The GlassBuild America (GBA) Show is just around the corner. October 6 will be here before we know it. Yet, many remain unsure as to whether they are going to attend or not. Many suppliers are worried that they will all be standing around talking to each other.

During my travels the last few weeks, I have been asking clients, “Will I see you at the GBA show?” While some are responding with an enthusiastic “yes,” others are saying they are not sure, or it depends how business is going. During boom times, the latter remark once meant, “I may be so busy, I will not have a chance to get away!” but given the present state of the economy it clearly indicates that they will go if business seems to be picking up.

Sure, these are tough economic times in the window industry. They are the worst many of us have seen in quite a while. However, not despite of this, but because of this, it is perhaps more important now than ever to get away to GlassBuild. We need to see what is happening in the industry, talk to our peers, and take time to reflect upon how best to position our businesses in the marketplace, not only to survive the downtown but to prosper once the recovery begins.

This is the place to analyze the door and window industry and to decide how best to take advantage of new technology in view of the changing market dynamics. Many manufacturers, who have downsized considerably, will face the challenge of gearing up again once the economy rebounds. New employees will have to be hired, trained and integrated back into the manufacturing environment. Many companies are shifting business strategies away from residential new construction toward commercial opportunities or the residential replacement segment, which may require redesigning the factory floor plan as well as investment in new process equipment or software.

There is also a lot going on in terms of product design and quality assurance requirements. Many window manufacturers need to decide how to react and position various product lines amid upcoming IG certification requirements that will soon become part of the National Fenestration Rating Council and ENERGY STAR® programs, not to mention the evolution of the ENERGY STAR program itself.

Looking for someone to exchange ideas and emotions regarding these revolutionary changes which are surely to impact every company’s marketing and product management strategies? Well, early October in Las Vegas will be the place to do it! So, if you don’t like to gamble with your future, then you better definitely head to Las Vegas because the biggest gamble of all could be missing out on this fantastic educational and “strategic awakening” event. Given this tough economic environment, where business decisions can truly make us or break us, can one afford not to go?