Our ChromaLabel Color Coding Tape has a bit of an identity crisis — most of it self-inflicted. When someone asks me what I sell, I want to tell them about our tape but don't really know how to do it in an elevator pitch. I usually say, "It's like duct tape in that you can use it for everything except you can remove it easily, doesn't leave behind residue, and it color codes, and it bundles and..." with me trailing off somewhat at the end. One of my favorite things to do is give the tape to creative people in...

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