John Hester, NHLA Chief Development Officer, shares a lesson from a doorman-producer and an Uber-director: always promote your value. Hardwood has a story—renewable, sustainable, beautiful, durable—but if we don’t tell it, others will. Every conversation is a chance to put hardwood in the spotlight.

With imitation wood products blurring the lines for consumers, NHLA is launching a new one-page feature to help members push back against misinformation and advocate for real hardwood. From media rebuttals and shareable talking points to hardwood vs. imitation comparisons, this resource equips you with the tools to defend and promote the truth about hardwood — at the jobsite, in conversations, and online.