August 22 - 25, 2018

Georgia World Congress Center | Atlanta, GA| USA

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I am not my customer

by Editor 12. June 2018 15:35

During the CMA’s 20th Anniversary Conference this past March, the opening keynote speaker, Paul Downs, made an interesting point about website content. He said, your website should be about what you sell—your product(s)—not you. Do you currently boast about the longevity of your business on the home page of your website? Or perhaps about how you are a family-owned business? Often when making marketing and business decisions we gravitate towards what we personally like. The harsh reality is, Paul said, was that nobody really cares about those things.  What they care about is what you are selling and how they can get it. It’s truly that simple.

Often we say that we put the customer first, but often that phrase is simply a façade until it is an issue (i.e., has a financial impact). Adopting a true customer-first attitude should ultimately be no matter what the cost. After all, customer service is, at its core, about serving the customer. The customer, not yourself. The statement “I am not my customer” needs to be your new mantra.

To do this, you need to venture outside your comfort zone and make the entire process of working with you convenient for the customer. Admittedly, this is not easy task.  You need to evaluate your inefficiencies and make them efficient for the customer.  In the end, all customers want to get through the process as easily as possible.

Keeping tight partnerships with your key customers is crucial to do this. Before you reach this level though, you should know your customers and understand their needs. This is the measure of how relevant your business is to your client. Investing time in building relationships not only brings you closer to your clients and enables you to better understand their needs, but it also may pay off in additional growth. The best outcome is to have your client partners recommend you to other clients.

On a related note, a very important customer we often overlook is internal customers: your employees. In the Marines, they teach “servant leadership”, which essentially means that as a leader your job is ensure that your subordinates have what they need—the necessary tools—to be the best at their job. In your shop, these “tools” are not necessarily machines or even hand tools. It may be training or flex time… it’s whatever they need to be the best to perform their job.

To learn more about this topic, register to attend “The Power of Leadership” presented by Guy Bucey during IWF 2018.

 

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Hire a Specialist!

by Editor 12. June 2018 15:33

If a family member had a serious heart condition that required surgery, we would surely seek out the best cardiovascular specialist available to perform the operation. The same should hold true when seeking advice on our estate and business succession plans

Our families and businesses deserve the benefit of expert advice. We need legal advisors and other facilitators specifically trained and experienced in dealing with the estates of business owners. Many lawyers who are general practitioners are adept in handling common legal affairs. But, few of them would attempt to develop a sophisticated estate plan that could provide the specialized legal documents you may need. Just as we would not likely ask our family doctor to perform open heart surgery, neither should we assume that a generalist attorney is qualified to develop a complex estate and business succession plan.

In addition to technical expertise, estate-planning attorneys often have developed the skill to explain complex issues in understandable terms. Since these attorneys regularly deal with multifaceted challenges facing family business owners, they can focus on listening. And because they may be more skilled and experienced in working with other advisors, they have a greater ability to direct the planning process to a successful—and cost-effective—outcome.

Federated Insurance is committed to helping family business owners complete this important planning. Their marketing representatives can help clients locate attorneys specializing in estate planning and personally help facilitate much of the “leg work” that can make the process go more smoothly. Your local Federated representative would be happy to discuss this with you.

After all, your life’s work should not be left to chance.

For more information about how to develop a succession plan, attend “Building a Valuable Business” during IWF.

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Remodeling on a Budget

by Editor 12. June 2018 09:40

By: Kim Loftis, CaraGreen and Scott Olmstead, Paneltech International

Not everyone has $50,000 to spend on a kitchen remodel.  How can you update your kitchen without spending a fortune?  Close collaboration with your contractor and savvy choices in surfacing materials and finishes can result in a beautiful upfit without costing a fortune.

Consider PaperStone for a countertop.  A ¾” thick piece of PaperStone can be cut using standard woodworking tools and carbide bits and blades, which means a remodeling contractor can do this themselves, cutting out the cost of engaging stone fabricators, who have to template, cut, fabricate and install.  At around $20 per square foot for material, minimizing fabrication costs make it an extremely cost-effective option. But there are many other benefits, as well.

Is it strong?

Only steel is stronger.  The base material in PaperStone has been used for cutting boards, pool tables, skateboard ramps and multi-use concrete release forms.   It performs like stone, but it cuts like wood.  Making it cost effective but high performing. If it happens to get a surface scratch, a quick sanding will make the surface look brand-new.

How does it look?

The matte look of PaperStone is warm to the touch and it is organic in appearance, unlike the glossy, shiny, cold look of stone and quartz. If you want a more natural look that is not reflecting light in all directions, PaperStone is a great choice.  Warm greys, oceanic blues, pure black and more mottled browns and mochas create an organic and natural palette that aligns well with the more subdued styles of the homebuyers today. The surface can be sanded to a variety of matte or smooth textures depending on personal preference.

Anything else I need to know?

Yes!  With over 50% recycled paper, this material is diverting waste and making it into something beautiful.   Leading the surfacing industry in environmental stewardship, PaperStone continues to lead the way in bringing cost-effective beautiful options to the cost and environmentally-conscious remodeler. Its petro-free resins provide a healthy alternative to other surfacing materials that leech toxins into the environment throughout their life.

Learn more about this subject during the Innovation in Composite Materials sessions during the IWF 2018 Education Conference.

Original content from CaraGreen©.

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When Does Information Become Knowledge? - Part 3

by Editor 12. June 2018 09:37

When you’re reading a trade magazine, attending a class, or watching a video, keep in mind that editors, school administrators, and hosts don’t necessarily have their 10,000-hour master craftsman background in the trade they represent. Running a magazine or managing a school doesn’t require master craftsmanship: they require master writers and master administrators. However, these institutions have a financial business model that validates the information they disseminate, or they wouldn’t stay in business.

I’m more concerned with online forums: I see popular YouTube sites that have a lot of subscribers, but hosts are demonstrating unsafe practices without acknowledging their lack of skill or giving a don’t-try-this-at-home warning. How does someone differentiate between a weekend warrior looking for 15 their minutes of fame and the sincere master who want to share quality information as well as make a living?

Don’t get me wrong: there are many schools, publications, and YouTubers that do a great job of teaching, like the colleagues on my upcoming panel discussion. The New England School of Architectural Woodworking, Marc Adams School of Woodworking, FDM+C, Fine Woodworking, Stumpy Nubbs, and Woodworking Guild of America are all top quality outlets. But how do you tell what is safe and what isn’t, when you’re just learning, too?

Please join me to discuss these and other questions with a panel of media experts: we’ll weed through all the information and get to the truth during the When Does Information Become Knowledge session on Thursday, August 23rd from 3:30 PM - 5:00 PM

Will Sampson, Editor, FDMC Magazine

Greg Larson, Director, New England School of Architectural Woodwork

Jim Hamilton, Author and Host, Stumpy Nubs Woodworking YouTube channel

George Vondriska, Host, Woodworkers Guild of America

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The most demanding job

by Editor 7. June 2018 10:49

Admittedly finishing can certainly be the most demanding job in any shop. Knowing the right finish to use, along with the fact that the applications and techniques change with each job. In the same way the selection of the substrate changes in the spec or is requested from your customer.

Because of this, it’s no secret that finishers don’t stay in one place very long, or stay finishers very long either. How, then are you to get a finisher who meets your quality standards? One route to finding finishers is to use your current employees as recruiters. However, first you must ensure that your employees are happy, and the key to satisfied employees is a fun work environment.  As you consider your company culture, a book recommended on this topic is The Game of Work by Charles Coonradt, which is about changing the culture to motivate employees. Once can confirm that you have a healthy, positive work environment, then you should be able to not only find a quality finisher but also retain that key employee.

 “Transitioning to in-house finishing – profitably” will share more advice about bringing finishing in-house and the things to take into account before you do so. This transition can seem overwhelming but this seminar will take you through the steps you will need to consider to be successful.

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Stay in front of your target

by Editor 7. June 2018 10:45

By: Joe Knobbe, Exclusive Woodworking

If you have a design professional that you currently do work for, network with them. They know who else does the type of work that would suit your business. Take them to lunch or invite them for dinner. Listen to them. They know more about their community than you probably do.

Tell them, then show them

When a design professional is interested in the information you can bring to the firm, consider hosting a tour of your facility. Let them see what you make and how you make it. If you have a CNC router, show it in operation. If a picture is worth a thousand words, then a good demonstration is worth a thousand pictures.

Sometimes it’s about being in the right place at the right time.

Over the years we’ve secured a significant amount of work by being in the right place at the right time. You may have an architect or designer who you’ve bid work for that does work in your market but have never had the opportunity to do any of their work. It’s important to stay in contact with these people because at some point the shop they are currently working with may stumble or just be too busy to get the project completed in time and this is a case where there can be an opportunity for you to step in and step up. This is your time to shine!

One of the best marketing items we ever gave out was travel mugs. It’s been 10 years since we did it and we still see them today. Any number of design professionals has commented that it’s a constant reminder.

For more tips on how to work with architects and designers, attend the session during IWF 2018.

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Cold Metal Casting and Reproduction for Furniture Embellishment - Part 3

by Editor 5. June 2018 14:42

By: Scott Grove, Furniture Designer: ScottGrove.com

Creating your own metal composite castings makes a unique accent to any woodworking project.

The casting can be made from just about any thing and it starts with a master pattern.
 
The Master Pattern is the original object or model that a mold is taken from. This is what your casting will look like exactly; every little detail is captured. Patterns are typically made from wood, wax, or clay. You can also use household objects like nuts and bolts, buttons, or existing hardware, too. Or if you choose, you can use Mother Nature’s gifts such as acorns, leaves, rocks, or bark, to name a few.
 
Even body parts can be used as patterns, like a child’s hand or your nose. In addition, any of these items can be combined and grouped together to make a hybrid: for example, you can use a pine cone attached to a hand carved wooden element.
 
The Smooth-On’s mold material picks up very fine detail; every pore or wrinkle, and even the finest grain in wood is reproduced.
 
Lastly, the master doesn’t have to be a permanent fixture; it has only to be strong enough for a mold for be taken from it. You can use super glue, hot melt glue, gum, clay, spit, or whatever works for a temporary assemblage. Keep your mind open for this phase of creating your master pattern—it will enhance your design options. Only your imagination limits the possibilities.
 
Join me for Cold Metal Casting and Reproduction for Furniture Embellishment on Friday, August 24th from 3:30 PM - 5:00 PM

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Apprenticeship Explained - Part 1

by Editor 5. June 2018 10:36

By: Urs, Buehlmann, Virginia Tech

The shortfall of skilled labor for advanced manufacturing operations has been discussed at length and one often-named solution to the problem is an increase in apprentices in all types of industries throughout the nation.  If nations with strong apprenticeship programs, such as Austria, Germany, or Switzerland are any guide, such apprenticeship programs indeed can provide advanced manufacturing industries a steady source of high quality employees possessing skills in high demand.  At the same time, it offers graduates of such programs a path to higher paying, steady jobs.

The "Apprenticeships explained" workshop will explain the European understanding of Apprenticeships, how the system works, and what outcomes it generates.  The speakers, some of who started their career as apprentices in Europe, will share their personal insights and contrast it with the American system.  The workshop will also feature a company (Blum, Inc.), which has a highly successful apprenticeship program and a highly successful traditional educational program (Pittsburg State University).

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Hardwood Edging - Part 2

by Editor 5. June 2018 10:32

By: Scott Grove, Furniture Designer

Applying a hardwood edge to an organic or complex curved table can be a challenge. When the curve is a French serpentine curve, it can be a test in patience and craftsmanship to precisely match up the hardwood to the curved table edge.

In this demonstration, I will show you how to apply a hardwood edge to a curved table top edge by using a set of large, offset template guides that are installed on a router base. When used properly, they will accurately match a hardwood edge to any curve. The same template system from Imaginewoodworking.com also lets you cut seam inlays quickly and cut perfect parallel outside edges that match an inner seam.

I initially developed this system for an oval demilune table which had a graceful French curve. A French curve is not a simple one-dimensional radius; the radius slowly transitions, so I couldn’t use a simple single axis, one length, radius swing arm on my router to cut the curve. Hence, I came up with this system, which allows me to mate the French curve with a hardwood edge perfectly.

Since then I have used it for various complex curves, large and small, graceful and squiggly. I demonstrate the system on a small asymmetrical heart-shaped table which illustrates most variations that the system can perform. I also use a few students’ projects for various odd details and quirky alternatives.

Join me to learn more at IWF: Curved Joinery, Edges and Inlays on Friday, August 24th from 1:00 PM - 2:30 PM

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Start with Why

by Editor 31. May 2018 12:35

When you are competing for a modern job, or any project for that matter, you need to focus on what sets you apart from the competition, what makes you different. Joe Knobbe of Exclusive Woodworking (Waukegan, IL) has said that at Exclusive they don’t sell a product, but rather they sell their experience and reputation.

If you haven’t had a chance to read Simon Sinek’s book “Start with Why” or listened to his TED talk about the same subject, I strongly encourage you to do so. It will motivate you to rethink your sales process – in a good way.  Sinek shared a concept called “The Golden Circle”, which is graphically represented as a target with three rings: the outer ring is WHAT, the middle ring is HOW, and the bullseye is WHY.

Any company can explain WHAT it does; some can explain HOW they do it; but very few can articulate WHY they do what they do. It’s no doubt that you know WHAT you do. These are products you sell or the services you offer. Perhaps you even know HOW you do it: what makes you special or sets you apart from the competition. But do you know WHY you do what you do? WHY is not about making money. That’s a result. WHY is a purpose, cause, or belief. It’s the very reason your company exists.

In his opening keynote address at the CMA’s 20th Anniversary Conference, Paul Downs criticized the typical shop’s website for focusing on phrases like “family-owned” or “in business for XX years”. Paul was blunt and told the audience that essentially no one cares about these things.  He didn’t refer to Simon Sinek’s concept of The Golden Circle, but hopefully you now recognize that these things are simply the WHAT. When describing your business, you may get into the HOW with phrases like “hand-crafted” or “using the latest technology” but even those things are not meaningful to your prospective customers. You need to dig deeper and focus on the WHY.

When people start with WHY they are then able to inspire others and achieve remarkable things. They command greater loyalty from customers and employees alike. They are more successful and are also able to repeat their successes over and over. They become more innovative, and ultimately, more profitable.

Once you figure out what your WHY is, then refer to it like crazy. Make sure your employees understand it and embrace it. Use it to promote your company: put it on your home page, create a tag line, add it to your email signature, update your advertising and marketing materials. Get the word out.

To learn more about the sales process related to modern work, register to attend “Acing that modern job” during IWF this summer.

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