Erik used to co-own a bakery with his wife. She worked there full time and Erik worked there after working his full time job, doing mostly back office work.
He’d come up with business ideas and would implement them at the bakery. He started having the staff ship pound cakes across the country, and were able to charge a premium for shipping them. The problem was that the employees had to actually package the cakes and ship them which lead to more work for them, and sometimes they didn’t know what to do.
Selling pound cakes online worked out well enough, and Erik decided to ship their chocolate covered strawberries as well. Once he started shipping strawberries though, he started getting complaints right away. He couldn’t figure out why the product was getting damaged in transit.
Finally, Erik asked a customer to send a picture of the strawberries. The strawberries were completely destroyed by the time they arrived to the customer. It was a problem with the shipping and the strawberries, and the fragile chocolate layer around the strawberries, couldn’t be protected in transit. He didn’t have a solution to the problem and he stopped selling the strawberries immediately because he couldn’t actually fulfill what he was selling.
This lesson learned has been brought forward at Array Digital. You have to be able to provide, with quality, everything that you sell. Erik is very protective of the services that the company sells.
We have to ensure that we know exactly how to provide the services we sell. There’s just no room for selling and then figuring out what you sold. It was a big mistake at the bakery, we simply won’t do that now at Array Digital.