Iconic Design


The KitchenAid Model K mixer is one of America’s iconic products.


” Since 1941, all KitchenAid stand mixers have been assembled in Greenville, Ohio (pop. 13,000). KitchenAid mixers remain the most popular item that couples request on their wedding registries due to their sleek and stylish design and their lasting durability, a tribute to classic American manufacturing.”

The KitchenAid mixer is a product that has stood the test of time…..100 years!


Royal Technologies

Injection Molding

From:  https://www.woodtv.com/news/ottawa-county/2-ottawa-co-companies-to-create-dozens-of-jobs/1931080473

Injection molded products are used in numerous applications. Royal Technologies founded in 1987….serves the furniture, automotive, firearm, appliances and consumer products markets.  Spending $23 million to build a 50,000 square-foot warehouse and a 270,000 square-foot plant, is certainly impressive for any manufacturing company.


Uni-Ball Signo

Design + Copy

An ordinary tool….yet excellent design and function.

“Everything about this pen, from its solid construction to its carefully-formulated ink, ensures a wonderful writing experience. The sturdy tip does not bend or break, even with heavy-handed use. The pigment-based ink flows smoothly and is waterproof, fade-resistant, and feather-resistant. Much of this great performance is due to the special viscous properties of the ink. As the ink passes through the pen tip during writing, the viscosity drops to provide smooth ink flow. But immediately after it hits the paper, the ink returns to its viscous state to prevent feathering. You are left with beautiful clean lines that you can enjoy for a long time!”

Certainly great advertising copy….yet what a value for $2.85!….superb products don’t have to be expensive.



Leadership Change

A successful organization has recently undergone a leadership change. The change process was well thought out. The former leader was creative….innovative….and engaging. As the founding leader, he had been with this group for the past 7 years.

The new leader comes on-board from the parent organization. He is quite familiar with the purpose and mission of this organization….so should be a good fit.

The challenge will be to make this transition as smooth as possible. In this case….it’s not about change as it is keeping the culture intact.


The Challenge

Seth Godin: “Trade show booths work when they’re in close proximity to the other options a buyer has. Building your trade show booth across town might insulate you from the other choices, but it does little to help establish where you belong and whether or not you’re a smart choice.”

Yes, our business was across town. We were located in North Muskegon, while the majority of the competition was located in Muskegon.

Although one of our branding tools was – “drive out a ways and see how it pays”….it was none the less a challenge to get the customer drive north to visit our business. We had to do even more (special events) to generate the traffic….of course doing this helped make our business better and different.

Industrial Assemblies

Family owned

Companies like Industrial Assemblies can be very successful. 

As a consultant….the primary question is what are the next steps.

Family owned business are challenging in the sense that they may be content yet doing quite well. On the other hand….what can be achieved by developing a growth strategy. In particular these decisions impact greatly on the company’s future.



Keep it Fresh

One of the challenges in a business is to not become complacent. 

It was important to continually revise our displays….while the customer may not have noticed….we certainly did.

Revising kept it fresh and interesting for us….and if it was fresh for us we did a much better job interacting with the customers and made selling our products easier.