The tricky part was that some of the new tent designs were so out-of-the-box, the company wasn't sure how they were going to get buyers on board. So they were worried that buyers would order only the more traditional-syle tents.

After weeks of discussion, I came up with a sales angle that positioned the tents as steps in a ladder. So if a buyer ordered the whole line, then customers could choose the right balance of light weight and comfort for them. And the store would have an option to suit everybody.

It worked like a charm.

The company went on to win numerous awards...Including Editor's Choice for two of their most innovative designs. Today their Fast & Light collection is the largest and most successful in their tent line.