Jack Alberts and Jordan Veilleux wanted to start a business setting up Christmas lights in the Memphis area, but they had a problem. There was a lot of competition, which meant they needed to find a reason for people to pick their service instead of similar ones other landscaping companies already offered. 

One night as they brainstormed ideas, Alberts’ fiancee Nicole Ungaro joked they should wear elf costumes while they install the lights. At first Alberts and Veilleux laughed. But as they thought about it more, they realized she might be on to something. 

“It was one of those laughing but serious moments where you go, ‘That’s actually a fantastic idea,’” Alberts said. “The more we thought about it, it was a really good differentiator.”

This is an excerpt of this story. To read more, please click here and subscribe.