I did a double take recently when I ran across an ad for an ergonomic chair in a business magazine. I wasn’t taken aback by the product, but rather the way it was portrayed. The photo becomingly framed the chair’s contours, the lighting was right-on, and elegant type relayed the ad’s message: “Ergonomic chic.”

I had never seen a “sexy” ad for a chair before, especially for an ergonomic chair, and it got me thinking. Though ergonomics-related legislation is controversial, the ad elevated this product to “class status.” And, thanks to government intervention, I was faced with the prospect of buying something that was healthy and hip.

This month’s cover story, “The Allure of Green” shows how jan/san distributors have reacted — often with much success — to the strict regulation of pesticides and chemicals by turning to “greener” product lines. They’re choosing to tap into the environmental concerns prevalent today.

Regardless of whether regulation can, indeed, breed healthy business opportunities, some distributors have adopted an “if you can’t beat ‘em, join ‘em,” attitude.

You must choose how to roll with the regulatory punches, but remember: in an industry that will always face regulation, success depends on your ability to stay current on the issues, choose your battles carefully and capitalize on prevailing conditions.




POSTED ON: 9/1/2001