Always Ultimately Responsible

I don't like willy-waving about how great our family business is. Put simply, no one person is responsible for where it is now. It's been a slow evolution from it's inception in 1926 to the present day. Although it's not totally unique to have four generations of family ownership, each wanting to take things forward, it is at least unusual. As mentioned, growth has been very steady over the near 100 years. Great Granddad was one man outfit until my Granddad was old enough to join him. These days there are usually about nine or ten full time employees, including my brother and I.

Could the business be made bigger and or better? Here's two angles on why the business is very small.

In theory you can invest money, loaned or otherwise, based on a plan and really go for it. There's a mix of risk, hardwork, networking, luck, stress and support that can bring success. The structure has always been there for us to roll the dice and try this, but we haven't taken that step. One of the reasons we haven't taken that step I must be honest about. I'm too stupid, too much of a coward and the overwhelming pressure of being ultimately responsible for everything would break me. My responsibilities outside of work are something I take seriously too.

The other big reasons is I have my eyes wide open. What's unique about a business that makes customised items from wood is each item has variation. A logical step to scale up would be to standardise. But then all your eggs go into one basket. If your standardised product or reduced services you offer catches a cold, you're screwed. Can we make kitchens? Yes. Can we make a windows? Yes. Doors, stairs, furniture with a high degree of variation and a fair price? Yes. This ability to still be a general joinery shop has allowed us to always keep busy. But I don't count my chickens, the world has become more specialised. Basic stairs for instance can now be ordered online and are perfectly acceptable for contractors wanting to get the job done. Who knows which other products will also head that way?

Also, people will exploit you if they can. Regardless of someone being a contractor or private client, there are ruthless people that will delay or avoid paying you. They will exploit your naievity and use your capital to fund their lifestyle. Now, let me be clear, these people are in the minority. But they exist. We've met them and decided to walk away, in some cases got lucky and in other cases got stung. We like to meet customers face-to-face, not only to give them the support they need but to get a feel for their character and expectations. The same goes for them too.

This contrasts sharply with what I see in amateur, and as I see it, “lifestyle woodworking” world. The people making a living here are those selling to amateurs. They are a curious mix of personalities blended into one. A mix of a celebrity chef, pop star, author, shopping channel host and Guru. Perhaps in the same way we offer a wide range of services to survive, they must do the same.

To do well in the lifestyle sector you must be a good communicator. Great writing, good photos and certainly more relevant these days, ease in front of the camera. If you can, put together a No.1 album of sorts and then keep releasing more. Sell your videos and go on tour. Does your woodworking have to be that good? Not really, if anything it has to be something that you're average woodworking newbie can have a crack at. In effect they're, like Justin Bieber selling his music to children, that's how you make it viable.

Now, that's definitely hard work, no doubt about that. Pen a bestselling book that newbies wanting a lifestyle come back for year after year! Reaping them like tall grass every summer to make hay. Congratulations, that's not an easy one. Like all good artists, tapping those feelings and emotions of the public isn't easy.

But, I don't like that. Farming beginners is not something I'd feel comfortable with. I see it as nothing more than using a smoke screen of a virtuous and ethical life to sell skills akin to boiling an egg or making Pasta Alfredo. It's why I'm not a salesman. I have no issues with these people. I just wish “the consumer” would take a second look before buying. These basics are available without paywalls and BS lifestyle virtue. Try keeping your money for your own situation.

We’re now even reaching a point where simple blogs are behind paywalls. I had the unique privilege of contributing to online content for a Woodworking magazine and was well supported by a superb editor who made sure my content made sense and that I even had some modest pay. If I want to read that content now I get to see a few and then “I’ve reached the limit of articles”. I don’t care that my content is now hidden, nobody’s missing anything, it was all basic stuff. After all, a blog is nothing more than a conversation, not a polished book.

I’m pleased to of begun writing blog entries that deal with getting into woodworking at home. They will form the basis for a free download and an option for a paid for book. I hope to be the anti-lifestyle person (sadly that is it’s own brand, but what can I do). I find that stuff patronising. I’d rather be honest and end up selling no books than become a lifestyle brand.

For our family busines future I can’t be sure. I’ll always do the best I can and I know we’ll always try to maintain a team that makes good products and maintains quality. You certainly won’t find me bragging about how big our business could have been but that we were just too anti-establishment for that to happen. Saying something is possible, claiming you could do it but you just choose not to is hubris. Making something big and successful is uniquely difficult and let’s not pretend otherwise. And if this blog entry seems crazy, you’ll need to forgive me. This is what woodworking has become, drink the Kool-Aid, stick it to the man and buy my book for true enlightenment. Forget about it.