Sometimes the best way to deal with
the elephant in the room is to put one there.
Floors squeak. That is until Trus Joist developed the Silent Floor system. Our strategy to convince builders to use this new system was to let homebuyers know there was a better way. Success of the campaign was dramatic. And when Weyerhaeuser purchased Trus Joist they had us develop an entire program around their iLevel building system.