Lessons in Leadership: Steve English, One World Shutters

BY SOPHIA BENNETT

Steve English grew up on a small farm in Texas. His father, a police officer, and mother, a teacher, instilled values like hard work and never making excuses in him from a young age. These helped him achieve great success early in life, first as a pole vaulter at Texas State University and then as a high school football coach. They continued to serve him well when he and his wife, Julie, started their own window treatment retail company in Texas.

Running his own business helped English learned about every facet of the industry, from sales to measuring and ordering to installation. After just a few years, he took a full-time job as the regional sales manager for Texas and Oklahoma at Norman Shutters. His territory grew as the company expanded, and he eventually moved into an executive role as general manager of Norman’s regional business center in Texas.

English went on to become the executive vice president of PIC Business Systems, then the COO and CEO of Elegant Windows. He also opened his own CRM company, called zoes.com, to help companies manage contacts and business processes. In 2018, he began laying the groundwork to enter the shutter business once again. His new company, One World Shutters, offers high-quality hybrid and wood shutters to the trade.

Despite his perch at the top spot in the company, he’s never forgotten his parents’ early life lessons. “I wouldn’t be where I am today without the values that I learned early on. It’s who I am, what matters to me and how I approach our work still today,” he says. He riffed on these and other themes as he discussed his thoughts on the window treatment industry and management in general.

What is the biggest challenge facing the window covering industry right now?

The ongoing problems caused by the pandemic, as well as the current worldwide supply chain and logistics challenges, are huge. More than 40 percent of the labor force has vanished due to COVID-19. With fewer workers at the ports, fewer containers can be filled. With fewer drivers for LTL domestic trucks, we’re seeing many issues and delays.

At One World, we have been deploying further local repair and production capabilities to keep up with consumer demands. We must all think on our feet and develop new strategies for how to supply the marketplace in a timely manner.

What do window covering companies need to be thinking about as they look to the future?

I believe consumer awareness of window treatments is greater than ever. This awareness will force companies to create and produce products with greater design, quality and value.

I see dot-coms continuing to expand and develop, especially as younger buyers enter the marketplace. Instantly being able to research, shop and even compare prices will further change the landscape of the industry. Companies are forced to tell their story, explain their value proposition and demonstrate how that leads to consumer confidence.

At One World, we are pushing the envelope and constantly challenging ourselves to be better for one another and our customers. Our Hybrid Shutter program and “Shutter Shield” Guarantee, which covers nearly every type of damage including accidental damage, are examples of how we are evolving with the ever-demanding marketplace.

What does being a good leader mean to you?

Being a good leader involves caring more about those around you than yourself. Make sure your employees know how much you care about them as people. Our motto is “people first, business second.

In addition, I believe no one wakes up in the morning wanting to fail. It is my job to get people around me in positions where they can succeed. What is the right seat on the bus for each person so they can be successful for themselves and the company? There are times that a person’s seat is not clear. It is my job to lead and find the solution so we all win.

Make sure your employees know how much you care about them not just as employees but as people. At One World, our motto is “people first, business second.” The great people we have around us form our ecosystem, and no one has time for that ecosystem to not be anything but outstanding, positive and fun. But while having fun, we work incredibly hard, as nothing is given to anyone in life. The marketplace is much like the playing field in sports. It is a constant competition. Aren’t we fortunate to get off the bench and play with our team each day?

Thanks for bringing up a sports metaphor, because now I can ask this question: What skills from coaching football have you brought to your leadership roles? Coaching is about motivation, planning and direction. It is also about working hard and standing by one another. I truly believe in the goodness and work ethic that each of us has inside. Create a positive culture and work environment by empowering those around you through positive reinforcement. Make sure your vision is clearly communicated and each person knows their part in achieving it.

How do you keep yourself and your team motivated despite conflicts and obstacles? The love I have for my family, and my desire to build a great future for them and make them proud of my efforts, is my motivation. My family is defined as my personal family and my company family. In my mind, there is no better life than to help those around you have a better future.

This past year has been very challenging for all of us. The losses we have seen have been tremendous on so many levels. I believe when you are knocked down, look up, get up and never give up. All any of us can control is how we take the next step forward in life.

www.oneworldshutters.com