You Can’t Judge A Book By Its Cover

Gail Chiasson, North American Editor

“Chapter 11 isn’t Armageddon,” says Brian Dusho, CEO of Montreal-based BroadSign.

Brian Dusho

Dusho ought to know, and we expect that his talk during the October 17-18 Digital Signage Investor Conference in New York will be the ‘don’t miss’ session of the whole week of activities.

As our readers know, BroadSign declared Chapter 11 protection back in March of this year, and Dusho will bring his unique experience in capital restructuring to his presentation that will focus on BroadSign’s financial transition; working with stakeholders, clients and employees; rebuilding investor confidence; and defining successful outcomes.

“There are many circumstances that can cause a company to declare Chapter 11,” says Dusho. “Each is unique. It can be tough, but sometimes this is the only way to move forward, and allow you to grow. Chapter 11 protects the employees and clients. You can do business under Chapter 11 and come out of it in better shape.

“It can sometimes be a smart decision. There are lots of ways to approach it, and there are always surprises along the route. And, of course, not all come out of it successfully.”

Dusho plans to share his insights of potential pitfalls, lessons and strategies when dealing with the restructuring process and how BroadSign worked through several obstacles to achieve a clean balance sheet. And we expect him to be open about mistakes made along the way.

He will recount the state of BroadSign and the industry from the start of his tenure as CEO in 2009 to today. He will also give a little taste as to what’s in store for BroadSign, the industry and its next phase of super-charged growth.

As he says about companies declaring Chapter 11, “You can’t judge a book by its cover.”. Make sure you don’t miss Dusho’s session at 3:45 p.m. on Day One. We’re sure that it will provoke many questions.

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