They Ask, You Answer, 2nd Edition

50 Case Study 6 How a Lifting and Rigging Company Became the Ultimate Example of They Ask, You Answer Success and Culture

A few years ago, I traveled to Cleveland to give a talk to a small group of CEOs. Mazzella Companies CEO Tony Mazzella was one of them. Mazzella Companies is one of the largest independently owned companies in the lifting, overhead crane, and rigging space, employing more than 700 people in 30 locations spanning North America. Beneath the Mazzella umbrella are several lifting, rigging, and material-handling companies, as well as a few prominent businesses in the architectural metals market.

Following that event, Tony came on as a client: “Listening to Marcus speak about his They Ask, You Answer philosophy, I remember thinking, ‘Wow, this is what I’ve felt was always missing.’”

Mazzella’s Initial Approach to They Ask, You Answer

Tony felt confident the principles of They Ask, You Answer would allow them to overcome their most pressing marketing and sales challenges, so he took action quickly: “I felt a lot of excitement talking with Marcus and decided to initiate They Ask, You Answer right away. We hired a content manager and videographer within a few weeks and started training with Marcus and IMPACT in June 2017.”

Although Tony is not someone who “dabbles” in anything — he commits fully to something, when he knows that’s how he’s going to achieve success — he did limit the company’s initial focus to the lifting and rigging side of the business until he ...