Cable Smiths didn’t invent the idea of custom cabling, which already existed as a staple element of serious AV work. But all of the web-based ordering forms were multi-page, complex and didn’t have much in the way of a visual reference. The alternative was speaking to a salesperson and explaining what you want over the phone. The result was often a cable that didn’t actually fit, just in time for the concert you needed it at.
To compound things, Cable Smiths faced the challenge of stock management on their end. Keeping tabs on all the individual pieces was difficult, and simplifying things was one of our primary focusses.