondering what the di erences are between
research book out there about how to start a light- For more informa- the various safety listings such as UL, CSA, and
tion, or to order a
ing business in the U.S. market,” he remarks.
ETL? What are some e ective ways that com-
copy of the book,
Since Parker has helped successfully establish visit www.stevenj panies handle overages? What’s involved when
North American divisions for European and other parker.com
tapping into the speci er/light commercial mar-

overseas companies – an aspect of his experience ket? How do you determine an exit strategy in
that he is asked most about – he thought creating
advance that is fair to you and the business you

64 enLIGHTenment Magazine | august 2017
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