b'ONE-TO-ONEindustry will need to step up andas well as LATICRETE University support their efforts. courses.Tous,thewordcertifi cationWephysicallytrainthousands isimportant,andnotsomethingofcontractorseveryyear,and to look at as purely a marketingnow we are making investments opportunity.Weinvestheavilyinmoredigitaltoolstohelp intraininginstallerstoproperlyaugmentandscaleallofour use our products, but we believetrainingefforts.Onsocialplat-that nationally-recognized indus- formsliketheFacebookgroup try certifi cations are essential andLATICRETEsInsideTrack,we different from the training eventsareforgingnewconnections weconduct.Thatsonereasonwiththeenduserstopromote weve avoided the word certifi - our industry organizations. cationandhaveoptedtoissueAlloftheseprogramspromote completioncertifi catesforpro- industrycertifi cationsandwill gramslikeourProfi tThroughcontinuetorecognizetheefforts Knowledge(PTK),Internationalof the trainers and friends who are PassporttoSuccess,andinthefi doingthistoughandeld LATICRETELivetrainingeventsimportant work.66 TileLetter | June 2020'