# Speed: The Missing Industrial Marketing Ingredient w/ Julian Schaaf

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2023-05-23
- Length: 43m
- Episode: 154
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-29c8ae69-39c0-4f11-aa3a-5ca61ab9825c

## Summary

Julian Schaaf, founder of the advisory firm Industrial Growth, explains why industrial marketing teams are slow and identifies four key barriers: lack of trust, lack of goals, lack of skill, and lack of risk tolerance. He contrasts the speed-driven culture of tech startups with the cautious, approval-heavy processes typical of traditional manufacturing companies. Schaaf argues that by creating an environment where marketers can make decisions quickly and experiment without fear of failure, manufacturers can gain a significant competitive advantage.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=4) Introduction and Guest Background
- [3:35](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=215) The Speed Gap Between Tech and Manufacturing
- [9:36](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=576) Signals of Slow Marketing Execution
- [12:01](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=721) Barrier 1: Lack of Trust and Decision-Making
- [13:49](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=829) Barrier 2: Lack of Goals and Alignment
- [24:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=1488) Barrier 3: Lack of Skill and Experience
- [26:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=1569) Barrier 4: Lack of Risk Tolerance
- [35:06](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-05-23-speed-the-missing-industrial-marketing-ingredient-w-julian-schaaf#t=2106) Overcoming Perfectionism and Conclusion

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

companies scaling up

## Mentioned

- Gorilla 76 (company)
- Industrial Growth (company)
- Industrial Marketing Live (product)
- Good Strategy, Bad Strategy (other)

## Related episodes from other shows

- [Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-03-25-228-industrial-marketing-from-smbs-to-the-enterprise-live-from-the-2025-industri) (Manufacturing Happy Hour)
- [180: Made in Missouri, Live from the 2024 Midwest Manufacturers Trade Show & Conference](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-04-09-180-made-in-missouri-live-from-the-2024-midwest-manufacturers-trade-show-confere) (Manufacturing Happy Hour)

## Citing this page

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