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The Cure For Jack of All Trades Mania Broken Down

7. August 2019 21:47

By: John Lindsay, New Breed Furniture LLC
In my last entry I shared an acronym I came up with that helps simplify what any kind of business owner needs to focus on, and here it is: 


M  Marketing and Sales

O  Operations

R  Research and Development

Investment and Intellectual Property

But before I give an in-depth explanation, my editor suggests I explain a little about
my own woodworking history. 

As the owner and principal designer of New Breed Furniture LLC, I have been developing for the last ten years a complete line of furniture including chairs, stools, benches, side tables, coffee tables, dining tables, conference tables, desks, dressers, credenzas, consoles, shelving systems and more all based on one beautiful innovation, the Petalply knuckle joint.

This discovery came after close to a year of research and development working with hundreds of 1/10th scale models and full-scale prototypes, searching for a wood-centric manufacturing system that also made for a great design language. Happily, something truly original and beautiful was realized. Structural components such as legs, arms, and stretchers combine and rotate around a structural dowel/tenon, maximizing glue surface while stabilizing each component, eliminating cupping or bowing of the wood. 

The tabletops defy the norm by not merely sitting over a base, but rather by spanning between component parts, resulting in a fully integrated monolithic structure. Add to that the creative use of penetrations in each piece that both allow for seasonal wood movement while freeing light and space to travel through and around each piece, creating a highly sculptural experience.

The effect is an amazingly strong structure that proves to be eye-catching, truly an example of beautiful forms defined by function. The shapes of the different components resemble the petal of a flower, and the layered glued components with alternating grain act like a muscular alpha plywood, thus its name “Petalply”. 

Of course my work includes other joinery techniques, each chosen because they are the best solution to the varied challenges of building furniture for so many situations, such as tongue and groove as the principle joint for all the case work, for both boxes and drawers. And then there is also my fascination with thick alternating solid wood veneers that are pressed and engineered to be both stable and durable, combining three, five, and seven veneers for different applications like doors and table slabs.

But it has been the Petalply joint that has been my main interest for this many years, so much so that it is almost embarrassing. I’m kidding when I say that, but there is a strange relationship in which I feel I am more its apprentice than I its inventor. Please forgive me if I belabor and gush about this work, but its been truly pleasurable pleasing customers employing it for so long.

The truth is, I’m yet to get sick of the process, I’m talking after tens of thousands of hours later, and it keeps proving a reliable technique for so many situations. Anyway, when you find a process that you love that offers great results, hang on to it, and double down on it, that’s what I’ve done with this. So, if you get a chance to search through my website, www.newbreedfurniture.com, and follow my social media you can judge for yourself if you think I’ve invested in something worth while, and if so then maybe what I will be continuing to write here might be worth reading, or not? 

To circle back around, in my last entry I proposed five questions: 

A Whether furniture, cabinetry, and millwork companies ever go back and analyze what parts of their initial estimates and systems for bidding were accurate?

M How to spend marketing dollars and time?

O How to use the shop floor in concert with the available storage to get best performances and build the best products?

 R How should a smaller to medium scale artisanal manufacturer continue developing their product line’s design languages while filling orders, collecting money, packaging and shipping, etc?

 I  Can you imagine being a venture capital fund that made strategic investments in parts of your business, expecting to see real return on investment?

Sadly I will have to tackle these questions in the coming editions, for now I must get a material order placed for my next exciting new commission, a new series of desks, a large wall console, custom conference and lounge tables for a company located in Bozeman, MT, Jelt HQ. In fact plan on reading about this too in the next installment. 

John Lindsay is President of New Breed Furniture LLC. Reach him at john@newbreedfurniture.com 847-946-7867. www.newbreedfurniture.com

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