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It’s Only Common Sense: A Frictionless Future

We want things to be as easy as possible. Online streaming, buying, and everything else has created a buyer’s expectation that is higher than it has ever been. I have read several articles where the writers are truly amazed that the streaming networks like Hulu and Amazon Prime have started showing only two episodes of their favorite show, from the “Marvelous Mrs. Maisel” to “The Dropout,” the story of Elizabeth Holmes, and then metering out the rest of the season with one or two episodes a week. We are throwing things at our TVs and chanting the old MTV slogan, “I want it now!” We don’t want to wait for anything anymore. We live in an instant gratification world.

When we order that toilet paper from Walmart, we want it right away, and then complain when it takes 24 hours for it to arrive on our front porch. Now, in many parts of the country, they can get their beloved toilet paper on the same day, and still some people are angry that if it’s not the same hour.

This kind of impatience, driven by the addiction for instant gratification, is coming soon to an industry near you. Actually, it’s coming to your industry right now. So, you’d better be ready for it.

You are not going to be able to say things like, “No we’re different, we build a custom product so customers cannot expect urgency from us,” or “We build a custom product, and we cannot be expected to turn things around as fast as customers want.”

We must be careful because every time someone says that something is impossible, a damn fool goes out and does it. Let’s talk about our industry, for example. There are companies out there right now who are doing some of the things that most of us said were impossible.

Here’s an oldie but goodie from the past: Remember when Advanced Circuits in Colorado started putting more than one part number on a panel? Some people are still saying that this is impossible, but Advanced and several other companies have been doing it successfully for over 20 years.

What follows are three very real examples of what some very real companies are doing right now to create a completely frictionless printed circuit buying experience. For you doubting Thomas’ out there, to save time, I urge you to get ready. Polish off those “50 reasons why it won’t work” lists and have them firmly in hand so that you will be prepared to recite them once you read the next part of this column.

Here are examples of what three companies of where “damn fools” are already doing the impossible:

1. RUSH PCB just introduced its PCB Trace program which provides the most frictionless PCB buying experience on the market today. You can visit the website, quote your boards, and place the order, all in about 15 minutes; then follow the progress of your order as it is being processed through automatic text updates sent every time the board moves from one step to another. You never even talk to anyone; it’s all automatic and frictionless. That is happing today, right now.
2. There are several companies offering a complete synergistic solution for design, fabrication, and assembly; one source, one company, one purchase order and all in a matter of days. Most of the time, it’s 10 days but they are working on five or less. That is happing today, right now.
3. In New Hampshire, GreenSource’s shop of the future is fully automated and can build any technology PCB quickly, efficiently, and with very fast lead times. The estimates I have is that they can do well over $40 million of business with fewer than 30 people. Ecologically, it is the safest PCB factory in the country, if not the world. Another similar factory is being built in Utah. That is happening today, right now.

These are real-life, real-time examples of the future being delivered right to your doorstep right now. If you don’t believe me, call these people up and check it out for yourself.

And with all the changes to our world caused by the pandemic, which has driven progress and innovation, stay tuned. There is much more to come. Just keep your eyes and mind open and look around you. It’s a brand new world out there. The future is now, and it is here to say.

Those who choose to take advantage of what the future is bringing us will strive. As for the others, keep reading those “50 reasons” and see what happens.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.