AFTER
40 YEARS
AND OVER
A BILLION
IN SALES THEY STILL DIDN'T KNOW WHAT THEY SOLD

A billion dollar player in the wholesale B2B building supplies business and they didn't know who they were.

​

They knew what they sold but it wasn't until I saw a small obscure line in one of their old ads that I knew we had something other than a product to sell.

​

If you were a Rona, Lowes or HomeDepot you had some weight in this business. No one wants to piss them off. But Taiga worked with almost 3,000 independent retailers and lumberyards across Canada. They often felt that they needed a shit ton of luck to get their orders, ontime and on budget.

​

That's where I saw the advantage. With a huge distribution network, ontime delivery and meeting budgets was a promise of, 'Whatever it takes.' They had been living this promise without even knowing it.

​

That's when we started telling everyone to kill their good luck charms.

​

It ran for almost 8 years, with some updates before a new CEO and a new series of thought.