To know Applied Innovation (née Applied Imaging) is to understand the impact that Applied Chemistry has on every aspect of the company’s operation, both internally and customer- or partner-facing. The core values of the company illustrate and differentiate the dealer’s value proposition from the sea of sameness that end-users sometimes interpret from the vendor community.
One of the many evangelists who ardently subscribe to the Chemistry standards is also one of its architects, Casey Lowery—son of Founder/President John Lowery and the chief operating officer for the Grand Rapids, Michigan, firm. The Indiana University-Bloomington graduate, who recently helped usher in the rechristening of the company name, is an apt custodian for the future of the firm, along with his brother, Kyle. There is a humanistic approach at work here, where caring for individuals and the good of the team reverberates and is reflected in how team members tend to the needs of their customer base.
“We’ve been fortunate as a business to grow and watch people thrive within their roles or develop and advance into new roles,” said Lowery, a 2022 ENX Magazine Difference Maker. “Some people start out in one department but may be passionate about another aspect. They become managers and slide over into new roles. Just seeing these people succeed and develop their careers keeps me going every day.”
Although Lowery represents the next generation of leadership at Applied Innovation, he actually made his bones as an account representative with Ricoh Business Systems. While working for the family business was always in the back of his mind, Lowery sought to develop strong selling skills. He served the Livonia, Michigan, market—where Applied did not have an office—for two years before becoming a sales manager at Applied.
“I’d always hoped to end up at the family business, but for my own sake, I wanted to go out and see what I was made of,” he admitted.
These days, he has oversight of the day-to-day logistics at Applied Innovation’s 18 offices in Michigan, Ohio, Indiana and Florida, devising ways to streamline operations and allow employees to work smarter. During his 15-plus year stint, Lowery has benefitted from the wisdom of his father, along with fellow Difference Maker John Konynenbelt (vice president of sales) and consultant Mike Riordan.
“One of our 12 Elements of Success is success by selection, and that’s one of the classes Mike teaches,” Lowery said. “We talk about his concept regularly. He’s had such a huge impact on our business. His tagline is ‘the best is yet to be.’ Thinking about the bigger and brighter future has always been something that resonated with me.”
Memorable Year
Lowery’s formative years in selling were some of the most impactful of his career. Some of his greatest insights have been gleaned from the deals that got away; benefitting from tough lessons—while initially a tough pill to swallow—set the stage for a 2013 that was beyond compare as he managed the sales unit. While the numbers told a fantastic story, he felt the more palpable impact was in the energy that electrified the entire team.
That fourth year in sales management, as much as anything illustrated the team unity and cohesiveness that had been developed. The confidence Lowery gained truly colored his outlook and provided a boost that remains with him, nearly 10 years after the fact.
While 2021 saw the conversation dominated by the pandemic, Lowery can look back with a chuckle at one of the more unorthodox undertakings of the year. Applied traded warehouses with a neighboring company, and that entailed loading tons of material into trailers to facilitate the swap. It’s akin to neighbors swapping houses, in a sense, and provides a visual of the chaos potential.
“It was a crazy undertaking, but our team successfully pulled it off,” he said. “Believe me, it was a pain for them, but now being next door to the distribution center is awesome. But I can’t say that I would recommend swapping buildings with another company…it’s just not a good idea.”
Moving Forward
As Applied Innovation heads into the final quarter of its fiscal year, Lowery hopes the rebrand—coinciding with the firm’s 35th anniversary—helps position the firm to address the challenges and opportunities the next 35 years have to offer. The rebrand was roughly two years in the making, and it also signifies that the dealer can continuously reinvent itself as market demands dictate.
“It’s our job as a leadership team to make it a great place to come to work,” he noted. “If we can do that, then the sky’s the limit. We’re going to improve every day and that’s how we’re going to stay ahead of the competition.”
Casey and Lindsay Lowery have been married 14 years and have three children—Cora, Jack and Henry. While they love to travel, most road trips these days are for their children’s sports. They also enjoy Mackinac Island in northern Michigan and spending time on the beach.
