TUNING IN
A PHILOSOPHY OF TROUBLESHOOTING GUIDES TRUSTED TECH RAY WEST, AS HE ADVISES PROFESSIONALS TO PRIORITIZE SELF-IMPROVEMENT AND SEEK A MENTOR.
ONE PLUS ONE
Kimberly Trainer of Car-Tunes, Inc. talks financial planning at KnowledgeFest Atlantic City.
SALES REP OF THE YEAR
Jason McArty of DOW Technologies shares his journey, advising soul-searching and learning from one’s mistakes.
FEATURES
12// What’s Happening: The Ideal Partnership
In today’s fast-changing mobile electronics landscape, how can we better support one another? Retailers and manufacturers weigh in.
20// Trusted Tech: The Problem Solver
As Trusted Tech Ray West moves in a new direction in his career, he challenges owners and managers to ask themselves, “Would I work for me?”
36// Learning From Leaders: Trusting in the Journey
Jason McArty of DOW Technologies, this year’s Sales Rep of the Year, said he owes his continued growth to the mentors who’ve helped along the way.
42// Strategy and Tactics: Know the Numbers
Being financially prepared is essential to maintaining a growing business. Kimberly Trainer of Car-Tunes, Inc. recommends resources and shares tips for invoicing, tracking expenses and staying accountable.
As he builds his new business, Trusted Tech Ray West looks back on his career, reminding technicians to take time for themselves and their loved ones, stating, “If you lose an hour, you can’t go make another one.”
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EDITOR’SFORUMROSASOPHIA• EDITOR-IN-CHIEF
TROUBLESHOOTING THE MOMENT
What challenges are we facing, and how can we seek solutions together?
After installing a new fuel pump in my car, the lines began leaking. I realized I needed to drop the tank, so I called on a friend and we worked together. All of us need a helping hand from time to time, and we have to be willing to humble ourselves to request that help in the first place. In this month’s cover feature, Trusted Tech Ray West advocates for mentorship and encourages others in the industry to not be afraid of reaching out. West also utilizes what he calls a “philosophy of troubleshooting” in both his personal and professional life. The phrase “plug-and-play” has become ubiquitous in today’s world, and West feels the future might see less troubleshooting from a technical standpoint. Many things are changing in the world around us, but we can still adapt and diversify to apply our skillsets in different ways.
WORKING TOGETHER TO FIND THE ANSWERS
This month’s What’s Happening feature also touches on that philosophy of troubleshooting as the industry looks toward its partnerships and considers how we might strengthen them. Both retailers and manufacturers share their thoughts on the future, and how growing together, seeking solutions and embracing the fun and excitement of 12-volt will help the industry endure.
their work. Nick Wingate of HKI said, “We have to remember that our dealers are part of the equation. We aren’t adversaries. The dealers carry our products.” What are our individual or mutual challenges? How can we face them and solve them together?
Many things are changing in the world around us, but we can still adapt and diversify to apply our skillsets in different ways. “ ”
John Schwartz of SoundShield encourages fellow manufacturers to “give shoutouts” to their retailers, to support and encourage
Wingate also noted the importance of in-person training. It’s essential to get that face-to-face time—to reconnect, share information and ask questions. While online training and video presentations can be helpful, they aren’t adequate replacements for the interaction we value at trade shows and in classrooms.
HOW DO YOU TROUBLESHOOT?
I can disconnect fuel lines and remove brackets, freeing them only to a certain extent. When I reach the fuel tank—the end of the line—I realize I need a helping hand. I could try to do it on my own, my car resting on jack stands. But I might make a mistake.
As we continue to troubleshoot our daily lives and the relationships and partnerships we build, it’s important to remember this process is never-ending. Let’s not become complacent. If you’re not feeling it sometimes, ask your -
self why. What would help you to regain that sense of passion and excitement again? Let’s work together to reignite it. The future can be bright, if we choose to make it that way.
THE FLIP SIDE
Kevin Hallinan recommends forging an accountability partnership. Kimberly Trainer advises against getting too technical with clients, and John Schwartz shares his experience as both retailer and manufacturer.
“One of the mistakes salespeople make is they’ll use lingo instead of words the customer understands. Using words that don’t make sense to your client is a mistake. Customers often complain that when they go into a store, they feel like people are annoyed that they’re there, or they aren’t interested in helping them. Another problem is when [a salesperson] is a know-it-all. That won’t create a good atmosphere, either.”
- Kimberly Trainer, Car-Tunes, Inc., Greenville, Miss.
“Do you have an accountability partner? Two or three people you can talk to with ideas or share something that didn’t work. We talk about it. Having an accountability partnership helps you do things that sometimes you want to do but forget to do. These are people who care about you and you care about them, because you’re going to be honest with each other. You’re going to tell them what you really want to accomplish, and they’ll give you constructive criticism. I’m happy to see them succeed, too.
This could be a family member or a coworker or an industry colleague. Look around [at industry events]. Maybe you can develop an accountability par tnership. What could that help you do?”
- Kevin Hallinan, WINNING, Inc.
“I was on a panel at KnowledgeFest as a retailer and as a manufacturer, having SoundShield and SoundSkins at the time. The re tailers were kind of beating up on the manufacturers. I said, ‘The funny thing about retailers—now that I’m a manufacturer— is that retailers always want the cheapest price possible, but the highest quality, and then they want exclusivity. You want a Rolls Royce for a Honda price.’ Then you get upset because that’s how the customers are. You don’t want them to act just like you. Well, that’s how some employers are. And that’s why anything you do is everything you do.”
- John Schwartz, CEO, Perfectionist Auto Sound & Security, Anchorage, Alaska
Mobile Electronics
INDUSTRY RETAIL SALES REPORT
2025 vs. 2024 for July and August
First Quarter (Q1) 2025 vs. 2024
The Mobile Electronics Association reports on specialty retailer performance for July and August as well as a recap for the first and second quarters of 2025 as compared to 2024.
Second Quarter (Q2) 2025 vs. 2024
2025 vs. 2024 by Month
WHAT TO READ
The Bravery Effect: A Parable Teaching the Science of Conquering Fear, Achieving More, and Living Life to the Fullest
BY JILL SCHULMAN
Fear limits us. It has the potential to hold us back in our professional and personal lives, and it’s why so many people prefer to stay in their comfort zones, believing it will keep them safe. We treat discomfort as something to be avoided, but we need to embrace it to grow. In this book, leadership expert and former Marine Corps officer Jill Schulman weaves a compelling, science-backed story with this life-changing truth. The key to a fulfilling, regret-free life isn’t avoiding discomfort—it’s leaning into it. Schulman, an expert in the science of bravery, with a Master’s in Applied Positive Psychology from UPenn, combines evidence-based research with real-world experience to help individuals and teams embrace courage, push limits and achieve greater performance. She provides practical tools for developing a courageous mindset, taking bold actions and building brave relationships. Bravery grows stronger with practice. It requires discomfort—but just like working out at the gym, the reward comes if you put in the work.
WHAT TO READ
Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones
BY JAMES CLEAR
Changing your life means you’ve got to think big, right? Not at all. World-renowned life coach James Clear has discovered a different way to revolutionize your behavior. He believes lasting change comes from hundreds of tiny decisions—like doing two push-ups a day, waking up five minutes earlier, or holding a single short phone call. He calls these atomic habits. Clear delves deep into cutting-edge psychology to explain why your brain is able to amplify such small changes into big outcomes. He uncovers a handful of simple life hacks to demonstrate how you can grow miniscule shifts into life-transforming changes in behavior. And he reveals a simple four-stage method that will let you build atomic habits into your day-to-day life, starting now. These nuclear changes will have an explosive effect on your career, your relationships and your life.
WHERE TO VISIT
The Tesla Diner
WWW.TESLA.COM/TESLA-DINER
Located in West Hollywood, California, the all-new Tesla Diner is open for business. True to diner form, it’s a 24-7 operation with a retro-futuristic vibe and two levels. It offers seating for 250, as well as 80 V4 Supercharger stalls. Open to all NACS-compatible EVs, this set-up makes the diner the largest urban Supercharging station in the world. Solar canopies offer shade to the west charging lot to help reduce the site’s carbon emissions by about 26.6 million pounds of CO2 per year—making charging even more sustainable. Even the service ware is eco-conscious: stainless steel trays, paper-packaged food, paper cups with paper lids, wooden cutlery and the coolest straws apparently sourced from some kind of reed. The menu looks good, too. Place your order in advance or when you arrive through your vehicle’s touchscreen or dine inside. Try the Tesla burger, which comes with “Electric Sauce,” housed in a Martin potato roll, in a Cybertruck-shaped box.
WHAT TO SEE
Electrify Expo
WWW.ELECTRIFYEXPO.COM
Stopping in eight cities, this nationwide tour next hits San Francisco at Alameda in late August and then it’s on to Chicago for September 13-15, at the Now Arena. The show heads to New York in October and wraps up in Dallas in November. Designed for the whole family, this festival showcases the industry’s leading electric vehicle brands and exciting startups with demo courses and immersive displays spanning EVs, micro mobility, solar energy, charging solutions, powersports, the automotive aftermarket and connected home technology. With over one million square feet, Electrify Expo is North America’s largest EV event platform. Special areas include the E-Bike Demo Zone, E-Motorcycle Zone, and E-Scooter Zone. An Electrify Expo Outdoor Rec area brings together off-road and overlanding for the EV, hybrid, and PHEV (Plug-In Hybrid EV) community. The EV eye candy holds court at the Electrify Showoff which is the epicenter of personalization and ground zero for customization trends. Showoff features the world’s most radically customized EVs, inspiring attendees with how they might customize their own rides.
STRENGTHENING THELINK
Retailers and manufacturers alike share their perspectives on how they can work together to ensure the longevity of the industry.
WORDS BY ROSA SOPHIA
Last year at SEMA, Ed Nuttall, Jr., owner of Pittsburgh, Pa.-based Team Nutz, handed a letter to manufacturer CEOs outlining his concerns regarding the future of the industry. His goal, he said, was to start a dialogue focused on solutions.
“Especially since COVID, consumers’ purchasing practices have changed.” While it’s understandable to want to avoid selling online, he said, Nuttall proposed a more balanced approach. He suggested “leveling the playing field” and giving smaller retailers the opportunity to sell online, as well, provided certain rules are followed.
“I agree with MAP polices,” he said. “But at this point, MAP isn’t being protected enough to help our stores. I wrote my letter to get this conversation started.”
John Schwartz agreed that things should be more level and consistent. Schwartz is the owner of Perfectionist Auto Sound & Security in Anchorage,
Alaska, as well as the CEO of SoundShield. This year, he celebrated his 10th anniversary as a manufacturer. He’s also been part of Compustar for 27 years. Compustar began at Perfectionist—born from a need recognized by then-store owner Jason Lee.
Schwartz feels that first being a retailer made him a better manufacturer. “As a manufacturer, I never beat up my retailers for numbers. Cash flow is tough for everyone,” he said. “I don’t charge late fees, and in 10 years, I’ve only had one person not pay a bill. We have to
put ourselves in the retailer’s shoes. Understand the problems a retailer faces—especially in this day and age.”
HOW CAN MANUFACTURERS AND RETAILERS STRENGTHEN THE PARTNERSHIP?
Manufacturers should remain accessible to dealers, Schwartz said. “We’re on the same team. Don’t just focus on the big guys all the time. Remember the little guys, too.” During the first 10 years of owning Perfectionist, Schwartz said he couldn’t buy directly from any
manufacturers. “I had to buy everything through distribution.”
It’s important to remember, he said, how good some shops are at recommending brands and how well they stand behind those brands, “but they can’t go direct because they aren’t making the numbers the company wants.” Perfectionist, he said, was so small no one knew about the store. Then, it won Retailer of the Year and all of a sudden, “every brand came to me.” Schwartz questioned it. “Why did I have to win for them to see me? I was pushing hard. We were a million-dollar store before we won.” Everyone should remember where they came from, he advised, adding, “At one point, Pioneer and Alpine were small companies, too.”
Smaller businesses may wish to expand to online sales, wondering why their shop doesn’t qualify when bigger businesses like Crutchfield can do just that. One of Nuttall’s business ventures includes DIY Customs, an online store aimed at customers beyond his market reach. He’s partnered with car audio manufacturers who allow some stores to sell online.
At the end of the day, Schwartz said, manufacturers have to move boxes like anyone else. Crutchfield, he said, is a great company with a lot more buying power than most. “They’ll buy more head units at a time, so they’re probably getting a good buying incentive,” he said. “Meanwhile, I might buy six or 10 at a time.”
A shop should be given the opportunity to demonstrate that they can make just as much money, he noted. “Without retailers, where’s the business? There are big businesses that do huge numbers, but that isn’t 90 percent of the industry.” He said he’s proud of his work with SoundShield. “Even through COVID, I never raised prices. People are worried about tariffs. I’m not raising prices. I’m a retailer, too. I understand.”
Mobile Electronics magazine caught up with Nick Wingate at KnowledgeFest Fort Worth last month. Wingate just recently joined the team at HKI as the new Director of Car Audio Development.
Pittsburgh, Pa-based Team Nutz has branched out into numerous revenue streams, but owner Ed Nuttall, Jr. feels manufacturers could do more to drive business to their retail partners.
He said he hopes to raise awareness of HKI’s lesser-known products among current dealers, as well as those passionate about high-quality sound and sound-off events. Wingate feels the industry needs to reignite a sense of fun and passion, to remember its roots. At the show, together with Jim Rogers of Audio Innovations, Wingate taught a class entitled “Listening and Tuning for Excellence: Meeting the Demands of High-End Audio Clients.”
“We’re training people on how to tune and use DSPs,” he said, adding, “You have to get in front of people to teach them. COVID made us think we could do everything on video, but it’s not the
same.” He also agreed that manufacturers need to stay accessible, adding that phones don’t always get answered.
“We have to remember that our dealers are part of the equation. We aren’t adversaries. The dealers carry our products.” In tech support, he said, it can be challenging to answer the same questions over and over again, but it’s necessary. “They need your help. They do not have your level of expertise—otherwise, they’d have your job. You solve the problem. You work with them. If you can’t, you find someone who can. The big one is customer service. Our dealers are our clients. People don’t talk enough about customer service.”
Today, Nuttall said Team Nutz does well installing JL Audio marine products, Memphis Audio and Hertz and Audison. The company is also a Wet Sounds dealer. He feels certification requirements may go a long way to resolving problems.
“If you had to be a certified installer in order to have a warranty on your product, that would fix multiple issues,” he said. “We have NMEA Marine certification and MECP. My shop and one other are the only two NMEA certified shops in Western Pennsylvania. Driving business to the brick and mortar is going to save the install bays. It’s going to allow more community interaction.”
STINGER IMPLEMENTS NEW POLICIES, BUILDING NEW WEBSITE TO DRIVE BUSINESS IN-STORE
At KnowledgeFest Fort Worth, Mobile Electronics magazine spoke with representatives from Stinger, PAC and AudioControl. According to Neal McSweany, National Sales Rep at Stinger, the company has had issues with online sales in the past when it comes to ensuring consistency in pricing. He feels the company has done a good job at resolving these challenges. “We’ve implemented a new MAP policy that adds further strength to our goal to ensure protected acceptable margins for our dealers and distributors, while driving awareness to our brands that benefit our retail partners. This is effective August 1 of this year,” he said.
To help strengthen the relationship between manufacturer and retailer, Stinger is launching a brand new AudioControl website. “There will be a dealer locator,” McSweany said. They have an option to buy it locally, or if they buy it online, they know where they can go to have it installed. This new website will help drive business to brickand-mortar stores.” This dealer locator will cover all brands under the Stinger umbrella.
Certification, he said, demonstrates dedication to both the consumer and the manufacturer. “When I first started, I didn’t know what I know now. Once I go through the trainings and certifications, I know the proper way.” From a cost standpoint, he said, it saves the customer money as well as the manufacturer.
The industry could benefit from an action-focused discussion on these topics, Nuttall added. The discussion, he said, should involve manufacturers and CEOs—not just local reps. “Let’s go
through some of these problems and figure out ways we can make it better.”
BUILDING RELATIONSHIPS INSTORE AND ONLINE
Nuttall has done very well in the marine market, through both Team Nutz and DIY Customs. The business works with CWR, a marine distributor, which assisted him in setting up an online store for a low monthly fee. He’s had the opposite experience to car audio, noting that the marine industry encouraged
him to sell on the Internet. “We’ve made $250,000 in sales online this year already, just in marine.”
But the sale doesn’t end with the online purchase, he said. “I have a dedicated person on social media answering people’s questions. People buy from people.” The staff member offers information in the same way they would if they were working on the show floor, or answering phone calls.
“He will get into a conversation with someone, and the next thing you know, they’re placing an order,” Nuttall explained. “He does so well because he’s answering questions and solving problems. That makes them want to buy from us. We can do online sales—we just have to do it the right way, in a way that’s respectful to the manufacturer and the client. Every dealer, no matter how small or large, should have the same opportunity on a level playing field.”
Customers continue to reach out to him and his team. “I sold a radio to a guy in Connecticut, and now he calls me directly all the time because I will answer his questions,” he said. “He’s spent $20,000 with me over the past three years.”
He added that he knows there’s resistance in the industry to installing something purchased online, or giving tech support over the phone. “I understand that. I was the same way 25 years ago. But if I can help this customer by answering those questions, I’ve created a relationship.” Despite being eight hours away, he added, that customer will keep coming back.
Nuttall has another customer in Brooklyn, New York, he said, who calls him about once a week. The client has also encouraged everyone he knows at his local marina to buy from DIY Customs. Through additional income streams, Team Nutz has found ways to remain viable. However, he noted, customer spending is low and costs are rising.
There’s also been a shift in consumers’ focus. Most Team Nutz customers are over 35. Nuttall said his shop attended the Pittsburgh Custom Car
what’s happening
Show, where he observed car clubs with members between 20 and 30. “There were 45 cars. There was zero aftermarket audio. No subwoofers, no boxes, no aftermarket radios.”
According to Nuttall, these car owners said they were fine with their factory systems. “People are growing up in a different environment. Where will this industry be 10 years from now?”
Wingate acknowledged the same thing, saying it’s up to the industry to bring everything back to the music and create a demand. “If we don’t do that, we won’t be here. There’s such a focus on integration now that we aren’t as focused on making things sound good. It will take time.” Wingate also feels the industry isn’t prioritizing demonstrations as much as it should be.
Those who come to industry events, trainings and shows such as KnowledgeFest are the people who care, he said, adding, “What about the twothirds who don’t show up?”
Nuttall feels the industry needs to change the culture and make audio akin to a need, noting that people often buy things to make their friends and neighbors jealous. “The industry grew through competition, and you can’t hear that on the Internet. According to all my local sales reps, they’ve lost probably a good 25 percent of their brick-and-mortar stores in the past year.”
He chose to tackle lower sales in certain categories by diversifying.
“You have to harness these tools—not just as a way to sell online and that’s the end of it, but as a way to bring people into the store.” He encouraged manufacturers to do more to send clients to retail stores, and to allow smaller businesses the opportunity to compete on a wider stage.
It’s tricky, according to Schwartz, who has seen manufacturers undercut retailers in the past by selling cheaper themselves on the Internet. “On my SoundShield website, if you go to my store, I’m more expensive than even my dealer catalog shows. It’s almost like I’m forcing a customer to go to a retailer instead of buying it from me
directly. That puts us on an even playing field. If you say the price is going to be $500 retail for this item, whatever it is, then it should be $500 everywhere. Then it’s consistent. But if you come to my shop and it’s $500, but it’s on sale for much cheaper online, then all things being equal, they’re going to buy on price.”
At the end of the day, he said, everyone has to make money. “Retailers are electricians, welders, carpenters, upholsters, body men—all in the same person. And we probably charge less than everyone.”
He also urged manufacturers to give shoutouts to their retailers and make
them feel valued. “Being a retailer and a manufacturer, I love to give shoutouts to people who post pictures of my stuff. I share or re-share the post. I’ve had dealers tell me, ‘You’re one of the only manufacturers who always shares my post, and you’re always tagging us.’ When you get a shoutout from a manufacturer, it makes you feel good to know you’re being supported by someone. I think that’s very valuable.”
Schwartz feels other manufacturers aren’t doing this enough. “Retailers are putting a lot of effort into these things, so why wouldn’t you recognize their amazing work?” he said, adding, “Take pride in that.”
THE PROBLEM SOLVER
As Trusted Tech Ray West moves in a new direction in his career, he challenges owners and managers to ask themselves, "Would I work for me?"
WORDS BY ROSA SOPHIA
Trusted Tech
After Ray West accepted the Trusted Tech award at the Industry Awards this year, he stepped onto a new path as operator of a European and Asian automotive repair facility called Import Auto Works. “I’m almost completely out of 12-volt now. We do a lot more engine work, mechanical and diagnostics,” he said, adding that he’s been wrenching on cars since childhood.
West worked at Titan Motoring in Nashville, Tenn. for nine and a half years. When he first started, he said, the team consisted of eight or nine people. At one point, Titan reached about 32 staff members. “We did a lot of service work and started expanding and gaining square footage. It was awesome to be a part of that growth.”
When he left, he said his coworkers shared what he meant to them. “I had no idea. I guess I had an impact on some people.”
THE PROBLEM-SOLVING PHILOSOPHY
At 20 years old, West served in the Army maintaining and repairing turbines. “I was a troublemaker,” he said, noting that it led him to seek a second job to occupy his time. “I went to Best Buy and I was hired. I had the aptitude and the technical knowledge. I worked there Friday, Saturday and Sunday for a while. In 2003, I left the Army and moved to Modesto, Calif. to oversee an install bay there. I spent a year doing that. Then, they wanted me to move back to my original store in Fresno.”
At the time, Best Buy would send people to different stores to fix issues, train staff or open new stores. West wasn’t interested. “I became a full-time tech until about 2005. Across the street was a custom shop and I would clock out at Best Buy and moonlight there, doing wiring and technical things until it became a fulltime job.”
West participated in online forums and sought solutions through research. He recalled meeting Ken Ward of Educar on an online forum. “He found me and called me. He said, ‘Are you the guy who keeps posting information on this page?’ That’s how we met.” It felt good, he added, to be recognized. Before Facebook, he said, there was a lot of information on audio forums, but the search option wasn’t
Ray West, who was awarded Trusted Tech at the 2025 Industry Awards, is pictured with the staff of his new business, Import Auto Works in Clarksville, Tenn.
user-friendly and information wasn’t consolidated very well.
In 2007, West and a business partner opened a store together—which he said turned out to be interesting timing, considering the coming recession. “We were rocking for three or four months and it was fantastic. Then, the long-time stereo shop that had been in town for 32 years closed and the building was available.” They took on the property as a second location, but they only had a staff of three including themselves. The building also needed a remodel.
“I worked as a tech during the day and remodeled and rebuilt the new store at night, which went on for about four months. It was the summer of 2007, and we were in over our heads.” Despite the miniscule staff and overloaded work schedule, the shop stayed busy and open, he said, adding that they eventually
West—pictured on the left, earlier in his career—recommended seeking a mentor. “I would applaud anyone who wants to be better,” he said.
closed the small store and consolidated into the newer location.
In the face of economic challenges and a steep learning curve, the team triumphed. West left in 2012, and the business prevailed. “The same guys are still there,” he said, adding, “It makes me feel good.”
Throughout his career, West has witnessed the evolution of vehicles as CAN bus systems became available and audio integration shifted. His favorite aspect of his work continues to be electronics and troubleshooting. With the advent of CAN bus, he became deeply involved in interfacing with cars and asking questions like, “How can we do it? What aren’t [the car manufacturers] doing, and what can we change or add to these products to make them do the job better?”
West’s commitment and curiosity led him to the MECP exams. He’d already learned an important lesson about troubleshooting through his work in the Army. “Identify the problem, isolate it
and eliminate it,” he said. “Why is my car making this sound? What’s the problem? Why doesn’t the air conditioner come on?”
Taking it a step further, West adopted a philosophy of troubleshooting and applied it to every aspect of his life.
“Let’s isolate the problem and then we can fix it,” he said—regardless of what that problem is, whether technical, personal, or professional.
IDENTIFY, ISOLATE, ELIMINATE
In 2018, West transitioned into management. An accident in 2010 had led to a torn rotator cuff and knee surgery. He said he dealt with the challenges in unhealthy ways, “smoking, living on Red Bull and working long hours,” as many as 16 to 18 a day. Moving into a management role, he said, was difficult for him.
While at Titan, “I tried to figure people out, which is way more difficult than
figuring out a car. I used the same methods. What issues am I having? What issue is the tech having?” During his first year as a manager, West tried to fix things himself whenever someone came to him with a problem.
“That doesn’t get me anywhere. It burned me out fast. Then, I’m putting fires out all day and there’s no end in sight because I’m not showing them what to do, I’m just fixing the problem myself. I had to come out of that mode and say, ‘Let me explain to you what I’m looking at and how I’d tackle it.’”
Then, the technician was able to learn to diagnose and understand the approach. “It was odd for me to stop working on the car and teach guys how to do it themselves,” West added, again emphasizing the importance of the three steps: Identify, isolate, eliminate. “I’ve worked with fantastic techs over the years, but I’ll see a veteran tech skip that first step,” he said. “That’s a big problem.” Without taking that first step, he added, “We’re going in circles.”
“You can’t create time in a bay. If you lose an hour, you can’t go make another one. The same thing applies at home. Take some time and enjoy yourself.”
West said he hopes he’s become a better teacher as a result of his experience. “It’s like raising a kid. You don’t know if you’ve done a good job until it’s too late. They’re an adult now. Same thing with a tech,” he said. When someone he’s trained moves on to open their own business, “It’s like losing a friend. But it feels good. The sting wears off and it feels good to know I had a part in coaching them toward what it took for them to go and do what they wanted to do.”
When it came to entering the Industry Awards, West didn’t feel Installer of the Year was for him, but he ran. “I didn’t feel worthy running with people I looked up to,” he explained. When Trusted Tech became an opportunity, people in his life encouraged him to run for the award. In the future, he sees himself digging deeper into coding modules and manipulating cars.
Today, he’s able to look back and see how hard he pushed himself, even to the point of extremes—which led to a heart attack in his late thirties. “I don’t think there’s anything I could say to stop someone else” from overworking
themselves, he said. “Everyone told me not to do it, too. Everyone said, ‘You’re killing yourself.’” The heart attack, he added, was stress. “Stop. Go home,” he told fellow installers who might be in a similar situation. “Turn the lights off. The car’s not going to disappear. You can finish it tomorrow.”
INDUSTRY PROFESSIONALS, LEARN TO ASK FOR HELP
According to West, there’s a shortage of good technicians in the industry. “There’re a lot of fabricators, a lot of speaker installers and a lot of guys who can cut parts on lasers. There are not a lot of technicians with high technical ability and diagnostic skills.”
In the modern day, West feels that fewer people experiment with electronics and repairs. “The new work force has grown up on cell phones,” he said,
adding that the forums he once frequented have been replaced by TikTok videos and Facebook reels.
“They’re not learning from actual hands-on stuff, so I think we’ll see less technical people in the future. They might be more skilled at coding, but you don’t get that troubleshooting mindset from a laptop.”
He noted the value of breaking things to see how they work, of putting them back together again and watching them come to life. “I don’t think we do that nowadays,” he said. “Can we inspire people to do that today? As a society, we replace things now before fixing them. We throw it away and we buy a new one.”
For those hoping to advance their careers, West advised seeking a mentor and acknowledged it can be daunting for someone who isn’t outspoken or doesn’t know how to ask for help. “Just ask,” he said. “If the person is worthy of being
West—pictured on the left, earlier in his career—recommended seeking a mentor. “I would applaud anyone who wants to be better,” he said.
your mentor, they’ll take you under their wing. They’ll likely be happy you went out of your way to ask for guidance. When someone shows they want to grow, it’s a rare quality. I would applaud anyone who wants to be better.”
West said it’s important to keep learning and to pursue MECP certification, adding that he took his first test in 2000. He also recommended obtaining ASE (Automotive Service Excellence) certification. “There’s even an ASE workbook on Audible that you can listen to while you’re commuting,” he said. “Start with MECP.”
West continues to see people overworking themselves to the point of exhaustion. When he was doing it, he said, “I didn’t see it as a strain on relationships.” As he got older, he came to discover “you can’t create time in a bay. If you lose an hour, you can’t go make another one. The same thing applies at home. Take some time and enjoy yourself. Spend time with your kids. Those memories are strong with me. I can only imagine how many I missed because I was working.”
Despite this, he said, “I would probably do the same thing over again, though— because I recognize that’s who I am.”
Despite the overwhelm, West learned a lot which helped him later in his career. He noted that he’s now practicing and applying a lot of what he’s absorbed over the years. In the past, he said, he didn’t
know where his work would take him. He didn’t believe he’d become a manager. “I wasn’t a people person,” he said. “Anyone who knew me in the early days knew not to walk into the wood shop because I would throw things and yell at them.”
When asked what changed, West said the shift began when he said to himself, “Would I work for me?” Stepping into another role, he noted, probably had a strong impact. “If you want a person to work for you, you can’t be like that. If I’m trying to get someone to accomplish a task, I want to make sure I’m asking
in a way that I would want to be asked.” People don’t deserve to be treated badly, he added.
“Would you want to work for you? That helped me understand people a lot more.” He learned to interact with team members in a positive way and show interest in their lives. “Asking people what’s going on in their life helps me figure them out easier.” He challenged others to consider their own approaches, how requests are made and what verbiage is used. “I want to be someone people want to work for,” he added.
Audio Addiction Sees Strong Future for 12Volt Industry, Stays
Educated
WORDS BY ROSA SOPHIA
Based in Temecula, Calif., Audio Addiction—which specializes in OEM integration and DSPs—has been open since 2006. Business was slow recently, but it’s beginning to pick up again, according to owner Linda Bradshaw. The business handles everything from radio replacements to larger custom installations and hopes to expand more in the future, possibly hiring more staff.
Today, they have four full-time employees, including Bradshaw, and two part-time employees. Carlos Parra, a 2024 Top 12 Installer, serves as the installation manager. While they may soon incorporate additional products, their main categories continue to be car audio, marine audio and motorcycle audio.
The shop has made upgrades in recent years to increase output and
efficiency. Parra said he often uses a laser to make a template and then fabricate what’s needed. Additionally, the shop will use the laser to personalize a custom installation. “If it’s a custom system, we’ll find out their favorite subject, favorite sports team or car, for example, and we’ll make a custom engraving as a surprise for each job we build,” Bradshaw said. Parra uses the laser every day for making speaker adapters, tweeter adapters or templates.
It’s been a challenge for the business to stay up-to-date on new vehicles, they said. When a vehicle comes in that they’ve never worked on before, the staff does their research. When facing any difficulties, it helps to turn to industry friends.
“All our friends in the industry are very helpful. You have to take that car apart
yourself and learn it,” Parra said. “And hopefully when others do it, they’ll share that information,” contributing to the growth of the entire industry as a whole.
Both Parra and Bradshaw feel the mobile electronics industry will endure
despite technological and economic shifts. Both see a strong future ahead, noting that custom work will always be in demand. “People tell us all the time that this industry is going to go away,” they said, adding, “But it’s not.”
TRUSTING IN THE JOURNEY
Jason McArty of DOW Technologies, this year’s Sales Rep of the Year, said he owes his continued growth to the mentors who’ve helped along the way.
WORDS BY JAMIE SORCHER
Most careers are not linear and often lead in a different direction than expected. Jason McArty—12V Account Manager for the Southeast & Mid-Atlantic for Dow Technologies—found car audio as a teen looking for a discount. If it wasn’t for Brett Kitson at Team Electronics taking a chance and hiring him in the late ’80s, McArty might’ve taken another path.
Now, he’s this year’s Sales Rep of the Year and it’s his first time winning the award. His nomination video, he said, explained how his award is “an exclamation point” on a career he’s had since high school. “I’m here, I’m successful, I’m making money and living a comfortable life. And I’m grateful. I’ve had a lot of fun in the industry.”
But just like the many others who’ve been recognized at the Industry Awards
at KnowledgeFest over the years, McArty noted his family, his wife, his friends and his mentors for their support. “I thought of walking away from the industry 20 years ago. Thankfully, my wife Simone was there to provide the motivation and kick in the pants I needed to stay the course and let it play out,” he said. Another shift came seven years ago when his position was eliminated. “That’s when John Yodzis and Dave Elkin at Dow Technologies offered me a position that brought me to the next level in my career path. Looking back, I’m very thankful for that day and for all the opportunities over the years that have led me to where I am now. That’s why it was so special to me to have Simone there with me when I was announced as the 2025 Sales Rep of the Year. It was a win for both of us.”
Finding the Way Forward
Back in high school in Decatur, Illinois, McArty said the spark for car stereo was ignited because of its social attraction. “Guys are chasing girls and girls are chasing guys, but I noticed that all the girls chased guys who had car stereos,” he said. “Of course, as you grow up, you realize how shallow that is. At the same time, it forced me to learn a lot of things. You can’t just go and put in a stereo. You need to know about cars.”
At the time, he said, he had a full-size Chevy truck. He went to the local shop and asked if he could work for a discount on a stereo. “It all started there. Team Electronics was the only car stereo shop in town. It had three install bays with three or four installers and no window tinting.” The shop featured home and car audio. “It was the late 1980s- early 1990s-style stereo shop where everything was on display and everything worked.”
Manager Brett Kitson gave McArty his first job as an installer. To this day, he said, they’re still friends. “He has been supportive of me since day one. He once said to me, ‘You’re a good installer, but I think you would be better as a product specialist or a rep.’ I said, ‘Nah, I want to be an installer.’ But I didn’t know if I wanted to stay in Illinois or
go somewhere else, which is why Brett thought I might want to try being a rep.”
McArty went off to college with a plan to major in architecture and minor in math and physics. He came home when he was almost finished, deciding not to return. “I never actually finished college. I just kept working in the car stereo shop. I had the passion for car stereo and decided to make something of it.”
The choice to leave college was all his. At that age, he said, “You know it all. Nobody knows more than you. I had a lot of struggles, and this was one of them. My mom and dad are hardworking blue-collar people and neither came from money. They are the typical parents. They just wanted their only child to do better than they did.”
During this time, he took a break from car audio to work construction. Making a permanent change to construction fulltime would have meant health benefits and being in a union, but McArty didn’t want to work five a.m. to 1:30 in the afternoon. He said he began to second-guess his career choices.
“I thought I should’ve finished college, or maybe gone into the union with my dad. My parents were always supportive, but they didn’t want me to be lazy. They wanted me to find a job. I had a friend who worked at an auto auction place, so I started doing auto detail work and reconditioning repossessed vehicles for the auction block.”
He wound up working the same hours he didn’t want in the first place—five in the morning to one in the afternoon. “It gave me time to sort through things and look for other jobs,” he said. “That went on for about four years. It wasn’t the best, but I learned a lot.”
Emulate Those You Respect
In 2005, McArty met his now-wife, Simone, at a race at the Indianapolis 500. The person you marry, he said, should be your best friend. “You must be able to communicate.” Their relationship, he added, was built on communication, “and it allowed us to work through any problems. I wanted to be with someone who understood me.
I wanted to be someone’s rock, but I also needed someone to be mine.”
When his cousin who lives in Tampa asked if he and Simone wanted to come visit, they said yes. “As we were driving into Clearwater, Simone said to me, ‘We should move here.’ And 90 days later, in November 2006, we were there in Florida, looking at each other and thinking, ‘What have we done?’”
At the time, he didn’t have a job. He only had his savings. “Simone gave me the same hard speech my parents did. She said, ‘Either find a new job or go back to what you know how to do.’ I was still at a crossroads, but there was a car audio shop down the street from where
we lived, so I walked in and asked for a job. I was told to start the next day. I went back to car audio.”
Buzz-Off Alarms was a seven-bay shop with eight installers and two window tinters when it was in its prime, according to McArty. He was hired by Mike Barcia to be an installer. “Buzz-Off was known in the Tampa area for doing a lot of things right. We did high-security stealth-install alarm systems, which were different and set us apart. Everything was the same color wire. We were conveniently located about two miles from the Tampa Bay Buccaneers field and office, so we dealt with a lot of high-end cars and the players—as well as some of the
Yankees players because their practice fields were in the area, too. We did a lot of cool stuff.”
Before long, McArty was looking for a new job. He wanted healthcare benefits, a 401K, and a schedule that meant no weekend work. An online search turned up an opening for an entry-level salesperson at a car audio manufacturing company in Clearwater. In November of 2011, he began work with AAMP of America. He was trained and coached during his first three years by Neal McSweeney.
“Neal always helped me and provided guidance,” McArty said, adding that he and McSweeney shared similar backstories. “He started in the warehouse for AAMP and worked all the way up to covering a sales territory.” During his time at AAMP, McArty also learned from Kevin Glatfelter, now Director of Commercial Upfitter Sales, and Jake Acker, who serves as Key Accounts Manager.
“I have tremendous respect for Neal, Kevin and Jake,” he said, adding that he still uses a phrase he once learned from Acker. “He sat me down and said, ‘Look, we’re just moving boxes here. That’s all. What you’ve got to do is find a way to get that customer to buy the box from you, not somebody else.’”
This stuck with McArty, who said he approaches a client as someone might approach a friend. “I don’t use high pressure. I don’t lie, cheat or steal to make a sale. Jake, Kevin and Neal were all the same way. They helped me grow from the green, unpolished guy in the install bay to a salesman.”
Later, during his first year with DOW, McArty had the opportunity to see Neal McSweeney receive the Sales Rep of the Year Award at KnowledgeFest.
“If You Never Fail, Then You’re Not Trying”
After leaving AAMP, McArty began applying for new positions and received an email from DOW Technologies. But at the very same time he was invited to interview with DOW, he got a phone call from his parents. “My mom needed emergency open heart surgery. I really wanted the job, but I couldn’t interview when they wanted. They were able to reschedule.”
McArty stressed the importance of communication in relationships. His wife, Simone, is one of his mentors. They attended this year’s Industry Awards ceremony at KnowledgeFest Las Vegas, where McArty was named Sales Rep of the Year.
In the late 1990s, Jason McArty was featured in this advertisement for Team Electronics, where his 12-volt career first began.
Then, he got a letter in the mail. “It was from DOW. The letter was signed by the Human Resources team, the company’s owners and the management staff. It said, ‘We understand what you’re going through and we just want you to know we’re thinking of you and hoping for the best, regardless of how the interview works out.’” McArty was touched by the gesture.
“When I was ultimately hired, I just wanted to do my best. The culture at DOW is different than at any other company I’ve ever worked at. When I was waiting in the office for my interview, I noticed how every single employee was smiling and happy. Everyone said good morning to each other, and every single of one of them spoke to me.”
He felt a warm connection to one person in particular, and this turned out to be Jim Yodzis, the head of the company. Harkening back to the earlier part of his career, McArty’s teammate at DOW is Mike Barcia from Buzz-Off Alarms. At DOW, McArty said he’s made the investment of time and effort and he’s seen the returns. “We all support each other and have fun, but we work hard and play by
the rules and don’t burn bridges.”
When it comes to finding the right career path, or making a change, he recommended doing some soul-searching. “Ask yourself, ‘Is this the route I’m going down?’ Realize that nothing in life is handed to you. There is nothing free. If it’s free, then the bill will come later.”
The next step is to invest in oneself. “You need to learn. I didn’t know computer programs, or even the most basic stuff. It was culture shock. I knew power tools, hand tools, electrical meters and scopes, but I only used a computer to search the Internet. I didn’t know anything about spreadsheets. I had to learn all of it.”
To be successful at anything, he said, a person must have goals, support and
motivation, along with plenty of hard work. “I wanted the things I thought I would never have like a house, insurance, a 401K, the ability to travel, even a Corvette or two,” he said. “All of that has happened and it’s not a brag. I have achieved my goals both personally and professionally because of all the mentoring I’ve received along the way.”
However, McArty said, to state these accomplishments is at the same time concealing “my absolute failures.” One of the biggest things he had to accept, he added, is that “if I fail, I’m not a total failure. I just failed at one specific moment in time. Learn from those experiences—because you will fail, and if you never fail, then you’re not trying.”
KNOW THE NUMBERS
Being financially prepared is essential to maintaining a growing business. Kimberly Trainer of Car-Tunes, Inc. recommends resources and shares tips for invoicing, tracking expenses and staying accountable.
WORDS BY ROSA SOPHIA
At KnowledgeFest Atlantic City, Kimberly Trainer of Greenville, Miss.-based Car-Tunes, Inc. presented on managing a financially sound business in the 12-volt industry. Each day, Trainer has a set of daily tasks. In aiming to run her business as best she can, she said she starts each day with a devotion.
customer and it will make your whole day better. Right now, I’m reading The Most Excellent Way to Lead: Discover the Heart of Great Leadership by Perry Noble.” She shared from the book, quoting, “I once had a football player say the separation is in the preparation. The reason the team was winning was because they prepared the best they could for each game. What set them apart from the other teams wasn’t their facility, and it wasn’t necessarily their skill level, but it was
While it’s important an employee should be able to produce a certain volume of work, she added, “You also want them to be happy. You want them to know you care about them and their part in your business. Don’t forget to be generous. A lot of times, people get so fixated on being as
“You’d be surprised the little tidbits you can pick up—things that will apply throughout the day to help you have the right response to an employee or a their preparation.” Based on this reading, Trainer went on to discuss financial preparation in the retail world. At the same time, she emphasized the importance of not taking employees for granted.
profitable as they can, they forget about being generous.”
A business should offer incentives to employees such as a retirement program. “That’s often an anchor to retaining an employee. This is a career.”
BUILD RESOURCES FOR FINANCIAL SUCCESS
Trainer has owned Car-Tunes for the past 24 years, though the business has been open since 1984. “A lot of things have changed, and so I’ve always had to figure out ways to keep things intact,” she said, adding that she believes a small business has the upper hand when it comes to being prepared. “At big corporations, they don’t always know there’s a problem until they get their quarterly reports. We have
our hands on things faster, and we can pivot and make changes faster, too.”
Whenever a person becomes uncomfortable, Trainer said this should be seen as an opportunity to grow. By being willing to change and try new things, “you will grow and your business will be stronger,” she added. This past year, Trainer was named Sales Pro of the Year. Last year, Car-Tunes won Retail of the Year at the Industry Awards. Car-Tunes is an active member of the MEA, MESA and NFIB—the National Federation of Independent Businesses. Trainer encouraged attendees to join, explaining that the NFIB advocates on behalf of small businesses.
“They also have a lot of webinars, podcasts and information to help you with human resources questions and legal guidance. They have an advocate in each state, so if you have a state-level question, they can help you with that, too.” Trainer said she first learned about the NFIB from her accountant.
The day-to-day of running a business is often a difficult discussion, she noted. “Our industry is often led by installers who love car audio. I love what I do. But once we start running a business, we’re not so happy anymore. We’re tired, overwhelmed and frustrated and our days are longer and longer and we don’t know where to start.”
Trainer’s background is in banking, and so she loves numbers. “The reason I like numbers is because—unlike most things in life—you always know when there’s a problem,” she said. If a business doesn’t have a CFO, or Chief Financial Officer, she advised hiring one to lift some of the load off the business owner’s shoulders.
ACT YOUR WAGE
Without a solid plan and a budget, a business will fail, according to Trainer. “A budget is something very important that the CFO would be responsible for. This is about cash control.” Imagine sales are going well, but then, “where did the money from all these sales go? You have to know what’s happening in the business.” When a business expands to multiple locations, things become more complex. Risk management enters the picture, she said, when it comes to who is handling the money in the business.
“Financial reporting is very important for your business. If you’re not doing this in a timely manner and you’re not accurate in your reporting, you could be facing big penalties,” Trainer warned, reminding retailers to pay taxes on time.
If budgeting and business management makes a person feel uncomfortable, then it’s something they
need to get into, she added. A business may hire an accountant, but “you’re not their only client,” so a dedicated on-staff CFO may be a good solution.
Trainer said there are a few essential principles that must be followed when it comes to budgeting. “A lot of people create a budget and then put it in a drawer. You have to follow the budget. Second, pay what’s owed by the due date.” Some vendors will offer a discount for paying on time, which means paying early can make a big difference in profitability, she said.
Finally, “act your wage”—rather than “act your age.” A retailer might be overly concerned with what other shops are doing. “‘This shop is buying that, so I need to buy it.’ But as the business owner, you always need to consider what’s financially sound for your business. What is your business model? What’s your business plan?”
When designating a CFO or accountant, she added, “You still have to keep tabs on them and know what’s going on.”
LEARN STRATEGIES FOR MANAGING BUSINESS EXPENSES
The first thing any business owner should do—on day one—is open a separate business account and get a dedicated business credit card. Trainer said the credit card is an excellent way to make that initial separation. “There are also benefits of using a business credit card, too. You’ll find you have additional perks. Maybe you’re earning five percent back if your vendor allows you to pay by card.”
While it might seem like a vendor is losing money this way, she added, “They’re justifying it because they’re getting paid today. They don’t have to track you down to get you to pay your bill. I used to mail a check. Now I get five percent back each time I pay, and I can use that money for other things in my business.”
When it comes to invoicing, a business can use invoice automation software
instead of spending additional time creating estimates by hand. Not only is the process faster, but the software also helps keep track of all financials, Trainer said. To track all expenses, she continued, it’s essential to have a starting point. After paying bills, make a column for those expenses and track them. After factoring in all other costs, such as utilities and electricity, create a budget by comparing income versus spending and utilize payment reminders. Be sure to factor in an emergency fund.
“Once you’ve spent your monthly limit and your rep comes in on the 30th of the month and says, ‘We have this excellent deal, don’t you need more of these in your stock room?’—you need to either decline that offer or tell them you’ll discuss it later.”
If there’s something a business really wants to purchase for the shop, she said, “You don’t want to go to the bank and get a loan.” Instead, try negotiating for
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extended terms on the purchase. “Know your numbers.”
Sales numbers, Trainer said, “really mean nothing. Real income is generated through your net profit, not just what you brought in the door. If a guy says, ‘I made a million in sales this year,’ is he a millionaire? No. But he wants everyone to think he is.”
STAY HUMBLE AND KEEP GROWING
There’s always more to learn, according to Trainer, who said she stays on top of training and education for herself— not just her employees. A business that attends industry events and training is doing a great thing, she added.
“You’re learning new things. In our industry, there are tons of places you can go to learn things that will make your business better. I’ve been doing this for 24 years and I was at an event once where I heard someone say he didn’t
have anything to do. I said, ‘You didn’t go to any of the classes?’ And he said, ‘No, I’ve been doing this forever. I don’t need to go to classes.’”
If that’s how a person feels, Trainer added, “Then they need to retire. The way technology evolves, and because of what our clients expect from us, if you don’t keep training all the time then you’ll get left behind. You won’t be profitable in your business.”
When Trainer first purchased CarTunes, the shop would attend a training about once a year or when a manufacturer’s rep was in the area. “As the years unfolded, we started going to more trainings. I noticed the difference, the big shift. The guys were taking more pride in their work. Our labor rate went up and we became more profitable. Most importantly, our clientele was evolving.”
This happened because the business was building trust with clients and
expanding skillsets among employees. “They know whatever you do will be right. They know you’re the expert, so training is really, really important. Learn. Then, actually do it when you get home.” Often, she noted, people leave a training with plenty of notes and great intentions—but when they get back to the shop, they fall into the same old patterns.
“They’ll say, ‘I’m overwhelmed. I can’t do that today. I’m too busy.’ Well, that’s when you need to stop and just do it. Look at your notes, try to start living it and then lead it. Share the list. If you have people in your organization who will help you with these things, get everyone on the same page.”
It’s also important to make connections in the industry and share information: “Everyone in this room know something the other person doesn’t.” By sharing information, she added, “Everyone will be more productive and more profitable.”
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SWEET SIXTEEN
A client came to DES of Wilmington for help preparing a birthday present for a teen. The shop set to work installing a custom stereo system in this 2025 GMC Sierra AT4.
SUBMITTED BY: BRANDEN SHULER, DES OF WILMINGTON, WILMINGTON, NC
This truck—2025 GMC Sierra AT4— was already an impressive vehicle, according to Branden Shuler of DES of Wilmington, but his team quickly took it to the next level. “We chose Focal’s flagship K2 Power series for unmatched clarity and detail. Up front, we installed the 6.5-inch three-way component kit with Focal’s Frak tweeter, delivering crisp highs and rich mids. The rear doors got the K2 Power 6.5-inch twoway kit to complete a perfectly balanced soundstage. Custom speaker adapters ensured everything fit like it came from the factory, only better.”
With a goal of creating deep bass, the team installed four JL Audio 10-inch TW3 shallow subwoofers, Shuler said, adding that these subs are known for a compact footprint. The subwoofers were then housed in a Stage 5 MTI Acoustics
sub enclosure, which was built specifically for GM trucks.
Additionally, the build incorporated two Mosconi Gladen Pro Line mono block amplifiers; a Mosconi Gladen Pro Line eight-channel DSP amplifier; and Mosconi Gladen Sub Control for easy bass level adjustments. Everything was connected to the factory infotainment system, using PAC-Audio AmpPRO, while retaining OEM functionality. “Everything’s routed through a custom-built amp rack, handcrafted for function and style. We also added an AutoStop Eliminator.”
Finally, the team used a full MESA Sound Dampening Bulk Kit to block road noise and eliminate panel resonance. They also tinted the front windows. “This truck isn’t just transportation. It’s a dream come true.”
FROM
THE PRESIDENT FINDING YOUR MOTIVATION
“ Apathy is a complex, multifaceted challenge— but it is not insurmountable. By identifying root causes and committing to genuine remedies, we can restore our sense of purpose.
Don’t take your foot off the gas. Coasting isn’t an option.
We all agree there’s a lot going on in the mobile electronics industry. There are many outside factors producing pressure on sales. Tariffs, employment, stagnant wages and inflation to name a few of them. Add to that your monthly, weekly and daily load of driving your business, and it can easily become overwhelming.
You might feel like it’s not worth pushing to get the job done. How can you tell if you’re developing apathy, if you’re just coasting? Easy. Do you find that you have a lack of interest, enthusiasm, or concern for the day-to-day business? That’s a good first indicator. Apathy can be a subtle yet corrosive force in any business. Our industry is marked by brisk innovation, rapid product cycles and fierce competition. Yet, beneath the surface of innovation, signs of apathy have begun to emerge— threatening growth as well as the very spirit of ingenuity that has defined us.
It’s a Challenge to Stay Motivated
Early generations of mobile electronics were propelled by landmark advancements—OEM integration, smartphone connectivity, satellite radio, DSP and more. Today, many of these innovations have become standard in new vehicles. As a result, innovation is increasingly measured in marginal improvements.
When the “wow factor” is gone, motivation can wane, and apathy can set in.
Due to economic pressures and resource constraints, and the drive for cost reductions, the industry may feel pressured to deliver more with less—leading to burnout and disengagement. Companies that prioritize cost-cutting over creativity risk fostering a culture in which apathy becomes a coping mechanism for overworked staff.
There are a few impacts of apathy, but one of the first is stagnation of innovation and a reliance on “safe,” incremental changes.
It can also lead to poor customer experience. Indifference among manufacturers and retailers can trickle down to the consumer, resulting in uninspired products. Talented professionals may seek more stimulating environments, leaving the industry.
An apathetic industry risks losing its reputation for innovation and service, making it harder to attract investment as well as new talent. Not to mention the loss of current talent to other industries.
Revitalizing the Industry
So how can we revitalize the mobile electronics industry? Recenter on meaningful innovation to reignite passion. Invest in research and development that pushes the boundaries—not just in terms of features or specifications, but in reimagining how mobile electronics can improve lives. Manufacturers should listen to retailer feedback and retailers should listen to customer feedback. Then do some research as to how best to engage our mutual customer and address their needs.
As an industry we should promote regular sharing of customer stories and celebrate successes. When individuals see their contributions matter, apathy is replaced by pride and commitment. Continuous education programs, mentorship initiatives and clear career pathways can help all of us feel invested in the progress and in the industry as a whole. Companies that foster curiosity and reward skill development cultivate a resilient and engaged workforce.
Promote collaboration and open communication. Apathy flourishes in environments where voices go unheard. Make sure that fresh ideas are implemented and that all participants feel valued. Encourage a culture of experimentation—even in the face of potential failure. Celebrate success.
Industry associations, conferences and collaborative projects can help us to reconnect with our passions. Let’s share knowledge to collectively combat apathy and inspire a new generation.
Apathy is a complex, multifaceted challenge— but it is not insurmountable. By identifying root causes and committing to genuine remedies, we can restore our sense of purpose. The antidote to apathy is a renewed focus on connection to one another, to the craft we love and to the consumers whose lives are shaped by the technology we create and deliver. This spirit of engagement will ensure the industry remains relevant.
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