James Whitaker

Innovation Center Lead

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The factory floor is our best presentation.

Key takeaway

Show customers a working line before you show them a single slide.

01 / How did you come to run an executive briefing program?

I came from plant operations, so I knew how buyers think about downtime and risk. When we opened an innovation center next to one of our plants, they needed someone who could talk to engineers and executives alike.

02 / What does a typical briefing look like at your company?

Most visits combine a tour of a live production line, a hands-on demo area and a working session on the customer’s own challenge. Safety briefings and protective gear are part of every plan.

03 / How do you secure time from executives and subject-matter experts?

Our engineers love showing their work, but they also run a plant. We give them clear time slots, tell them exactly who is coming and keep their sessions short and practical.

04 / Tell us about one briefing that changed how you work.

A customer arrived skeptical about automation. After an hour with our line operators, not our salespeople, the conversation changed completely. We now include frontline staff in most visits.

05 / How do you measure whether a briefing worked?

We look at whether a pilot or proof of concept follows within ninety days, plus visitor feedback on what they learned.

06 / What tools and processes keep your program running smoothly?

A visit request form, a site safety checklist and a shared calendar with plant operations, so we never clash with maintenance windows.

07 / What will change about executive briefings in the next few years?

Customers want to see energy and sustainability data alongside performance. I expect more visits focused on modernizing existing plants rather than building new ones.