(Don't Drive) Naked Ambition
By Jeff Wooten
Sign Builder Illustrated, January 2012
It's probably not too often that one gets the opportunity to tell a gathering of business owners and leaders, "Don't drive naked!" But for one wrap specialist, doing so has led to what he feels has been one of the best business decisions of his life. This liberating step has even transformed his company into a prime success story in today's questionable economic climate.
Four years ago, John Wiley, founder and owner of Dream Street Graphics (www.dontdrivenaked.net) in Indianapolis, Indiana, started feeling that his then-twelve-year-old business was taking on too much by offering customers anything that could be produced using its two wide format printers. Then the economy took a swan dive, which led him to restrategize his shop strictly as a vehicle wrap specialist.
The result: Business has actually tripled! There are many reasons for this turnaround--focus, premium services ... and, oh yeah, that aforementioned nudity.