Elementary Mr. Watson: Routing Hunger Games—May the Traces Be Ever in Your Favor
Happy’s Tech Talk #42: Applying Density Equations to UHDI Design
Beyond Design: Effective Floor Planning Strategies
Staying—and Excelling—in Their Lane
July 16, 2025 | Nolan Johnson, SMT007 MagazineEstimated reading time: 2 minutes
Michael Seltzer, chief commercial officer at Zentech Manufacturing, helps define his company’s niche and why it has mattered to them over nearly three decades. Should a company shift with the markets or stay true to its mission? Find out how Michael has helped the company truly understand its vision.
Nolan Johnson: Michael, you've done good work in identifying, maintaining, or developing your service niche at Zentech. How would you define it?
Michael Seltzer: High reliability. One of my colleagues says, “Listen, if anybody can do it, then the job is not for us.” If the work we do doesn't add a lot of value, if you can get it from anybody else, then you don't need us.
Zentech was established 27 years ago, and this has been the core of who we are. We haven't changed; we've stayed focused on our niche. It’s exciting because it’s the core of who we are. When we stay true to it, everything else seems to fall into place. Your business plan is clear, your pursuits are clear. Business becomes a bit simpler. We don't change with the economy or the wind. It puts everything else in perspective.
When you understand who you are and what you want to be, you're not arguing over the business plan, or revisiting or changing that plan. You’re not trying to figure out why you’re pursuing specific opportunities; everyone is aligned.
The culture that you set becomes as clear as your business pursuits. The training and education that you need to support your niche are clear. You can focus on the business instead of fixating on those existential questions, like what you want to be when you grow up.
Johnson: How do you define your niche? What are some of the traits and attributes that you include in defining your niche?
Seltzer: There are several things. First, it’s the people. At the core of our pursuit is understanding what training we need to offer. What competencies do we need to deliver the highest quality product to customers who support our segments?
After we get the attributes of the people in the training, we consider the attributes of the customers that support the market segments that we're interested in. Then, what business metrics support those? Within each segment or business pursuit, the measurements of success will be different.
To read the entire interview, which originally appeared in the July 2025 SMT007 Magazine, click here.
Share on:
Testimonial
"In a year when every marketing dollar mattered, I chose to keep I-Connect007 in our 2025 plan. Their commitment to high-quality, insightful content aligns with Koh Young’s values and helps readers navigate a changing industry. "
Brent Fischthal - Koh YoungSuggested Items
Partnerships Drive Innovation for a Brighter Manufacturing Future
08/26/2025 | Barry Matties, I-Connect007When Schweitzer Engineering Laboratories (SEL) opened its greenfield facility in 2023, it did so with careful attention to choosing its suppliers. In this discussion, Collin Peters, electronics business director for North America at MKS’ Atotech, and Justin Kennedy, manager of engineering at SEL, explore their unique partnership that includes collaborative efforts to develop innovative solutions like the Uniplate® PLBCu6 line.
Lessons From a Thousand Columns: Dan Beaulieu on Writing, Selling, and Staying the Course
08/21/2025 | Michelle Te, I-Connect007For 20 years, Dan Beaulieu has been a steady voice in sales and marketing, offering weekly columns that challenge, inspire, and guide professionals in the electronics industry and beyond. Soon, he will reach a remarkable milestone—his 1,000th It’s Only Common Sense weekly column. In this Q&A, we look behind the scenes of Dan’s writing journey, exploring what has kept him motivated, the lessons he’s learned along the way, and how two decades of weekly columns have shaped his career and the industry conversation.
Marcy’s Musings: Continuing to Invent the Future With SEL
08/19/2025 | Marcy LaRont -- Column: Marcy's MusingsTwo years ago, PCB007 Magazine devoted an issue to Schweitzer Engineering Labs (SEL), a new captive greenfield PCB facility in Moscow, Idaho. We highlighted some of the most cutting-edge achievements in facility layout, design, and equipment in the PCB fabrication industry. SEL was a shining example of what was possible, providing insight and inspiration to PCB fabricators looking toward growth and expansion.
Coherent Announces Agreement to Sell Aerospace and Defense Business to Advent for $400 Million
08/15/2025 | AdventCoherent Corp., a global leader in photonics, today announced that it has entered into a definitive agreement to sell its Aerospace and Defense business to Advent, a leading global private equity investor, for $400 million. Proceeds will be used to reduce debt, which will be immediately accretive to Coherent’s EPS.
COVID, Tough Sales, and What Made Me a Better Salesperson
08/12/2025 | Daniel Beauvois, The Component StoreBefore 2020, we approached sales differently. A persistent, gritty salesperson could approach businesses daily without an appointment. They would often be turned away, but sometimes, they would be given a shot. Then, in March 2020, the COVID-19 pandemic became official, and things started to shut down. When we finally came back, everything had changed, creating an impenetrable barrier for outside salespeople.