Luke and Cyndy Griffin: Benchmark of success

Luke Griffin knew as a young man he would one day run his own business. He knew it the day they handed him his schedule when he was a high school sophomore.

"I got a job bagging groceries at Ralph's down in California. And I remember I worked a week, and the first week went fine. Second week, I looked at my schedule and I said, 'What, Friday night? There's football games on Friday night. I've got a football game to go to.' So I went in and quit. I said, 'This schedule doesn't work for me. I'm sorry.' I've been self-employed ever since."

Griffin and his wife, Cyndy, started Benchmark Inc., in 1986 in California as an automotive customizing business.

"We were going around to car dealers mostly and just doing decorative pin striping and graphics on cars. Benchmark kind of evolved from more of a service business to a sign company at that point," Luke said.

In December of 1992, in pursuit of a better quality of life, they packed and moved to North Idaho and relocated their thriving graphics and sign specialist business to Coeur d'Alene.

"It's like raising a kid. To us, Benchmark right now is a part of us," Luke Griffin said.

Today, Benchmark has about 15 employees, hundreds of clients nationwide and operates from a 10,000-square-foot building at 5077 Building Center Drive.

Last fall, it bought longtime competitor Imagination Graphics, brought in its owner Jeremy Deming, and launched iMGX kreativ, a new division.

"I think it's made our company so much more rounded just because of the unique design talents that Jeremy brings in with his staff," Luke said. "Combine that with our knowledge of building signage, I think it's an unbeatable combination. I think it's what's going to carry the day for us, it's why we're going to be here for years to come. We are a true one-stop shop. Not a lot of companies can say that."

Luke, 53, is the president, and Cyndy, 52, returned full time recently as vice president and general manager.

"The economy has made it such that we need all hands on deck to make this thing continue to move forward. It's a blessing to have her back with us," Luke said.

They sat down in Luke's office, decorated with baseball and golf memorabilia, for an interview about their business. Both tend to be optimistic and positive about the future. They chat about priorities of their life, faith, family and business.

"I'm proud the Lord has helped us make the right moves when needed," Luke says.

"He has definitely blessed this business," adds Cyndy.

They chat about having time for what's really important to them. Luke speaks of the importance of having freedom to attend his son's baseball games and keep up with his daughters' activities. Cyndy talks, too, of her love for her children and how proud she is of them, how proud she is of her husband. Each talks warmly of their parents.

When it comes to work, each is quick to credit their employees for their success, and deflect any praise.

"You never pat yourself on the back and you should have accolades all over the place," Cyndy says to her husband.

"I can barely write my name. I can barely turn on my computer," Luke says with a laugh. "We're just fortunate to have very talented people working for us."

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Where did the name Benchmark come from?

Cyndy: His dad came up with it. Benchmark sets the standard.

Luke: It's the standard by which all else is measured. We just thought if we're going to be considered one of the best at what we do, being the benchmark of the industry would make sense.

How is the economy affecting things for you?

Cyndy: Well, it's definitely slowed us down. Everybody is tightening their belt. All of our clients have tightened their belts. It's a ripple effect. We're holding our own.

Luke: I think we've been very fortunate that our biggest customer is in the health industry. It's a pharmaceutical wholesaler, they're called AmerisourceBergan drug corporation out of Valley Forge, Pa. They're the Good Neighbor Pharmacy network, the Medicine Mans in our area are all Good Neighbor Pharmacy. All of that signage since 1988, we've had the national account for that. You've probably seen the logos out there. We service 10,000-plus Good Neighbor pharmacies nationwide. We know the population is getting older, baby boomers are getting older. One of the industries that hasn't been affected too badly is the health-care industry.

How has Benchmark continued to do so well?

Luke: I'm smart enough to know that if I'm going to be in this business I'm certainly not going to make it on my talent. It's going to be my employees.

Cyndy: Surround yourself with good, educated, talented personnel, that's what we have here. They're fantastic. We couldn't be here without them.

What does Benchmark do?

Luke: We like to consider ourselves a turn-key type of a business because we can design a whole new look for your company. If you're looking for a fresh look, fresh logo, for example, we can do that. That's our iMGX creative group, which is more our graphic design arm of the company, ad agency so to speak. Benchmark is more of the engine. We build the stuff. So we can design by iMGX creative, we build it by Benchmark. All the same company, just different divisions.

Cyndy: We also install it. We have installation teams that run all around the country. We just finished a huge group on the East Coast, 672 stores. We're kind of a one-stop shop. You come to us with an idea, we help you create it, we do Web sites. We're not out to gouge anybody. I think that's where our clients have seen we're reliable, we're steadfast, we stand behind our word and we're still here.

How do the two of you work together?

Cyndy: It's pretty cool because we both have distinctive business backgrounds and ways we like to do things. I work in the more business end of it, the HR, the hiring, the firing, the personnel aspect. He's the creative. He's the idea person. You talk with all the customers. He's the ultimate easy-going sales person that loves to talk to you, put it there in black and white so you understand it. And then you choose whether you'd like to work with us.

Luke: I like the relationship side of the business. That's where I think my forte is. I like to be the big picture kind of guy, where can we go next.

Cyndy: You do a lot of great work on the golf course. High-end CEOs, that's where they like to be. Good thing he knows how to play golf.

Luke: The golf course is my second office.

How do you separate business from home?

Cyndy: We're the owners. This is our baby. When there's things going on, it's at home too, we're discussing it, we're batting ideas back and forth. We're a real family oriented company.

Luke: My dad just turned 80. He kind of grew up in this industry. For a lot of years, he was considered a foremost authority in the pressure-sensitive vinyl industry, which is what we do. We convert those products into things that stick on cars and windows. I try and have coffee with my dad every morning for an hour, or an hour and a half. If I've got things that Cyndy and I can't seem to wrap our minds around, I'll ask my dad what his advice is. It's amazing how the experience of a man who's been in this can help. We don't always see eye to eye, Cyndy and I, we have different philosophies. That's what's good about it. She brings something to the business that I like to totally avoid. I'm a hands off, I'm not a micromanager. Cyndy likes to follow it through and be involved. That's where we complement each other.

What are your thoughts on the future of the economy and local business?

Cyndy: People are starting to let loose the purse strings a little bit. People are tentative, they're very conservative. We try and sell the value of our product. If your name isn't out there, it's not seen and people do not know who you are.

Luke: I think the overall outlook, I'm still guardedly optimistic. I don't think anybody knows. Really, where this economy is going. I still don't think we're out of this yet.

We're going to grow. It's going to be slow growth.

What's your business philosophy?

Cyndy: When we hire anybody we make sure they understand it's God, family, business. If you're not happy in your family life, it projects into your business. So you've got to make those games for your kids, make time for your spouse. A healthy relationship at home is a healthy relationship in business.

Luke: We treat them as family and we want them to know their family is important. If they have sick kids, if they have things they've got to do, all they have to do is ask. If they have a week where they had to do something else outside of here, they'll make it up later. I think our employees enjoy the environment here.

Luke Griffin

Number of hours on average you work in a week: 30

Hobbies: Golf and being involved with the kids.

Favorite movie: "Field of Dreams"

Favorite music: Classic rock

Favorite spectator sport: Hockey

Person who most influenced your life: My mom and dad. To this day, I just love being around them.

Quality you admire most in a person: Honesty

Any one thing you consider your greatest accomplishment: I'm very proud of my kids. I love my wife.

Best advice you ever received: Be fair and honest with people. Treat people the way you would like to be treated.