Business Advice
The Norman Files
ASI Chairman Norman Cohn shares thoughts, business advice and adventures from his 70+ years in the promotional products industry.
Wall Street Journal
In The Land of Giveaways, Meet The Sultan of Swag
Norman Cohn is featured in a June 25, 2012, front page story in the Wall Street Journal.
proFILES Podcasts
A Deep Dive Into Promo With Norman Cohn
2021 interviews with Norman
Counselor Awards
2023 Lifetime Achievement Award
Through passion, curiosity and honesty, a kid from Iowa built the promo industry we know and love today.
Business Advice
Norman Cohn’s 5 Tips for Success
1. Businesses will always need advertising to get out their message. And the best way to advertise remains ad specialties, which provide the best ROI of almost any media. Businesses that don't advertise will soon be advertising their business for sale!
2. You will never be the lowest-cost provider. Someone will always sell cheaper. So sell ideas, not products.
3. This is one my father taught me: In business, you must always have honesty and integrity. If you give your word, you keep your word.
4. To keep growing, our industry needs to educate participants, including every sales and customer service person. A great way to prove you are serious is to pass an ASI BASI™ and MASI™ test and wear the pin as I do.
5. One person can't solve all the world's problems, but one person can help make the world a better place. Make a difference, however you can.