To better understand the manufacturer-dairy farmer relationship, H&S Mfg. Co. President Craig Harthoorn and Product Marketing Manager Ron Zygarlicke sat down with Daryl Sternweis and Heather Heiman (D&B Sternweis Farms) along with Josh Heiman (Heiman Holsteins). The group, all based in Marshfield, Wis. discusses tight budgets, hiring mishaps and rising environmental standards.

While last month’s column focused on some of the ups and downs that afflicted the agricultural equipment industry over the past 40 years, this column will take a look at what one can expect over the next several years. But first, it should be apparent after reading the previous column, that one of the primary drivers for the demise of manufacturers during the aforementioned time period was their feckless hiring of top management that were either devoid of pertinent and relevant experience, or their background was from the financial side of the business. Concerning the latter, when that is the case, management will generally save themselves into bankruptcy rather than marketing themselves into prosperity.

While previous articles have addressed dominating a market, initiating a strategy and executing with speed, all using the precepts of Sun Tzu’s “The Art of War,” this column will use the same source to identify the leadership attributes necessary to win a protracted war of attrition.