Is Work-Life Balance a Myth? Here's Your Sanity Check. 🕒 8 minute read By Desiree Grace (with a blurb from Jenny Shannon) Returning from a recent Women in Industry conference, I found myself reflecting. Reflecting on my mother, grandmother, aunts, sister, female friends, daughter, mentors, mentees, and the dynamic conversations at the event. Those reflections brought me back to two recent conversations with younger working mothers and one of the conference’s recurring themes: the elusive idea of “work‑life balance.” Twice in the last six months, I’ve had nearly identical conversations with smart, talented working mothers who were filled with self‑doubt. Several women at the conference openly shared similar struggles. They asked whether it was possible to be impactful at work while still being a “great” mom. They wondered if they could do both. My answer? Yes. Yes... but . You will have to make tough decisions. You will have to get comfortable saying no. And you will h...

The Women Who Move Us Forward By Jenny Shannon In the early days of the electrical industry, a woman’s job was to answer the phone and get coffee. Even in the late 1990s, only a small percentage of women held leadership roles. That’s why the NAED Women in Industry Forum matters so much. Women now hold positions at every level of the channel and are gaining momentum as leaders. They’re taking charge, being recognized, and inspiring women and men alike. Desiree Grace is one of those women who is deeply respected by her cohorts. But as a woman who works alongside her, I have the honor of being her biggest fan. Desiree leads with knowledge, poise, and confidence. She is a force that is also approachable. She is a mentor who continues to learn and absorb new ideas. When someone like that is highlighted in a national setting, it sends a message with a reach beyond the event: Women are more powerful when joining forces and supporting each other! Electrical Trends captured the energy of the...

A Distributor Channel Marketing Moment Are You Marketing to Gen X… or Missing Them Completely? Know Your Target Market By Desiree Grace The “Forgotten Generation.” Yep, that’s me. Gen X, born between 1965 and 1980, we are a smaller cohort than the Baby Boomers and Millennials. Just don’t lump us in with the Boomers, no matter what those Tik-Tokkers say, because we are NOT the same. But overlooked doesn’t mean insignificant. Gex X represents roughly 65 million Americans and an estimated $5 trillion in consumer spending. We are also in our peak-earning years. Many are now in senior leadership roles, running companies, approving budgets, and shaping strategy. In other words: if you’re selling to people over 50, you can’t afford to misunderstand them. If you are crafting a sales pitch or a marketing campaign to those influential people from the Gen X crowd, know they are entrepreneurial and productive in the workplace and value work-life balance. This is the generation that didn’t automa...

Against the Grain: How Guinness Wins in a Declining Market By Desiree Grace If you’re still recovering from St. Patrick’s Day or catching your breath after your March Madness bracket busted, it’s the perfect moment to appreciate a bit of irony. After the Super Bowl, St. Patrick’s Day, and the biggest tip-off of the year, overall beer consumption in the U.S. continues to decline. But not all beer. Guinness is growing, up roughly 14% in some markets, and in some areas...demand has even outpaced supply. Not bad for a beer that’s been around since 1759. In a shrinking category, Guinness is going against the grain. Why? Most explanations stop at surface-level observations: lower alcohol content, strong branding, social media buzz. All true. But they miss the deeper point. Guinness hasn’t just sold more beer. It has turned a commodity product into a controlled, shareable experience. That distinction matters. Guinness Isn’t Just Selling Beer, It’s Selling the Pour Yes, younger consumers, esp...

Recruiting Is a Contact Sport By Desiree Grace You think boxing is tough? Wrestling? Try recruiting in today’s labor market. Recruiting in a tight labor market is tough. Recruiting for an industry that flies under the radar is tougher. When you work in the B2B space, you need to be a tough, creative recruiter. Don’t try to snag another company’s A player and spend big bucks. Instead, investigate the worlds of retail and hospitality. Why? Retail and hospitality professionals already do the hardest part of customer-facing work. People in hospitality and retail have the skills you need: interpersonal skills, the ability to stay calm under pressure, and adaptability. Interpersonal skills: They know how to look people in the eye. They can quickly assess mood and personality. They can smile, be friendly, and lift the customer’s mood. This matters. Stay calm: When people have experienced the worst, such as being stuck in a snowstorm and missing their meeting or vacation, they ...

Numbers Speak Truth By Frank Hurtte We work in a world obsessed with numbers. Measurements on schematics. Gross margin percentages. Sales quotas. Minutes on our phones. Days until vacation. I’ll admit it, I like numbers, too. Numbers give us something concrete. They help us understand where we’re performing well, and they make it harder to ignore where improvement is needed. Many times, we think we’re producing at a certain level until we see it on paper. Reality has a way of showing up when the numbers are clear. That same truth applies when evaluating business relationships. Whether you’re trying to understand the value of an employee, a distributor, or a manufacturer partner, it’s important to have a clear and consistent way to measure performance . Without that, discussions quickly become emotional, subjective, or based on assumptions rather than facts. The challenge, of course, is honesty. It’s much easier to evaluate others than it is to evaluate ourselves. But self-eval...

Gardening Your Way to Sales Growth By Desiree Grace I love raspberries. I love them so much that I’ve planted, nurtured, and harvested them at three different homes. But raspberries aren’t easy. They demand time, patience, commitment, and an understanding of what they need to thrive. Growing raspberries reminds me a lot of business development. That connection came to me recently as I picked my second massive basket of berries in just two weeks. Lesson One: Understand the Needs We won’t dive into targeting today. That’s a topic for another post, but once your target is clear, the real work begins. My target was raspberries. Yours might be local contractors, the transportation sector, or power utilities. Business development, like gardening, takes research, homework, and a lot of questions. Know your target. What do they like? What helps them grow? Raspberries need sunlight and room to spread. Your contractor might thrive on good pricing, fast delivery, and reliable em...

Grace Under Pressure: The Power of Decency in Leadership By Desiree Grace We’ve lost some great leaders in the electrical industry lately, people of real accomplishment and longevity. But what has me reflecting most is not just what they achieved, but how they did it. What stands out most is their decency . Leadership and decency are not mutually exclusive. You can be both a great leader and a decent human being. One of these leaders took the reins of a company after the founder retired. He grew the business, expanded into new sectors and geographies, and had a profound impact on the industry, the customers, the employees, and the communities where the business operated. He also had a personal impact. He was, as you would expect, highly intelligent. But more than that, he was polite, professional, and decent, with a dry sense of humor. Even in hard times, like during layoffs and pay cuts, he conducted himself with grace and a clear moral compass. Another leader comes to mind—a...

Leadership Qualities: Keep Calm and Carry  Lead On. By Desiree Grace   “Control your emotions and actions,” said Chad Williams, a former Navy SEAL, while discussing the importance of self-control in leadership. I couldn't agree more. A leader sets the tone for their team, whether they choose to fight, flee, freeze, or, even worse, panic. There is tremendous value in emotional self-discipline and keeping calm, even in the most challenging circumstances. It’s not easy, but it is achievable. We’ve all seen this popular poster, created in 1939, to keep the British people motivated when under threat of air attacks. The situations we face are not quite as dire, but the point remains. Let’s talk about three ways you can keep calm and demonstrate self-control when dealing with challenging work situations. Imagine an important customer is involved in a tense negotiation, and the situation escalates, raises his voice, pounds his fist on the conference room table, and makes derog...

The higher you move up in an organization, the more out of touch you become with the customer. This is a challenge all leaders face. And while many accept it and do nothing, it doesn’t have to be this way. How can you overcome that risk?  Well, you could lean on a few well-trusted advisors, or your internal management information system (MIS). You could also commission surveys or focus groups. All of these options, while worthwhile, have an inherent bias. The advisors might have a hidden agenda, or pet project to promote. The MIS system has no bias, but the data is only as good as the program. If the data is too “big” you have a different challenge of how to analyze the data. Surveys and focus groups are only as good as the people conducting them, and the participants still have good reasons to present themselves in a positive light. So, what is a caring, customer-centric C-level professional supposed to do? Put on a costume or disguise and masquerade as a customer. That’s right—p...

Our industry adds another new seller to the ranks daily. Over the past year, we have had the opportunity to speak to dozens of them, but compared to the vast number out there this is but a thimble full of water in a sea of people. For the coming year, I am determined to change that percentage. Why? First, the demographics demand it. Every time we speak to a group of distributor sales types, it’s hard not to notice the number of folks who are pushing up against retirement. A few weeks ago, I took a quick poll and over 40 percent of my audience qualified for AARP membership (50 plus). There is nothing wrong with being an experience salesperson. As a matter of fact, it is probably a good thing. But, our industry will need to fill the ranks. Second, I am convinced our industry must change and one of the big changes comes in how we find new people. The days of doing nothing till you need someone, then going out to “steal” an experienced person from the competition is ge...