My friend June’s question to the waitress embarrassed me when she asked it many years ago. We were having lunch at an Italian trattoria in Fairfield, CT and deciding whether or not to have their capuccino. “How much did your capuccino maker cost?” June asked. She was once the owner of a high-end catering and event planning business in NYC. She knew food and equipment.
“$5000,” the waitress replied when she returned after being asked that impertinent question.
“I’ll have a regular coffee,” June said. Then, knowingly, she leaned over and told me that that was too cheap a device to get really good cappuccino.
More recently, at the Artsy Girls exhibit opening on October 2, Liz Ball, the owner of the Pierce Ball Gallery, had on hand beautiful reprints of the write-up in the Norwalk Hour about our show. The quality of the reproduction was spectacular. I would be proud to send copies to my clients and prospects. Several of us were grilling Liz about them. We wanted to be able to download the pdf and make our own–just like these.
“Is this laser paper?”
“Are you using special inks?”
“How did you get Maggie’s image in color?”
We had temporarily lost sight of the fact that Liz is also the CEO of a top-notch branding and corporate communications company, TFI Envision in Norwalk. She had digitally inserted a color image over the space where Maggie’s illustration was placed in the paper. She, of course, used the best quality paper. “Perhaps,” she added, “it was the $30,000 printer we used.”
Sometimes having the best tool does make the critical difference. Knowing when to make that investment is equally important.