I Mortgaged My House to Buy a Computer

“He who is not courageous enough to take risks will accomplish nothing in life” – Muhammad Ali

It’s been over 30 years since I “invested” in my first computer. In 1985, you invested in computers; you didn’t buy them… Oh, I bought one, a BIG one. Not only in physical size, but the price tag was even BIGGER. For a mere $300,000 I bought/invested in the Aestedes Design System. With a six foot control board, three 21″ monitors that were connected to a 36″ plotter for printing linear art as well as plotting mechanical boards (remember them?), a dye sublimation printer that seemed to take forever, and a camera stand with camera for scanning. Again, this was 1985, there were a few other systems being introduced in the graphic design field like DuPont’s Lightspeed, but no system could accomplish what the Aestedes could. Of course, most of the other systems were less than half the price. Believe it or not I even built a room for the Aestedes. After all, I was putting it in a building I had paid $85,000 for the previous year. My professional “advisors” thought I was crazy. My answer was always, “I’m an artist.” They didn’t know where to go from there.

This was a time when “comps” were built with overlays of type, cut out photos, maybe some marker work, etc. What I saw in the Aestedes showroom located in Secaucus was the future. My idea laid out on one piece of paper, everything included. No layers. There was never a doubt in my mind that I was going to have one of these computers.

I mortgaged my house to buy that computer.

Seven years after the Aestedes purchase, I paid it off, sold it and replaced it with three Macs. Up to that point, we could design, typeset, scan, print and do everything the Mac could do. The investment paid off because most of the firm’s competition at that time were hesitant to try the new “fad” of computers. The brands were only too happy to see the future of design, right in this little “boutique” firm located in Glen Ridge. To say it changed my business is undoubtable. To say it changed my life is more accurate.

Now, in 2016, Smith Design is in its second generation with over 25 employees. The business landscape has changed tremendously, the workforce even more. My daughter Jenna has taken Smith Design (SD) to new heights, three floors, and new locations as well.

As the business model has changed, Jenna has kept SD ahead of the curve. And so now SD has a new headquarters in a three story 100 year old factory located in Morristown, NJ, as well as satellite offices in Carmel, CA and Ft. Lauderdale, FL. We not offer services including research facilities, a fully equipped photographic studio and full professional kitchen and meeting facilities. We now also have close to 30 computers. None of them cost $300,000.

Needless to say, I didn’t do it alone. Never once did my partner in life and business, Laraine, ever doubt what I was doing. At least not out loud. With that kind of support, what risk was I taking? Maybe you have to be a little crazy.

James Smith
SmithDesign

Originally posted on SmithDesign.