Manufacturing Happy Hour

Welcome to this special episode of Manufacturing Happy Hour, recorded live at the 2024 Industrial Marketing Summit in Austin Texas, where we chat with five awesome industrial marketers about the evolution of industrial marketing.  The episode is divided into three parts and you’ll hear why an industrial marketing event is so important at the beginning of 2024, what a rebrand can really mean to an industrial company and how you can effectively market something that is a small part of a bigger industrial solution and make it exciting.  Plus, we also talk to our brilliant marketers about what meaningful marketing looks like to an engineer, how B2B marketing can be just as cool and B2C, what industrial marketers should be taking advantage of right now. So join Chris as he talks with Adam Beck, Director of Marketing at CADENAS PARTsolutions, Kerry Nedic, Strategic Marketing Leader at Baker Hughes, John Joyce, Founder & Systems Architect at Brijr.io, Amanda Marx, Senior VP of Marketing, Digital Strategy and IT at HARTING Americas and Melissa Geertz, Director of Marketing at Grey Solutions, for loads of excellent advice, insights and inspiration.  In this episode, find out: How things have changed in industrial marketing since the summit started in 2018 Why an event around industrial marketing is so important at the beginning of 2024 Where our marketing leads see the industrial space going over the next few years What is most exciting in industrial marketing at the moment? How you market a niche product that’s a part of a bigger industrial solution and make it interesting Ways industrial marketers can stand out when talking about the labor issue and sustainability Marketing’s role is about building a reputation with audiences that matter Number one focus for industrial marketers right now How AI is going to change the way  industrial marketers operate What a rebrand can mean for an industrial company Mistakes industrial companies make when it comes to getting their message out there Investing in marketing isn’t only about financial investment, but time and energy too Why it’s so important that sales and marketing are aligned Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “The marketing experience, the customer experience as a whole, is going to change for industrial companies over the next few years because industrial companies are just waking up to the value of the whole customer experience.” “We’re small, scrappy teams and I don't see that changing. But I think we are going to get so much better because of what AI is bringing to the table. So a small scrappy team's ability to generate good content at scale has never been more possible.” “The buyer's journey evolves and it changes. And it's so important to make sure that your strategy and your brand reflects that and addresses the buyer needs.”  Links & mentions: Connect with our industrial marketing leaders on LinkedIn:  Adam Beck https://www.linkedin.com/in/adambeck79/ Kerry Nedic https://www.linkedin.com/in/knedic/ John Joyce https://www.linkedin.com/in/johnfjoyce/ Amanda Marx https://www.linkedin.com/in/amandamarx/ Melissa Geertz https://www.linkedin.com/in/melissageertz/  Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

Get ready for a masterclass of an episode with Alex Chausovsky, the Director of Analytics and Consulting at Bundy Group. Alex gives us detailed breakdowns of the top things you need to know about the current economic climate, the labor market, and the M&A world.   We hear about his varied career story and the key lessons he’s picked up from his time in market research and investment banking. He gives his advice for those running businesses, hiring talent, selling businesses, and making decisions around growth and profitability. A theme throughout this episode is the importance of focusing on what matters and not getting lost in the noise and wealth of information out there.  To say this episode is packed with advice would be putting it lightly! In this episode, find out: Alex’s career story from market research to M&A to investment banking The three top takeaways we need to know about economic changes  How Alex first started working with Miller Research Why businesses need to think more strategically about talent management Three things that are impacting the labor market at the moment Why HR needs a seat at the executive table The key factors that job candidates are most interested in and how organizations can lean into them How Alex pivoted toward investment banking  Why you need a base understanding of the value of an organization The four pillars of a valuable business Why you need a competitive market process when selling a business The importance of critical thinking and data in any decision-making process Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “Understanding what motivates people, both the workers and the organizations, is really critical to being able to not only attract people to your organization but then effectively hire them and retain them.” “You have to know which economy and which recession you care about from a business perspective. Think about the data. How do you interpret it? What does it mean to you, and which one should you care about?” “HR needs a seat at the executive table. When you're setting targets for yourself, developing product roadmaps, and talking about the future growth of the organization, people have to be a critical element of it.” Links & mentions: Bundy Group, an industry-focused investment bank that specializes in representing business owners and management teams with 200+ successful transactions  Industrial Production: Total Index Manufacturers' New Orders: Nondefense Capital Goods Excluding Aircraft Employment Situation Summary: Establishment Data Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

Robotics and automation have transformed the manufacturing world, logistics, supply chains, and warehouses over the past few years. Thanks to the democratization of these tools, more companies are utilizing the kind of AI-powered robots that Dexterity specializes in.  Michael Patrick Perry, Dexterity’s VP of Marketing, returns to the show for a third time to explore the transformational changes in robotics. We chat about how Dexterity solves common challenges in warehouses plus how the company has successfully scaled over the past few years.  Michael also explains how a software-first approach makes robotics a more flexible and dynamic solution to common warehouse challenges. He explores how the democratization of robotics has changed the industry, leading to rapid deployment in warehouses and where AI can help companies with everything from logistics to marketing.  In this episode, find out: The transformational change in robotics Michael has noticed since he was last on the podcast  How Dexterity has scaled and grown in the past few years  Michael explains the full scale of Dexterity’s robotics systems, starting from bread packing in warehouses Why Dexterity takes a software-first approach to robotics  The transformation from single task-focused automation to full task automation How the democratization of robotics is expanding and what that means for companies that use it Michael explains how he’s seen Dexterity develop into a brand name  Dexterity’s branding positioning as a seller of business outcomes, not just robotics and software deployment Marketing advice and tactics for other marketing leaders in the manufacturing space How AI is influencing the marketing space and how it can help marketers and leaders solve common problems How AI plays into Dexterity’s solutions as a core piece of its stack What Michael is most excited about seeing in the future of Dexterity  Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “It's less important to be out there in front of everybody. It's more important to be out in front of the right people.” “It's no longer the spray and pray, let's put out a message and just hope it works. It's really understanding your customer and creating a custom experience of your brand for them.” “We don't sell robots or software, we sell business outcomes.” Links & mentions: Michael’s first appearance on Manufacturing Happy Hour: 55: Why “Spot” the Mobile Robot is Made for Manufacturing with Boston Dynamics’ Michael Perry Michael’s second time on the show: Leaders in Robotics, AMRs, and Logistics | Live from A3’s 2021 Autonomous Mobile Robots and Logistics Conference Connect with Michael on LinkedIn  Dexterity AI, a leader in robotic warehouse automation for manufacturing, logistics, retail and supply chains. Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

From energy to supply chain, manufacturing represents the lifeblood of pretty much everything that makes our society run. It also contributes 14% of the GDP of the US, making it a space that needs to grow aggressively and an attractive prospect for our guest on this episode, Rapid Robotics CEO & Co-Founder Jordan Kretchmer.Jordan explains how and why he made the transition from a highly successful career in MarTech to robotics and what this new focus means to him personally. He also provides fascinating insights into the recent refocus and impact that Rapid Robotics is having on the scalability of robotic workforces to help solve the labor crisis. And how the new technologies they are deploying enable robots to self-learn and adapt to their environments with human-like instincts. Jordan reveals how he won over investors despite (initially) not being able to program a robot and managed to keep them all on board when the company refocused. We hear his top three takeaways for manufacturing leaders and how AI has changed the way we can ‘train’ robots. In this episode, find out:Why Jordan made the move from SaaS to roboticsWhy the traditional ways of deploying automation and robotics aren’t growing fast enoughWhat needs to change before we see robotic workforces having an impact on societyWhat needs to happen for the US to have a reliably growing and authoritative manufacturing sectorHow Jordan was able to start a robotics company despite not being able to program a robotHow Rapid Robotics is refocusing right now to help with the massive labor shortageThe top three takeaways from Jordan’s would-be masterclass!How Rapid Robotics kept all their investors throughout their massive refocusThe enormous steps that have been taken in robotics over the past four yearsHow AI has enabled a whole new level of ‘robot training’ Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!Tweetable Quotes:“The labor shortage is growing at about 25% per year in the US and the number of robots installed per year is growing at 2%. So you don't see any possible outcome where robotics workforces could actually have an impact on our economy unless there is scalability.”“In order for us to have a reliably growing and authoritative manufacturing sector in the US we have to localize. We have to make more reliable supply chains, keep prices down and keep inflation down. All of those things happen from localizing.”“We’re going from having one deployment technician work on one deployment at a time, to one deployment technician being able to work on 10 at a time. That's the kind of scale we need.”Links & mentions:Connect with Jordan on LinkedInRapid Robotics, delivering risk free robotics for end-of-line automation Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.

AI has been a key part of modern manufacturing for a few years now, and it’s here to stay. But we wouldn’t have it without people like our guest on this episode, who’s not afraid to try new things and take bold leaps into the unknown. With quite possibly the coolest job title ever, Gregory Powers, the VP of Cool Stuff at Gray Solutions, gives us some backstory on how he got that title and what his role involves. His philosophy leans into the “art of what’s possible,” and this curiosity has shaped his career in new and interesting ways.  Gregory talks about what it means to guide a team when applying new technologies, particularly AI solutions. We hear how manufacturers can get started with AI, where AI is headed in this industry, and how manufacturers can tell they’re ready for it. He also breaks down his best advice for trying out new technology the right way and what bringing AI in could do for your team (hint – it’s not stealing their jobs!) In this episode, find out: What a VP of Cool Stuff gets up to and how he came up with his own job title What it means to guide a team to focus on practical applications of technology Gregory’s philosophy on “the art of what’s possible” and what it means for him What it means to apply AI to manufacturing  Why AI could become the future of HMI and other ways it could shape the industry  A practical example of how Gray Solutions is leveraging AI for 3D modeling  How manufacturers can determine whether they’re ready to introduce AI How Gregory enables his team to try new things and experiment with technology Gregory’s advice for manufacturing leaders who want to stay focused on outcomes and avoid jumping on the bandwagon of new tech How AI could free up human workers to focus on “cool stuff” Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “[With AI], the operators can be more proactive about getting things done outside of the traditional stuff that they're doing now.” “I keep telling our customers, get some foundation first on your data, structure it, put in the technology and the infrastructure that you need to set up for that future. If you don't do that, you're going to probably struggle.” “Don't be scared to take a risk on some of this stuff, as long as you're not losing out on big numbers, then it's okay to experiment.”Links & mentions: Connect with Gregory on LinkedIn Gray Solutions, a full-service automation, operations, and information systems integrator  Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

Marketing, manufacturing, and life advice are the key themes in this episode of Manufacturing Happy Hour. Jim Carr, CEO of CARR Machine & Tool, joins the podcast to impart his words of wisdom as a manufacturing trailblazer. We hear about his early days of bartending and marketing and the surprisingly transferable lessons he now applies to manufacturing.  One of Jim’s take-home points in this episode is the importance of getting out of your comfort zone, which is something he practices regularly. He also shares how he got started with branding and marketing on the manufacturing side and why he decided to push forward with social media (even when manufacturing leaders at the time were skeptical).  Jim also reveals the two core beliefs that keep him successful and why his passion for his work keeps him young.  In this episode, find out: Jim explains how the notion of manufacturing work being low pay is no longer the case Why your branding should match the clients and partners you aspire to work with What Jim learned from his background in hospitality that he applies to manufacturing How to know when to take the leap into a different industry/new business venture Why you need to expand your comfort zone and try new things Jim’s advice for dealing with tough economic times  How Jim applied his background in branding and marketing to manufacturing  Why consistency is essential when it comes to branding  Why manufacturers are typically hesitant to get involved with marketing  Jim explains why his passion for his work keeps him young The two core beliefs that Jim holds onto Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!Tweetable Quotes: “What holds people back in their careers is they're too concerned with what other people are going to think. You have to do what you feel is the right thing for you.” “I believe if you match your brand to the companies that you're trying to attract, it's good synergy.” “Consistency is really important. If you're only going to post 1-2 times a week, make sure it's consistent on the days of the week and the times that you post because people get used to seeing that.”Links & mentions: Perry’s Steakhouse: An award-winning, fine-dining restaurant in Schaumburg, Chicago   CARR Machine & Tool: An AS9100D aerospace machine shop that does high-value, high precision machining My True Position podcast: A podcast for manufacturing professionals full of actionable insights into high-level issues of running a small to mid-sized manufacturing company, hosted by Jim.Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

Hospitality and the manufacturing industry couldn’t be further apart, right? But it turns out there are some universal lessons when it comes to delivering a great customer experience that apply no matter what industry you’re in. Whether you’re dealing with guests, customers, clients, or visitors, the “hospitality mentality” is key to success – says returning guest Josh Liebman, guest experience expert, podcast co-host of AttractionPros, and author of The Hospitality Mentality. Josh joined us back in episode 17 to talk about what manufacturers can learn from the amusement park industry. In this episode, he goes one step further to break down the mindset that manufacturers can borrow from hospitality. He explains how to create lifelong fans of your brand, the true cost of negative reviews, and how the “recovery paradox” can help you turn negative reviews into something positive.  We also hear his advice on creating memories as a business model, his advice for helping your team adopt the right mindset, and what he’s learned from the manufacturing industry.  In this episode, find out: Josh explains what he means by a “hospitality mentality” and why it applies to all different industries We hear what led Josh to write his book How you can apply the hospitality mentality to turn people into a customer for life The true cost of negative customer reviews and how you can use them to your advantage Josh’s advice for instilling the hospitality mentality in frontline staff in the manufacturing space Josh shares his advice for creating “raving fans” The top thing that has shifted in Josh’s mindset  Why we’re in the business of “creating memories” and how this can apply to manufacturing What Josh has learned about manufacturing over the years Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “We've built into our culture service recovery. So not only are we canceling out a bad experience, we're regaining that satisfaction. We're regaining that trust, and in many cases, that leads to loyalty.” “I treat every single guest as an influencer, whether they have 10 followers or 10 million, because people who are of the demographic of the business that you're talking about, they visit again or they do business with you again. They influence others to do business with you.”  “The way we remember something turns into our action in the future. It becomes the way we perceive what that experience was, and that perception determines our satisfaction or our dissatisfaction, and that determines how we then share and broadcast that experience with others.” Links & mentions: The Hospitality Mentality, Josh’s book on how to create raving fans through your guest experience Toons, Chicago's friendliest neighborhood bar  Attraction Pros, Josh’s podcast where the top leaders, executives, and influencers in the attractions industry share their advice and experiences.  Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

When leveraged correctly, AI can enhance human creativity and allow businesses to connect disparate systems and make informed decisions. So, what choices can manufacturing businesses take to ensure they’re using AI the right way? We all know some aspects of our jobs can feel robotic, so Concurrency Chief Technology Officer, Nathan Lasnoski, suggests leaving the manual tasks to AI so you can focus on creativity. On this episode of Manufacturing Happy Hour, he shares how AI can be used to boost your team’s creative abilities and explains why ROI should be your lodestar as you look to incorporate AI. Plus, he provides expert tips on how leaders can start making the right AI choices and tells us the similarities between its explosion and the Industrial Revolution. Nathan’s been involved with AI for EIGHT years – so he knows what he’s talking about!  In this episode, find out: Nathan explains how companies can focus on “real productive AI” and transform the way they think of AI in the context of their business Why ROI should be the “guiding light” of a business’ use of AI and why it is solving old problems in a brand-new way Nathan shares the story of how he and Concurrency began using AI, hiring their first data scientist around eight years ago before the AI explosion of 2022 How AI is automating intuition and connecting disparate systems to allow business leaders to make data-driven decisions with a holistic view Nathan outlines his comparisons between the AI revolution and the Industrial Revolution, exploring the positives of automating workplace processes with AI How the AI revolution has the potential to increase, not decrease, human creativity by taking manual tasks off our hands Nathan tells us the right questions executives should be asking themselves about AI, and why they need to focus on their present and future goals How the frontline workforce play a vital part in manufacturing leaders knowing which incremental and disruptive changes to make with the help of AI Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!  Tweetable Quotes: “The bar has been lowered for businesses to get into the game.” “Even medium- and small-sized organizations can translate repeatable processes into automated processes and free up their teams to be more.” “AI gives us the opportunity to unlock what is really special about each person and bring it to the forefront of our organizations.” Links & mentions: Concurrency, Devs aim for client-friendly interfaces, full support, and smooth cross-device experiences, all while ensuring scalable global accessibility Brian Evergreen on Manufacturing Happy Hour, Episode 118 Defining “Autonomous Transformation” and Avoiding “Pilot Purgatory” Jeff Winter on Manufacturing Happy Hour, Episode 149 Thriving with AI: Artificial Intelligence Strategies for Manufacturers Central Waters Brewing, Iconic Wisconsin craft brewery with its original location in Amherst and a newer taproom located within the old Pabst Brewery campus in downtown Milwaukee Connect with Nathan on LinkedIn Find Concurrency on LinkedIn Follow Concurrency on Twitter/X Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

For manufacturing to succeed in 2024 and beyond, it’s crucial we empower our frontline workers. But how can technology and data enhance their work experiences, capitalize on their strengths and build a positive culture? We’re delighted to be joined by not one, but two guests in this episode. Joris Stolk, Plant Manager at Lagunitas Brewing Company, and Willemijn Schneyder, CEO and founder of SwipeGuide, join Manufacturing Happy Hour to explore the importance of the frontline worker and how technology can play an integral role in ensuring they are front and center to manufacturing’s future. They explore the benefits of empowering the frontline workforce to experiment and how to ensure scalability when testing new ideas. Plus, they take a look at the current landscape of connectivity in manufacturing and share unmissable tips on overseeing digital innovation. What we discuss with Joris and Willemijn: Joris explains how he met Willemijn and they share stories from their early meetings to how they continue to share and grow their journey today Willemijn shares why frontline enablement is essential as we head into 2024, and why labor shortages mean employee satisfaction and retention should be front of mind at all times Joris shares the story behind Lagunitas Brewing Company and tells us the true definition of a ‘connected brewery’, exploring how he uses data and technology to enhance work experiences The story behind the ‘Digital David’ persona and how it has helped Joris and Willemijn target real pain points How ‘the connected brewery’ places frontline workers at the center of its operations, digital experiments and expansions How Joris and Willemijn avoid pilot purgatory and ensure scalability when prioritizing experimentation in ‘connected breweries’ Joris and Willemijn describe a day in the life of the ‘connected worker’, exploring how the technological and data-driven aspects of their duties have evolved their roles Hear practical tips from Joris and Willemijn on overseeing an innovative digital initiative, exploring why clarity, excitement and support are integral to success Joris and Willemijn provide a macro view of how other companies are approaching connectivity and why there has been wholescale change in the past two to three years Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “The enablement of the frontline workforce is about how we leverage the expertise and inherent skill sets people already have and use technology to expand them.” – Willemijn Schneyder “It’s fundamental that you know your people well. Do you listen to the right people and know what they’re struggling with?” – Joris Stolk “If you prioritize an engaged workforce, your climate and your culture will make progress.” – Joris Stolk Links & mentions: SwipeGuide, the frontline “how to” platform, including clear-cut instructions, checklists, and skills development Lagunitas Brewing Company, iconic craft brewery that first began in Petaluma, CA that is now part of HEINEKEN’s global operation with a large brewery and taproom in Chicago, IL Connect with Joris on LinkedIn Connect with Willemijn on LinkedIn Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty. 

Most successful manufacturing processes start with some sort of roadmap, designed to outline goals and what you need to reach them.But how do you create a roadmap for an all-new, one-of-a-kind project? Brian Donahue, VP of Corporate Affairs at Canvus, says his roadmap creation consisted of commitment and creativity, not to mention a hard-working procurement team. Brian joins Manufacturing Happy Hour to share the incredible story of Canvus and how they repurpose disused wind turbine blades into functional art for public use, such as benches, tables and planters. He tells us how the company began, outlines their mission and provides expert tips for manufacturing leaders embarking on groundbreaking projects. In this episode, find out: How Canvus upcycles wind turbine parts to create functional products such as park benches, tables and planters Brian explains how he created a roadmap for a never-done-before manufacturing process and provides advice for those looking to do the same Why having the right procurement team, spending time on ideation and finding a suitable facility are the most important things when planning a brand-new manufacturing process Brian shares advice on how he identified standards and best practices despite never embarking on such a project before Brian tells us the number one leadership trait he looks for in new hires and explains his interview process We ask Brian whether Ohio is a hub for his sort of work, or whether Canvus’ location is based around convenience Brian says manufacturing leaders should be willing to pay above market price for resources when they embark on a custom product Brian explains how he collaborates with local artists and shares how you can get a Canvus project installed near you  Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going! Tweetable Quotes: “You need strong leadership that’s going to drive people, not give them a crutch, but actually make them better.” “The marketing team calls (Canvus) a brand, but I go lofty on them and call it a movement.” “Having the right people is going to get you so much further, faster, than just trying to fill slots on a manufacturing floor.” Links & mentions: Canvus, a manufacturer that uses retired wind turbine blades to build new functional art pieces Great Lakes Brewing, Ohio’s original craft brewery, serving 14 states and Washington D.C. with fresh, innovative, award-winning beers Connect with Brian on LinkedIn Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.