There is nothing more satisfying than being right

There is nothing more satisfying than being right. I remember those times growing up when my dad would say something like, “Because I said so, that’s why!“ He had the authority to get away with that line of reasoning back then, and he still gets away with it now, though less frequently. These days, in a culture where truth is relative and where no standard is the standard, it is much more difficult to make absolute, declarative statements of truth without getting hit upside the head by some liberal rationalist (LR) who will say something like, “That may be true for you, but from where I’m standing the exact opposite is true for me.” Being a rational, thinking man I respond, “Truth is absolute, and you are absolutely wrong.“ The LR retorts, “There is no such thing as absolute truth.” Taking on the same posture and facial expression as my father would when confronted by an obstinate boy I say, “Are you absolutely sure?”

So it seems, on the one hand, the futon furniture industry continues to crank out some of the most comfortable, value packed, sit and sleep, dual purpose furniture and mattresses on the planet, while the rest of the furniture world looks down their proverbial noses at us with contempt. As I spoke with some of the sharpest and best mattress manufacturers in the futon trade I discovered once again that I am right. We continue to pack more comfort into a package that is simply the best value in the home furnishings industry. Pound for pound the futon mattress has more and better material value than many of the best innerspring mattresses on the market. The sad thing is we get no respect.

The issue today is how do we make an impact on the home furnishings industry that will change their false perceptions into acknowledgment of the truth? And is it even worth trying? I am confident, due to the fundamental fact that futon furnishings work when consumers get them home, that if the industry manufacturers can unify behind a value proposition that works for all, we can change the minds of many of our severest critics, the misinformed masses and some former fans who have fallen away due to bad experiences with bad people, not bad product.

Furniture Today’s Consumer Buying Trends

Futons appear again in the upholstery group of this week’s FT (3/5) special section outlining consumer buying trends for 2000-2001.

Two points of interest (among many) are that futon furniture had the lowest (1.2%) difference between shoppers and buyers (this means people shopping for futons bought more often than any other product in the group), and futon furniture buyers increased by .4%, (compared to 1997) while sofa-sleeper buyers decreased by .1%. As they say at the end of the Wasssup! commercial, “True”.

We do arbitrarily remain at the bottom of the list of seven products in the group.

Farewell and Hello

The familiar face of Tim Jacobs will no longer be a part of the Futon Association’s front office. Tim is moving on to new opportunities after ten years as FAI Administrative Director. He is considering revisiting a career as an editor, freelance writer, and has some children’s books and stories in the hopper as well. God bless you Tim in whatever you put your hand to.

The Association has recently hired a new Executive Director, Ms. Amanda Arnovitz of Atlanta, GA who took over the reins on March 1, 2001. During a recent conversation she outlined her general plans to expand the list of member benefits for added value, work at finding creative ways to promote the category via positive publicity and paid opportunities, and finally by getting out and meeting the members where they live. Our best wishes to Amanda and FAI as they move forward. FL