Shining Without the Spotlight

With a keen ability to put industry before the individual, Rex Williams has helped secure the future of the IADD.

by Jessica Millward, Associate Editor

A painting without a signature? An article without a by-line? A movie without credits? Achievement without specific acknowledgement isn't exactly commonplace in today's world; pats-on-the-back seem contracted before the first ounce of effort is expended.

It's understandable, then, that the International Association of Diecutting and Diemaking should want to shine its spotlight squarely on Rex Williams, general manager of Dies, Inc., in Kansas City, whose specialty lies in making "stars" out of other members, through example and encouragement. In recognition of over 25 years of such selfless service, Rex Williams has been selected as packagePRINTING's 2000 IADD Diecutter/Diemaker of the Year.

Family ties

Raised on a farm just outside Humphreys, MO, Williams studied business administration at Northeast Missouri State College. A two-year stint at a retail lumber company company followed, but Williams quit the lumber business when faced with a transfer to Salt Lake City, miles from family and friends.

Williams' brother Ray was working for a die company, Dies, Inc., based in Kansas City, MO, and mentioned they were looking for diemakers. Rex was hired for the position in September 1969, and has called the company home since. He has progressed through the ranks as production supervisor, salesman, and, finally, general manager.

Dies, Inc. became the breeding ground of sorts for Williams' vision for the entire industry. Refusing to accept the "die as commodity" model often thrust upon die businesses, Williams sought the bigger packaging picture.

Unlike many companies, Dies, Inc. works directly with the end-client, from the design stage through to production. "We go a little farther along with our customers," Williams explains. The starting point, he emphasizes, is not: "How can we make the cheapest die?" It is, instead: "What is the best way to process this manufacturing?" A broader perspective on the project, one that encompasses every aspect of the end product, and a true partnering with other players involved, results in a better package and a higher standard for the die industry.

Such packaging know-how succeeds through quality employees, an asset Williams couldn't value more. Team ethics come into play again, for, as Williams asserts, "Employees are part of the process that takes care of customers' problems." He is therefore committed to maintaining an environment where employees know they are valued.

"As an employee, you are always going to hear about the problems that come up," Williams realizes. He constantly shares any "good news" with Dies, Inc.'s employees, informing them of whatever compliments he receives from clients. Not surprisingly, several employees have logged more than 30 years of employment with Dies, Inc.

Learning center

Williams' ideas about the die industry made him a natural candidate for membership in the then-NADD. Again, brother Ray urged Rex to join, and he did so in 1975. The nature of the association, and its members, struck Williams immediately.

The IADD always seemed, to Williams, "like a group of competitors who check their guns at the door." He was immediately impressed by the dedication of those involved, noting, "this group is just phenomenal with the amount of time they are willing to commit." He was also thrilled to be part of an egalitarian sort of association, in which suppliers, diecutters, and diemakers are all on equal footing.

Over the years, Williams has held many different leadership positions in the IADD. He became a board member in 1993, and a member-at-large through 1994 and 1995. He served as senior vice president from 1995 through 1998, acted as president until last year, and is now immediate past president. In his role on the Internal Action Committee, he was integral to the revision of the Association's bylaws. Williams has also participated in the Nominating Committee, the Executive Committee, and acts as this year's Annual Meeting Program Planning Task Force chair.

As IADD president, Williams observed several members who consistently devoted "enormous amounts of time" to the association, despite the fact that their selfless efforts were not always visible to the membership at large. Determined to recognize that commitment, he bestowed the Presidential Award to up-and-comers Clint Medlock, president, Stafford Cutting Dies, in 1998, and Richard Kengott, VP, Ken Specialties, Inc., in 1999.

Throughout his service with the IADD, Williams has striven to enhance the "learning resource" aspect of the association. "I can't recall how many times I've needed to ask a question of my fellow IADD members, but I know how many times I've gotten an answer: every time." Williams was therefore determined to nurture the same, input-friendly atmosphere he'd developed at Dies, Inc.

Medlock recognizes Rex's most distinctive element of service as his ability to "make people better at what they do." He likens Williams to the ultimate "team player" in sports; one whose numbers don't show up much in the stats column, but whose passes and blocks prove invaluable to the overall success of the team.

Ken Holliday, president of the IADD, witnessed this group spirit again in Williams' role in this year's annual meeting. "[Rex] volunteered to organize the entire program by using the future leaders of the IADD, not only to develop program content, but also out front, as moderators and visible participants."

Ear to the ground

Williams has been a keen observer of the die industry for over thirty years, and his experience has shaped both his company philosophy and his outlook for the IADD.

"Bottom line: you have to take away your customer's pain," he maintains. "Whether you're a diecutter, diemaker, or even the IADD, you must provide your customer with integrated solutions—you treat the whole rather than just the part of the process you're involved in. This involvement makes you an invaluable partner and more than just a provider of a commodity product. But it is also a continual education process, requiring you to be knowledgeable in many facets of our industry."

Finding different ways to provide solutions is the key to longevity in the industry today, believes Williams. The IADD, he is convinced, acts as the primary resource for those solutions. He also advises the industry to capitalize on opportunities offered by the Internet. "Start thinking now about how you will differentiate your company in the more impersonal e-commerce market. Are you ready to provide solutions through a computer link, which will put more emphasis on communications and service, without the typical front-line salesperson involved? Can you make it easy for customers to buy from you?"

Above all, Williams encourages keeping abreast of developments within the industry, and counts "ability to change" as the three most important words in a diecutter's/diemaker's vocabulary.