Category: President’s Blog

There’s no question that if you’re an Algood customer you benefit from the diligence we use in selecting suppliers. Our commitment to quality and service can only be maintained with a superior vendor network.

So, how do we pick those great sellers? For starters, we look at all of the obvious criteria. We check to make sure that the people in charge of the operation are well qualified. What’s their reputation in the marketplace? We conduct a site visit and make sure that the work environment is safe and clean. We look carefully at the testing facility and apparatus being used. Our engineering department reviews testing reports and ISO qualifications. We ensure that early production runs match the samples we were given.

The next level involves discovering how they have innovated. Can they be responsive to the very particular customer requirements that we routinely meet? We need suppliers that can be as creative and solution focused as we are.  And can they keep their costs in line so that we can meet our pricing commitments?

But here’s the thing. There are companies that meet all those standards that I still wouldn’t want to do business with. I’ve met lots of people who were well qualified on paper but really didn’t know what they were talking about. Ultimately, I want suppliers that are going to take care of me the same way we take care of our customers. I want to know that my business means something to them. Because that way I’ll get top of the line service, an outstanding product and tack-sharp pricing  – and I will pass every one of those benefits on to my customers.

Finding those special suppliers comes from the gut – and sometimes takes guts. More than once, I have given business to a vendor who lacked experience but had the drive, the passion, the raw ability and the high regard for quality that would make him successful. We will take the time to “train” a supplier that has the right kind of potential. I have to be personally impressed to take that kind of chance but when I have been, it has almost always worked out well.

A big part of that approach comes from a lesson that I learned from my father. Everyone needs a break in business. At Algood, we owe some key successes to the right break. So, sometimes you end up with a great vendor by giving someone else a break. Business is built on breaks and with them come the trust and loyalty that are invaluable in setting up a high quality supply chain.

There’s nothing worse than being stuck with a supplier out of necessity. And there’s nothing better than having suppliers who are highly motivated and quality driven. It’s all about trust – implicitly trusting that a supplier will help us meet our customers’ needs. And trusting our gut in finding those suppliers.

Over the years we have found ourselves at Algood doing more business in the global marketplace. If you think that our success on other continents is based on some great international strategy, you’re wrong.

Here’s the secret. We treat our global customers with the same care and attention that we provide to everyone that buys our products. In fact, the lessons that we have learned in continuing to meet the needs of local and North American customers is what drives our offshore business. While we’re proud of the trust that has been placed in us by some pretty big European companies, it doesn’t go to our head. We know that we’re only as good as our last sale and while competing globally sounds exotic, it requires the same discipline and principles that we have been using for over 45 years. Here are some of them.

Engineering is everything. The products we sell must be manufactured to stand up to failure rates measured in incidents per million, not thousand. Product failure can happen anywhere in the world and those distances represent significant risk. The solution lies in the integrity of the engineering process and extensive testing – before, during and after production. And that testing has got to match the conditions in which the product is going to be used.

Never trade quality for price. In the global market, as in every market, the pressure to bring prices down is enormous. Procurement specialists and buyers are always looking for a better deal and its tempting to “look the other way” and reduce quality to bring pricing down. But I’ve learned that it’s not worth the risk. I’d rather lose a sale than be forced to provide product that is sub-standard.

Never get comfortable. When your reputation is both domestic and world wide, you have to be incredibly responsive. You have to react quickly and accurately with samples and prototypes. Delivery times can’t be educated guesses but have to be a matter of precision. You have to be accessible 24/7 because you’re dealing in many different time zones and the way you respond to customers is often your biggest competitive edge. That sometimes means arranging a trip on a moment’s notice and traveling to see a customer half way around the world.

Keep your eye on the supply chain. Your suppliers can help you be a great supplier to your customers – but not without diligence. Do your suppliers meet your quality assurance standards? Do they provide a safe working environment? If not, you may find that a fire or some other catastrophe has suddenly cut off your supply chain. On top of that, material specifications differ from country to country. For example, steel standards vary as do plating specifications. To eliminate foul ups, you have to make sure that your communication is in common terms.

It seems to me that what many business people don’t understand is that you can’t have one set of rules for European (or any other) customers and another set for those in North America. Being successfully globally is a matter of being customer driven and quality conscience with every account – no matter where they are. In the end, the big secret is that global success is based on the same principles and way of doing business that we use with every customer.

I’ve been travelling a lot lately. There was a trip to the Orient followed by two trips to Western Canada to spend time with customers, including many of our distributors. The air travel portion of these trips made me think a lot about customer service – or more accurately – how to get – and give – good customer service.

I’m a member of Air Canada’s Altitude million-mile program and as a result I get some special attention and great perks like express check in and no checked baggage fees. In this case it’s not membership, but rather loyalty that has its benefits. The truth is that there’s a snowball kind of effect to loyalty and benefits. Increased loyalty brings more benefits, which in turn makes me even more loyal. That’s one of the reasons I went from being an Elite to Super Elite. So, I’ve figured out that one of the ways to get great customer service is to be a very loyal customer.

Over many years of flying, I’ve also come to realize that the airlines that offer the best service are the ones that are hungriest for passengers. While Delta is probably the most successful major airline today, ten years ago they were hurting. During that rise to the top its seemed like they knew they had to work harder and when I flew Delta, I got better service. But once an airline reaches a certain measure of success, there’s a kind of complacency that settles in and you just can’t get the same kind of attention. While I understand why these things happen, it has always struck me as a less than perfect way of doing business. Outstanding customer service should be a core value of any business, whether they are number one or one hundred in their industry.

All of which brings me to our number one focus at Algood – Customer Service. While it is our pleasure to pay special attention to our best customers, we are always looking for ways to be better able to help all our customers succeed. We have been giving a great deal of thought to service lately and here’s what our customers can count on.

Outstanding Product Quality – Using the ISO methodology we have re-examined and in some cases enhanced many of our manufacturing processes. We track our performance diligently and we are proud to report that 99% of orders shipped meet the specifications provided and are delivered on time. That’s as close to perfect service as you can get.

New Product Releases – We have a number of new products or product updates that will be released over the next couple of months. Most of these have been developed in response to customer needs or requests. Look out for our new ProTech Sizes, Flat Free Wheels, Pneumatics with Precision Ball Bearings and Zero Gravity Spring Loaded.

Distributor Networks – As I said earlier, much of my travel has been to spend time with our distributors and see how we can help them be better suppliers and problem solvers. I spend most of my time asking questions and listening carefully. As a result, we’re introducing some new programs that will make it easier for distributors – and their salespeople – find the right products to meet their customer’s needs. If you want to know more about these programs or have an idea about how we can help you, please be in contact.

At Algood, we may not have a million caster program, but we do believe that continuously improving customer service – for our most loyal customers as well as our first timers – is the most direct path to future success.

Well, not at Algood anyway. Don’t get me wrong. The Ice Bucket Challenge is doing great things for a worthy cause. And last week, one of our distributors, Caster Connection, even used our Ice Wheels in their quirky take on the ALS Challenge. We are honoured to have our products being used for such a charitable purpose and proud to answer the challenge by donating $100 to The ALS Association. But at Algood, supporting the community and charitable causes is way more than this one campaign. It’s part of who we are and the way we do business.

A lesson that I learned from late father Max and from my Jewish upbringing is that we all have a responsibility to care for the community and the individuals within it. On this issue my father led by example by providing financial support to and involving himself in dozens of organizations. Corporate social responsibility (CSR) is a relatively new term that describes the impact that companies can have on the community. At Algood we’ve been practicing CSR for over 45 years.

For the past 16 years we have organized and been the lead supporter of a golf tournament that raises money for children with special educational needs. This is a cause that was very dear to my father and although none of his kids required any related services, he worked tirelessly and personally raised hundreds of thousands of dollars. We started the tournament both to pay tribute to my dad and to continue his amazing work. It’s not a high profile cause. Kids needing special education don’t look different than other kids. It’s tough to raise the money but we have done it to give back to the community and to invest in our children. Over the years the tournament has raised over a million dollars. And that’s not all that we do. We support a whole range of causes including hospitals, healthcare organizations and schools.

For us at Algood, success isn’t just measured by the bottom line. It’s what you do with that profit that defines you. We’re not a corporate subdivision. We’re a family company and our values and reputation are very important to us. Winston Churchill said, “We make a living by what we get, but we make a life by what we give.” I couldn’t agree more.

The Financial Post is one of Canada’s premiere business publications and is read throughout North America. So, it was quite an honour to be featured on the front page. The article followed an in depth interview and tour by writer Rick Spence who was extremely impressed with Algood. He compared Algood to some corporate giants when he said, “It’s the type of design innovation that made firms such as Braun and Apple famous.” Spence also noted Algood’s exemplary reaction to the economic downturn, writing, “By bringing sales, engineering, production and customer service together to eliminate roadblocks, install best practices and develop new materials and processes, Algood became a custom-product powerhouse.” We’re very proud to have received the attention and thought that our business associates might enjoy knowing what the gurus of business are saying about Algood.

You can read the Full Article: Growth Curve: Algood Casters president Craig Guttmann is proving that old-fashioned metal-bashing can still be a growth industry in Canada (Published Apr 07, 2014)

You may have noticed that Algood’s new tagline is The Next Generation of CasterSmiths and I would bet your first question is, “What the hell is a CasterSmith?” I can tell you a lot about Algood by answering that question and explaining the new tagline.

Castersmith is a term that we coined based on all of the qualities that are understood when talking about other smiths – like silversmiths, blacksmiths and locksmiths. What follows is what I believe makes us true castersmiths.

• Craftsmanship. We have mastered the trade of building casters. We manufacture our own casters and wheels we know every part, every ounce of material and every minute of work that goes into creating a quality product. We know every tiny detail that goes into making a caster from beginning to end. Our integrated production facility includes tool & die making, metal stamping, injection molding and assembly – all under one roof.
• Attention to detail. There is no part of the design and production process that is too small to deserve our attention. Our fully resourced R&D and engineering departments make sure that every aspect of a caster’s performance is considered from the outset. We create our own prototypes, test them extensively and modify them until we’ve got it right.
• Pride. Every caster or wheel that leaves our 80,000 square foot manufacturing facility has our name stamped on it.  It’s a stamp that says we stand behind our products and guarantee their quality. Through our commitment to ISO testing and compliance, we have achieved a near perfect 99% quality completion rate. As our shipping inserts say, every Algood order is packed with pride.

Here’s what “The Next Generation” part of the tagline is all about. Obviously, we’re the next generation because this is a family owned business and my brother Sean and I have taken over where my father, who founded the company, left off. My father is my hero and I try every day to emulate his dedication to our customers, his creativity in developing products that meet our customers’ needs and his commitment to hard work and honesty.

The Next Generation also means that this is a business that has embraced technology and innovation. We develop our own equipment. We integrate casters with advanced hydraulics and electronics. We are creative and have dozens of patented or patentable products. We have more standard caster configurations than any other manufacturer. Don’t just take our word for it. Algood was recently recognized by a huge Fortune 500 company as its most innovative supplier in 2013.

Far from being a meaningless marketing line, The Next Generation of Castersmiths provides a sense of purpose for all of us at Algood. It is our mission and we aim to live up to it every single day.

I called this blog “My world is Round” because it’s true. Yeah, I know that Christopher Columbus or Magellan or a Greek philosopher figured out the world is round centuries ago, but the point is that my world is round. I spend most of my life living and breathing casters. And it’s been that way for 25 years. That’s what happens when you’re the president of one of North America’s largest caster manufacturers that just happens to be a family business. When I was a kid our family life was centered around this caster business. I can still remember going to the plant with my mother to bring my dad dinner on nights that he had to stay late.

My world is also round because I spend so much time traveling the globe – throughout North America, to Europe as well as the Near East and the Orient – seeing customers, suppliers and strategic partners. In posts to come, I’ll talk about how I deal with that part of my world.

But, to start, I wanted to tell you what’s truly important in this round world of mine. Of course, it’s casters. But what I learned from my father – and on my own for the past 15 years – is that there are principles and values that go way beyond what we actually make. There are some very old fashioned – you might even say square – ideas that I learned from my dad and that make my world go around. Here they are:

Take pride in what you build and sell. Always strive to do better and don’t ever be satisfied unless you’ve done the very best you can. There is no product or delivery error that is ever tolerable. We may have a 75,000 square foot facility that turns out hundreds of thousands of pieces a year but every caster with Algood stamped on it, comes with our personal guarantee.

Your word and your reputation are worth everything. When you say you are going to do something for a customer, it happens – even if you lose money doing it. When you shake hands on a deal, there’s no turning back. Dishonesty is the slippery slope to failure. Whether you’re one of our customers, partners or suppliers, you’ll always get the straight bill of goods.

Treat your employees with respect and care. Value their contributions. Never take them for granted. Give them the opportunity to reach higher and do more and then reward them when they do it. At Algood, we are proud that we employ almost 100 people in our manufacturing facility. Our employees are our greatest asset – and they know it.

Never compromise your values. Never settle. Never put profit ahead of principle. When you deal with Algood, you’re not dealing with a corporate sub-division. You’re dealing with the people who make all the decisions and are having to live with the consequences. So, there you have it.

This is my round world and I welcome you to it. In the coming weeks and months, I look forward to sharing more of it with you. In the meantime, if there’s something about my world that reminds you of yours, or anything else that you’d like to comment on, I’d love to hear from you.