Too often the AV industry assumes the "A" (for Audio) is silent. Unfortunately, audio is invisible and not "shiny" like 3D video. But audio drives content‹without it we'd just have moving pictures. Actually, audio research is robust and relevant, as underscored at the recent Audio Engineering Society Convention.
We humans are wired for sound at visceral levels. Speech and language are our gateways to cognition. Point: There are no "bells and whistles" without sound. Your customers need to fully understand audio's critical importance. Are you promoting quality sound and the technologies and products that give life to all media?
Author's Note: Creative and technical professionals (from musicians and actors to designers and engineers) rely on their "chops": those skills and techniques that they use to be successful on the job. Stiernberg Consulting coined the term Business Chops to encompass those skills, experience, and tactics that you rely on to be more successful. Whether you are a dealer, manufacturer, distributor, rep, or design firm, this series includes tips and techniques for optimizing sales, profits, and growth of your Custom Retail business.
