Monroe, Ohio — When Filip Geeraert wanted to reduce Deceuninck North America's back orders to zero, members of his own team told him the goal was impossible.
Today, the president and CEO beams with pride now that his division near Cincinnati is the only one within the global window and door company to reach that goal.
Geeraert draws inspiration from the recent biography, “Elon Musk: Tesla, SpaceX and the Quest for a Fantastic Future,” the story of another big dreamer who has disrupted the automotive, space, energy and e-commerce industries.
“It is a great book from the point of view that nothing is impossible,” said Geeraert who has the word, “Innovations” hanging in script type as a two-foot horizontal sign above his desk in Monroe.
Geeraert believes focusing on output and production instead of the customer can lead companies down the wrong path. To that end, the avid reader purchased the book, “Satisfaction: How Every Great Company Listens to the Customer,” for his eight direct reports and other top managers after reading it this past Christmastime.
“It's such an easy read on how you put customers first,” he said, adding that he gave his staff 15 questions to answer along with the reading assignment. Another 25 staffers have since read the book, making sure the team is in lock step and empowered to make positive change for customers.
“My mantra, people know, is dream, believe, achieve,” said Geeraert, who breaks down the dream as his big goal, believe as the five-year plan and achieve as the projects to complete the plan.