In this episode of AYNA Insights, host Dinesh Chopra, President of AYNA, speaks with Bob Merrill, a veteran building products executive with over three decades of leadership experience. Merrill shares his outlook on the industry, noting that housing starts remain below replacement levels despite signs of recovery. He discusses the impact of tariffs on pricing, especially for hardware and capital equipment—and stresses the need for execution excellence and operational discipline in volatile markets. Merrill also explains how recognizing “material arcs”—such as the rise of vinyl windows and fiberglass doors—can unlock growth opportunities. The conversation touches on leadership, talent development, and the increasing relevance of digital and direct-to-consumer channels. Bob Merrill brings 30+ years of leadership in building products and industrial distribution. As CEO of Craft Master Manufacturing, he guided the company through the 2008–09 downturn before its sale to Jeld-Wen, where he later led a $2.4B North American sales and marketing organization. Today, he serves on the boards of Quaker Windows & Doors and North American Specialty Laminations, advising growth-focused firms through REM Consulting. His career reflects deep expertise in strategy, operations, and navigating market cycles.   Discussion Points (00:00) Market Overview: Housing starts remain cyclical, oscillating between survival and growth, with demand holding steady despite high interest rates (02:13) Industry Cycles & Demand Drivers: Sector recovery follows demographic trends, pointing to gradual growth toward replacement-rate levels (07:08) Tariffs & Supply Chain Impact: Tariffs drive cascading price hikes across materials, while rising equipment costs strain project economics (12:12) Leadership in Volatile Markets: Execution excellence and focus on controllable fundamentals define outperformers during downturns (16:01) Material Innovation & Growth: Shifts in core materials—like vinyl and fiberglass—create new growth curves for early adopters Ayna is a premier advisory and implementation firm in the industrial technology space, leveraging a team of experienced leaders to help companies and investors drive performance improvement and value creation. The host of this episode Dinesh Chopra is a President at Ayna.   For More Information Bob Merrill LinkedIn Ayna.AI Website Dinesh Chopra LinkedIn