John E. Sztykiel
My past two articles have been focused on the theme of "Wrestling the Gorilla," with the gorilla being the economy.
Spartan, and our industry as a whole, will wear down the gorilla through innovation in products, processes, and facilities. In other words, we will grow the industry while serving others in spite of the fact that we continue to operate in a very challenging economy.
As I talk with other providers of equipment and services in our industry, most, if not all, are seeing growth in business. When asked why, the common thread in all their answers is innovation. Innovation is not easy. Innovation is another word for change, and change can be difficult. The main reason being, people have to change for innovation to happen, and most people do not like change. I know I don't like to change, but over the years I have found it easier to alter my behavior and change rather than fight it.
So what is the greatest source of innovation in the industry? Most would agree that consumers drive a majority of the improvements we see because consumers know what their needs are and their areas of responsibility better than anyone else. As a result, great organizations have a laser focus on the consumer. One such company that I visited had business cards for the receptionist that read, "Director of First Impressions." What great clarity relative to that person's foremost responsibility. Disney is another great example. At these theme parks, everywhere you go you see "Where Dreams Come True," or "Imagine."
One trap that companies often fall into is focusing on only the departments that have clear, disciplined processes that revolve around the customer, such as sales, engineering, and marketing. This shortsighted focus leaves major opportunities for improvement in areas such as finance, purchasing, information technology, quality, production, legal, human resources, and more. In reality, every department has some sort of impact on or interaction with the consumer. Being aware of that interaction and improving on it can lead to positive innovation of products and services because everyone will be closer to delivering:
- What consumers need-things they are asking for.
- What the consumers desire-things they haven't asked for or don't know to ask for.
We are wrestling the gorilla, our economy, and gaining momentum. Although we are not at 2005 or 2006 shipment levels, as we continue to focus on the consumer in all areas of our operations, our momentum will grow and the gorilla will be pinned.
JOHN E. SZTYKIEL has been president and chief executive officer of Spartan Motors, Inc. since 2002. He has been with the company since 1985, serving in a number of operations, sales, and marketing positions during his tenure, including president and chief operating officer from 1992 until 2002. He has been a director since 1988. He is a past president of the Fire Apparatus Manufacturers' Association (FAMA) board.