Making and marketing

BY MATTHEW D. MOHR

Producing a valued product is not simple, nor is it easy to sell something just because it is a good item. Our region has produced some spectacular products and a number have become worldwide successes The Bobcat skid loader is known worldwide, and the mighty Steiger tractor was a sensation when it was in full production Of course, Mr Bubble became a household word in the years it was marketed by North Dakotans, as did Great Plains Software. These are four great examples of super successful design, manufacturing and marketing, but there are dozens more which have failed to become successful despite being a great product

We produce the world’s best agricultural products and it seems natural we should turn these raw materials into finished goods and have an easy road to prosperity We can turn our agricultural output into useful household and

Management Matters

commercial food products, but we will need to go to market with them in a professional way.

During a discussion with the late Judge Rodney Webb (one of the smartest men I have known), he said, “We create a lot of great products and businesses in North Dakota, but we just don’t market them very well.”

Judge Webb was a brilliant man in many ways and not someone to argue with, and he summarized in one sentence an issue we all need to face in every business if we are going to succeed. If you have a great idea, product or invention; before you build a factory to make it, be sure you build an organization which can sell it PB

Matthew D. Mohr CEO, Dacotah Paper Co mmohr@dacotahpaper com