Last week we talked about the importance of the micro message. That is, speaking directly to and on behalf of the constituencies you are engaging. A latest example of an exemplary effort in this practice is a launch this week announcing a company called the Advanced Manufacturing Company of America (AMCA).
The company, as described by CEO Jai Malik is taking “a hybrid approach” between a PE-style firm which buys companies that design core products and retools them to the modern era, while also developing products AMCA thinks they can build themselves.
They announced on Tuesday a massive “$76 million in initial funding from Caffeinated Capital, Founders Fund, Lux Capital, a16z, and others”.
The early work of the company seems to be on the PE side. That’s what you get from the video highlighting their launch. And it tracks with what’s on their official website, as well: “We acquire critical aerospace and defense products and develop new ones, then scale them to deliver what the industry needs next.”
AMCA is not a PE company. But PE companies could learn something from the launch. In fact, anyone looking to tell a story could learn something from it.
When it comes to PE, the companies on the acquired side of the ledger often know the necessity of doing a deal better than anyone. With the injection of support, their business can survive — remaining an employer and community steward in American towns across the country.
The shop floors of the manufacturing facilities are filled with stories. Laughs. Cries. Tireless work. Celebrations. Grief. Hellos. Farewells. All part of the essence of a dynamic American workplace. A challenge for any business takeover is to not only recognize this legacy, but to build on it so that new generations can continue to contribute to it.
That is exactly what the video announcing AMCA does.
It starts with history: a journey of the business, the boss, and his loyal employees.
“He was like my, Dad. He was just like my Dad.” says Diana Marquez, sales manager. That’s IMPACT.
The founder’s son talks about the pride emanating from the company and the clear-eyed acknowledgement that to keep it running, it needed a partner.
AMCA is never mentioned in the video — not until its logo appears in the closing credit. That’s the point. Subtly is a lost art in the information world we live in now. But subtly is how you can cut through the slop.
Later in the day, joining the Technology Brothers podcast, Jai outlined the mission and focus of AMCA. We’d encourage you to watch it and learn a little bit about the next generation of American manufacturing.
-Matt Sparks
