Command Central 
Joe Conrad's bookshelf.
Joe Conrad makes big-name companies look good—really good. As the founder and CEO of Cactus, one of Denver’s fastest growing advertising agencies, Conrad and his team have partnered with Colorado institutions like the Denver Zoo, the University of Colorado Hospital, Winter Park Resort, the Colorado Lottery, Illegal Pete’s, and the Clyfford Still Museum. But ask him how he sells his clients’ products, and he’ll tell you he doesn’t because people don’t like to be sold. Instead, Cactus gets people to buy into the products. What inspires Conrad? We poked around his office looking for an answer.