Innovating and Leading the Power Tool Industry

Celebrating 100 years, Milwaukee Tool, a subsidiary of Techtronic Industries Co. Ltd. (TTI), has been refined and transformed over its time. Innovation isn’t just a buzzword for the heavy-duty power tool manufacturer–it takes years of leadership and culture to get there. Here’s how Craig Baxter, group president of TTI Canada, transformed Milwaukee Tool into the dominant professional brand in Canada.

Created for HOW DO YOU transform a 100-year-old brand like Milwaukee Tool, taking it from the back of the pack in market share to the leading maker of professional power tools and equipment? “You don’t do it by setting goals you know you can achieve,” says Craig Baxter, group president of TTI Canada. “Very little that’s great has ever been achieved by setting easily achievable goals, I’m a strong believer in audacious goals,” says Baxter. “I love that word. An audacious goal changes everything. It changes the way you think, the way you plan, the way you behave. It changes your entire approach.” Sixth in a five-horse race If anyone would know from experience about the power of audacious goal-setting, it’s Baxter. In 2007, when he first joined Milwaukee Tool,…

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Canadian Business (Digital) - 1 Issue, Spring 2024

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