ED LETTER ED LETTER
OPTIMISM LEADS THE WAY
For the last year, the news hasn’t been all that great and the recession has gotten the better of many people - not in terms of actual economics but rather that the endless string of bad news has knocked the wind out of people and has forced many to change the way they live. But change is good and since the true entrepreneur must believe in the survival of the fittest, I have come to view the last months as a cleansing process of the business environment. Quite simply, if you can’t cut it, you’re out. Everyone is affected by recent and current events and I’ve seen a storm rage through all income classes, from the regular valet parking attendant to the billionaire - the shift is universal! There has been a strong wind of change blowing through the media industry as there seems to be major happenings just around the corner. In this industry you can clearly see that only the strongest survive and even these companies have to be creative about the future. As you may know, The Elevator is leaning more and more towards digital media, hoping that soon print will no longer be the way we reach our readers. We started with an e-version four years ago and now we are
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ISSN: 1662-8640 The Elevator magazine is a product of HEPT Media.
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back at that point. I for my part strongly believe in the media delivery systems of Apple and we are focusing our innovation process on the iPad in the coming months (since we are already on the iPhone). I’m actually writing these few lines to you using my new iPad and it is nothing short of phenomenal.
Make no mistake, life is good and we should all be very happy that we are living in the present day. If you take a moment to think about it, never before has mankind lived in such abundance and so I can’t help but wonder if cutting back on consumption just a little bit and focusing on other things is really such a bad thing. Why not focus on personal improvement? There are numerous ways to enjoy life without spending that extra buck... If we focused on ourselves, our health and knowledge, we would all be better, stronger and more prepared for when things get going again!
As spring is traditionally the time of renewal, I wish you all just that and look forward to exciting times ahead.
Patrick Gruhn
Editor in Chief
Contributors:
Madeline Thomas, Ian McInnes, Carly Capello, Christian Sylt, William Leigh, Neil Davey David Johansson, Daniel Sharp, Patrick Gruhn, Adam Lester, Andrew Rixon.
With thanks to:
Don Cochrane, Marc Cave, Robin Dhara, Dan Bliss, Jean Philippe De Vincenti, Ricardo Jimenez, Thierry Martin, Emilie Gruhn, Anna Lipowska, Patrick Larsonneur, Cirque du Soleil, Maurizio Zago, Steve York, Henry Ball, Percy English, Hailey Graham-Smythe, JP Bertai, David Rose and Paul Cok.
THE -ELEVATOR.COM THE -ELEVATOR.COM
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CONTRIBUTORS CONTRIBUTORS
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