The speed of change and the ability to remain relevant during rapid change are major fears for three Richardson executives who participated in the recent “Ask the C Suite” panel discussion sponsored by the Richardson Chamber of Commerce.

“Business has become very perishable,” said Doug Moore, chief operating officer of Fujitsu Network Communications. Moore explained that technologies his company created that were projected to last 15 years are looking obsolete at 10 years. He expects the pace to quicken, especially for hardware-based or “brick and mortar” businesses. “It is all about speed - how we get faster,” Moore said.

Moore was joined on the panel by George Brody, chief executive officer and founder of GlobeRanger, a company that was bought last year by Fujitsu, and by Skip Woodall, chief executive officer of Vent-A-Hood, a 40-year Chamber member and manufacturer of high-end cooking range hoods. Chamber President and CEO Bill Sproull moderated the event held Oct. 1 at Noah’s Event Center in Richardson.

Brody’s GlobeRanger is a pioneer in one of the current hot developing technologies referred to as the internet of things (IoT). The technology refers to a network of objects or things embedded with electronics, software, sensors, and network connectivity, so that the objects can collect and exchange data.

In reference to the speed of change discussion, Brody said it is important to develop technologies fast enough that customers will actually use it before moving on. He referenced the “hype curve” and said a key to financial success was keeping a technology at a high point in the curve rather than at the bottom.

“We try to make sure that the work we are doing today is relevant and we are continuously talking to customers,” Brody said. “We don’t want to get caught in the valley.”

Moore said his company was moving away from brick and mortar hardware services. They are hiring with the intent on moving more toward customer experience, software and services.

Woodall has faced some different challenges than the two high tech executives. As a minority of U.S. companies that has avoided outsourcing manufacturing overseas, Vent-A-Hood has increased its niche in the market with a laser focus as a high-end only producer of range hoods. The company also has focused extensively on offering the ability to customize or personalize its products.

When Woodall took over as CEO 29 years ago, the family-owned business had other products on its slate. He led the effort to jettison those lines and the company has grown by improving its core and strongest line.

The three executives did share a few common challenges. All three of them said their corporate culture and focus on strong employees was essential to current and future success. They also agreed that diversity among employees is key as is understanding the differences in generations.

Moore said the world and his customers are diverse and “the people creating that experience need to be diverse.”

All three executives emphasized the personal experience in their product lines.

Woodall said designers are significant customers and there is a desire among them that no two kitchens look alike. Vent-A-hood has responded with custom items and combinations of features for its products.

Brody called personalization “music to my ears. It’s like with a telephone call – you don’t call home any longer. You call a person.

“And now, it’s not just about a person. I think every item will have its own personality because it will be able to communicate with other items. Everything is going to be personalized.”

Moore called the process of focusing on the user experience “human-centric innovation.” He said that is why Fujitsu is focusing on content and customer experience.