When a team from the world’s leading special glass and glass-related systems manufacturer needed assistance selling their thoughts on a product to corporate leadership, they sought both positioning insights and spec materials from LSHD. After discussing the key product challenge (being a nice to have addition, not a need to have component), LSHD uncovered an angle to flip the equation. Positioning Sidelight as a subtle, visual way to convey important information, our engaging video shows how this technology could work as an intuitive form of communication in several distinct markets, and helped to convince leadership that a change in the marketing was needed.