When you walk through a manufacturing plant, it’s easy to focus on equipment first and all the technology that keeps materials moving. But as FXV Digital Design founder and “Big Cheese”, Freddy Vasquez, reminds us in Episode 2 of Karen Norheim’s podcast, Always Lifting, none of it works without people.
Freddy’s story isn’t from a shop floor like American Crane’s; it’s from the world of digital design. Yet his journey, from maxed-out credit cards and MySpace layouts to building an award-winning agency, offers a powerful lesson for manufacturing leaders: your greatest asset isn’t machinery, capital or even strategy. It’s the people who show up every day and bring those things to life.
GRIT Is Personal Before It’s Organizational
Freddy’s path has been anything but linear—losing jobs, relocating, starting over, being fired after building someone else’s success and then rebuilding from scratch. What carried him through wasn’t luck. It was GRIT, backed by a deep sense of responsibility to his family and belief in what he could build.
Manufacturing leaders know this terrain well. Outages, downtime and supply chain disruptions test resilience across the industry, but at ACECO we see every day that equipment alone does not carry us through. What keeps operations moving is the determination of our people. We provide 24/7 service when a customer needs support, we problem solve on the fly, we learn new systems with confidence and we push through challenges when it would be easier to step back. The grit of our employees reflects our commitment to Always Lift. Never Quit.™ and it is the reason our customers trust ACECO to deliver when it matters most.
Culture Starts with Who You Hire (and How You Treat Them)
Freddy’s “vibe check” sets the tone for how he builds his team at FXV. Technical skills matter, but even the most talented person cannot succeed if they do not work well with the team. For Freddy, culture is not an accessory, it is the filter that protects the energy of the team and supports the quality of their output.
At ACECO, we take the same principle and apply it to manufacturing. Our environment may look different from a creative studio, but culture is every bit as critical. We look beyond the résumé to understand how a candidate collaborates, solves problems and treats those around them. Our teams thrive because we prioritize communication, mutual respect and shared values. This intentional approach creates teams that trust each other in the field, on the floor and in the office.
ACECO invests continuously in training and skill development, we listen to the people closest to the work and we create a culture where speaking up and trying new things is encouraged because we know that the strongest manufacturing organizations are the ones that put people first.
Just as Freddy says he is nothing without his team, at ACECO we know everything we accomplish is rooted in the dedication and excellence of our team.
Branding, Reputation, and the Human Factor
Freddy’s story highlights a surprising truth about branding. He once lost a major project because his About Us page did not reflect the people behind the work. The quality was there, but the heart of the company was not visible and the client felt that absence. For Freddy, it was a clear lesson that a brand is not only what you produce. It is the human story that supports the work.
At ACECO, our leadership team lives that belief every day. From the top down, we operate with the conviction that ACECO is a place where people matter. Our work and our story matter. When our leaders show up consistently, share what they stand for, highlight their teams and lift others at every opportunity, they reinforce that message across the entire organization. This leadership approach shapes how employees feel valued, how customers experience our brand and how future talent sees ACECO.
Our reputation is built by the people who carry our values forward, and our leadership is committed to making sure that story is always visible and always authentic.
Lifting Communities by Lifting People
Freddy’s commitment does not stop at his company’s doors. Through annual toy drives, school outreach and classroom visits, he uses his platform to lift others, especially young people who may not yet see a clear path forward. His efforts show how powerful it can be when a leader chooses to invest in the next generation.
At ACECO, we take that same responsibility through our Hoist Up! outreach initiative. Hoist Up! is our way of opening doors for students, educators and community partners. Whether we are hosting plant tours, participating in school events, offering hands on learning experiences or supporting local programs, we aim to show young people that manufacturing is a place where they can build a future.
Hoist Up! reinforces our belief that people matter and that lifting our community strengthens both our industry and our workforce. When leaders prioritize people, the impact shows up in loyalty, innovation and long term success, and we are proud that Hoist Up! reflects that commitment.
Leading With People at the Center
Episode 2 of Always Lifting with Freddy Vasquez is more than an entrepreneurial success story. It’s a reminder that whether you’re building cranes or crafting digital campaigns, people are the engine behind every lift.
For manufacturing leaders, the takeaway is clear: invest in GRIT by backing your people through ups and downs, protect and shape your culture with intention, treat branding as a reflection of how you treat your team and your customers and look beyond your walls by supporting the communities you serve.
Technology will evolve, markets will shift but leaders who truly value people will always have the strongest foundation to build on and the greatest capacity to lift others.
To hear more of Freddy’s story and the conversation behind this post, subscribe to Always Lifting and listen to Episode 2 with FXV Digital Design’s own “Big Cheese.”