Founder-led companies are some of my favorite businesses to work with. They usually have energy. They move fast. Decisions can happen in minutes instead of weeks. Customers often know the owner personally, employees feel connected to the mission, and there is usually a level of passion you simply cannot manufacture inside a conference room. But eventually, success creates a new problem: The company gets too big to operate the same way it did when it was small. The founder who

For years, many companies saw the senior Marketing Executive as responsible for branding, advertising, trade shows, social media, creative campaigns, and making the company look good. Those things still matter. But that is no longer enough. The modern Marketing Executive needs to understand revenue. After spending most of my career in the automotive aftermarket working across sales, marketing, distribution, retail, OEM, and direct-to-consumer channels, I have become convinced

Having a Product on the Shelf Is Not the Same as Having a Sales Strategy In Topic #1 of this series, I discussed product development and why I believe great aftermarket companies should focus on solving real customer problems instead of simply improving someone else's gadget. In Topic #2, I moved into Pricing & Channel Pricing, and understanding your brand value, building enough margin into the product, and making sure everyone involved in selling it has a reason to participa

Before we get into inventory, it's worth looking back at where this series started. In Topic #1: Product Development, I focused on solving real customer problems instead of simply looking at a competitor's product and trying to make it a little better. The point was simple: strong products should start with an unmet need, not with a benchmark. In Topic #2: Pricing & Channel Pricing, I talked about building the right pricing structure around that product, understanding your br

In the first article in this series, I talked about product development and why I believe aftermarket companies should spend more time solving customer problems and less time building a slightly better version of someone else's product. But developing the right product is only the beginning. The second thing I would focus on is pricing. And I don't mean taking your cost, multiplying it by a factor, comparing it to three competitors, and calling it good. Pricing is one of the

I've spent most of my career in the automotive aftermarket, and if I were handed the keys to an aftermarket company tomorrow, I wouldn't start by changing the sales team, cutting expenses, hiring a new marketing agency, or immediately launching ten new products. I would start with one question: What problems in our industry are customers still dealing with that nobody has solved correctly? Because somewhere along the way, I think too much product development became product co

I’ve been wanting to write this article for a while, but I wanted to make sure I approached the topic accurately, practically, and in a way that's easy to understand, especially for leaders and business owners at smaller companies. A P&L can feel intimidating if you don't work in finance every day, but understanding the basics can dramatically improve your overall business knowledge and make you more comfortable discussing financial performance with a CFO, controller, or fina

I've never seen a race suit so clean! If I had a dollar for every time someone asked me to sponsor their race team or pay to have a sticker placed on their car, I’d be sitting on a beach watching the sunset every night. But race sponsorship is far more complex than free parts, cash, or logo placement. Let's dig into some hard questions both manufacturers and racers need to understand about each other's position. We can go much deeper than this article, but I don't think that

I love Crazy Cartoons! For decades, companies have used college degrees as a shortcut for determining whether someone is qualified. Bachelor's degree required. Master's degree preferred. But here's the problem: a four-year degree doesn't automatically make someone more qualified to lead a team, sell a product, build a business, manage an operation, market to a customer/consumer, or understand a customer. In many cases, requiring a degree may actually eliminate some of the bes

One of the biggest mistakes I see companies make in new product development is deciding what the product should be before the product team and engineering ever get involved. Leadership comes into the room with an idea, engineering is told what to build, sales is brought in when it's almost finished, and marketing gets involved a few weeks before launch. Then everyone wonders why the product doesn't generate the excitement they expected. I believe there's a better way. Give yo

When companies talk about growth, the conversation usually centers around outside sales, marketing, product development, distribution, and new customers. But for a consumer-facing brand, two of the most important departments in the entire organization are often sitting behind a phone, computer screen, live chat, or email inbox: Inside Sales and Customer Service. They are often the first real human interaction a consumer has with your company. And they absolutely should not be

For the past year, I've been watching, learning, researching, and documenting where the Jeep, Bronco, truck, and off-road aftermarket is headed. I've stayed quiet... but I haven't stopped thinking. Now it's time to get back to doing what I love. I'm once again free to work with any manufacturer, distributor, retailer, startup, or private equity group looking to build stronger brands, develop winning products, and create profitable growth. For more than 27 years, I've lived th

I lost weight using AI. Every year the SEMA Market Report gives the automotive aftermarket a snapshot of where the industry is headed. The 2026 report paints an optimistic picture of a market that continues to prove its resilience despite inflation, economic uncertainty, and shifting consumer behavior. On paper, everything looks healthy. U.S. consumers spent just under $53 billion on specialty automotive parts and accessories in 2025, and SEMA expects the market to return to

Your Marketing Isn't Broken... Your Commercial Trust Is. Marketing has changed more in the last decade than at any other time in modern business. Consumers have more information, more choices, and more skepticism than ever before. They can compare products in seconds, read reviews from thousands of strangers, and verify your claims before your salesperson even has the opportunity to introduce themselves. This shift has created a new reality for every business. Marketing is no

Grooming may not have been the best word description... but that's what it is. Most businesses focus almost all of their attention on today's customers. They invest in advertising, sales teams, promotions, and marketing campaigns designed to generate revenue immediately. While those efforts are important, many companies overlook one of the most valuable opportunities for long-term growth: grooming future customers. The reality is that not everyone who loves your brand today i

Every business relies on something larger than itself. Whether you're in the off-road, overlanding, powersports, automotive, outdoor recreation, or hiking industries, your success is directly connected to the health of the communities, public lands, advocacy organizations, and industry groups that make our lifestyle possible. Too often, businesses view charitable giving as a marketing expense or an annual obligation. In reality, supporting local charities and industry nonprof

What? No Quality Department? In manufacturing, engineering and quality are often closely connected. They work together every day to design products, solve problems, improve processes, and support customers. Because of that relationship, many companies make the mistake of placing the Quality Department under the Engineering Department. While this may seem efficient on paper, it often creates challenges that can negatively impact product quality, customer satisfaction, and long

Are automakers or consumers at fault? Recent headlines have focused on one alarming statistic: average new vehicle payments have climbed to record highs, now approaching $770–$780 per month, with a growing percentage of buyers taking on payments exceeding $1,000. The conclusion many articles draw is simple: the automotive industry has become unaffordable, and consumers are trapped in a dangerous cycle of debt. While there is certainly truth behind the affordability concerns,

Huge Win for Our Industry! The EPA’s decision to recognize the Specialty Equipment Market Association as an alternative certification authority for emissions-compliant aftermarket products is one of the most significant regulatory shifts the automotive aftermarket has seen in years. From my perspective, this isn't just another policy update. This has the potential to reshape innovation, competition, time-to-market, and consumer choice across the entire aftermarket industry. A

To start, these are simply my personal observations and opinions based on my review of the report. I strongly encourage everyone to download and read the full report for themselves to better understand the potential impact and review the data in greater detail. You can download the report here: SEMA MARKET RESEARCH PAGE. I recently spent time reviewing the 2026 SEMA Future Trends Market Report, and one word continues to stand out above everything else: uncertainty. The last