What does it take to stay relevant in a category everyone thinks they already understand?

In this episode, Adam sits down with Chris Usher, Director of Corporate Sales at TOPS Products, to unpack how a legacy brand is evolving beyond traditional office products and finding new ways to create value for today’s workplace.

Chris shares how TOPS is leaning into innovation, listening more closely to end-user needs, and helping partners reposition “commodity” items as purposeful solutions that drive productivity and organization.

You’ll hear how to:

• Differentiate in categories that feel saturated or price-driven
• Reframe everyday products as essential tools for efficiency and workflow
• Identify new opportunities within existing customer bases
• Stay competitive by aligning with how work is actually getting done today

• (00:00:05) - Tops CEO Discusses the Acquisition of Smead and U
• (00:00:39) - Manila Folders: 2026
• (00:01:49) - Greater Tops Supply Chain: Vertical Market Strategy
• (00:04:43) - Strategy: Simplifying Complexity
• (00:05:46) - What's New for 26 in 2021?

The days of product-first selling are fading, and those who adapt will win.

In this episode, Adam and Bob Kellogg, Senior Sales Manager at Fellowes, break down how consultative selling is reshaping the industry. Fellowes is leaning into a more solution-based approach, helping partners move beyond individual products and instead deliver complete workplace solutions across air quality, ergonomics, and sustainability.

You’ll hear how to:
• Shift conversations from features to outcomes
• Identify real customer pain points across vertical markets
• Use a full portfolio to create more value and bigger opportunities
• Simplify the sales process while increasing relevance

If you’re still leading with products and features, this episode will challenge you to rethink your approach and show you what winning looks like moving forward.

• (00:00:05) - A Taste of 26 with Bob Fellowes
• (00:01:25) - Expertise on 26
• (00:02:07) - Fellows Expands into Vertical Markets
• (00:03:58) - Sparking: Simplifying complexity
• (00:04:50) - Marketing 360: The Evolving Consultative Selling
• (00:05:42) - Bob the Cat on Distribution Unpack

Competing with online marketplaces on price alone? That’s a losing game.

In this episode, HP’s Channel Business Manager, Jared Lambert, shares how to shift the conversation—and win—by focusing on what actually matters: trusted brand quality, consistent performance, and long-term customer value.

We dig into the rise of imitation supplies, the risks they bring to end users, and how to use that insight to differentiate. Plus, Jared highlights why verticals like healthcare and education are prime opportunities for contract business, and how HP partners are capitalizing on them.

Key topics discussed:

• The rise of online marketplaces selling copycat HP cartridges and toner supplies
• HP's approach to protecting their brand through legal measures and partner compliance
• Growth trends in healthcare and education vertical markets
• Indoor air quality concerns with non-original cartridges and VOC emissions
• Strategies for authorized dealers to leverage HP's brand against competitors
• HP's commitment to simplifying complexity through dedicated support resources
• Partnership growth between HP and SP Richards

Resources mentioned:

• EP EcoLogo certification for indoor air quality
• HP's five-pillar value proposition including air quality standards
• HP authorization program requirements

We're joined by Christie Pruett, the new Chief Operations and Technology Officer, and Heena Patel, the SVP of Human Resources at S.P. Richards, for a conversation about leadership, growth, and the people behind the business. As the company continues to grow and evolve, they share how maintaining a strong, people-first culture helps teams stay connected, collaborative, and adaptable in a fast-paced environment.

• Christie's transition from IT to Chief Operations and Technology Officer role
• How IT perspective helps bridge departmental silos across the organization
• SPR's massive growth with 35% of staff being new hires in recent months
• The challenge and opportunity of onboarding new talent at scale
• Building and evolving company culture with fresh perspectives
• The family-like atmosphere that keeps long-term employees engaged
• Rapid expansion including four new distribution centers in 60-90 days
• All-hands-on-deck mentality with leadership working frontlines when needed

Resources and People Mentioned: SPR (the company), GPC (former competitor/acquisition), Carol Stream (distribution center location), Philadelphia/Pennsylvania area operations

We're talking with Chrissy Sheehan, Senior Channel Manager & Steve Wein, District Sales Manager - Wholesale from Kimberly Clark about elevating restroom experiences and innovative distribution solutions. The conversation covers KC's smart technology initiatives, sustainability programs, and strategic focus on vertical markets like education and healthcare.

• Smart Fit technology and onvation systems for data-driven restroom management
• Thrive sustainability program for dispenser recycling and zero waste solutions
• Vertical market strategies targeting education, healthcare, and evolving office spaces
• Integration of consumer brands like Huggies and Kotex into B2B distribution
• Femcare solutions and government regulation compliance
• Icon dispenser collections for seamless, customizable restroom experiences
• Good-better-best product portfolio simplification
• Partnership strategies between KC and distribution partners

Resources mentioned: Castle (key card company), Thrive program, onvation service app, KC Pro, Scott Essential, Scott Pro, Icon dispensers

• (00:00:00) - Distribution Unpacked: Changing the Restroom Experience
• (00:02:02) - Vertical Markets
• (00:04:29) - Technology driving better experience for our associates
• (00:05:50) - KCP Pro and Consumer Brands
• (00:06:53) - Femme Care and Personal Hygiene
• (00:07:43) - Expanding Collaboration with Distribution Partners
• (00:08:35) - Scott Essential, Scott Pro, and Icon