Superior Aluminum is a multi-generational family business that has thrived for more than 68 years. As the second generation of leaders began planning to retire, the organization’s board challenged the company to bring in a new leader who could provide fresh perspective and draw on outside experience. The organization hired Doug Borchers — a member of one of the organization’s founding families — as their new president.
Having spent three decades working and learning at other organizations, Doug drew on his experience and prioritized developing a strategy as one of his first presidential initiatives.
“When the board approached me to join the family business, I knew we needed a clear, strategic direction to guide us into the future.”
Doug has a long history of learning with Aileron; in the past, he’d developed as a member of a Peer Groups and served on several companies’ Advisory Boards through Aileron. He was quick to turn to Aileron for support as he set out to guide Superior Aluminum into the future.
Preparing for strategy work
The initial goal for Superior Aluminum was clear: to design a strategic plan that would address market challenges, expand the company’s product offerings, and develop the people leading the business. “While we had been successful for many years, there was a shared belief among the board and shareholders that our potential had not yet been fully realized,” said Doug. Doug and the board agreed that doing things the way they had always been done would no longer set them up for long-term sustainability and success.
To kick things off, Doug enrolled in Aileron’s Course for Presidents and then continued learning with an Aileron Business Coach. Later, recognizing the need for a unified leadership approach, Doug sponsored several leadership team members to attend Activating Professional Management, a service that onboards senior leaders to professional management concepts and ensures they’re speaking the same language as the president. Once the team was on the same page, they were ready to dig into the strategy. “Our planning journey began with a Business Coach leading on-site sessions at Aileron, involving both second-generation leaders and third-generation employees identified as future leaders,” he continues.
This comprehensive approach laid the foundation for the company’s new strategic direction.
Developing the team to develop the strategy
One of the most significant outcomes of working with Aileron, Doug recalls, was identifying areas for team development. Throughout the strategy work, many team members attended professional management and conscious leadership services to continue learning and developing as leaders. With a stronger understanding of strategic planning, professional management, leadership, and strategy concepts, the leadership team was well positioned to create a transformative three-year plan.
“Through four separate half-day sessions with our Business Coach, Tony Schroeder, at Aileron, we completed a rock-solid strategic plan with clear objectives, action items, and milestones.”
Over the next three years, the company more than doubled its sales, increased productivity, and expanded its production capabilities by 50 percent.
The business and leadership impact
Aileron helped Superior Aluminum build a strategy that has become a foundational part of their business and culture.
“The foundation we built with our vision, mission, and company values, what we call ‘The Superior Way’, is integral to our daily operations and decision-making.”
This foundational work has led to growth, profitability, and team satisfaction, as well as six new products, some patented, plus successful expansion into new territories and market segments identified during the planning process. Superior continues to use that same three-year strategic planning format which was originally designed in conjunction with their Aileron Business Coach each successive year to set the new goals, objectives and action items, with continued success.
“We’re much more strategic and intentional about what we do.”
On a personal level, Doug has found satisfaction in watching the team grow — and the ripple effects that the company’s success has had on their families. “Aileron is an awesome organization that every company should engage with to improve their business,” Doug reflects.
Realize the power of strategic planning with Aileron
Aileron’s Strategic Planning and Execution service guides business owners and their leadership teams to shape a shared direction for the future and implement actionable strategic plans to realize it. When you’re ready to shape and achieve your vision for the future, we’d love to help guide your journey.
We’re shining the spotlight on our community and sharing the stories of our members. Are you interested in sharing your Aileron journey? Reach out to us.
We’re shining the spotlight on our community and sharing the stories of our members. Are you interested in sharing your Aileron journey? Reach out to us.