As Milwaukee Tool Canada celebrates its 100th anniversary, the company stands tall as a leader in the professional power tools industry. This remarkable transformation didn’t happen overnight. It’s the result of visionary leadership, relentless innovation, and a deep commitment to sustainability. Under the guidance of Craig Baxter, Group President of TTI Canada, Milwaukee Tool has evolved from a brand that was once an afterthought to the competition to becoming the market leader.
Transforming Into a Legacy Brand
In 2007, Milwaukee Tool was barely a blip on the radar in the professional power tools market. “We were sixth in a five-horse race,” Baxter recalls, highlighting the company’s underdog status at the time. Faced with this challenge, Baxter didn’t shy away. Instead, he set a bold goal: to make Milwaukee Tool the number one brand of professional power tools in Canada by 2017. This wasn’t just a lofty ambition—it was a calculated risk that required the company to grow at least 20 percent every year for a decade.
And they didn’t just achieve it—they surpassed it. Over the past 16 years, Milwaukee Tool has averaged a 24 percent annual growth rate, smashing their original target. Baxter attributes this success to the power of setting bold, and audacious goals. “An audacious goal changes everything,” he says. “It changes the way you think, the way you plan, and the way you behave.”
This philosophy has been instrumental in turning Milwaukee Tool into a brand synonymous with quality, innovation, and reliability. Today, Milwaukee Tool isn’t just leading the pack; it’s defining the future of the jobsite with cutting-edge solutions for their end users.
The Power of Inspirational Leadership
While Milwaukee Tool’s continuous innovation is critical, Baxter is quick to credit the company’s success to its people and the culture of excellence he has cultivated. When Baxter joined in 2007, Milwaukee Tool had fewer than 100 employees. Today, that number has grown to nearly 800, with an impressively low turnover rate. “My job is to create an environment where talented, ambitious people can flourish.” Baxter shares.
This approach to leadership stands in stark contrast to the traditional command-and-control style. Baxter believes that to achieve extraordinary results, you need to inspire your team, not control them. “Great leaders inspire people to become the best version of themselves,” he says. “This leadership philosophy has paid off, enabling Milwaukee Tool to consistently deliver groundbreaking products that meet and exceed the needs of professional tradespeople. The company’s MX FUEL™ Equipment System, for example, is revolutionizing jobsites by eliminating the need for gas and cords, reducing maintenance requirements, and executing heavy on-site applications with zero emissions, in contrast to rival gas counterparts. The NITRUS CARBIDE™ Blades offer unparalleled durability and performance, providing twice the cutting speed and lifespan of traditional blades. Meanwhile, the new REDLITHIUM™ FORGE™ batteries are the most powerful, fastest charging, and longest-lasting batteries in Milwaukee Tool’s lineup, ensuring that professionals can tackle the most demanding tasks without interruption.
A Vision for the Future
Baxter’s vision for Milwaukee Tool extends far beyond the products they currently offer. He envisions a future where every jobsite application is powered by lithium-ion solutions from Milwaukee Tool, replacing all other sources of power. “Cordless is an arms race,” Baxter acknowledges. “Our vision is a cordless jobsite—from small renovations to building skyscrapers. We want to replace other batteries, hydraulics, pneumatic air, gas and cords. Any source of power on the job, we want to replace it with one of our solutions.”
This continuous drive & commitment to innovation emphasizes Milwaukee Tool’s commitment to its vision and is realized with each new product development and launch. With the continued development of products like the MX FUEL™ Equipment System and REDLITHIUM™ FORGE™ batteries, Milwaukee Tool is poised to lead the industry into the next century.
Commemorating 100 Years with Sustainability
Milwaukee Tool’s 100-year anniversary isn’t just a celebration of its past achievements—it’s also a reaffirmation of its commitment to the future. On May 10, 2024, the company marked this milestone with a tree planting event in partnership with Tree Canada at Cedar Grove Park in Markham, Ontario. This event, part of Tree Canada’s ‘Partners in Planting’ program, saw Milwaukee Tool plant 100 trees—one for each year of its existence.
“I am incredibly proud to commemorate our 100th year by planting 100 trees,” Baxter said. “It serves as a reminder of our steadfast commitment to the environment and what we can accomplish when we work as one team.”
The tree planting wasn’t just symbolic; it’s a tangible part of Milwaukee Tool’s broader commitment to sustainability and the future. By planting native, non-invasive species, the company aims to provide essential habitats for wildlife and help mitigate climate change by absorbing carbon dioxide from the atmosphere. This initiative reflects Milwaukee Tool’s dedication to corporate responsibility, extending their impact beyond the jobsite and into the community’s future.
Looking Ahead: A Century of Possibilities
For Milwaukee Tool, the next 100 years is another opportunity to continue leading the innovation to better end-users and jobsites everywhere. “Just look at what we’ve brought to market so far,” Baxter says. “You can only imagine the solutions and capabilities we will provide in the future. We are just getting started.”
With a strong team, visionary leadership, and an unwavering commitment to innovation, the future holds endless possibilities and promises to be just as groundbreaking.
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