Think outside of the Square: HONCAD's serendipitous journey into Square USA's circle of vendors, and then its efforts to remake itself offer valuable lessons for any company.(Richard Lewis)(Interview) From: Hawaii Business | Date: December 1, 2003| Author: Choo, David K. | COPYRIGHT 2003 Hawaii Business Publishing Co. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Sometimes Richard Lewis has a problem with people returning his phone calls. The chief executive officer of HONCAD Corp., a systems integrator and service provider, will speak at length a client about such complex things as enterprise storage area systems or converged networks. However, when he makes a follow-up call and leaves a message, the voicemail will often go unreturned.

"I think they are a little confused by our company's name," says Lewis. "Some clients must won...