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“I was nine and Isaac was seven, I think, around when our dad started the company. Yeah, I feel like so we would kind of help doing pretty much anything, you know, being a small shop, his projects would spike and didn't go to nothing. So we did marketing campaigns. So we drove around in a minivan and they would say, "Go put these little cards in people's mailboxes.”
-Issac & Asher
Welcome to a brand-new episode of the Woodpreneur Podcast. Today, your host Steve Larosiliere is joined by Issac & Asher from Hardwood Creations, a custom cabinet manufacturer based in Charlotte, North Carolina. Isaac and Asher share the inspiring story of Hardwood Creations' inception, tracing back to their father's modest one-man shop in the shed of their backyard. The brothers recount their unconventional introduction to the business, with childhood experiences that involved marketing campaigns, finishing work, and even learning the art of discretion when it came to pointing out flaws in front of clients.
Listen now and get the whole story!
“ we work with about six of the big high end custom home builders in Charlotte and we have a pretty good reputation with them and the designers that they work with in architects. And so we don't really aggressively go out and sell because we get our repeat business from those builders and designers.”
-Issac & Asher
Crafting Dreams in Wood
The focus shifts to Hardwood Creations' core projects, specializing in high-end residential cabinets and millwork. The brothers shed light on their target projects—residential homes ranging from $2.5 to $6 million. Isaac delves into the joy of collaborating with clients to bring their unique visions to life, emphasizing the importance of capturing the essence of their dreams in each project.
Building Efficient Operations
Isaac walks us through the intricacies of their operations, detailing the meticulous planning involved in the custom cabinet manufacturing process. From engaging with high-end custom home builders to coordinating with designers and architects, the emphasis is on front-end planning and designing to ensure flawless execution in the shop. The goal: delivering exceptional products within a tight timeframe.
Fostering a Positive Company Culture
The discussion shifts to the vital aspect of maintaining a positive company culture at Hardwood Creations. Isaac and Asher share their initiatives, from team-building activities like ping pong and whitewater rafting to addressing employees' needs and integrating new hires into the company culture. The brothers stress the significance of employee retention and how a healthy culture contributes to the overall success of the business.
Embracing Technology for Efficiency
Isaac delves into the technological advancements that have enhanced efficiency at Hardwood Creations. From utilizing Google Sheets for initial organization to adopting Coda for ERP (Enterprise Resource Planning), the brothers are keen on leveraging technology. Isaac's enthusiasm for AI and the ongoing migration to Energy, a high-end millwork software, showcases their commitment to staying at the forefront of innovation.
Leadership Evolution and Development
The Anthes brothers share insights into their roles as leaders within the family business. Emphasizing a collaborative approach, they highlight the importance of leading by example and fostering an environment where everyone contributes to each other's growth. The focus is on continuous learning and building a team of skilled individuals who share the same vision for the company's future.
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