I have mentioned before in this column about the importance of having a vision for a company - knowing who you are, how you got there and where you want to go. A business whose leadership has no vision or incorrect vision will not survive in the long term. I believe it has helped our company to succeed by having the vision of being a "specialist." We design and produce specialty products for selected customers. Even within the commercial mower equipment industry we do not offer a machine for everyone.
The specialist is in direct contrast with many of our competitors. With "strategic" acquisitions and consolidations, the vision of some industry leaders is to be the "one source" for everything a landscape contractor needs. For example, Husqvarna's announced vision is to be the "total source solution" where a landscaper can fill their trailer exclusively with Husqvarna products.
While we recognize the tremendous resources and grandeur of a "one source" vision, we are not dissatisfied with our vision of being a specialist. It appears to us there is a continuing opportunity and future for specialists that will not be overtaken by industry giants.
Of course there are risks in being a specialist. There is a lack of diversity and a resulting concern for stability. However, it can be argued there is more strength and stability in doing a few things very well than doing many things with mediocrity. It's hard not to be average when you have a lot of "balls in the air."
What are the strengths of a specialist in a competitive market? We deliver a better product because of focus, concentration and intensifying limited resources on the product. We deliver better customer service by working with distributors and dealers who tend to be specialists. And we know our customers better and are more responsive to their needs, because we are working with a select group of customers.
I guess you can tell we enjoy being a specialist and competing in this industry. Many of our Walker customers are specialists in their own right, and we are delighted to help you compete in your industry. We share your vision.
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