The Cadillac Experience

In the 1930s Nicholas Dreystadt took over the management of the Cadillac Division of General Motors.  Cadillac was in dire straits and probably would have sunk like a stone but Nicholas took a new tact.  “The Cadillac Customer” he said, “does not buy transportation, he buys status!”  This statement would have been nothing but hot air except for one thing.  They could supply the quality to back up the claim.

A Caddy to the uninitiated looks much like any other vehicle, four wheels, seats, headlights, etcetera but it’s what’s underneath that takes the product to the next level.  I believe that there are parallels that can be drawn in any competitive service industry, so let’s take custom picture framing as an example.  On the surface most frames look basically the same: four corners, hangers and wire surrounding some worthy art piece.  But there is much more to it than that.

 

The obvious questions run something like this: Does the frame compliment the piece in color, texture and style?  Does the weight of the frame and the width of the mats or liner support the piece visually without overpowering it?  Is the whole package pleasing to your eye as the paying customer?  What’s underneath is actually more important than what is on the surface.  Cadillac would not have become an icon if it had built pretty cars that couldn't stand the test of time.

                                                                                                                                                    

Will the framing package that you are buying preserve that work of art or destroy it?  The quality of framing products varies widely and often the effects are not immediately noticeable.  Are the mats conservation quality or will they discolor and erode the artwork?  Does the glass block ultraviolet light which will damage the image?  More importantly can the person behind the counter guide you through the maze of what you need or do not need to give you the best product for the best value?

Framed $100 bill, Museum glass,Suede mat with debossing, Double frame with fillet.
An investment in status

The Cadillac experience begins on the showroom floor, where the customer is treated as a person of status.  Sales people are expected to be knowledgeable and courteous.  The product should please the eye while resisting the effects of time.  The entire experience should be completed as a dialogue that enables the customer to make an informed decision that satisfies the wants and needs of the purchase.  Every customer deserves that same experience whether buying a car, a picture frame or simply investing in status.
This post by Scott

NO! The end.

No! It makes a short story, doesn't it? 
No is the beginning of a relationship so short that it can be lost within the content of a tweet. No is the word that is never spoken in improv because there is nowhere to go from there. The same can be said in business. Why would you ever say no to a customer that is requesting something different!

Six frames attached together to make a single six foot by six foot wall hanging.

 Of course we can’t stretch time or circumvent the laws of physics. YET. We are looking in to it. However, we have ten years of experience, a closet full of power tools and a small library of books on the subject of framing. Books brimming with new ideas as well as strict guidelines on the care and handling of materials of all types. So we will find a way. We may even check out the internet to find the idea that will help an art piece sing its own unique tune. (All internet suggestions will be cross referenced with the, common sense / what were they thinking, sliding scale).

Whale Baleen in a black wood frame with acid free mats

In the end it is the project that stretches our imagination, tests our creativity and lurks in the back of our mind long past closing time that becomes our badge of honor. It is the building block for the next triumph, and how can you say no to that! 

The pitch was captured in ten frames across the top.
The memory captured will last a lifetime

This post by Scott