Doug Borchers shares how listening, legacy, scaling by way of tradition are fueling enlargement in new Pushed by DCKAP podcast episode
AUSTIN, TX —Within the newest episode of the Pushed by DCKAP podcast, Doug Borchers, President of Superior Aluminum Merchandise, joins host Karthik Chidambaram for a candid dialog about management, progress, and what it takes to reinvigorate a long-standing manufacturing enterprise.
Earlier than returning to steer the household firm, Borchers spent practically 20 years rising electrical distributor Dickman Provide from $4 million to $60 million. Drawing from each manufacturing and distribution expertise, he shares how customer-centric pondering, hands-on management, and Midwest values have formed Superior’s path and fueled nationwide enlargement.
Primarily based in Rushsylvania, Ohio, Superior Aluminum manufactures architectural aluminum railing, columns, and different exterior merchandise utilized in business, multi-family, and authorities building.
Highlights:
- Driving Significant Development: How Borchers led Superior Aluminum to just about triple its income by unlocking staff potential and performing on buyer suggestions.
- Distribution Classes from the Electrical Trade: Insights from his time at a $60M electrical distributor that helped inform Superior’s progress mannequin.
- Increasing with Function: Why buyer belief is fueling product innovation and multi-state enlargement.
Empowering Staff, Listening to Prospects
When Doug Borchers returned to Superior Aluminum Merchandise in 2016, he didn’t begin within the C-suite—he began on the store flooring.
“I used to be most likely the worst assembler on the ground these two weeks I used to be on the market. However I bought an opportunity to work beside everyone, to know who they have been, what makes them tick, and I additionally bought an opportunity to see some areas for enchancment in our system,” Borchers defined.
This people-first strategy, paired with a renewed deal with fixing buyer ache factors, helped shift the corporate from stagnation to 3x income progress. By making a tradition of shared concepts and direct buyer engagement, Borchers steered Superior into new markets with confidence.
Classes from Distribution: Considering Like an Proprietor
Earlier than rejoining the household enterprise, Borchers served as Vice President of Dickman Provide, {an electrical} distributor that grew from $4M to $60M throughout his tenure. His management fashion—marked by curiosity and accountability—left a long-lasting impression.
“They thought I owned the corporate,” Borchers recalled. “That meant I used to be portraying that I used to be taking possession of our actions.”
His time at Dickman additionally launched him to NAED (Nationwide Affiliation of Electrical Distributors), the place board involvement uncovered him to concepts from throughout the nation—insights he would later apply at Superior.
Increasing Product Strains and Geographic Attain
Superior Aluminum’s progress is each intentional and relationship-driven. The corporate has added new merchandise, like aluminum awnings, on the request of long-time prospects who belief Superior’s high quality and repair.
“We have now three new merchandise scheduled for this yr,” Borchers stated. “It comes together with constructing relationships… they ask, ‘What extra are you able to do with me?’”
By means of what he calls the “ripple concept,” the corporate is rising outward from its Ohio base into new states and markets, making use of classes discovered regionally to ship constant high quality at scale.
Takeaways for Producers and Distributors
This Pushed by DCKAP episode is a robust reminder of how management rooted in humility, curiosity, and execution can reignite progress—even in legacy companies. Borchers’ mix of area expertise, distribution perception, and strategic planning affords helpful takeaways for anybody in manufacturing, distribution or B2B.
Extra Info
Concerning the Pushed Podcast
The Pushed by DCKAP Podcast is an audio and video present that explores leaders’ tales, digital journeys, and insights on developments in B2B and distribution. The podcast is hosted by Karthik Chidambaram, Founder & CEO of DCKAP, who grew the corporate from a begin as much as a worldwide staff of greater than 200 workers. DCKAP earns a number of belief badges by G2.com, the world’s largest tech software program market, together with class “Chief”, “Excessive Performer Americas” and “Customers Most Prone to Suggest.”
About DCKAP
DCKAP is a frontrunner in digital options that assist distributors methods’ discuss to one another. Its expertise options simplify software program integrations, e-commerce, and product info administration for B2B corporations. DCKAP’s flagship product, DCKAP Integrator, helps distributors and producers to automate information between ERP, e-commerce, and CRM methods. Based in 2005, DCKAP is a worldwide and distributed staff headquartered in Austin, TX. Go to DCKAP at dckap.com or comply with on LinkedIn.
About Superior Aluminum Merchandise
Superior Aluminum Merchandise is a number one producer of high-quality aluminum railing, fence, and columns, proudly made within the USA. With practically 70 years of expertise, we offer customizable, sturdy options for business, residential, and industrial functions.To be taught extra, go to www.superioraluminum.com.
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