Element Three

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Beyond the Reveal: New Product Launch Research with Trader Interactive

Product launches in the B2B2X space are notoriously challenging. They're complex, unpredictable, and often miss their targets. So, how do you actually get them right In this episode, Reid Morris talks with Scott Smith, VP of OEM and Strategic Initiatives at Trader Interactive, and Brian Cole, Strategy Director at Element Three. Together, they break down findings from new research exploring how OEMs, dealers, and consumers experience new product launches and where the most significant breakdowns happen. Backed by marketplace behavior, historical sales data, and over 500 shopper surveys, this research uncovers what actually moves the needle when launching new models in dealer-distributed industries. The trio gets real about missed marketing opportunities, the disconnect between product development and launch timing, and why features can shift buying decisions. Whether you’re launching your next RV, marine vehicle, or commercial truck, this conversation shows why better launches start long before the product hits the lot. You’ll learn: Why marketers feel disconnected from the launch process and what happens when they’re involved earlierHow launch velocity data challenges the myth of the big reveal momentWhat consumer survey responses reveal about how buyers actually shop for new models Things to listen for: (00:00) Meet Brian Cole and Scott Smith (01:25) What Sparked the Product Launch Research (03:23) Common Mistakes OEMs Make When Launching (05:08) How Complexity Slows Down Launch Success (06:32) Initial Hypotheses About Launch Gaps (09:03) Research Methods That Created a Full Market View (12:19) Insights From Dealers and Consumer Behavior (13:20) Why Features Win Over Price for Buyers (15:21) The Two Launches Inside Every Launch (16:33) What’s Coming Next in the Research Series

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١٤ يناير

Inside Marine’s Retail Ecosystem with Freya Olsen

The success of any remarkable boating experience begins not with the engine, but with the dealers who guide the buyer. In this episode, Kyler and John sit down with Freya Olsen, Senior Director of Engagement at the Marine Retailers Association of the Americas (MRAA), to explore how dealers shape the customer experience long before a buyer steps on a boat. After nearly two decades supporting manufacturers through Discover Boating and NMMA, Freya now works directly with dealers, giving her a rare, full-funnel perspective on what truly moves the marine market. Freya shares how consumer expectations, pricing transparency, and category competition shape today’s buyer. She explains why dealer performance has become a defining factor in OEM growth, and how education, certification, and AI tools like Amy are helping retailers serve customers in unpredictable conditions. You’ll hear how MRAA gathers honest dealer feedback, where the ecosystem still experiences friction, and what it takes to create a seamless handoff from awareness to retail. For anyone operating in an OEM, dealer, or B2B2X environment, this conversation surfaces the signals that matter when the market is shifting fast. Key Takeaways: Understand Roles in the Funnel: Knowing when awareness hands off to brand consideration and then to retail improves the customer journeySupport Dealer Education: Practical training for sales, service, and leadership helps new hires transition into the marine industry quicklyTrack Real Dealer Needs: Frequent outreach anchors decisions in actual pain points around staffing, service, and customer retentionTimestamps: (00:00) Meet Freya Olsen (00:54) Why passion keeps people in the marine industry (05:15) Pros and cons of newcomers entering the category (05:57) How pricing transparency builds consumer trust (07:39) Freya's career path across associations and OEMs (09:52) The impact of Discover Boating on market demand (12:35) Competing for attention in a crowded outdoor market (14:50) What Freya learned by shifting focus to retailers (17:13) Why retention starts with the dealer experience (17:25) How MRAA supports dealers with education and tools (19:14) Certification programs that help teams level up (21:31) How advocacy protects access and dealer operations (22:35) What to expect at Dealer Week and why it matters (25:35) Market uncertainty and preparing for unpredictable demand (27:05) Freya's next six months: engaging and supporting members (28:58) The role of AI and how dealers are using Amy (34:01) What Freya is excited about for next year

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How Great Dane Built a Network Lasting Generations with Noah Thomas

What does it take to build a dealer network that lasts generations? In this episode, Kyler and John talk with Noah Thomas, Director of Marketing at Great Dane, about how the 125-year-old trailer manufacturer continues to strengthen relationships across its dealer community and grow in a shifting market. Noah explains how Great Dane’s heritage of quality and resilience continues to shape its strategy today, from restoring a 1953 trailer to celebrating the brand’s long-standing partnerships. He shares how his team supports dealers through programs like buygreatdane.com, new digital enablement tools, and initiatives that maintain open and consistent communication across the network. This is a look inside a brand that wins by standing behind the people who represent it every day. Key Takeaways: Dealer Relationships Fuel Growth: Great Dane strengthens loyalty through long-term partnerships, open communication, and shared success across its national network.Heritage Shapes Strategy: A 125-year foundation of quality and resilience continues to guide innovation, brand consistency, and market confidence through every cycle.Digital Enablement Elevates Dealers: Programs like buygreatdane.com and Champ’s Spot connect data, marketing, and training to drive measurable results at the local level.Timestamps: (00:00) Meet Noah Thomas (01:42) Inside Great Dane’s 125-year legacy of resilience (02:58) Navigating freight market shifts and customer confidence (04:54) Celebrating 125 years with a 1953 trailer revival (06:23) Why small product details create lifetime brand value (09:21) Turning customer stories into marketing proof points (10:24) How Great Dane supports its exclusive dealer network (12:57) Listening to dealers to guide marketing priorities (14:55) Building buygreatdane.com to drive digital sales leads (16:56) Empowering dealers with Champ’s Spot sales tools (18:54) Expanding into last-mile delivery with truck bodies (19:44) FleetPulse telematics and data-driven product insights (21:58) Cross-selling strategies with fleets and truck dealers (26:16) Rebranding Great Dane and protecting an iconic logo (30:57) Lessons from Noah’s Peace Corps experience in Vanuatu

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Overcoming Perfectionism with Courtney Bills

Struggling with perfectionism? Sometimes, success doesn’t come from avoiding failure, but instead having permission to fail. On this week’s episode of 1,000 Stories, Courtney Bills, CEO of Tactive, joins Joe and Reid to talk about her drive to take on challenges. She shares her struggles with perfectionism, how it’s OK to ask for help and permission from others, being a badass leader, and more. Courtney’s experiences with dealing with internalized pressure and taking on challenges outside your comfort zone can inspire you to reach your full potential. She explains that it’s important to take a step back and realize what’s your true motivation in life. In this episode, you’ll learn: There’s nothing wrong with relying on a support system of people you trust to push you through your challenges in your personal and professional life. Your physical and mental health are connected; taking care of one improves the other. Success in business is more than about the money. It’s about ensuring employees are enjoying what they do. To claim 10% off of your first month of BetterHelp, use the code 1000STORIES here: https://betterhelp.com/1000stories Resources: Tactive https://www.tactive.cc LinkedIn https://www.linkedin.com/in/courtney-bills-b3a4159/

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A Guide to Navigating New Markets with Tim Leman

Challenges and opportunities. It’s the inherent balance that comes with entering new markets. You’ll overcome one and encounter the other. But what is most important is how you navigate through both. Tim Leman, Chairman of the Board and CEO of Gibson Insurance, joins Reid and Joe to share the key to entering, navigating, and growing within new markets. With Gibson Insurance going from a regional to a national firm, Tim talks about the importance of focusing on navigating leadership transitions, building a supportive culture and community, and how to balance performance and avoid burnout. In this episode, you’ll learn: Leadership is one of the most important factors to nail when entering a new market. Being aligned with your team is just as important as being aligned with the market needs. Entering into a new market takes time. Patience is critical to your long-term success. Jump into the Conversation: [04:02] How Gibson Insurance Works [05:05] Introducing Tim Leman [06:41] How Do Businesses Consider Hiring New Talent in New Markets? [08:25] Hiring Up and Coming Talent [13:56] Lessons from Past Market Entry Failures [16:43] Encouraging Honesty in Work [18:06] Creating a New Team Selling Model [20:42] Assessing New Market Data [24:54] Ad Break [26:00] Matching Ideal Customers with Ideal Producers [29:20] Balancing Replication and Individualization [31:16] Bridging Belief Gaps in New Hires [34:15] Tim’s Early-Career Changes [36:16] The Challenges of Balancing Burnout [38:43] Leading by Example [40:41] Calculating the Cost of Perfection [43:00] How Greg Downs Helped Tim [44:12] Synthesizing Themes [45:36] The Value of Patience for Leaders [48:04] Post-show Debriefing To claim 10% off of your first month of BetterHelp, use the code 1000STORIES here: https://betterhelp.com/1000stories Resources: Follow Tim: https://www.linkedin.com/in/timleman/ Listen to 1,000 Stories with John Gough: https://www.youtube.com/watch?v=DdT9lhy2MpA

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Investing in the Right Leaders with Adam Ringo

Business acquisition isn’t just about considering the assets you’ll gain but also the leader you’ll work with. Can you work with them long-term? Are your values aligned? A leader’s identity and personality can often complicate your plans, whether you’re looking to buy a business or even partner with one. Understanding and respecting the different types of leaders will help you navigate these scenarios more productively. In this episode, Adam Ringo, Managing Partner at Watercourse Investments, shares valuable insights about identity, leadership, and more. In this episode, you’ll learn: Impact can’t happen without sustainable growth. Leadership buckets to understand different leaders. Relationships are your most important currency. Jump into the Conversation: [04:15] Introducing Adam Ringo [05:51] Understanding Radical Simplification [07:58] Is Making Money a Bad Goal? [08:56] Ownership and Stewardship [10:48] What Makes a Good Leader to Invest In? [12:49] Why Leaders Sell Their Business [14:08] Dealing with Leaders Who Want to Stay [15:14] How Identity Complicates Acquisitions [16:31] Finding Chemistry, Capacity, and Calling [18:33] Managing Leaders Shifting Identities [20:04] Why It’s “Lonely at the Top” [21:09] Feedback Loops for Leaders [22:35] Ad Break [23:41] Visionary and Integrator Leaders [24:13] What is an EOS? [25:31] Frameworks for Bucketing Leaders [26:42] What is Chemistry, Capacity, and Calling? [27:22] Frameworks for Bucketing Leaders (Con’t) [28:23] Understanding Leaders’ Strengths [31:08] Traits of an Entrepreneur [35:14] The Reality of Loving the Process [37:11] Tips for Letting Go of the Outcome [40:26] Relationships are Your Currency [42:30] Post-show Debriefing To claim 10% off of your first month of BetterHelp, use the code 1000STORIES here: https://betterhelp.com/1000stories Resources: Follow Adam: https://www.linkedin.com/in/adam-ringo-955b0820/ Listen to 1,000 Stories with Johnathan Gough: https://www.youtube.com/watch?v=DdT9lhy2MpA

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How to Define Your Identity with Mark Caswell

There’s no question what you do affects how you think about yourself. What happens when you realize your role for years no longer fits? For Mark Caswell, that means stepping down as CEO of Resultant and discovering he’s more than a title. Mark Caswell is now a board member at Resultant but is still learning more about his identity. He joins host Joe Mills on 1,000 Stories to talk about transitioning and bringing in a new CEO, how it impacts his identity, and where he goes next. In this episode, you’ll learn: How your role doesn’t have to define you. People rely on you as a leader, so taking care of yourself is essential. Understanding how to grow a business sustainably includes your mental and physical health. To claim 10% off of your first month of BetterHelp, use the code 1000STORIES here: https://betterhelp.com/1000stories Resources: Follow Mark: https://www.linkedin.com/in/markocaswell/ I Am a 10 Regardless of What Happens with Brian Kavicky by the Scared Confident podcast: https://open.spotify.com/episode/56bREzreM0u3ov0IHTA8lC

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Rethinking Fleet Upfitting with Adam Keane

What makes a vehicle work-ready isn't always what you see on the surface. In this episode, Kyler and John sit down with Adam Keane, President of Allied Body Works, Inc., and founding partner of Fourward Upfitting, about how upfitters are shaping the future of commercial fleets. Adam shares how responding to customer needs has sparked innovation and expansion, from custom builds to patented safety products. He discusses the balance of serving fleet customers locally while maintaining consistency, and how being part manufacturer, integrator, and problem-solver drives their approach. You’ll also hear him highlight how customer insights and operational flexibility open doors in a rapidly changing market. Key Takeaways: Focus on the customer: Prioritize understanding your customers' needs and ensure your product or service directly addresses those needs. Embrace innovation in everyday solutions: Small, incremental improvements—like designing specialized vehicle features—can lead to big results and create new market opportunities.Leverage partnerships for growth: Collaborating with like-minded businesses can open doors for national expansion and better serve customers. Find ways to work together, sharing knowledge and resources, to offer consistent solutions across multiple regions.Timestamps: (00:00) Introducing Adam Keane (00:53) Transitioning from second-in-command to owning the business (03:24) The strategic founding of Fourward Upfitting (05:04) Why local builds can benefit national fleet customers (06:37) Custom innovations from dog grooming vans to safety products (11:59) How a city request sparked a patented safety solution (15:52) A family business built on resilience and reinvention (18:25) Balancing legacy, growth, and impact as a business owner (22:24) What it really means to be an upfitter (25:28) Upfitters as the Value Added Resellers of Commercial Vehicles (29:19) Scaling smart solutions without sacrificing customization (36:30) Staying focused on the end-user to keep growing

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Lessons from Winnebago's Digital Transformation with Andrew Heddle

What do the iPhone and Winnebago have in common? The customer shows up demanding the brand. In this episode, Kyler and John sit down with Andrew Heddle, the Director of Digital Marketing Transformation at Winnebago Industries, to unpack his career at Best Buy, how they transformed by diving into the mobile business, and what he has learned from their strategic risks and successes and applied to Winnebago. Discover how understanding societal shifts, leveraging supply chain management, and aligning digital communication with customer needs can drive success in today’s fast-paced market. Andrew also shares insights into the RV industry, evolving digital marketing trends, and offers practical advice for companies navigating complex distribution channels. Key Takeaways: Take Bold Strategic Steps: Assess your market position and consider daring moves that could unlock new revenue streams. Partner with industry leaders to gain expertise.Strengthen Supply Chain Relationships: Build strong supply chain connections and explore partnerships or joint ventures to fill any capability gaps.Stay Flexible in Digital Transformation: Keep an eye on digital trends and be ready to adjust your strategies as needed. Use resources wisely to stay ahead and remain competitive despite digital disruptions. Timestamps: 00:00 Meet Andy 05:15 The continuous evolution of digital marketing 12:25 Best Buy’s strategic move into the mobile phone market 23:23 Advice for dealers in the RV market 31:38 How brand and digital transformation are interconnected 37:40 Winnebago's history of pioneering categories 41:37 Investing in winners, adapting to emerging trends 50:24 RVs evolve to meet expanding interests

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How REE Creates Powerful OEM-Dealer Partnerships with Mark Circo

How do you disrupt the commercial vehicle industry but maintain staying power in an environment where new OEMs regularly come and go? In this episode, Kyler and John are joined by Mark Circo, the Head of Customer Experience at REE Automotive, whose career in the trucking industry spans over 20 years. As the conversation unfolds, Mark dives into the intricacies of building trust with dealers and end-users, drawing from his military and federal government sales experience. Listen to learn the art of cross-training dealerships and the impact of electrified vehicles on different dealers, geographies, and even other OEMs. Key Takeaways: Leverage Demonstration Techniques to Showcase Product Strengths: Create immersive, real-world demonstrations that highlight your product's unique features.Adopt a Flexible and Personalized Training Approach: Implement cross-departmental training programs for your dealers, tailored to their specific product lines.Cultivate Win-Win Relationships with Incentives: Foster mutually beneficial relationships with your dealers by providing incentives that align with their success, as well as your brand’s. Timestamps: 00:00 Intro 05:40 Mack and Volvo as symbols of excellence 15:34 New employee issues 21:02 Innovative transportation technology 29:45 Product performance and features 35:09 Engaging with customers, building trust, maintaining communication 47:32 Embrace change, learn, and push limits forward 48:24 Take risks, bet on yourself, and choose wisely

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Element Three modernizes go-to-market strategies for manufacturers with complex distribution channels.

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Element Three

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Beyond the Reveal: New Product Launch Research with Trader Interactive

Inside Marine’s Retail Ecosystem with Freya Olsen

How Great Dane Built a Network Lasting Generations with Noah Thomas

Overcoming Perfectionism with Courtney Bills

A Guide to Navigating New Markets with Tim Leman

Investing in the Right Leaders with Adam Ringo

How to Define Your Identity with Mark Caswell

Rethinking Fleet Upfitting with Adam Keane

Lessons from Winnebago's Digital Transformation with Andrew Heddle

How REE Creates Powerful OEM-Dealer Partnerships with Mark Circo

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Element Three

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