ASI Chairman Norman Cohn shares thoughts, business advice and adventures from his 70+ years in the promotional products industry.
Norman Cohn is featured in a June 25, 2012, front page story in the Wall Street Journal.
2021 interviews with Norman
Through passion, curiosity and honesty, a kid from Iowa built the promo industry we know and love today.
1. Businesses will always need advertising to get out their message. And the best way to advertise remains ad specialties, which provide the best ROI of almost any media. Businesses that don't advertise will soon be advertising their business for sale!
2. You will never be the lowest-cost provider. Someone will always sell cheaper. So sell ideas, not products.
3. This is one my father taught me: In business, you must always have honesty and integrity. If you give your word, you keep your word.
4. To keep growing, our industry needs to educate participants, including every sales and customer service person. A great way to prove you are serious is to pass an ASI BASI™ and MASI™ test and wear the pin as I do.
5. One person can't solve all the world's problems, but one person can help make the world a better place. Make a difference, however you can.