Setting the Tone

Bruce Williams brings a lifetime of experience in the manufacturing industry and a degree in Organizational Development to IIA. His father owned a machine shop where Bruce lived and learned the day-to-day inner workings of the business, and he then went on to become a CNC Programmer and Machinist (Computer Numerically Controlled machinists make precision parts). After that, he transitioned to Operations and leadership roles. This wealth of experience makes him a perfect General Manager for the IIA team.

He tells us that every professional role has made him a better leader, and he appreciates that in his role at IIA there are a range of tasks and projects he oversees. He loves this variety. One minute he could be thoughtfully reviewing business analytics or leading a group meeting, then the next minute, he easily pivots to take care of a customer’s needs. He also spends a portion of his time connecting with and guiding the IIA labs in Texas, New Mexico, and Minnesota. The unspoken piece of Bruce’s focus is his passion for mentoring and building relationships. He has a good balance of using analytics to drive business and using heart to earn trust. He believes trust is the key to successful business and leadership. As he tells us, he also believes, “the two most important things I can offer employees are engagement and empowerment.” He consistently checks in with his team in order to assess their needs, and he knows that in doing so, he is teaching, connecting, and earning trust.

During the team meetings, he says, “The tone is also set around accuracy, turn-around times, and story-worthy service.” Bruce wants his team to know they are appreciated, because happy employees are productive employees. Customer feedback is consistently very good and Bruce attributes much of this to the empowerment felt by his employees and their mission to serve the customer to the best of their abilities. As a leader, showing this level of trust in his team ensures that they will provide fast, expert solutions with story-worthy service.

Bruce says that story-worthy service boils down to “Showing the customer you care about the same things they care about.” For example, whether it’s family or customer service, having the same values and interests can foster any relationship. “The key to earning trust is to be open and consistent and listen to your customers.” He advises everyone to always keep promises and never overpromise. Bruce explains, “If it’s memorable to our customers, they will tell others, and the real measurement of story-worthy service is a referral.”