At Solidor, we faced a real problem.
Because we’d been so successful (and so profitable), new competitors were flooding the market. They made a lot of noise, claiming comparable specs and features. But really, they only wanted to talk about one thing:
The price.
I knew that if we joined that conversation, we’d disappear into it. We’d be busy fools. Margins would erode. The whole category would slide into a downward spiral.
So we made a different choice.
We stopped talking about what the product was. We started talking about what the product meant.
Instead of focusing on technical specifications, we built an emotion-driven campaign that asked a deeper question:
What does your front door say about you?
It’s the gateway between you and the outside world. One of the first things people see when they visit. A reflection of your taste, your style, your attitude.
So we changed the conversation. It wasn’t about selling doors.
It was about selling what the door represented. To the people who actually cared.
And it worked.
- Millions of views across TV and digital.
- Thousands of new conversations with trade partners who suddenly saw Solidor differently.
- 7,500 B2B leads every single month.
- And ultimately, one of the biggest drivers of triple-digit growth.
The lesson?
When times get tough, most companies retreat into price wars or specification battles. Especially in the fenestration market, which is notorious for taking the path of least resistance.
But price and features can always be undercut.
Meaning and personal connection can’t.
That’s what I do now at F-X-IT.
I help businesses strip away the noise, uncover the real story that sets them apart, and rebuild their brand so customers engage on a deeper level.
Because when you stop selling what you do and start selling what you mean…
That’s when the growth kicks in.