elastic revolution

Sal grew his business from age 24. He zigged and zagged while finding his way—but found a successful niche in the elastic strap business. His team sold these straps to hundreds of different vendors. Some went into clothing, others into sporting goods, and Sal even had clients from the US Government using these straps in top secret projects. Sal prided himself on creating a business that felt like family. Having never married himself, his business and the employees that worked with him were his family. Sal embodied the ethos of the American dream—he worked until he lived the life he always wanted.

In March 2020, Sal’s world came crashing to a halt. The well of orders dried up—and Sal and his executive team had to make one of the most challenging decisions of their career. They combed through their roster of 83 employees; debating a compassionate lay off strategy and compiling the list. Sal didn’t sleep most nights. It ached his heart to live with this feeling that he had failed his family. He schemed and dreamed up hundreds of hail mary plans; but they all required time and resources that he simply didn’t have. 

On the morning of Saturday April 4, 2020, Sal awoke and reviewed the list one more time. But this morning, something changed. He scanned his phone, finding a text from one of his executives urging for Sal to read the news. The CDC was now recommending wide-spread use of face masks; contrary to prior advice. 

Everything changed after that moment. The organization was replete with orders from all over the world. Sal’s team worked day and night to meet the surging demand. Elastic was en vogue for this flash in the pan moment; and Sal’s team was there to meet this moment.

On Monday, Sal crumpled up the list, and tossed it into the recycle bin in his office.

-m

April 26, 2020