Start with Why

why - featured image
employee marketing

Published by Milla Randjelovic

Blog

11 November, 2021

“People don’t buy WHAT you do; they buy WHY you do it.”  //  Simon Sinek

From time to time we get asked about how we came up with the idea of building power distribution. It’s not ‘sexy’ and there isn’t exactly a shortage of products and manufacturers in this field.

 

No, and the idea behind StageSmarts wasn’t about getting a slice of a large, existing and rather stale pie but rather to create a better and more tasty one. It would certainly be a smaller one but we figured enough people would have an appetite for this. Niche rather than volume.

 

But why?

In the Socratic dialogue ‘The Republic’, Plato famously wrote: “our need will be the real creator” – or as we say in modern times; necessity is the mother of invention. We saw that the handling of electrical power in the events sector was very much underserved, with very little development. And even more important; no one really addressed the very real issues that event professionals face every day and were getting more and more costly as technology progressed.

There was a clear need to better protect people, equipment and the integrity and reputation of event technology providers – that became our WHY.

 

Delivering true value

We bet our own time and money on this being a worthwhile project to pursue. No outside venture capital was hurt in this process, we had plenty of our own thick skin in this game!

This forced us to focus very closely on providing true value that people would be willing to pay good money for. While we as founders had good track records and reputations, our company was new, unheard of and thus with zero brand value to start with.

But the WHY guided us to HOW and WHAT and this led us to launch our first products in April of 2017. We took a small stand at the massive Prolight+Sound show in Frankfurt, crossed our fingers and it turned out to be the right decision. Over those three days, we had non-stop demonstrations with people from all over the world and we took some orders too.

Interestingly, another manufacturer of power distribution commented at the time; “why would anyone want something like that?”, probably suggesting that we’d created something that was not needed or wanted.

 

StageSmarts at Prolight+Sound

 

The journey continues

Fortunately, we have proved them wrong and our products are now in 20+ countries across the world and has been used on many thousands of events and shows. A special thank you to Phil Mercer and his team at Universal Pixels who bravely took our very first systems on tour with Radiohead, Depeche Mode and Roger Waters massive ‘the wall’ show.

Small enough to care, big enough to get it done. The WHY remains firmly in our crosshairs

 

Written by Mats Karlsson, CEO of StageSmarts AB

You May Also Like…

Being Ken Berreen

Being Ken Berreen

Stagesmarts recently had its first visit from Ken Berreen, our UK-based business development manager. He arrived at our headquarters in Malmö, and the next day he made the long road trip to the factory in Arboga together with our CEO Mats Karlsson to meet the rest of the team and see where it all starts. Let’s hear what he had to say:

read more
The Socapex Story

The Socapex Story

Everyone working in the events industry is familiar with the term “Socapex”, sometime shortened to “Soca” or “Soco”. Socapex is actually a French brand of industrial connectors, they make a many different types and today they are part of global connectors giant Amphenol.In the mid 1970’s, the demand for ever larger

read more
Powering the big LED screens

Powering the big LED screens

Manufacturers of LED screens typically state a maximum power consumption figure per panel or square meter as well as average power consumption, again per panel or square meter. Should you ‘play safe’ and assume the max power needed or is the average figure a better starting point?  Well that depends on your application

read more

get in touch to find out more!

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Connect with us

We’re always happy to discuss our services and products in more detail
Connect with us or give us a call on +46 40-16 32 63

.