Al Uszynski has trained salespeople at the university level and he joined us to share his insights on selling right now.
He shares some adaptations to current restrictions as well as creative ideas for selling online that will be even more useful when we can get face-to-face. But the real question that comes out of this conversation is: Should we be asking sales staff to be marketers? Can we really learn new tricks? And what are we losing as we pass through the quarantine?
We also call for a new mode of etiquette and offer some advice on how to work in other people’s comfort zones.
Let’s sell our way out of this problem.
The Pacific Northwest National Laboratory is moving past energy efficiency research and into researching better life indoors. One of their projects was looking into ‘realistic’ lighting in an Neonatal ICU. Andrea Wilkerson, senior lighting researcher, shared her findings for sun-like colour and brightness automation. Beyond what happened during the test we explore some of the broader implications of circadian entrainment and it’s ability to signal behaviour and mood in subtle ways.
We also settle the question of whether or not we can meaningfully or honestly label something as ‘Circadian-Friendly’ and continue to probe into why we see so many women in lighting research.
Kevin Poyck just had his legs under him as CEO and President of Signify’s Americas Market Group when the outbreak threw his business into chaos. He shares his thoughts on virtual offices, managing at a distance, and the shape of post-pandemic normalcy. What really brought him to our show today was a recent study at Boston University that confirmed how effective a new Signify UVC lamp really is, which leads to a vintage Philips UV disinfection manual and the modern rush for germicidal lamps.
It’s time for us all to turn a page as we proceed out of our current crisis.
Ray Molony edits Lux Review, and in one month into lockdown he wrote what he considered to be the eight effects the lighting sector will see coming out of the current health crisis. Read that here:
After seeing it we had to invite him to push back and expand on his ideas, we shared our thoughts on established brands losing footing, payment terms changing, calls for quality over savings, local production, what the basics of lighting even means to both our clients and vendors, and how we can adapt to the near future. We did also add a ninth effect, but you’ll have to listen to the episode to find out.
Beyond the article itself, we haven’t had a chance to really grill an expert from Europe, so we took a chance to talk about their market and trade shows.
As an industry and a people we don’t have a path to recover from current circumstances, but we know what to watch for for now.
Signify’s Robert Lee returns to the show to elaborate on an article he wrote for LEDs Magazine on what SSL lighting will look like in 2030 - you can read it here:
We get into the technologies that will converge to make the next decade of lighting a mirrorworld of augmented reality.
We also go over topics like consumer apathy in the face of new features, cost increases, the burdens of maintaining the IoT, what to do with all that data, privacy, security and the question of conflicting circadian prescriptions.
Jim Colantoni starts our conversation with him explaining the background of his company and how they’re working to create lighting tools for health and wellness. We get into the background and particulars of UVC technologies. Michael and Greg delve into discussions of safety concerns, future building codes, the lack of efficiency of LED in this case, confrontations with buzzwords, and the growing importance of listening to the customer.
The King of Lighting, Ellis Yan, returns to the main series and he brought Lesley Matt, Senior VP of Sales at TCP Along with him. They share their current virtual lunch and learn series, and the company’s own rebate and incentive program before diving into the real lighting dork content with us.
We discussed offering more colors, building drivers, modularity and replaceable parts in outdoor lighting, the meaning of ‘Full Spectrum’, creating something will match the usefulness of MR16s, and creating a new story for lighting as we move out of the efficiency era.
We’re taking a short break from our usual lighting dork topics this week to chat with Tyler Gildin about his documentary The Starfish, which profiles his grandfather’s journey from Nazi Germany to Sweden, across the USSR, and over the pacific ocean to reunite with his parents.
Chatting about Herb Gildin’s life in America and building Satco leads to discussions of overcoming adversity, building a business and personal brand, treating employees like family and the drives and motivations that created a successful company.
We also chatted about making the documentary, family anecdotes, and legacy.
The Starfish is available as a rental on a number of video on demand platforms, find out more here: https://gildinmedia.com/thestarfish/
Tom Beckett and some colleagues in his side of lighting spent three years setting up an ANSI certification for flashlights, and once they were done they turned that team into the Portable Lights American Trade Organization to maintain standards across seven metrics as the industry moved into LED.
We talked over testing procedures, the issue of enforcement versus advising members, and learning to work with color-rendering as a relevant metrics in the world of portable and battery powered lighting as well as other trends he’s seen in the field like the rise of high-end handhelds, the complexity of the retail space, and the disposability of some products.
All of it ends up sounding familiar to us dorks putting light in ceilings.
In April, the Illuminating Engineering Society and the International Dark Sky Association released a joint statement on the five practices to best confront light pollution. We’re here to speak with IDA’s Ruskin Hartley and the IES’ Brian Liebel about that, and the broader implications of electric light at night.
Light pollution is real pollution, it’s something we create that harms people and animals, and as much as we can raise awareness among consumers we may need to call on regulators to make lighting better. We also discuss the power of solutions to breed problems, confronting biases, how to sell the more costly option, overcoming techie questions around spectral value at the order desk, and the evolutionary psychology surrounding warm light.