As we continue our conversation about The Changing Consumer, we enjoy a discussion with Justin Zabor thinking “out of the box” regarding ways our profession can better serve families. Justin will talk about the modern cremation consumer, how he integrated catering into his business, and other exciting innovations. We learn about his softer approach when working with families to honor their loved ones, believing the little things make a big difference. As Zig Ziglar put it, “they don’t care how much you know, until they know how much you care.” Justin highlights his approach to showing families how much he cares and how we can all move the profession forward with that mindset.