COMPANY

Back in August, I wrote about our tagline, “It’s a box… you put stuff in it!” and promised that I’d write about the “creative process” on how we came up with it.  Well, here goes.

It was the first summer that we were in business. We were still working out of my condo on Duval and we had a couple of MBA interns from the UT McCombs School of Business working for us.  They wanted to learn how to sell, and in this case, sell portable storage containers (8×40′, 8×20′).  

One day we decided to go make a couple of field calls to construction sites, and one of the interns, Barclay, was so excited that he went out, bought a hard hat, a new pair of work boots, and Wranglers work pants.  He was quite a sight to see.

Anyway, we went to one of our portable offices at the new Target being built at Parmer & I-35.  Barclay walks in and out walks this rough, tough, huge construction superintendent named Joe.

Barclay says, “So, how do you like our portable storage containers?”

Joe says, “They’re fine.”

Barclay says, “So, how’s our service?”

Joe says, “It’s fine.”

Barclay says, “So, do you have any other feedback for us?”

Joe says, “It’s a box… you put s*** in it, don’t take yourself so seriously!”

Silence, awkward silence, awkward silence. And finally, we all just bust out laughing.

Well, we left there and realized that Joe was onto something.  It was honest, it was simple, and it was how the customers viewed our product - it was the truth.  The tagline was born.  Obviously, we had to clean it up a bit.  And, THANKS BARCLAY!

Just recently, we got a nice compliment from Dr. Laura on the tagline as well. Click here >>  Dr. Laura Clip