Tyler Galpin,

Some words of advice, to be followed by a statement of congratulations.

While I suspect landlords do not elicit feelings of warmth and goodwill, and though I have no doubt that there are many unscrupulous members of this trade, be better than the “scammers” you condemn by banishing that word from your vocabulary altogether; because, for every crooked and cunning landlord, there is a counterpart — a morally just, and financially fair, building owner — who has more than a pecuniary interest in filling an apartment, or placing a FOR RENT sign on the window of a vacant residence; there is a young entrepreneur or a veteran of the neighborhood, a survivor of the decay and surrender of a section of sidewalk or a street corner, by political neglect or criminal negligence, and a witness to the resurgence of her home — a celebrant of the return of parents and of schoolchildren, of the planting of trees and the arrival of families taking root, and of the revival of local merchants and the rise of thriving markets; that landlord is the caretaker of something more than bricks and mortar — she is the protector of an architectural heirloom, the guardian of good taste and the chronicler of the history of that property — her property — that takes its place alongside a cultural mosaic of so many shining faces, and of so many colors and faiths.

Secondly, RadPad is about one thing — and one thing only: Eliminating stress.

Put aside all the services you offer, and turn your attention away from the options you plan to provide, because RadPad does one thing exceptionally well.

To repeat: RadPad makes a very stressful experience entirely stress-free.

By succeeding through simplicity, and by investing yourself in the image, design and typography of your logo — by acting as the landlord of your property — you prove there is a difference between a business and a brand.

The former has no identity, while the latter owns a narrative about ambition and adversity, and vigilance and deserved victory.

Tell that story.