Issue link: https://iconnect007.uberflip.com/i/1490123
74 PCB007 MAGAZINE I JANUARY 2023 duction and output were strong. Maybe that older approach isn't the way you were doing things when the 2020 storms hit, but that was still a time of success and solid growth. Well, today's consumers, like military and aero- space, are still out there. If the market went so for you, there is a reason. Maybe it's just too expensive for you to compete in that mar- ket and your margins can't handle it. Here is the hard decision part: Should you stay with the losing venture, or let it go so you can redefine your core niche and go 110% at it? None of us can do all things all the time. If you're trying to do what Tim does on the table saw with a handheld skill saw, you won't suc- ceed. Our problem right now is still the "wait and see" attitude: "Let's watch and see what hap- pens." Well? We've been doing that for three years now. Supply chains are recovering, gas prices are falling, and customer demand is not going to diminish. Consumers are frustrated as products are failing to maintain inventory levels while demand remains high. However, the PCB industry has soened, with overall square foot- age down in many sectors, including consumer electronics. We need to get back to building. We have strong teams out there and manufac- turers large and small that just need to sharpen the saw, rethink their core niche, and redeploy to do whatever they decide is best for them in this re-emerging market. Create that iron core discipline and execute it. But remember: Don't bite off more than you can provide. Create that quality product, deliver it on time, and provide your customers with the kind of service that will make them a lifetime partner. Once your core disciplines are solid and your tools are sharp again, turn that carrier into the wind and face the battle head on. Stop wait- ing to see what Tim is going to do on the other side of the fence—you've got your own map to guide you to the next horizon. PCB007 Todd Kolmodin is VP of quality for Gardien Services USA and an expert in electrical test and reliability issues. To read past columns, click here.