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Lindsay Partridge on manufacturing innovation

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We interviewed the Managing Director of Brickworks, Lindsay Partridge AM, to learn more about their innovation processes.nnovation is crucial to driving change. How well does Australia innovate? What are our strengths, and where are our weak points? How can we improve? What insights from our experience of innovation can Australia share with the world? Australia’s top minds explore the issues.


What drew you to study engineering and how did this aid your career overall?


LP: My Partridge ancestors have been engineers for hundreds of years. I found my chosen area of Ceramic Engineering fascinating because of its infinite possibilities. In short, I would never be bored.


And? 


LP: An early motivation was that I liked to understand how things worked. This progressed to ideas of wanting to pursue the development of beautiful products that lasted forever, so I used to imagine how to both make a product and market it simultaneously.


That’s something we’ve observed about Brickworks, this combination of fresh product ideas and effective marketing.

LP: You cannot do one without the other.


You have been in one place, growing, much longer than most CEOs, 35 years and 21 as Managing Director.


LP: I have worked in all areas of the industry and the company.


Do you think lack of management duration is a problem plaguing Australian manufacturing?


LP: Yes. Short-termism is a universal problem, not only confined to Australian manufacturing, but yes. This is an issue about accumulated knowledge of one’s business and therefore ability to deal with change. One problem in Australian manufacturing is probably related to companies having too many products, lack of knowledge about the core business resulting in an inability to be innovative and adapt. So short termism relates somewhat, or a lot, to all of these. 


This word “adaptation” is useful, because Brickworks seems, if you read the history, to have been in a continual state of adaptation.

LP: We have always been future focused, which is not just words that sound good. Circumstances have demanded it. It’s hard to survive in Australia, you don’t really have a choice.


You’ve done a lot of acquisitions which seem to have worked out well, across an era when many do not.


LP: You have to know fundamentally who you are and what you want to do. We’ve had advice from time to time from investment bankers about a potential company to acquire, but in the end you need to remind yourself what the objective is. Who and what you actually are as a company. There are companies which look desirable, but after thinking you decide not to proceed acquiring a company that does not fit. In other cases we have been approached about companies which fit very well. 


Do you have formal innovation policies?


LP: There are informal and some formal firm attitudes, guidelines. Everyone knows innovation is fundamental. The whole company was put together to create innovation. 


How so?


LP: Determining correctly how you want to grow, what fits. Beyond that, it’s a functional policy to let each operating unit have enough independence to be creative but within sensible guidelines. It’s just sustained, focused management. Autonomy is an important ingredient. 


Is that to say that all innovation is top down at Brickworks, from the board?


LP: No. It comes from all levels. At the factory level, the engineering level especially. 


What has happened of note from the engineering level?


LP: In 2008 we consolidated the whole engineering staff of around 15 and became specialists. This team became responsible for the whole group of companies. Previously they had worked in an isolated way. We had many types of engineers. Putting them together in one space created a lot of positive synergy, they became a project team. Productive interaction increased. I had realised the true value of cross disciplinary collaboration, combined with an appropriate support team. This was in fact a big change. It unlocked a lot of potential which was being wasted. 


What was the hard evidence of improvement?


LP: Continual increases in productivity, regular new generation machines being developed, tested. But the bottom line has always been about productivity increases. Our productivity has increased three-fold in 20 years. 


Have you re-organised any other departments in recent times?


LP: Marketing got a similar overhaul. We were early into using digital and on-line communication with our customers, going back to late last century, but we did it our particular way.


Which is?


LP: We do not sell a great deal online: that approach is not necessary in our case but a strong customer support service is, and it has worked out very well. 


Observing your factory operation one is impressed by the sheer speed of manufacture and the robotics—and relatively few people on the floor.


LP: We were, going back to the 70s and 80s early into use of hydraulics and this has progressed into constant upgrades in use of machines. We were early into robotics, and the continual vigilance of the engineering team drives this today, the search for efficiencies never ends. 


You have now entered the US market. What percentage of revenue is derived from that market now?


LP: About 25%.


How long have you been active there?


LP: About two years. 


That is a staggering result, in such a short time.


LP: Well as I said, if you can survive in Australia and know your business well, expansion like this will follow. We are in fact 3-5 times more productive than our American based operations, measured in production of bricks per man-hour. 


And your design centres, which we might call retail show rooms?


LP: This started in 2011, and we are now in all capital cities. 


And you exported this concept to the US?


LP: Yes, opening this year in Philadelphia, and soon in New York and Baltimore, but as I have said you cannot grow a business like this without both manufacturing excellence and the marketing to go with it, in equal measure – they are both areas for innovation. 



This article is taken from the recently published digital book

Australia's Nobel Laureates Vol III State of our Innovation Nation: 2021 and Beyond

click here

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