Persistence Over Insanity: How NHLA is Evolving to Serve You Better

You’ve probably heard the phrase, “The definition of insanity is doing the same thing over and over and expecting different results.” I’ve always disliked that saying because it completely disregards the value of persistence. Yes, in extreme cases, doing the same thing repeatedly with no adjustments will lead to failure. But history proves that great achievements come from those who persistently refine their approach until they succeed.

I’ve been with NHLA for nearly three years, working to create change despite being underfunded and overworked. Progress has been slow, but persistence is paying off. NHLA is improving, and we’re making significant strides to better serve our members.

STRENGTHENING NHLA FROM WITHIN
Success starts with the right people in the right roles, and NHLA now has a strong, dedicated team. We have established core values to guide us:

• Passion Leads to Excellence: If you care deeply about something, you will find ways to improve and grow it.
• Creativity Leads to Innovation: Solutions should accompany problems. Finding new ways to operate fosters progress.
• Hard Work Leads to Integrity: Following through on commitments build trust and strengthens relationships.
• Collaboration Leads to Success: No one can do everything alone—leveraging our collective strengths leads to growth.
• Be Servant Leaders: True leadership is about lifting others and setting an example that encourages improvement.

These values aren’t just words—they guide how we work. To ensure accountability, we’ve implemented weekly scorecards, set quarterly goals, and refined our processes to do more with less. Our mission is clear: to support our members in overcoming industry challenges, such as high production costs and low demand.

OPERATIONAL SUPPORT: MAXIMIZE EFFICIENCY AND REDUCE WASTE
NHLA plays a crucial role in helping members optimize their operations. Our expertise covers every step of the hardwood production process, from tree harvesting to shipping finished products.

We provide essential services, including:

• Rules and certifications
• Lumber inspections
• Quality control consulting
• Grader training

Without NHLA’s guidance, many companies risk losing money and wasting valuable wood. Our team offers expertise in:

• Log bucking, scaling, and grading
• Mill management and optimization (sawing, edging, trimming, and yield recovery)
• Inventory management and benchmarking
• Kiln drying, thermographic scanning, and facility grade certification

Additionally, many of these services are included in our Yield Studies, with 75% of costs covered by the U.S. Forest Service (USFS)—a valuable opportunity for members to take advantage of.

SALES & MARKETING SUPPORT: GROW YOUR BUSINESS
NHLA isn’t just about operations—we also help members expand their market reach. We promote hardwood products to designers and architects, advocate for the industry with legislators, publish key industry materials, and host trade shows and conventions.

Our expertise extends to:

• Sales training and networking opportunities (NHLA Convention, industry events, strategic connections)
• Media management, video production, and social media marketing
• Industry publications, newsletters, and buyer guides
• Collaboration with allied associations (AHEC, HF, RAHC, state and regional organizations)
• Government relations and grant opportunities

By tapping into NHLA’s resources, members can enhance their sales and management strategies, ensuring they don’t miss out on potential growth opportunities.

NHLA IS HERE FOR YOU
NHLA offers more value than many members realize, and we are committed to providing support every single day. If you have questions or need assistance, ask us. You will get a response, excellent customer service, and solutions tailored to your needs.

Our core values ensure that we are not just repeating the same actions, hoping for different results. We are persistently refining and improving to serve our members better. That’s the common ground we all share—not insanity, but determination.

Dallin Brooks
NHLA Executive Director
[email protected] | 901-377-0182