SleepWell March/April 2020

8
From The Editor
Water cannot be
squeezed in!
Editor
Mehmet SÖZTUTAN
mehmet.soztutan@img.com.tr
The world has been suffering all kinds of crisis for some
years. The population has been constantly increasing and
needs are increasing at every stage of people’s lives. Millions
of companies have struggled with problems to survive. 2019
was one of the toughest years for them. But almost everybody
believes that 2020 is full of good hopes. We interviewed with
over two hundred business people for 30 magazines. The
common idea is led us to believe the positive expectations to
come true. I have the same belief because “water cannot be
squeezed!” To meet the need of so many people and for the
companies and national economies to survive, the roads have
to be opened. Although the virus disease influenced me to
have a second thought.
Promotion is the essence of survival. Promotion is the driving
force of growing. Promotion is the key to compete. If it
is done wisely through the right media. It could be thru fairs,
media or direct-contacts… Cutting off promotion during crisis
is the worst type of saving which can drag a company to worse
financial crisis.
CIFF, China International Furniture Fair, has been one of the
rightest medium to accelerate trade in the furniture industry.
It was good for seeing the best, sourcing the most convenient
products and improving the business. CIFF was an inspiring
event, a motivating show, a profitable display window. Unfortunately,
it was cancelled and we are looking forward to hear
the vanishment of the disease and rescheduling of CIFF.