When we convene at the 2026 National Wood Flooring Association (NWFA) Expo in Orlando this year, our overriding goal will be to help more business owners benefit from the product information, networking opportunities, and business owner skill development this three-day event offers.
For my part, it will be an opportunity to help each business owner be the leader that their company deserves. Business leadership in our industry is an interesting phenomenon as so many were pursuing their passion for wood flooring or the heritage of their family but not necessarily the idea of being a business leader. At the Expo, we will explore the challenge of evolving into a great business leader. So, what does that entail?
First, being able to create a vision for where the business will go and what it
will mean to the customers it serves. Not everyone knows that Walt Disney
did not live long enough to see the opening of Disney World. And yet, after
creating Disneyland, iconic characters, and animated feature films, he created
enough of a vision that his team was able to create Disney World even though he
did not live to see it. Have you created a vision for your company?
Next, a great leader finds talent. He or she attracts the best of the best. They
want to be part of the organization because of the narrative the owner has
created. This is what we want for your organization. Your commitment to the
high standards of the NWFA, the high quality products that you use, and the
installation techniques you develop all suggest that you are creating the type of
organization people want to join. They know they will learn from you, take
pride in their work, and do their very best work. What an opportunity.
Commitment to training is another hallmark of a great organization. Those
who are willing to invest in their team and foster an environment of innovation
and creativity will not only do great work, but also will become the place where
great people want to work. NWFA offers so many options to learn the “right” way
and the best techniques. Every business owner who invests in quality has the
potential to get amazing returns.
Efficiency and LEAN operations are also the hallmark of great leaders. By looking at all of the operations of the business, breaking them down into finite processes and mapping them to find the “waste” in every system, an opportunity is created to do things easier, better, and faster. We can eliminate the frustration of the employee and the customer while
improving the profit margin for the business owner; truly a win-win-win.
Another critical area is having the business knowledge to make
this work in a profitable, repeatable way. This requires a business owner to
truly grasp their numbers and create a value proposition that
drives prospects to become clients. Many business owners love what they
do, but they are not as enamored with “the numbers” and the administrative side of running a business. NWFA can help bridge the gap by creating best practices, tools, and resources aimed at turning great wood flooring professionals into good business owners. Only
when we create a profitable, sustainable operation can we continue to create
the great designs and amazing floors that are the foundation and inspiration
of our industry.
What about the future? By following the guidelines for what becomes a more valuable and more sellable business, owners can ensure that their work continues. They can develop a market presence and a set of processes that will live beyond their tenure. They can develop skills in others that will allow them to continue the important work, and they can build
a financial base that will allow their company to continue into the future. This ensures that future generations of wood flooring professionals will continue to serve their craft, their
customers, and this industry at a very high level.
Step one to all of this is attending the Expo in Orlando and connecting with the
vendors, other contractors, and instructors who contribute to this one-of-a-kind industry event. Will you be there? We hope so. And if you are, we hope you make the best of it. You should commit yourself to becoming the outstanding leader that your company deserves.
Doug Howard is the president of Growth Team Strategies, based in Sykesville, Maryland. He specializes in helping wood flooring contractors develop strategic plans, streamline processes, improve profitability, and navigate growth. For more information, email him at doug.howard@growthteams.com or visit growthteams.com.
