Elevating Your Business: Insights from Jason Ditkofsky
Written on
Chapter 1: The Journey Begins
Business is filled with ups and downs, and it's not merely about winning or losing. There are days filled with triumphs, setbacks, and moments where you might wish you hadn't opened your doors at all.
As part of an enlightening series on transforming companies from mediocre to exceptional, I had the privilege of speaking with Jason Ditkofsky. This series delves into the resilience that characterizes many successful leaders—a vital quality needed to navigate today’s multifaceted market landscape.
Jason Ditkofsky, President of McNeill Signs and Channel Letter USA, comes from a lineage of entrepreneurs. His Canadian roots have shaped his business ethos. Under his leadership, these companies offer comprehensive services, from custom design and signage manufacturing to permit management and installation. What truly distinguishes Ditkofsky is the wisdom imparted by his grandfather, stepfather, and father: the importance of empowering employees, customers, and the broader community.
During the quarantine in South Florida, Ditkofsky felt compelled to give back by pledging up to $100,000 in commercial storefront signage for new or revitalizing businesses. Throughout August, local companies can submit a 500-word essay detailing why they deserve this contribution by emailing [email protected].
Before we dive deeper into Jason's insights, let's learn more about his entry into the commercial signage sector.
Section 1.1: Unexpected Beginnings
My career path took an unforeseen turn. Previously, I resided in Southern California, deeply involved in the business side of the film industry, believing I would remain there indefinitely. However, when the recession struck in 2008, my work visa was not renewed, as it was determined that an American could fulfill my role. Faced with a month to either secure a new job or return to Canada, I opted to return to Toronto to work alongside my stepfather. Just as I was settling in, he retired, compelling me to pivot once more. Longing for the warmth of Florida, I bought a Signarama franchise, allowing me to obtain a visa independently. I thrived in the business and eventually acquired another franchise, but as the franchisor showed little interest in my growth, I sold my stores one by one, leading me to McNeill Signs.
Section 1.2: Overcoming Early Challenges
In the early days, many clients had unrealistic expectations, which I felt compelled to meet. There were numerous instances where my team left me to shoulder the workload alone, impacting my family time. As a newcomer to the industry, I believed I had to satisfy everyone and accept every job. Over time, I learned that I could produce high-quality work without sacrificing my well-being, leading to greater success and happiness.
Subsection 1.2.1: Learning Through Mistakes
A memorable blunder occurred two months into my Signarama journey. Tasked with removing old window vinyl for a new gym, I found myself working alone in the sweltering heat of August. My team hesitated, claiming the task was impractical. Driven by frustration, I began the job at 3 PM and lost track of time, ultimately working until past midnight. Sweaty and exhausted, I bought new clothes and rented a motel to finish the project. This experience taught me to value my team's insights, as they often have a better grasp of certain situations than I do.
Chapter 2: Building a Unique Business
What differentiates my company? The McNeill family has a rich legacy in the commercial signage sector since 1956. My arrival a year ago brought fresh ideas and technology to the table. Lacking a background in sign installation, I turned this disadvantage into an asset by introducing white-collar business strategies into a traditionally blue-collar field. While I may not be involved in the nitty-gritty of sign assembly, I focus on overarching operations and technology to enhance our offerings and customer satisfaction.
Section 2.1: Prioritizing Safety and Well-Being
To my peers in the industry, I emphasize the importance of prioritizing safety above all else. If a sign poses a risk, I would prefer that my employees step back to protect themselves rather than attempting to save the sign. If the weather is unfavorable, I will postpone installations. Clients appreciate knowing their team values safety. Moreover, time with family is irreplaceable; it's crucial to avoid late nights and excessive workloads for minimal financial gain, as this often proves detrimental in the long run.
Subsection 2.1.1: Gratitude for Support
I owe my success to the unwavering support from friends and family, particularly my stepfather, Leonard Sheiner. He believed in me during challenging times and taught me the significance of family, community involvement, and business acumen. His faith in my abilities has propelled me forward, and I remain grateful for the opportunities he provided.
Section 2.2: Defining Good vs. Great
A good company focuses primarily on profits, making decisions that impact the bottom line. In contrast, a great company prioritizes relationships with customers, employees, and the community. When businesses place people before profits, it fosters a positive environment. Truly great companies care about their employees' well-being, resulting in a motivated workforce eager to contribute to the organization's success.