As part of Print & Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry. This month, we interviewed Bryan Goltzman, owner of Liquid Screen Design, a 100% remote company. Here, he tells his story of perseverance, advocates for promo, and shares what motivates him.
How did you get started in this industry, and what path did you take to land in your current role?
Bryan Goltzman: In November 2008, after six years as a regional director at a nonprofit, I reached a breaking point. What was once a fulfilling environment had turned toxic. When I couldn’t take an afternoon off to propose to my now-wife, I knew it was time to leave. … However, the 2008 financial crisis hit, and opportunities vanished. For two years, I searched fruitlessly.
In March 2010, while still jobless, I met with my friend and future business partner, Benji Bearman, in Chicago. Over two days, we birthed Liquid Screen Design. Leveraging our experience in ordering swag, we aimed to revolutionize promotional products. Two weeks later, I landed a job at a local nonprofit, and Liquid Screen Design became my “side hustle.” For seven years, we grew the business on evenings and weekends. By late 2017, it had flourished so much that I faced a crucial decision: stick with my job or commit fully to Liquid Screen Design. Choosing the latter, I persuaded Benji to join me.
How do you set goals for yourself? For your business?
BG: Setting goals for ourselves and Liquid Screen Design involves careful planning and adaptability, as exemplified during the beginning of [the pandemic]. We lost $500,000 of orders in-hand within 24 hours as events, schools, and camps closed. We allowed ourselves to feel sorry for ourselves for a weekend. Then came Monday, and with no orders we could spend time planning and setting goals. The 100-hour weeks we had been working on orders now freed up, we spent that time planning. We eventually came up with three scenarios for our business and our customers — best-, middle-, and worst-case scenario — and a plan to attack each one.
We learned in those first few months that it was not just about planning goals but also implementing them. Our process is to set yearly goals and then break them down by quarter and then prioritize each goal in the quarter.
How does the economy continue to affect the industry?
BG: It isn’t just about selling products, but also the killer marketing ideas behind them. We tend to weather economic storms pretty well.
Think about it: When companies need to make every marketing dollar count, they often turn to promotional products as a savvy, cost-effective way to get their message out there. So, even when budgets are tight, there’s still a demand for what we do.
What do you expect to be some of the biggest changes or challenges the industry will face?
BG: Automation and artificial intelligence promise unparalleled personalization and efficiency, though adapting may take some time. The emergence of the metaverse presents a transformative shift, revolutionizing remote work and virtual events. With our team already 100% remote, we’re navigating this new landscape seamlessly.
Additionally, heightened competition demands unparalleled creativity to stand out amidst the noise.
What do you think is the most exciting, cutting-edge thing your company is doing right now?
BG: Leveraging AI, we’re advancing mockup accuracy and extracting PMS colors seamlessly. Excitingly, we’re integrating AI for operational excellence, enhancing KPI management and stock issue resolution swiftly. This multifaceted approach maximizes efficiency and customer satisfaction. As AI continues to evolve, we’re at the forefront of innovation in the promotional products industry, driving growth and setting new standards for excellence.
What would people be surprised to learn about you?
BG: I have always been about big ideas (I was an accidental 2003 Grammy voter) and being an unconventional thinker (I applied for the NBA draft without playing in college). Who knew that this way of thinking would land me in the creative swag world!
Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at [email protected] for a list of questions and other details.
