2010 Armstrong Commitment Marketing 
Strategy Driven
NOVEMBER 15, 2010
Spending energy to understand the audience and carefully crafting a message that resonates with them means committing time and discipline to the process. For example, Neil Armstrong used the six hours and forty minutes between his moon landing and first step to craft his historic statement. Great presentations are like magic.
Harvard Business Review
MARCH 21, 2012
A group of us bought the company from the Armstrong Group in a buy-out in 2007. In pursuit of this goal, I committed Desso to becoming 100% Cradle-to-Cradle by 2020. Our numbers seem to be moving that way: our annual earnings (EBIT on a normalized basis) increased from 1% of sales in 2007 to 9% in 2010 in our original carpet business.
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