Sonus Offers The Anti-Car Audio


Experience WORDS BY JAMIE SORCHER PICS BY BEN CORYAT


Different is a word that Micah Williams uses frequently when he describes his store, his philosophy, and his mission. Tat commitment to taking the road less traveled has brought him to his dream store today, Sonus Car Audio, with a tight-knit staff and, above all, the satisfaction of doing things his way.


It started back in 2008 in an unlikely way. “It was a perfectly executed bad idea,” recounted Williams, the store’s founder and owner. “I had done all of this for other people, but I kept hitting that wall where I would see a situation and would want to have handled it another way. When you’ve been working at some of these older shops that have been around for a long time…I won’t say they’re stuck in a rut, but they’re definitely set in their own ways.”


Williams said he didn’t agree with how things were being done, and he wanted a chance to find out if he was right. “It just built up to a point where, for me, it was:


Let’s do this for real and see how different we can make it,” he said. This philosophy has been the mantra since his


store doors opened. “Before we make a decision, we ask ourselves,


‘What would everyone else in that situation do?’ and then we try to find a way to not do it that way,” said Williams. “It doesn’t matter if it’s in- teracting with clients or dealing with a return or attacking an install. There are certain things where we want to make sure our process is different.” æ


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