Educate buyers about Irion's superior craftsmanship. Monn complains that many of his high-end rivals "cheat" the customer by using machines to carve and finish furniture. Marketing expert Lawrence Gelburd says Irion should find creative ways to teach would-be customers about its quality. Irion could reap valuable free publicity by donating high-end furniture to the National Constitution Center in Philadelphia. The partners should also revamp Irion's website to include videos about their extraordinary craftsmanship. Better yet, Irion could send its master craftsmen out to build actual furniture at trade shows and museums. "It's visually stunning to see people at work with a tool going 'urrh, urrh,'" Gelburd says.