# Why Manufacturers Need to “Stop Being the Best Kept Secret” with Curt Anderson

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2020-12-15
- Length: 35m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson
- Listen: http://manufacturinghappyhour.com

## Summary

Curt Anderson, author of 'Stop Being the Best-Kept Secret' and eCommerce Evangelist for manufacturers, explains why custom manufacturers must adopt digital strategies to survive. He argues that manufacturers should 'niche down' to find their 'soulmate' customers rather than trying to be everything to everyone, using a restaurant analogy to illustrate the power of specialization. Anderson shares the case of Falcon Electronics, which scaled a niche ground strap product by leveraging e-commerce and marketplaces like Amazon and Digi-Key. He outlines a three-step approach: making a great first 'webpression,' dominating search, and joining major online marketplaces to reach buyers who are already searching for specific capabilities.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson#t=0) Introduction and Curt Anderson's Origin Story
- [8:18](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson#t=498) The 'Best Kept Secret' Problem in Manufacturing
- [11:42](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson#t=702) Niche Down: The Strike Zone and Restaurant Analogy
- [19:22](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson#t=1162) Case Study: Falcon Electronics and Ground Straps
- [24:28](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson#t=1468) Three-Step E-commerce Strategy for Manufacturers
- [28:23](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson#t=1703) Website as a 5-Star Resort and Final Advice

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- Stop Being the Best Kept Secret: Manufacturing eCommerce Strategies (other)
- Falcon Electronics (company)
- Amazon (company)
- Digi-Key (company)
- Alibaba (company)
- Boeing (company)
- Netscape (other)
- American Online (company)
- Google (company)
- LinkedIn (company)
- Instagram (company)
- Zoro (company)

## Related episodes from other shows

- [Leveraging Ecommerce for Manufacturing’s Digital Immigrants w/ Curt Anderson](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson) (The Manufacturing Executive)
- [E-Commerce for CapEx Equipment and Contract Manufacturers w/ Curt Anderson](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-03-26-e-commerce-for-capex-equipment-and-contract-manufacturers-w-curt-anderson) (The Manufacturing Executive)
- [The Incredible Shrinking Pie: Why the Future Lies in E-Commerce w/ Kevin Haar](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-11-24-the-incredible-shrinking-pie-why-the-future-lies-in-e-commerce-w-kevin-haar) (The Manufacturing Executive)
- [014: Targeting Low-Volume Customers & Building Custom Control Systems, Mickey Swortzel of New Eagle](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz) (Product Startup)
- [093: Selling Products Direct to End-Customer Online](https://hardwarepodcasts.com/podcast/product-startup/2021-09-15-093-selling-products-direct-to-end-customer-online) (Product Startup)

## Citing this page

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