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Advantage AV

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The scene is set in the dining room of a well-appointed house. The host, played by Steve Martin,

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has begun the evening by making introductions, winding his way around the table of guests invited for their representative status at the top of their field. Each guest smiles and nods as their profession is announced.

Next, the camera is on Steve Martin as he introduces a guest who specializes in the somewhat unusual area of “art collecting and yelling.” Then there is a quick two-second cut to the guest in question, tennis’ most beloved cranky contender John McEnroe, who shouts, “Why isn’t there any good art in here? Come on!”

That snippet is from the NBC show 30 Rock, but it’s not the first time McEnroe has been used in advertising and entertainment as a humorous symbol of a short temper. In his more than 30 years in tennis, McEnroe has evolved from a volatile character known for “yelling” into a respected commentator and proponent of his hallowed sport. As an icon, he is complex, but he can still be summed up in only two seconds on camera.

Regardless of profession or personality, our public persona is just a surface-level flicker of who we really are. Similarly in business, companies often become known for one particular niche or service tactic. This can work to a business’ benefit in some cases, while in others it is a detriment.There are more than a few integrators who have worked to meet the demands of a new technological landscape and subsequently revise their perception in the market. Their ongoing efforts are rewarded with longevity in an everchanging trade.

This month, SCN once again celebrates the success of AV systems integrators across the U.S. The growth and maturity of our industry depends on the individual efforts of those who work toward the common goal of better service and reliable technology solutions. We’d like to congratulate those who have achieved the SCN Top 50 Systems Integrators designation this year, and we’d also like to extend those kudos to every company that has achieved greatness by staying true to their purpose. We are facing tough times as this year comes to a close, but I’ve heard countless tales of growth and expansion from our readers. In fact, many of them note that their biggest problem is finding qualified employees to complete all the jobs they’re landing (read my “In The Trenches” column on page 14 for more on this).

As we start the celebration this month of the most social season of the year, most of us are dusting off the “elevator pitch” version of who we are and what we do. I’d like to raise a toast to an industry with a business objective that may be complex to explain, but simple to summarize: helping people to use technology in a way that makes their lives easier.

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