Michael Nauman
Analyst · Mig Dobre from Robert Baird
Those are great questions. I actually want you to change the term. I realize we use rationalization in our presentation, and that's because that's more of an industry standard term. We're using optimization within Brady. And there is a significant real difference between rationalization and optimization. And the reason for that is we do have a large curve and a long tail in many of our products. But for us to take a look at that tail and say, we're going to cut the tail, would be dramatically problematic. And therefore, a very easy solution is not one that would be very effective for us. To give you a great example is, we sell the alphabet, and we don't sell very many Qs, but you can't pull the Q out of the alphabet and say, since we do not sell lot of them we're not going to have them. Other examples are, we need to be offering full portfolios to our customers of offerings and we may sell our product in red, white, black, yellow, purple, green, orange, and we literally may not sell any of the yellow, purple, green, and orange. But we need to be able to present us extremely small amounts. We need to be able to present the full product portfolio to our customers, so that they understand that if they have needs in those areas, they can create products. Another opportunity for us is we have great, great selling -- great margin products that have sister products that we have not effectively marketed together with the primary product. And as an end result, the sale difference in revenue and margin of the one product to the other is dramatic. We need to make sure we understand what those products are, how we need to tie them together, and how we need to drive them forward? Then there are some large opportunities, and this is speaking to IDS specifically, where we have products that really, (A) Don't relate to our other products, (B), Aren't really in our driven market segments, and (C) To your point, may actually be pulling us down, as opposed to raising us up. I am more than willing to take the revenue hit if the end result is better total profitability for the company. And we will therefore drive a revenue growth through innovation, new products, new emerging markets which we're also excited about, and new industries. More than glad to drive our revenue that way, and we are changing some of our models with our total company force so they understand that it's profitable growth that counts. And growth to the sake of growth is not acceptable, and straight out there are some segments and some parts of our businesses that disconnect has been obvious to me in the recent past, and we need to work hard to fix that.