After a successful D-Day mission executing precise paratrooper drops from his C-47, USAF pilot Bob Trulaske returned home to the Midwest. Always strategic, always planning, he’d saved up his flight pay and, with the encouragement of his father, Frank, used that pay to seed a startup business making some of the very first commercial refrigerators to cool beer and soft drinks.
The Trulaske’s American dream started in a garage in St. Louis, MO, in 1945. Their mission was complex but focused: take fast-growing residential refrigerator technology and harness it, making it robust enough to handle fast pulldown for pub patrons demanding colder, more refreshing drinks.
An entrepreneur at-heart, Bob Trulaske, together with his father, Frank, and brother Art, both machinists/tool & die men, began meticulously developing, engineering, and manufacturing the first roll-top bottle boxes, which would become so iconic in drug stores, pubs, and neighborhood establishments throughout the US in the 1950s, but the Trulaskes’ big break came a few years prior, when a traveling 7UP salesman spotted one of the boxes in a St. Louis establishment. Seeing the potential for his own products, he inquired about the cooler’s origin, which was the three men—the Trulaskes—who would go on to become True Manufacturing.
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“What we’re going to do is circle the wagons to become the most relevant entity in appliances, furniture and electronics,” said Ristow. “And we’re going to strive to become the gold standard with whatever we touch.”
Ristow discussed the importance of decreasing big ad spending and, instead, increasing social media activities to reach more customers on a local level. He also offered turnkey digital marketing programs to help members boost business in their communities.
“We will build the brand where it can make members money, not spend money to build the brand,” he said.
A keynote address was given by Steve Rizzo, personal development expert, comedian, author and motivational speaker, who provided insights to help the audience shift their way of thinking and discover greater enthusiasm, increased productivity and new levels of success by beginning each day on a positive note.
By James Pooley
Can you keep a secret in this hyperconnected world?
Information is the business asset of the 21st century. So our impulse may be to guard it. Yet in a flat global economy, we have to share it—not just with employees but also partners, vendors, customers and consultants.
Here’s the risk: secrets falling into the wrong hands can destroy a project, or even bring down a company. And the same technology that enables seamless communication also makes data theft easy, cheap and hard to detect. So what can managers and business owners do to protect and exploit their competitive advantage, maintain productive relationships, and avoid lawsuits?
In Secrets: Managing Information Assets in the Age of Cyberespionage you will find the answers, discovering how to:
• Identify and reduce your risk of information loss
• Deal with employees leaving to join or start a competitor
• Manage your data on the Internet and in the Cloud
•Build an information protection program with best practices
• Respond when you find a breach of confidentiality
Trade secrets expert James Pooley has written a ‘must have’ resource for executives and managers, knowledge workers, consultants, security professionals, entrepreneurs, investors, lawyers and accountants—anyone and everyone who works with information.
About The Author
James Pooley provides international strategic and management advice in patent and trade secret matters, performs pre-litigation investigation and analysis, and consults on information security programs. Pooley recently completed a five-year term as deputy director general at the World Intellectual Property Organization in Geneva, where he was responsible for management of the international patent system (PCT). Pooley is an author or coauthor of several major works in the IP field, including his treatise Trade Secrets (Law Journal Press) and the Patent Case Management Judicial Guide (Federal Judicial Center).
Publisher: Verus Press