It's time to walk the walk: after all, anyone can talk the talk. Get involved, take action, do something!

AFTER A RECENT conversation with a few industry friends, I could not help thinking how much better off we would all be if everyone really "walked the talk" instead of just "talking the talk." A lot of folks in our industry pay lip service to the business basics that have such a significant impact on our industry.

Yes, I understand that capacity and demand are not in balance and that competitors from all over the globe are available to any and every "local" market. And I understand that our industry and the entire high-tech sector are just coming out of a long trough. To me that spells out very clearly that it is more essential than ever to go out and make "it" happen--whether "it" means building sales or adding capability/technology or being more efficient. However, all too often some who talk the talk well seem to be unable (or unwilling) to walk the talk. A few examples in key categories include:

Employees. Too many people complain about the lack of qualified/quality people in our industry. However, in the same breath those same people talk about needing to cut labor costs by either giving out small--if any--pay increases, reducing benefits of cutting pay altogether. It's hard to attract good people if your primary driver is cutting benefits and paying less! Ours is not a high-paying industry and maybe that is why the highest-quality talent is not interested. Maybe that's why the industry is often viewed as underperforming. if we hired the best people and then trained and developed their skills with a vengeance, wouldn't our individual companies excel and our industry prosper?

Investment. If I had a nickel for every time I have heard someone in our industry say, "I can't afford to reinvest in ..." I would be very wealthy, if you don't reinvest in your business, you will not survive and we as an industry will never operate at world-class levels. Interestingly, in newly emerging areas such as Asia, investment is being made and the results are staggering--low-cost, world-class facilities making state-of-the-art (e.g., high-tech) product! Investment does not necessarily mean spending zillions on massive new equipment. Sometimes prudently investing money in select used equipment can work wonders, as can rebuilding worn equipment already in place.

False Nationalism. Lots of people like to complain about how all of the business is being swallowed up by foreign companies. They complain about what might become of American electronics manufacturing. They speak with passion about the need to ensure that American (or local nationalistic) interests be protected via tariffs, tax relief of other methods to "level the playing field." But why do many of these same people drive foreign cars? Maybe if they really believed in American manufacturing they would show their customers, employees and suppliers that they put their money where their mouth is. There is nothing wrong with buying foreign product or voicing your concern, but if you really like that foreign car, don't complain if your customers really like that foreign circuit board!

Treat Others as You Would Want to be Treated.

Whether you're dealing with employees, customers or suppliers, you won't gain respect, openness and cooperative support if you don't treat others the same way. I often hear how someone really "put the screws" to a supplier or let an employee know "in no uncertain terms who he works for." How would these folks react if a customer treated them in kind? Sure, in today's competitive market business relationships are difficult to build and maintain, but the results are well worth the effort. Equally, how you treat your competitor--local, domestic or global--speaks volumes about how you expect to be (and will be) treated. As global as it has become, this is still a small industry!

Armchair Critics. Too many people concerned about the direction of our industry just sit back and complain, if you really are concerned and want to make a difference, get involved. Our industry has spun off many trade, technical and industry organizations. Some meet nationally, others in local chapters. All are trying to make a positive mark on an essential and dynamic industry, and all welcome involvement! Remember, there is nothing worse than someone who takes a pot shot but then won't step up to at least try to help.

Yes, it takes time and effort to attract good people to your company, to earn and/or raise the capital needed to invest, and to promote your company to your customers and suppliers. But many of us in our industry find more time to work together to promote the true value-add that designing and fabricating custom product rightly deserves, and to help elected officials understand our challenges. Still, many prefer to blame deficiencies on others--foreign suppliers, legislated mandates, etc.

As challenging as it can be to survive and succeed in our industry, I can think of no other profession that offers the same level of opportunity. But with opportunity comes the classic risk vs. reward scenario, if history repeats itself, reward will come to those who step up to the plate.

I know we all can do better in 2005 and beyond, performing individually and collectively like the world-class industry we are. Hopefully we will do so by walking the walk.

PETER BIGELOW is president and CEO of IMI (www.imipcb.com). He can be reached at [e-mail].