By Dan Beaulieu, for the 1000th edition of “It’s Only Common Sense”

The Long Game of Weekly Truth-Telling

One thousand columns. 20 years. The first edition of It’s Only Common Sense was published on September 5, 2005- Twenty years ago the first 10 columns were monthly. But then on July 31st, 2006, the column went weekly. I had too much to say for it to appear only once a month! So, we started publishing the column once a week, on Monday morning. — that’s a lot of Mondays spent thinking, listening, watching, and writing about this wild, brutal, and beautiful industry we call the printed circuit board business.

When I started It’s Only Common Sense in 2005, I made a promise to call it straight. No fluff. No spin. Just real talk for real people trying to sell, lead, and survive in this business.

I’ve had the honor of walking through hundreds of shops, listening to thousands of stories, and seeing what works — and what absolutely doesn’t. So, in honor of the 1000th column, here are 20 rapid-fire lessons — one for each year I’ve been at this. Each one earned in the trenches. No theory. Just common sense.

Lessons 1–5: The Customer Rules the World

1. They don’t have to buy from you.
   You earn it every time. With every quote. Every call. Every board. Entitlement is the first sign you’re about to lose them.
2. Trust builds slowly — and vanishes fast.
   One missed delivery can kill five years of goodwill. One hidden defect can end a relationship forever.
3. Be easy to work with.
   People don’t leave good suppliers. They leave headaches. Your job is to make their job easier. Every time.
4. Return calls. Fast.
   I’ve seen companies win major contracts simply because they responded within ten minutes while the competitor took two days.
5. Never badmouth the competition.
   It makes you sound small. Sell yourself on strengths — not by tearing others down.

Lessons 6–10: Sales Is the Lifeline

6. Sales fixes everything.
   You can’t cut your way to growth. Sales is the engine — and it better be running full throttle.
7. Your best salesperson is probably the one answering the phone.
   Train everyone to sell. Because your receptionist might be the only human touchpoint a customer gets.
8. The phone still works.
   Emails are easy to ignore. A phone call — especially an honest, helpful one — still moves the needle.
9. Show up in person.
   I’ve seen million-dollar accounts saved by a surprise factory visit. Presence matters more than PowerPoints.
10. Know your product cold.
    You can’t sell what you don’t understand. Technical confidence closes deals. Ignorance kills them.

Lessons 11–15: Culture, Leadership, and the People Factor

11. The shop floor knows the truth.
    If you want to know how your company is really doing, ask the people running the presses, not the people running the spreadsheets.
12. Great leaders listen more than they talk.
    The best owners I’ve met spend their time asking questions — not giving speeches.
13. Culture is built in the breakroom.
    If your team dreads coming in Monday morning, no amount of strategy will save you.
14. Hire character. Train skill.
    Every disaster I’ve seen started with someone who had the right resume but the wrong attitude.
15. Praise in public. Correct in private.
    This one simple rule builds loyalty faster than any bonus plan.

Lessons 16–20: What Matters Most Now

16. Adapt or die.
    Technology changes. Markets shift. The only constant is that what worked yesterday won’t work tomorrow. Stay curious. Stay scrappy. Keep evolving.
17. Integrity is your final competitive advantage.
    In a world of shortcuts, fakes, and excuses, doing what you said you’d do — every time — is the rarest and most valuable asset you’ve got.
18. This business will humble you.
    I’ve seen empires collapse and tiny shops survive. I’ve seen brilliant ideas fail and simple strategies win. There’s no formula — just grit, care, and consistency.
19. Writing this column taught me more than any MBA.
    Because to write the truth, you have to seek it. You have to ask better questions. Pay closer attention. Get over yourself and listen.
20. I’m not done yet.
    I may be writing my 1000th column, but I still believe the best one is the next one. As long as there are boards being built and people trying to build them better, there’s something worth writing about.

Thank You. Keep the Flame Lit.

I don’t take a single reader for granted. Whether you’ve been with me since column #1 (which by the way was called, “Stop Analyzing and Start Selling) or just found your way here, thank you. For caring about this industry. For showing up every day. For trying — and for trying again when it doesn’t work the first time.

To my colleagues, friends, clients, editors, and fellow road warriors: you’ve made this journey unforgettable. You’ve shared your shops, your scars, your wisdom. You’ve let me tell your stories — and I’ve tried to do them justice.

To the next generation: It’s your turn now. Keep the flame lit. Say what’s true. Do what’s right. And if you ever doubt yourself, just remember — it’s only common sense.

Here’s to the next thousand.