How to Succeed in Business, the Dodd Russell Way

Sept. 8, 2004

Dodd Russell’s ability to lead comes from his college academic pursuits. He graduated from Hope College with a degree in psychology and sociology and then headed for U-M where he earned a masters in social work as well as a masters certificate in industrial relations.
“I went into psychology because I wanted to help people,” he says. “And at U of M I was in the clinical program and the first day of class it was all about singing ‘Kumbaya’ and hugging so I went downstairs and transferred into an administrative program.”
While working on his masters, Russell decided to pursue non-profit work and took an internship with a large agency, working with the executive director.
“It just wasn’t for me,” said Russell. “I just couldn’t function in that environment. I was an auto guy. So I called my father who owned Nish-Nah-Bee Industries and told him I needed a job. He had a friend in Ann Arbor looking for a sales rep for industrial sales in the auto industry. So I graduated on a Friday and went to work on Monday.”

TURNAROUND
Russell’s academic success was a 180-degree turnaround from his days at Traverse City High School.
“I was supposed to graduate in 1985, but I needed that 13th year. In those days I was headed down one path and I got an opportunity to head down another and I took it. When I was in school, I didn’t really have an idea what I wanted. Both my parents were well educated. It finally clicked for me when I went off to college. I still wasn’t sure what I wanted to do, but I wanted to prove I could succeed at whatever I was doing, so I threw myself into selling car parts.”
After a few years in sales Russell longed for an opportunity to return to Traverse City and took a sales position at his father’s company. He furthered his education at the University of Kentucky and the University of Michigan. “It was during this time I learned that I wasn’t an engineer and that there are a bunch of things that I am not, but that there are some things that I am good at and leadership is one of them.”
The opportunity to test his leadership qualities came when his father decided to retire. He formed a partnership with Jerry Carlson and they bought his father’s building and fixtures. “We started I Industries and Jerry already was a partner at Skilled Manufacturing and I eventually bought into that.”

PARTS SUPPLIERS
I Industries and Skilled Manufacturing, along with TC Tool that Russell bought and moved into his I facility, have major contracts supplying oil pans, oil adaptor assemblies and fluid routing products to the auto industry. General Motors Powertrain, Delphi Corporation and Toyota are their major clients.
The industry is competitive, but Russell has met the challenge of keeping up.
“I have tried to give my employees the best technology and tools I can afford and give them the leeway to run them,” said Russell. “When you have good tools, a good facility to run them in, and a great team, people come up with stuff they wouldn’t in another environment.”
The margin for error is slim; mistakes in the current manufacturing environment can be costly and in some cases prove to be the death of an operation.
“Everything is about price and quality,” said Russell. “This business is about executing what you say you are going to do. If you don’t ship on time or the assembly plant doesn’t get our parts and they have to shut down, you foot the bill. The shut-down rate is between $3,000 and $5,000 a minute; well, that comes off your bill. Do the math and that could be $300,000 if you are an hour late.”
While Michigan is losing manufacturing jobs, Russell is seeing strong growth, and between his various enterprises employs nearly 300 people. Will economic challenges and the competitiveness of the business ever cause Russell to consider relocating his operation?
“There is no way I would move nor would I want to. My partner Jerry has lived here for 35 years and I was born and raised here. I am committed to this community and so are my employees. Without them there is no I, no Skilled and no Tribal.”

STUDENT BIKE PROJECT
Russell’s commitment means also giving back in the form of a special opportunity for the TBA Career Tech Center.
“Actually Kip Watkins developed the idea – he is a graduate of the Center. We are going to build a bike from the bottom up and take it to the Detroit Autorama for competition and then raffle it off and give the money to the Father Fred Foundation,” said Russell. “The kids are going to do it all. They are going to interview for positions, they are going to write press releases, develop the design and build the bike, they are going to develop and maintain a website, logo design and develop the business plan. Then they are going to go to the competition and work the booth and then come back and sell raffle tickets. We are going to teach them the importance of the community circle and how we are all in this community together and that you need to give back.”
A community open house on the project will take place this November at TBA and the students will take 18 months to complete the project. The bike will be entered at the 2006 Detroit Autorama and raffled later that summer.
Dodd Russell is a visionary. He and the likes of Doug Street (Streeters Nightclub) and McKeel and Kim Hagerty (Hagerty Insurance) are already making this a “Cool City.” Community leaders might want to tap their energy and vision when developing a plan for the future. These young entrepreneurs are not waiting around for your plan – they are making it happen with or without you. To learn more about Tribal Motorworks and Dodd Russell visit www.tribalmotorworks.com.