The message couldn’t be clearer

Dear Martin enthusiast,

……………………………..

I’d like to ask you personally to be open to the use of alternative materials.

I love tradition as much as anyone. I believe it’s possible that the new woods we are introducing today can become the accepted and traditional [and sustainable] woods of tomorrow.

Sincerely,

C.F. Martin IV

Chairman & CEO

C.F. Martin & Co., Inc.

Having ranted about the guitar industry a few blogs back here I am eating a serve of humble pie.

This is a clear message to guitar buyers everywhere from Chris Martin, CEO at Martin Guitars. This message is in the latest Martin Journal (Vol. 7, p. 9):

https://www.martinguitar.com/about/martin-journal/

Being an old company with a significant product heritage can be a bonus and a drag.

When a large part of your customer base is focused exclusively on your heritage and not on where you want to go in the future then it can be a real problem.

Chris Martin is calling to his “heritage bound” customers –

Loosen up and give us a future……please!

To help drive that message home:

• CF Martin should start a narrative. A narrative about change and the environment. About customers and guitars. They have made a start (I think) with an article on page 29 of the Martin Journal. It’s a good start but we need more of it; and
• That message needs to be on the front page of CF Martins website; right there in everyone’s face! You won’t change your customers habits by having the message in the bottom draw of your desk.

The message is clear. There just needs to be more of it.

Good move Mr Martin!

Keep building the momentum for change.

PS. With such a powerful message from Chris Martin, I am surprised that the Martin Journal did not contain a feature article on alternative tonewoods. Was this a missed opportunity?