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What happens when a former touring musician discovers his calling in the shed industry? In this captivating episode, Craig Felker, Chief Brand Officer at JMAG, shares his remarkable journey and deep insights on authentic branding that resonates beyond product features.
Craig reveals how his past as a Christian rock band frontman unexpectedly prepared him for leadership in an industry he never imagined entering. "I thought I had separated my identity from being Craig, the front man of Hearts of Saints, and it was this really hard time because I was like, what am I going to do?" This vulnerability becomes a throughline in our conversation as Craig emphasizes how authentic leadership creates environments where people feel valued.
The conversation takes a fascinating turn when we explore what truly differentiates successful brands. "Good companies have customers. Great companies have fans," Craig notes, pointing to examples like Harley-Davidson and Bucky's that create emotional connections before customers ever encounter their products. We unpack how shed companies can develop this same passionate following by leading with core values rather than simply selling structures.
Perhaps most provocative is our discussion about the industry's fragmented marketing approach. We challenge conventional thinking about dealer networks and manufacturer relationships, suggesting that collaboration and unified brand messaging might better serve everyone. "If you lead with your culture, your core values, and that is your brand... people want to align themselves with companies, with brands that they have shared values with."
Whether you're a dealer struggling with positioning, a manufacturer questioning your market approach, or simply fascinated by authentic leadership, this conversation offers refreshing perspectives on standing out in a competitive landscape by simply being true to who you are.

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This episodes Sponsors:
Studio Sponsor: Union Grove Lumber
CAL
LuxGuard
Shed Geek Marketing
Shed Pro
Making Sales Simple