The Calm Faces of False Expertise
Lately, a new breed of self-proclaimed “factory launch
experts” has been showing up across the offsite construction industry,
promising to plan, design, and execute brand-new startups. They arrive
polished, confident, and unflappable — like performers in Noh theater, wearing
serene carved masks that never change expression.
But here’s the problem: too many of these people are actors,
not builders. They may have experience in sales or marketing, or perhaps
once worked near a production line, but have never actually been
responsible for the thousand moving parts it takes to make a startup factory
survive its first year. Their knowledge is skin-deep — just like the mask they
hide behind.
When the Mask Slips
It always happens at the worst moment. Investors have been
sold a vision, the building lease is signed, equipment is ordered, and crews
are waiting. Then reality crashes in: the process flow doesn’t work, permitting
is stuck, quality control hasn’t been designed, labor is untrained, code
compliance is unclear, and there’s no realistic production timeline.
Suddenly, the Noh mask drops — and everyone realizes the
“expert” never actually knew how to get from blueprint to building. By then,
time and money are bleeding out faster than anyone can plug the holes.
Spotting the Noh Mask Experts
True experience leaves scars — not just talking points.
Before handing the keys to anyone claiming they can “launch your factory,” ask
hard questions:
- What
specific factories have you launched from scratch?
- What
mistakes did you make, and how did you fix them?
- Who
from those teams will vouch for you?
- How do
you handle labor shortages, permitting bottlenecks, or line design
conflicts?
And here’s a quick red flag: if all they have on their
website are renderings and generic stock photos, with no proof of completed
facilities or operational production lines, that’s a strong sign to back away.
Anyone can buy renderings. Only builders can show results.
Don’t Be Their Next Tragedy
Our industry doesn’t need more performances — it needs
proven leadership, grounded planning, and the humility to admit what you don’t
know. If you’re building something real, make sure to surround yourself with
people who’ve actually done it before, not just those who are
skilled at appearing to have done so.
Are you looking for an unmasked actor to be your guide
to help with your new factory startup, work to solve your current situation, or
offer advice on future success?
Bill Murray, experienced Advisor to the Offsite
Construction Industry
Bill and I are here to help. Sign up for a Free 30-minute Video talk about your company’s
future options.
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