"Your beliefs become your thoughts, your thoughts become your words, your words become your actions, your actions become your habits, your habits become your values, your values become your destiny." - Mahatma Gandhi

In the world of startups and innovation, you often hear about a company's vision or mission. But at Bardin (formerly known as 'Folio'), we believe that what truly defines a company, what sets its course and shapes its impact, are its core beliefs.

These aren't just words on a page or abstract ideas floating in the ether.

Pinned at the top of our Notion workspace, framed on our (virtual) walls, and etched in the minds of every team member, these ten core beliefs are the principles that guide our every decision. They’re the driving force behind why we're building Bardin, and why we've invested countless hours, significant resources, and boundless energy into creating a solution to supercharge manufacturing sales.

Some of these beliefs are broad ‘big picture’ concepts, and some are more like action items, but all mesh into the blueprint for the future we're building – a future where manufacturing sales are as innovative and dynamic as the products they represent.

We're on a mission to transform an industry, and we believe that these principles are the keys to unlocking that potential.

1️⃣ Manufacturing is the Backbone (and Future) of Security and Innovation

With "near-shoring" and "re-shoring" government regulations and a growing awareness of the dangers of foreign reliance on industry-critical and defense-related machines, domestic manufacturing is more crucial than ever. This old-school and “unsexy” industry is making a comeback, but its resurgence isn't just about production – it's about strategically selling these innovations to outcompete "cheaper" (cough, cough) global producers. As the defense tech sector leads this transformation, the ability of GTM teams in allied countries to excel becomes vital for both economic success and national security.

By equipping industrial sales forces with cutting-edge tools, we're not just serving an industry, we're securing technological edges and strengthening international alliances. It's no wonder that venture firms like Andreessen Horowitz and Y Combinator are (re)turning their attention and investment search to this powerhouse industry. The time has come to bring the same level of innovation to our industrial sales processes that we apply to our products, solidifying manufacturing's role as the backbone of innovation and market dominance.

2️⃣ AI's True Potential Lies Beyond the Factory Floor

The global ‘AI in manufacturing market’ was valued at $3.2 billion in 2023 and is set to grow to $20.8 billion by 2028, as reported by the World Economic Forum. We’re seeing that growth live. In a recent Massachusetts Institute of Technology survey of 300 manufacturers that began working with AI, most (64%) are currently researching or experimenting with AI, and some (35%) have begun to put AI use cases into production. For many, this push for AI is focused on honing the production line, quality control, equipment maintenance, etc.

But we believe that there’s room beyond the industrial floor. Like Philippe Rambach, chief AI officer of Schneider Electric said in that same survey, “Everyone in manufacturing is excited about AI, but relatively few are using AI at scale to transform the way they work.” So yes, AI is going to revolutionize the production line, but why stop there? We believe that AI's magic happens when it bridges the gap between the shop floor and the sales floor – where your sales team has the same level of AI-powered precision as your AI-enabled robots.

3️⃣ Accelerating Engineering-Led Buying Decisions is Crucial

Manufacturers face increasing pressure to eliminate delays in getting products into the hands of their buyers. Some of this bottleneck comes from issues in the supply chain, but a less-noticed yet equally relevant factor is that technical sales engineers often have to sit on both sides of the procurement process. We believe that the growing manufacturing industry can’t afford this redundancy, where traditional engineering-led sales methods tend to be too slow for those on the cutting edge.

Our mission is to remove these other lesser-known bottlenecks in the procurement process, streamlining decision-making without sacrificing technical integrity. Here, AI can play a pivotal role by helping identify whether a solution, machine, or component matches the buyer's technical and business requirements, significantly streamlining the process. This will reduce the time engineers spend in the buying process, enabling organizations to make quicker, more informed decisions.

4️⃣ Vertical-Specific Tools and AI Drive Real Results

In an ideal world, you wouldn't use a screwdriver to hammer a nail, so why use generic sales tools or industry-agnostic AI for specialized industrial sales? We believe that both vertical-specific sales tools and AI solutions aren't just nice to have, they're essential for success in the industrial sector. Vertical sales tools speak your language and understand your challenges, while vertical AI solutions provide insights and capabilities tailored to your industry. Together, they drive results in ways generic or industry-agnostic solutions simply can't.

And it's not just us; in a recent article, Bessemer Venture Partners wrote that "given Vertical AI's ability to both capture new markets and tap into more sizable TAMs within those markets, we predict that Vertical AI represents an even larger market opportunity than that of legacy vertical SaaS." A sentiment that’s shared by Pete Flint of NFX, where he writes, “AI empowered vertical companies are going to unbundle and dominate compared to horizontal SaaS.” We agree and it’s why we’re building what we’re building at Bardin.

5️⃣ Context is King in Value-Based Selling

In the world of industrials, specs and features often take center stage. But like we mentioned before, we believe the future belongs to those who can translate technical prowess into bottom-line and customer-centric impact. To do this well, gone-must-be the days of one-size-fits-all sales approaches. When you shift from selling products to selling outcomes that are focused on your customer, you're no longer competing on price or specifications alone. Your hydraulic pump isn't just a pump; it's the heart of someone's operation.

When you contextualize your sales offerings and collateral, you're not just selling a product; you're offering a solution tailored to your customer's specific challenges and goals. This level of personalization and understanding is what turns prospects into long-term partners and is an approach that not only drives domestic innovation but also helps trusted companies compete more effectively on the global stage, where cost isn't the only factor.

6️⃣ Most Industrial Data is an Untapped Goldmine

Most industrial companies use only a fraction of the data they generate. Even though the National Association of Manufacturers - NAM reports that 44% of manufacturing leaders collect 2x the amount of data now than two years ago (and expect it to triple by 2030), according to a Boston Consulting Group (BCG) and World Economic Forum survey, “62% of manufacturers have not scaled data‑and‑analytics‑driven use cases beyond a single plant’s value stream (that is, the manufacturing process for a specific product)”. We believe that this data is a goldmine of insights and dollars waiting to be tapped. From product metrics to customer case studies and testimonials, every data point tells a story. It's time we started listening – and acting on what we hear.

7️⃣ AI Will Supercharge, Not Replace, Sales Teams

We believe that AI isn't here to replace your sales force; it's here to supercharge it. And many sales folks in manufacturing believe that too. Now, sales reps spend only 28% of their time on actual selling activities, with the rest going to non-selling tasks. These sub-par sales practices and inefficiencies lead to an average loss of 22.89% of annual manufacturing revenue. For a $100 million low-mid-market industrial company, that’s about $22.89 million in annual revenue lost.

Like in the world of chess when IBM’s computer Deep Blue defeated reigning world chess champion Gary Kasparov in 1997, it didn't end human participation in chess. Instead, it expanded the industry, making players more sophisticated and the game more diverse. Similarly, we believe that in manufacturing sales, AI won’t replace people, but will enhance their capabilities. As a VP of Sales for a machinery manufacturer told us at the IMTS - International Manufacturing Technology Show in Chicago, “I don’t know every single model, spindle, or travel detail of a machine – AI can help me there.” By handling routine tasks and providing data-driven insights, AI frees up your team to do what they do best: build relationships and close deals.

8️⃣ Mid-Market, Major Impact

When you think "mid-market," you might imagine moderately sized tech startups or regional companies. But with industrials, it’s a whole different ballgame. Mid-market manufacturers are often underestimated; they have revenues in the hundreds of millions, global footprints, and hundreds of employees, and they’re growing. In a 2023 report by the National Center for the Middle Market, overall, 65% of middle market manufacturers projected a year-over-year revenue growth compared to 58% of middle market companies across all industry segments. And, unlike tech firms celebrating $10 million milestones, mid-market manufacturers can pull in $500 million annually.

We believe that these companies, especially those backed by private equity, are ripe for growth through sales innovation. By introducing cutting-edge AI tools, a traditional manufacturer can experience exponential growth, turning modest gains into national economic impact. While the tech world chases startups, we see untapped potential in these industry giants, poised to reshape industries with Bardin's help.

9️⃣ From One Solution to an Empire

Rome wasn't built in a day, and neither are game-changing companies. We believe in the power of starting small and dreaming big. By beginning in a space like sales, where there are no fundamental changes to machinery or mission-critical elements in manufacturing, and no need to plug into extremely sensitive data like financials and payments, we can start building trust and proving our worth. This approach allows us to establish credibility and then expand our product offerings along the go-to-market line.

Just look at Veeva Systems: they started by solving one problem (a CRM) for life sciences, and now as SaaStr.ai puts it, they’re a “$35B Cloud juggernaut dominating pharma and life science Cloud applications.” That's the path we're on – one solution at a time, we're building the future of manufacturing sales. As we demonstrate value and gain trust, we'll be well-positioned to develop additional products and services that address broader aspects of the manufacturing process.

🔟 Startups Have the Fire to Challenge Incumbents in the Industrial Ecosystem

Sure, industry giants may have deep pockets, but startups? We've got fire in our bellies and like NFX said, there are “many markets where incumbents are simply incapable of deploying AI fast enough to compete with a startup operating at full gas”. That’s another reason why AI-first verticalized startups like Bardin, will be disruptive in “lagging” industries that “have historically not been digitized” and have “greenfield opportunities with massive TAMs” like the US manufacturing market.

The industrial landscape is changing fast, with younger generations attempting to slow the tide of the “silver tsunami” and replace retiring leaders (nearly 1/4 of the sector’s workforce are 55 years old or older). And as we mentioned in our first core belief, there’s a wave of new startups emerging in industrial sectors like defense, robotics, 3D printing, semiconductors, clean energy, and more. We believe that these shifts, along with the industry's persistent hiring challenges, drive demand for modern, UX-centric startups with a fresh approach tailored to new-age users can fill this void. We know that in this new modern age of manufacturing, it's not just about size – it's about speed, adaptability, and innovation. And that's where startups like us shine.

We believe that the future of industrial sales is here, and it's powered by innovation, data, and a deep understanding of the industry's unique challenges and opportunities. We're not just observing this change, we're driving it.

And now, we're extending an invitation to partner with us on this transformative journey. Together, we can redefine what's possible in industrial sales, combining the stability of a legacy industry with the explosive potential of cutting-edge technology.