Small Costs, Big Innovation: Lessons From Jeff Jones – Talk To Th3 Doc Ep. 109
Why IT alignment and value co-creation are the new competitive edge for SMBs
By Steve “The Doctor” Meek | Talk To Th3 Doc Podcast | Fulcrum Group
🎙️ Podcast Doc-umentary
Episode 109 of Talk To Th3 Doc, Jeff Jones—Founder of Twisted X—joined me to unpack how a 4¢ tariff became a $4 million leadership challenge. We explored how innovation, clarity, and a mindset of value co-creation helped him navigate cost chaos—and why it matters now more than ever.
Some episodes stay with you. This one reminded me of a Bruce Lee quote I like to borrow from time to time: “Don’t pray for an easy life. Pray for the strength to endure a difficult one.” Jeff’s story is a masterclass in doing just that—with margin math and business resilience leading the way.
🔑 The Value of Innovation When the Costs Creep In
Most of us don’t feel a few pennies here or there (or at least feel like everything is so expensive). But when Jeff realized that a 4¢ increase in tariff costs could equate to over $4 million in annual expense, he didn’t just cut and run. He innovated. He slowed down to assess. And he asked the right questions.
That’s something we talk about a lot at Fulcrum Group. In fact, it's baked into our STARpower™ IT framework. Because in an unpredictable business environment, innovation must be intentional—manufacturing and IT must co-create value alongside leadership, not after the fact.
If you’ve ever felt like your technology team is simply there only to “keep the lights on,” we should talk. Because ITIL v4 changed the rules. It doesn’t talk about delivering value anymore. It talks about co-creating it—with your team, your clients, your contractors, your providers.
What gets hidden is “technical debt” that builds up over time, usually in the form of a network outage, slowdown or an application that gets behind the times. Don’t let just keeping the lights on lead your organization to a future issue.
💡 3 Takeaways from Jeff Jones That Stuck With Me
- Innovation needs infrastructure.
“You can’t grill with a candle.” Jeff's metaphor might sound funny at first, but it hits hard. Great ideas don’t get you far without execution. Want to reshore? Build the systems first. Want to scale? Align your platforms and your people.
- Margins reveal everything.
If you’re not actively managing margin data, small changes will eventually show up on your P&L like a freight train. Technology should give you early warning signals, not just post-mortems.
- You’ve got to extract what’s holding you back.
This was Jeff’s personal reflection after going through leadership coaching—and it resonates. Often, it’s not your suppliers or your tools. It’s your assumptions. We help leaders shine a light on that through proactive planning, audits, and honest conversations.
🤝 Innovation Isn’t Just Tech—It’s a Team Sport
What Jeff didn’t do is just throw money at more tools. He got clear on what mattered most. That’s the same conversation we have with our STARpower clients. It’s why we offer:
- Structured planning reviews (not just support tickets)
- Visibility into IT’s role in profitability and valuation
- Clear cybersecurity and compliance posture aligned to frameworks like CIS v8.1
This episode reminded me that technology only creates value when leaders are fully engaged. IT isn’t something you outsource and forget. It’s something you integrate—with your goals, your metrics, your team.
📈 What the Data Tells Us
- 67% of SMBs say cost unpredictability is their biggest operational risk (Forrester, 2024)
- Only 32% have formal IT innovation plans tied to business goals (IDC, 2023)
- Organizations with integrated IT-business strategy are 3.5x more likely to outperform peers in profit growth (McKinsey, 2023)
🏁 The Mark Twain Moment
As Mr. Twain once said, “It’s not the size of the dog in the fight—it’s the size of the fight in the dog.”
When the economy squeezes your margins, the fight needs to come from your systems, your strategy—and the people you’ve aligned around them. And most of all, it starts with YOU, being the big dog that you are.
✅ Ready to Co-Create Some Value?
📅 Book your STARpower™ strategy consult → https://www.fulcrumgroup.net/talk-to-th3-doc-podcast
🎧 Watch the Full Episode with Jeff Jones: https://youtu.be/_FKh7rPT3DU
📡 Listen on Your Favorite Platform:
🎧 Spotify
🍏 Apple Podcasts
🎙️ Amazon Music
💓 iHeartRadio
📱 Pocket Casts
▶️ Player FM
