November 2012
| Business World Magazine | 127
excitement – the architectural products divi-
sion was a great plan, and he and Deuschle
now had the opportunity to adopt it and do
it on their own.
In July 2001 – after meeting with an
accountant, a lawyer and a banker – a viable
financial strategy was created, and Contrar-
ian Metal Resources was founded. Deuschle
insisted on the name – not only did it define
the business, but the partners as well. The
company’s plan, after all, was to convince ar-
chitects to envelope their buildings in stain-
less steel. That required a different way of
looking at architectural design – it required
a “contrarian point of view.”
In the years since, CMR has prospered,
having successfully changed the way stainless
steel is used in construction.
THE RIGHT THING
Contrarian has consistently achieved success
over the years, Halliday says, because they
have filled a gap in the market that no other
stainless steel company has thought or man-
aged to do. “When it comes to stainless steel
for buildings, we’re a meaningful part of the
market, there’s no doubt of that. Our com-
petition is other materials that usually don’t
last as long.”
“
I’m dumbfounded that people aren’t