December is a month when most families come together to share in joyous holiday celebrations and look forward to the year ahead. November is usually the chosen month to “give thanks,” but I encourage everyone to take this time to reflect on the past year and humbly be grateful for the successes, relationships and positives realized in 2012. Our country and the world are still dealing with challenges, but it is now more important than ever to keep employees and family members focused on the good aspects of life.

While many experts and economists can provide expectations and forecasts for the years ahead, it is up to you as individual business owners and managers to realize how your company (and family) will deal with the “new normals” moving forward. What worked 10 years ago, may or may not work in 2013.

Technology, as well as global affairs, continues to shape how you operate in the water treatment industry. Competition from around the Internet will surely challenge your company in several ways in the coming years and these obstacles will need to be met with customer education and awareness. Helping customers and communities understand the value of quality water treatment products and reputable water treatment dealers will help many overcome these hurdles.

The days of loose, careless spending are all but gone and dealers must work harder to sell their messages, services and products. Customers will invest in technologies that work for the betterment of their families. And, fortunately, reputable water treatment dealers who invest the time to stay abreast of the current industry trends, such as reading this publication, have the answers and solutions.

Inform your customers and prospects that innovation in our market, such as in water testing and point-of-use (POU) devices, continues forward. In this month’s cover story, author Dr. Andy Eaton shows us the major factors of how advances in analytical techniques have influenced the sale of POU treatment devices.

“Water quality and the perception of water quality is a complex issue. Consumers take high quality water for granted, but they also are heavily influenced by the thought of contamination in their water,” educates Dr. Eaton.

Customers are aware that high quality water is important to their families and a top priority in your marketing message should be to separate truth from misleading information. Use the research and information provided by industry thought leaders, such as Dr. Eaton, to help move our industry and its end customers’ education forward.

Happy Holidays and Happy New Year from the staff of Water Technology.

Rich DiPaolo, Editorial Director

Rich DiPaolo