29 Sept 2026
Jason Watson on Adaptable Leadership, Winning the Talent War, and Rethinking the Material Handling Playbook
Camp Jennings and Scott Smith sit down with Jason Watson, Regional Vice President at GNCO, to explore what it takes to lead and grow in a material handling industry that looks very different than it did even a decade ago. Drawing on roughly 15 years in the industry, Jason shares his perspective on leadership, culture, talent, and why adaptability has become essential as automation, electrification, and changing workforce expectations challenge the traditional ways of doing business.
In this conversation, Jason reflects on his unconventional path into material handling and the career advice that has shaped his approach to leadership. He explains why perception shapes reality, why leaders must understand how they are experienced by the people around them, and why communication, self awareness, and trust become increasingly important as responsibilities grow. The conversation also looks inside GNCO's aggressive growth strategy and its model of building a broader material handling organization through acquisitions while allowing individual businesses and leadership teams to maintain autonomy.
The discussion also explores two of the industry's biggest challenges: technology and talent. Jason explains why electrification and automation are forcing dealerships to develop new expertise in both selling and servicing equipment, while a shrinking pool of experienced technicians and intense competition for top salespeople are changing how companies recruit, compensate, develop, and retain their teams. He shares why leaders need to recruit personally, create opportunities for technicians to expand their skills, and rethink traditional sales structures as the market evolves.
Chapters
[00:00] Why adaptability matters more than ever
[01:14] Meet Jason Watson
[04:03] The best career advice Jason ever received
[04:24] Why perception shapes reality
[07:09] Leadership, personal brand, and internal perception
[09:30] Jason's path into material handling
[11:58] Inside GNCO and its family of companies
[14:08] Growing through acquisition
[15:21] How GNCO structures its businesses
[17:47] The biggest challenges facing material handling
[18:10] Electrification and automation are already here
[19:29] The battle for technicians and sales talent
[21:05] Why leaders need to recruit personally
[22:08] Technician shortages, wages, and competition for talent
[24:00] Developing technicians for an electric future
[26:01] Specialists versus the single sales rep model
[26:44] Building a blended sales organization
[29:07] Why the old material handling playbook is changing
[30:25] Adaptability, compensation, and following the market
[31:26] Lessons from the worst hires
[35:40] Hiring for culture and fit
[36:31] Personal favorites and productivity habits
[39:38] Using daily outreach to stay connected with employees
[41:59] Giving back through adoption and fostering
[43:55] Load It or Leave It
[44:22] Building teams with A players
[46:00] Radical candor and honest leadership
[46:52] Why pay and culture both matter for retention