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BusinessManagement

Why You Win

Element Three

From dealing with complex distribution channels to trying to control a distant customer experience, leaders in mobility manufacturing deal with complexity every day. But then, there are the leaders who are, simply, winning.

This is Why You Win, the show hosted by Element Three’s Kyler Mason and John Gough that asks the foremost leaders in the industry to share where they are placing bets and making hard choices that put their businesses in a better position to win.

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  • 24 episodes
  • fortnightly
  • Avg 41 min
  • English

Episodes 24

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  • #19
    Jun 25, 2025 · 1 hr 2 min

    Lessons from the Frontlines of Agricultural Innovation with Brad Fruth

    True innovation is about creating meaningful connections and building trust at every level of an organization. In today’s episode, Brad Fruth, Director of Innovation at Beck’s Hybrids, shares his insights on how the agriculture industry can continue to innovate and thrive. He discusses how Beck’s has maintained its growth by prioritizing relationships over typical ROI-driven metrics and creating a culture that values authenticity and transparency. Brad highlights the importance of empowering teams and developing an environment where innovation thrives from the ground up. He discusses how Beck’s approach to partnering with startup companies and collaborating with farmers has been crucial to achieving long-term growth. Key Takeaways: Build Relationships, Not Just Products: Brad emphasizes that success comes from strong relationships with both dealers and customers, fostering trust through authenticity and consistent service. Support Innovation Across All Levels: From team members to external partners, Beck’s focuses on empowering everyone to contribute to innovation, ensuring it’s integrated throughout the organization. Create Long-Term Value: Brad shares how they’ve built programs that not only address immediate needs but also nurture the long-term growth of the business, ensuring sustainable success for all involved. Timestamps: (00:00) Introducing Brad Fruth (02:12) Balancing innovation with daily operations (06:10) Why Beck’s focuses on internal consultancy (08:50) Building value with startups without money exchanges (10:20) Understanding what drives customers and dealers (13:15) Emphasizing authenticity and market feedback (16:00) Supporting farmers and dealers with research-backed insights (18:22) Integrating new technology with Beck’s strategy (20:10) Prioritizing long-term relationships over quick wins (22:30) The need for flexibility in decision-making (26:45) Supporting managers with ideation and execution (30:20) Building empathy within dealer networks (35:10) The success of Beck’s design thinking workshops (48:22) Creating fanatical customers with unique experiences (52:33) Reflecting on Beck’s values and sustained growth

  • #18
    May 30, 2025 · 31 min

    Growing Ridership in Motorcycling with Ron Luttrell

    The motorcycle industry doesn’t have a ridership problem, it has a collaboration problem. In this episode, Kyler and John talk with Ron Luttrell, a veteran in the motorcycle and powersports world, about the industry’s biggest hurdles. Ron shares why growing ridership has been a two-decade-long challenge and how internal competition between OEMs and dealers may be holding everyone back from progress. He breaks down what real partnership looks like between manufacturers and their dealer networks, and why uniting around a shared message—not just a shared product—could change everything. From grassroots advocacy to smarter regional marketing, Ron explains how a stronger sense of community and better communication can reignite the love of riding across generations. Key Takeaways: Collaboration Is the Real Growth Strategy: Ron makes the case that OEMs and dealers must stop working in silos. Shared goals and unified messaging are the only way to bring new riders into the fold. Change the Narrative Around Safety and Convenience: Modern gear and bikes are safer and more practical than ever. But until the industry tells that story better, many potential riders will stay on the sidelines. Advocacy Starts from the Ground Up: Ron’s experience shows that the most effective dealer transformations often begin with a single passionate salesperson, not a corporate mandate. Timestamps: (00:00) Introducing Ron Luttrell (01:35) Current issues in power sports and motorcycles (02:11) Decline of ridership and the need for industry action (04:33) The challenge of limited marketing budgets in OEMs (06:03) What a united industry campaign could look like (07:05) Why youth are not riding motorcycles: safety and convenience (10:08) Changing market segments and attracting younger riders (11:09) The dealer network’s role in marketing and sales (18:34) Turning dealers into brand advocates (26:51) Launching the Flying Flea and electric motorcycle challenges

  • #17
    May 14, 2025 · 47 min

    Scaling the Future of E-Moto with Garrett Johnson of Zero Motorcycles

    Transforming a business requires clarity, trust, and a focus on people. In this episode, Kyler and John speak with Garrett Johnson, VP of Sales and CX at Zero Motorcycles, about the leadership principles that have shaped his approach to success. Garrett explains how prioritizing human connection, both internally and with dealers, is key to scaling the business. He shares his journey from dealer to OEM and how aligning diverse teams around clear objectives has driven growth. Garrett also discusses the challenges of navigating the EV motorcycle space, staying adaptable in uncertain times, and why customer experience is at the heart of every decision. Key Takeaways: Put People First: Garrett explains why trust and prioritizing relationships are at the core of leadership success, both within the team and with external partners. Create Alignment Across Teams: By breaking down silos and promoting clear communication, Garrett found ways to make sales and marketing work in unison toward common goals. Adapt with Agility: In a fast-changing market, staying flexible and ready to pivot is essential to overcoming challenges and remaining competitive. Timestamps: (00:00) Meet Garrett Johnson (03:55) From dealership floor to VP seat at Zero Motorcycles (07:45) The fix for sales and marketing misalignment (11:38) Why Garrett challenges corporate norms from day one (15:26) Elevating CX by listening to customer dissatisfaction (19:18) Tariffs, uncertainty, and selling through economic chaos (23:12) The case for daily collaboration across all departments (27:05) Speed matters: How Zero makes faster decisions (30:58) A better partnership model between OEMs and dealers (34:47) What dealer-first marketing really looks like at Zero (38:38) Growing the EV motorcycle market with younger riders (42:30) Launching accessible products to expand adoption

  • #16
    Apr 30, 2025 · 39 min

    Leading Through Crisis and Transformation with Britton Smith

    Leading through transformation takes clarity, urgency, and a deep respect for the people doing the work. In this episode, John and Kyler talk with Britton Smith, former President of Blue Bird Corporation, about what it really means to guide a company through a high-stakes turnaround. Britton shares how lessons from the Navy and consulting shaped his approach to crisis leadership, and why showing up—literally on the factory floor—was key to earning trust and driving results. You’ll hear how Britton balanced short-term cash flow with long-term strategy, what it took to scale electric buses, and why he believes real leadership happens when problems are faced head-on with honesty, consistency, and a willingness to get your hands dirty. Key Takeaways: Lead with Focus in Crisis: When everything feels urgent, leaders must prioritize with discipline, block out the noise, and align the team around one clear objective. Stay Grounded in the Work: Spending time on the front lines builds credibility, uncovers operational blind spots, and creates a shared sense of ownership and purpose. Build Cultures of Candor: Teams thrive when they’re encouraged to speak openly, take accountability, and work together toward continuous improvement without fear. Timestamps: (00:00) Meet Britton Smith (01:50) From submarines to Blue Bird: Britton’s unlikely path (04:17) Why Britton calls himself a “recovering consultant” (07:49) The one thing that matters most in a business crisis (10:37) Scaling electric buses while staying cash-focused (12:17) How a daily 30-minute meeting turned the company around (16:13) What Britton learned spending a week on the factory line (20:36) Building credibility by visiting customers and mechanics (26:00) Simplifying SKUs to fix a broken supply chain (30:43) Why seat belts and airbags are Blue Bird’s next safety leap (35:21) Creating a culture of candor and shared responsibility

Showing 21–24 of 24 episodes