Cascade’s passion sets them apart from the competition

A meeting we had with local pediatric brace producer Cascade DAFO has been in my mind since last week. Something was said during our meeting that defines just what sets Cascade apart from so many other businesses, it’s no wonder the company enjoys such huge success.

Little bit of background for those unfamiliar with the Ferndale-based company: more than 25 years ago, Cascade Dafo revolutionizes the bracing industry by introducing a custom brace that is vastly different from other braces available at the time. Their new brace - The Dafo - is made of thinner plastic than the traditional brace, allowing the brace to flex with the patient. Many folks in the industry didn’t even think this approach would work, but here they are, 25 years later, helping children with mobility challenges literally around the globe to lead normal lives. Their Ferndale facilities create about 2,000 customized braces each week; each one designed specifically for the needs of a unique patient. Anyone who’s been around the company knows that Cascade is passionate about helping children; it’s contagious really.

Fast forward to a year ago, Cascade introduces a brace that is targeted specifically for those without medical insurance - The JumpStart. Needless to say, this low-cost brace has been very well received. In last week’s meeting (which I introduced at the start of this blog entry) though, we were told by Cascade’s CEO that they’ve decided to lower the cost of this brace…

So what, right? But here’s the thing, Cascade has no financial incentive whatsoever to lower the price tag of their JumpStarts. None. They didn’t cut the cost of producing the brace, they haven’t reached some sales point that makes it economical to lower the price… So it was a PR stunt, right? Well, no. This all came when Cascade’s founder walked in one day after fitting a patient with the brace and said, “You know, we shouldn’t have charged them that much for their brace.” So, they lower the price; end of story.

It’s this kind of mentality that makes you thankful just to be around the company.

Whatever it is you do, whether it’s making children’s braces or managing a widget factory, you have some sort of goal in mind (i.e. helping more children). Sticking to that goal, and allowing it to affect all you do, will be noticed not only by your customers, but also by your business partners and competitors alike.

Like many innovators, Cascade has a lot of copycat competitors. Luckily for their customers, you can’t copy passion.

~ by rpemberton on September 19, 2007.