1. How did you get started in this industry?
I’ve been in the sign business since 1981. I stumbled into it as most people do. I quit college to start a business, and I didn’t know what that was going to be exactly. I started out by drawing logos for small companies. That grew into logos that needed to go up on buildings. I figured out how to draw to scale and how to add it to an awning.
2. What should we know about your new book?
My second book is called “Lean Shop Makeover.” It is a guide for transitioning your company to a lean shop operation, as well as an overview of lean philosophy. It is specifically tailored for small- to medium-sized companies in the sign, print, and manufacturing sectors who are facing challenges related to profitability, operational chaos, and timely job completion. Readers will learn effective strategies to help identify and eliminate waste in their operation while still driving sustainable growth and success, as well as creating a dynamic environment that will keep employees consistently engaged and customers coming back.
3. What is the biggest challenge for shop owners today?
The main challenge is that we don’t have enough time to work on our business, and many consultants who can help with that are too expensive. There is a technique to strategically build a business and not just put out fires all day long. Out of 15,000 to 20,000 shops in the U.S., about 80% are operated by teams of fewer than five people, doing less than $1 million in business a year. Their belief is that they don’t have time to learn.
4. What should sign industry pros be focused on?
Embrace AI. There is a fear of it in some respects, and in other respects people are completely brainwashed by it. You need to embrace this technology, but also have the discipline to still use the core business basics. There is a 28-step value chain for a project lifecycle. It needs to progress from step to step. Whether it’s an internal or external customer. Those basic “Business 101” attributes don’t go away even with AI.
5. What should we look for next from you?
I have another book in mind. It’s called “Rework: The Silent Killer.” It’s going to be out maybe next year. My goal is to build my mastermind group, a community of business coaching clients. I hope to have a group in every state. My vision is to get the word out and teach people how to make more money and achieve their dreams. They need to know what their KPIs are and how to measure their progress. I want to help people learn to estimate scientifically and to become better businesspeople, not just artists.
