#342: Building Better AV Products — Joe Whitaker on Innovation, Education, and the Future of AV
Join Ron Callis as he reconnects with industry veteran Joe Whitaker, Executive VP of Product & Technology at Origin Acoustics. In this episode, Joe shares his journey from integrator to manufacturer, lessons from his years on the CEDIA Board, and more!
This week's episode of Automation Unplugged our guest today is Joe Whitaker, Executive Vice President of Product and Technology at Origin Acoustics.
With over twenty years of experience, Joe’s journey has taken him from integrator and CEDIA Board member to driving innovation at Origin Acoustics, where he’s helped launch new ventures like Origin Pro.
About this episode:
In this episode, Joe and I discussed:
- His transition from integrator to manufacturer — and what he’s learned on both sides of the industry
- The importance of innovation, education, and fair collaboration in product development
- And how technology and design are converging to shape the next evolution of the smart home
SEE ALSO: Home Automation Podcast Episode #59: An Industry Q&A With Joe Whitaker
Transcript
Ron:
Hello. Hello there. Ron Callis with another episode of Automation Unplugged. I hope that you are all doing well here. We are. We're now nicely in to 2026. I'm recording this before the date of launch, but that's, uh, that's part of the fun. I, uh, you all will have experienced Christmas and you'll have experienced Hanukkah and you'll have experienced, uh, your New Year's celebration and, uh. I'm talking to the future you, all of you out there, thank you for tuning in. Uh, whether you are watching here on YouTube or on social media or you're listening, I, I genuinely appreciate that you do listen, that you do watch, that you do find value in this show. Uh, we produce this show there. There's many team members here at one Firefly involved in the production of the show. And we produce this, uh, we produce this for you. We know that you find value in listening to industry experts, listening to your peers, listening to your friends from around the world in the industry, and it is absolutely my pleasure to bring these, uh, interviews and discussions to you every week, weekend, and week out since April of 2017. So here we are. Uh, we're going on nine years. Of automation unplugged and, uh, we're just getting started baby. So let's, uh, let's go. Uh, today's guest is, uh, a, a fun fella. I've known him for many years, a returning guest. He's been on the show, but he is, he's been on the show many, many moons ago. Uh, and so it is absolutely time to bring him back and, uh, that is the one and only Joe Whitaker. Many of you, uh, know Joe. He's been in the, the CEDIA space, the integration space for many decades now. Uh, both on the, uh, the integration side. Now in recent years on the manufacturing side. So he is the EVP, the Executive Vice President of Product and Technology at Origin Acoustics, and it is absolutely my pleasure to bring him on and, uh, jump into a fun conversation. So let's go ahead and see how Joe's doing. Joe, how are you, sir?
Joe:
Doing well. I am, I'm so glad to be back, uh, on your show. It's been a long time. Uh, but I'm glad, I'm glad I'm back.
Ron:
How have you been, Joe? You know, yeah, I haven't seen, well, I did see you months ago, months and months ago. I saw you in passing at Cedia, but, uh, how the hell are you man? You kind of dropped a little bit under the radar. You were very out there on social media and, uh, and all sorts of public engagements, and then you got married and, uh, I, I remember that, that was at Cedia. I was in that periphery crowd when you, when you got married? Yeah. At the show, and um, and then you kinda, you, you, you kinda went quiet a little bit and, uh, maybe you went off to Tibet and like started studying, you know, Buddhism or something. I don't know what, what, what, what have you been up to?
Joe:
Um, you know, it, that's, it's funny you brought up that part. Uh, so, you know, try to live my best life, obviously. Um. Still being, you know, inventive and trying to be innovative and trying to listen to people on what they need or what they want or where problems are and solving those. Uh, but the break, it was actually, that is an interesting part. So everybody always knew me, you know, for being that outgoing guy. But it was more on the association side or the education side, or the integrator side. And when I decided that I was going to become a manufacturer, right, I was gonna go into one of those roles, um, I didn't believe in like my heart of hearts that I would carry the same amount of respect from my peers. That I got as an integrator, as somebody in the association or in education. Right. Interesting. I am a rookie at 40 something years old. Right? Yeah. So
Ron:
you are a veteran. A veteran in the trenches. Yes. As an integrator with all the war wounds and war stories. But you go over to the other side, you're a, and I'm a rookie,
Joe:
and now I'm a rookie, so I, I didn't, I didn't feel it right, uh, to talk to my peers in, in that kind of way. Um, when I haven't earned their respect at that type of a position. So, and also, um, I didn't know I was really gonna be good at it. I mean, I'd be, I knew I'd be okay, right? I'd be, I'd be okay. But, um, could I play at the same level? Um, so it was, okay, let's take a break. Let's take a hiatus from being very outspoken, uh, in public. Um, in our industry, on the integrator side, on social, no more podcasts. I'm not gonna write no more. I am taking a break. Um, and you're, you're one of the first people I'm on with, right? Because I was like, oh
Ron:
baby,
Joe:
let's go three years. Let's go three years with none of it. Let's figure out if I can actually do this at a level that my peers will respect me. And I feel like now I, I have earned that. Um, and albeit yeah, I understand it's a short period of time and things are still kind of questionable and life is what it is, but I, I feel like I'm actually now recognized on the manufacturing side as being a legitimate, um, person, so to speak. So now I'm like, okay, I'm free to talk. I'm free to be the me. Everybody always knew me to be. Yeah.
Joe:
Um, with all those experiences I had before. Just a new layer, right? So it's like, uh, the thing on Shrek, I have an onion, I have layers. Um, I just grew some more layers, so yeah, that's why I'm here.
Ron:
That's awesome, and I'm honored to have you on Automation Unplugged and to be one of your first kind of public appearances since, uh, the reemergence of Joe Whitaker. And so I, I think that's awesome.
Joe:
The wedding was a blip, though. The wedding was a blip. I, that was, I wasn't intending on kind of being very public on anything, even at Expo, but, uh, the stars aligned. Sarah was good with it. Half of the people we would've asked to fly to our wedding were already there. Um, I mean, heck, we got, you know, Barry from D Tools and Bill SC to be our flower, um, person. So, I mean, it was just, it was so perfect. It was people that me and her already considered family. So that was a blip. That wasn't like an intentional, let's get back out there. That was a why not.
Ron:
Why not? I, I love it. Alright, so for folks, let's zoom in just real tight, uh, to the role EVP of product and Technology and Origin At Origin. What does that mean? And, and I don't think it's possible, but if anyone isn't familiar with Origin, maybe like who is Origin Acoustics? And then what's your, your role today at Origin?
Joe:
Yeah. So, so before that, that's a great one. So before we go, any history about me, uh, you know, actually go into that, that's an even better point in that historically, right. Uh, origin Acoustics has been known as an amazing audio brand, right? Um, great speakers, but with the attitude of people before product, uh, kind of the, the internal tagline, uh, which only probably. A few of us are comfortable of saying in front of the of other people is, you know, we're a brand that actually gives a shit. Um, like, that's like a real thing. We, we are very true to that, that it isn't just about pushing boxes, pushing speakers, pushing amplifiers. We actually listen. It's not just about does our product perform well. Well, yeah, it does. We're really good at what we do, but, you know, how can we help the business? How can we help the person? How can we, you know, grow, uh, employee education and skills. Um, sure we're, we're a great speaker company, but. We tend to try to be so much more, and that of course leads into the first person in the company actually having a technology title. Uh, besides one of our founders who, uh, ed, who was this, you know, the previous CTO before he retired, um, is that we see the trends of audio today. And even if you're just somebody who makes speaker drivers. Technology does play a part now. Right now, we as an entire industry and this entire world recognize that, um, you know, DSP, digital signal processing is an important part. Everyday music that is a technology. Um, the way audio is moved around a home business or, you know, commercial installation has changed with Dante and a DS 67 and, um, you know, ER distribution and all of these other things. These are technology components that, um, while our staff does understand them, they might. There, there needed to be a person, um, to navigate those waters that like, ha, real in depth, hands-on, here's how it works, here's the technologies. That's kind of where this all started, because since the beginning, I've always been involved in the products at Origin, well, before I was an actual employee, put the technology play, you know, that aspect. Is becoming a bigger deal, and we're getting recognized that for more now. Um, when they, when our, we launched pro amplifiers in the commercial side, there was, there was a lot of actual technology with that and, you know, I had to handle a lot of that. Well, now we're gonna grow that even more. We, we understand that we are still going to strive to be, you know, one of the top three speaker manufacturers out there. But we also understand that we need to key in and we need to concentrate on the technology behind it as well. Oh, and that's kind of where, where this whole position and this thought process actually came about.
Ron:
I love it. So can I assume when I see ev EVP executive, VP of product and technology, are you like in a lab with a lab coat and like just tinkering and inventing and you have oscilloscopes and uh, you know, there's, you have a mad scientist crew that works with you and or what, what, what is, what's an day in the life of Joe look like?
Joe:
Kind of, kind of. But I do it in the origins. Style, right? I don't do it in a lab coat. I do it in a kind of ratty t-shirt, in a baseball cap. Um, you, you know, we don't have to dress up for our job. We're good at what we do. But yes, there's a lot of product, uh, dismantling, a lot of putting back together, a lot of finding those, uh, idiosyncrasies that can be part of a product, right? You don't know until you have it in your hands. Um, and then taking my integrator background to it. Um, when I have something in my hands, I can look at it from that aspect. You know, if, if a team of five guys was actually out on a job site trying to install X or trying to do this, um, what is that actually like? Uh, 'cause of the manufacturer side, there are not a lot of people that understand that component. Um, what size is it? Does a box fit in a van? All of those kind of things, right? Uh, but then it, it goes really onto the product design aspect. And then the intellectual property aspect, which is a, a major part of my job is, is making sure, number one, um, we are not invasive or interfering or, or going against somebody else's intellectual property. Whether some people that don't care, they'll just do it and hope all they get is a cease and desist or a royalty offer. Um, we actively try to be fair. Um, when I'm doing my research early in product development, before I even start penciling stuff down, I take a category of a product and I do a deep dive and say, okay, if this is out there, um, who already has, you know, intellectual property on this? Um, I, I don't wanna have the discussion. I don't ever want to be. Claim that I stole somebody else's idea without giving them either the proper pay or recognition. I've never been like that, and I'm very adamant about that. So before I even put pen to paper, which I believe it or not, I do a lot. I do it on paper first. I'm old, right? Hey, I got my notebook
Ron:
here. I'm exactly, I take an old school, I gotta pencil in my hand. You know, all these young whipper snappers, they're clickety clacking. And I'm over here taking notes.
Joe:
Nick, Nick, uh, our CEO, uh, he likes to call them my napkin drawings, or my Frankensteins, it's one of the two. Um, because I'll build a prototype outta stuff that doesn't exist and it's, you know, uh, it may smell a little like, uh, the magic smoke, electrical smoke. Um, but it does function. It does work. So, but, but that's kind of, that, that part of that role is, uh, continually pushing the boundaries, but doing it in a fair way. Um, and then of course. Great ideas do need to be protected. Not that origin has actually ever, uh, went after anybody for any intellectual property, uh, to, to date. Uh, but the fact of it's a thing of patent law now, right? Fir first of all, um, we, we show something and show it in a closed room or something. We, we kind of need to make sure that somebody doesn't see it, somebody doesn't break an NDA or somebody has a gossip. And then somebody else files.
Ron:
Let's go back in time. You've been on the show, but you've been on the show years and years ago. I think. You know, I, I I don't wanna date us. I, I'll confirm in the show notes, but I think it was 2018.
Joe:
Yeah. So here
Ron:
we are in 2026.
Joe:
Pre pandemic.
Ron:
Pre, yeah. It was pre pandemic. Whole pandemics occurred. Zombie apocalypse. It's come and gone. And here we are. We're both still standing. Yes. Are, are
Ron:
sitting. And, um, take us back in time. Help everyone that's, uh, that's tuned in. Understand your background.
Joe:
So I'll take the, the integration portion short because it was, that little portion was 20 something years of my life. Um, so owned and operated, multiple companies. Um, all of those companies are still in operation today. Um, the ones I that I had exited, um, those are still in operation today, but I was always a hands on. Um, owner operator. Think of it like the 18 wheeler driver, right? You sure? I own the truck, but I also drove it. Um, I was out there in the field and I saw value behind that, not only on the business side, understanding, uh, the products that go in, but how they were used installed to come up with. This was before a lot of people who are talking about in our industry about operational fac, uh, you know, um. I'm drawing a blank. Efficiencies, um, operational efficiencies, way to do repeatable processes. Um, I hate the word cookie cutter, but that's a great example. Um, how to do repeatable processes where custom. Was really just in your gui, right? It was just in the way you worded things. You organized things all the way back. I like
Ron:
to use the word semi-custom. Yes. Semi-custom elements are baked into repeatable processes, but the, you know, sell certain elements feel very nice and custom to the consumer.
Joe:
But don't get me wrong, we did do some custom, um, you know, we were doing a motorized. Things for TVs and screens before any brands even did that. I mean, I can think of one that's still in operation today out in Kerrville, Texas. There's a very large heavy display on it outdoors that is actually ran by a, um, uh, garage door opener. Uh, to this day it still works, uh, flawlessly. So, but you know, it was those, yes, we did do some one-off custom, but for the most part we tried to keep it really, really efficient. Um, and that just kind of bore onto. Being very public and sharing, you know, a lot of people like to lock down their secrets or not give away their, their special sauce. And I was like, I don't care if I have a success, I'm, I'm gonna tell you how I did it. Um, if you start doing it, that breeds better competition. We can all make more money. Um, I don't wanna be the only one that does it. Good. Let's actually let, like our, our trade have a good reputation. Yeah.
Joe:
Um, which kind of leads through a lot of those years into being, getting involved in CD education. Right. And that was teaching classes on things from, you know, rack building audio, all of the things that it takes to actually be an integrator. Uh, being involved with all the, the brains, the people who were my inspiration and my mentors. Right? The Frank Whites, the bill scares, uh, the Mitchell Kline, the, uh, if I'm leaving your name out, I'm sorry. You know, I know you guys kind of made me right. I had some of the most amazing industry mentors ever. They not only mentored me on the business side, on the integration side, they did, I had that part. I I you, you guys are older doing modulated, uh, uh, TV stuff now. I, I'm, but on the life of the industry and the business side and how to market and how to share, um, those were things I had great mentors with. And I felt like at my age back then, I mean, we're talking about us in my twenties. Um, being able to share that at a level with a message that was more. Uh, susceptible to the audience, right? The young integrators, um, being the young guy in the room, but being successful and actually being able to, uh, help relay those skills, uh, to the rest of them. And that education thing, uh, and just being, you know, outward facing with everything I've ever done. Led into me writing for CE Pro for almost a decade through, uh, Julie Jacobson, who I considered my work mom for, for decades. And, uh, Jason Knot and Arlen. And, um, that was a way that I could take what I knew and put it into print. Right. Print was still hot then, um, online was kind of first started coming around. You know, I was working with the electronic house team on that side. Um, commercial integrator and some of those things.
Ron:
Where did this, uh, desire to do this teaching, this outreach, this education, this writing? There's this, uh, interesting thread there of just trying to share and give back. I'm just curious where you, where the origin of that is for you?
Joe:
Well, it, uh, well, oh, pardon
Ron:
the pun. Origin of Yes,
Joe:
origin. There you go. What, what is my origin story? Wow. Uh, that's a good one. You see what I did there? That's You're very punny. Very punny. Yes. Um, so the, uh, that all came from like my, what I wanted to do and, you know, when I was going to school. Was to teach, like that was the desire, that was the original desire. Um, and obviously through that I figured out ia I am good at technology. Let's, let's stick with this for a little while. Um, but that's kind of, you know, what I was interested in was actually literature. I, we always joke about this, that was my gig, um, was literature. So it, that desire to teach and that interest in literature paired with. I just so happened to be really good at the technology front. Um, in some weird way, found this, this intersection that, um, I saw and I was like, you know, I, I have certain wants and needs and passions and talents. They're not in the same thing at all, but they intersect in a way where I can share, but still make myself different. I can teach, but still be as successful at the things that I'm teaching. Um, not be the, those who can't teach, I could actually be the, those who can teach so that others can at that level. Right? It, it was like a really weird alignment of stars that I, I don't, I don't think. Happens for a lot of people where it's also something they really enjoy doing. Not a lot of people could say, Hey, I actually love my job. Yeah. In 20 something years, I could say the entire time I have loved my career. I've actually enjoyed it, been passionate about it, and had had an ability or a want, almost a need to share that passion and education with those around me. Because yes, a rising tide does lift all ships. It really does. And when you could be the captain of one of those ships that lifts everybody, the fulfillment level is way past a great paycheck or a good project completion or a smiling customer at the sign off of a project. Right? It's, it's much, much more fulfilling. And that's always kind of been the person I am. Um, there's a lot of people out there, you know, and writers and social media that. Are, are, are very about self or even about company, right? It's just about my company. That's cool. You'll be profitable, but man, you get so much more when you know you're elevating together.
Ron:
Yeah, no, I, I concur. I, I wanna zoom in to 22. 2022.
Joe:
Okay. I, before I was gonna go, before 2022, go. Because the, the one big missing component that taught me the most, uh, and it was after the CE Pro thing, was being on the CDA board of directors for almost a decade. Um, those who thought, uh, it'd be a great idea for Joe to be on the board, I did not disappoint as far as being loud. No. Um, there was a time which, uh, um. Randy called me. Um, I'm talking about DET tools. Randy, Randy Sterns.
Joe:
Yeah. Randy Stern in my ear, mid early twenties, called me and said, Hey, you know, you've been nominated for the board. Uh, a lot of people know you, Joe, but you know, I'll be entirely honest with you. You need a little more experience, a little more age on you. I like, I was early twenties Ron. Like I was young. Yeah.
Joe:
Um, and then flash forward a couple, couple years after this was, um, the year that, uh, Fred Rico. Um, was chairman 2012. I got, yeah, I got the call again. Um, at that point it was an agreement. They're like, yeah, you're kind of still too young, but everybody recognized you do have the experience. Let's go ahead and go for it. If you can get voted in, welcome aboard. Uh, the onus is on you at this point. Um, and I did like, I got a lot of votes, uh, which was great. I had, you know, the confidence of my peers. It's amazing. I was scared though. Um, like this was like a level I wasn't expecting to jump into. I'd been a CD volunteer for years, but. Not at that level, um, not at a, a decision, a strategy level. And, uh, I, it's like anybody who's been a board member of CD or other boards, there was good and bad, right? Hit and misses, but I stayed for, for nine years, like a year longer than most. Uh, the only person that ever beat me in consecutive years is Frank White. Uh, wow. I love that. Dude. I, I tried, uh, to make it one further. But, uh, when that point came up, I, I realized I was gonna be looking at a, um, um, an industry change for myself or a, a strategy change for myself and that wouldn't fit. Uh, and of course, what your media are gonna talk about next is what that change was. They just didn't know that I was looking for that next advancement. Um, and from a board level, that would make me no longer. Um, a elected member that would make me a, uh, appointed member. This is the same thing that I experienced with, with my buddy Clancy over at Crestron. He came on as an integrator, became, uh, a manufacturer while he was serving, and yeah, he had to be replaced by Henry Clifford, right? Because it was a change. So, uh, to preface, I, I recognize that and could have went a couple more years, but, um, I digress. It was an amazing time. Um. Went through, I was there for four different chairman, got to see a lot of change. I got to co build, help build, uh, the, um, entry level training program. All the workforce development. That was me and Tommy. That was our idea. That was my baby. Um, being able to do the very first ever, um, certification in class, it was recognized by the actual Department of Education in Indiana. Yeah. Um, like education always been a passion and workforce development always been a passion. So while I was, one of my crowning achievements while I was at, um, on the CDA board was being able to take that concept and actually prove that it could be done. And not only can it be done, it could be recognized by a state government. Um, so the government funds are available and it was. That was one of the things that I was like the most proud of. Yes, I was there for global alignment, you know, taking the association to be one entire global organization, a big part of that, which was fun. Yes, you can love me or hate me for being there and citing the document that sold the show. Um, you know, so, and building the headquarters. So for a lot of what is CEDIA today? Um, I can say, you know, I, good or bad love me or hate me. I, I had my hands in that stuff and I was a part of it, and it gave me a lot of experience I probably would've never gotten. Um, but So
Ron:
I have to go there then? Yeah. Oh no, you just invited me to go there. The audience will send me Okay. Strongly worded messages in mail. If I don't go
Joe:
there,
Ron:
do
Joe:
it. Do it.
Ron:
Uh, so. Uh, I'll just give you a couple softball pitches, but I've always known you to have opinions and I've always known you to, to, to speak about those opinions. A hundred percent. Now we are, uh, what are we, something approximately like nine years post. Uh, CDA show sale. Yes. I, I know if that's right. Plus or minus. Yeah, you're about right. Sick. Nine or 10 years. Yeah. Um. In hindsight with now time that's passed, was that a a net, net good move for c dia, the trade org or a net negative move? Okay. I'll give you theia as a trade
Joe:
org. I'll give you the easy first Softball. The very first softball, okay. Um, this one is an easy one, and so I'm always honest and I'm always truthful and I will give my opinion, but usually I, I try to go with the most actual like. Verifiable facts possible, so nobody will doubt what I'm saying. The number one easy softball was in hindsight, right? This is the hindsight thing. Some people had some lucky crystal balls, myself, Dennis Erskine. Um, nobody knew the pandemic was coming monetarily, um, with the income that CD had throughout year over year trade show. And, uh, the organization had cdia happened without. Had had, uh, the pandemic happened. COVID. Yeah. Had COVID not had COVID happened without the sale of the show, there's about a 95% chance that both the association and the show would've went bankrupt. Okay. So that's the first one I'll throw out there. Okay. Um, saving Grace could have been, um, that ISE is is half owned by, uh, Vixa and Cedia, so there's always that portion. But those two years of what the usual revenue is, and then also some just changes in, uh, at that time in, uh, economy and currency exchanges at the time. It could have been the, the end, the end of it. Um, and then I will say, you know, uh, one thing that was never really talked about properly in public that says, in hindsight. To save the association that the right decision was made is because the, the monetary number was public, right? Everybody knows it was, it was bigger than 31 million, right? It was a lot of money monetarily for C Dia to actually make that much money. Would've taken 27.2 years. Why do I know this? I was part of finance and governance committee at that time, so I was privy to all of those documents, including what the contract actually looked like 27.2 years. If they spent zero money on the show and zero money in education. If you planted spend in expo in education, would've taken 47 years. So for the association, if the money was implemented correctly into the correct programs, education, et cetera, probably one of the most genius ideas that ever happened. A show is a show period, right? The show must go on. It still does. Is everybody happy? No. Are they happy the association is still around? Yes. Are they this person or that person happened with, uh, happy with. Uh, how the money has been spent or what programs have been to be determined still out there. Everybody's skeptical, right? Um, the fruit of labor on any acquisition, if you look at real like corporate, um, you don't see those for five to 10 years. Like, if somebody has a problem with that, it says, oh, we're not seeing the programs we want, or The spin we want, or the headquarters purchase was a bad idea. Talk to me in a minimum of two, of two more years, um, or give it another three, right? Because there were investments that were done during the time. I think a lot of people said, you know, building the headquarters is a bad idea. Do you realize that the second floor of headquarters is actually rented out to tenants? It generates revenue. Um, like it's, there's all these things that I, I don't think. We're explained to our members in the right way, and I'm not putting the onus on any department or any individual person. Um. But I just, I don't think that it was all put out there. It wasn't pieces, but never in a cohesive story. Um, do I have any,
Ron:
I'm feeling,
Joe:
Joe, there's
Ron:
some baggage
Joe:
here. There. I,
Ron:
I have a feeling maybe. No, and I didn't know we go there. I, I don't think I'm the first person to bring this up is that I
Joe:
don't, I don't think. No, you're definitely not. Um, but I, I don't think that there's baggage per se.
Ron:
Yeah.
Joe:
It's just that. I always wanna be honest and transparent. Yeah. But
Joe:
also give the logic behind something why was something done. Yeah.
Joe:
Um, everybody knows I love cdia, um, and part of my, you know, social media hiatus and all that. I also took a three year break from Cdia. I did not first in, in previous to that 17 years, the first hiatus with zero volunteering. Three years I did not volunteer. 'cause once again, I was trying to figure out who I am. Right? Yeah.
Joe:
Um, I did this year, um, I did three or four. I did three things. Um, I did the, uh, something that I always, I've always been good at personal branding. Um, I did, I taught, uh, thing on that with Chris Netto, who's also very good at that. I love him. Um, with Amanda Wildman, who's also good at it as her moderator. Um, and did, uh, uh, smart outdoor technology. Um, and another one. So I, I, I, I jumped back into that role softly, but it was like, like I had never stopped. But everybody knows I have love for the association. Yeah. Uh, we always joke, there's a guy who used to work for the company, um, that I used to co-own, uh, Dallas Daniels. I'll give you a shout out, dude. 'cause Yeah. Um, he al when I got married and then other things he always says, dude, you must really love, uh, audio video. You know, my, my response to him, I finally gave him a response recently on LinkedIn. I'm like, as an adult and as a person, and as a business owner, and as an employee, and as an inventor in the list goes on and on and on, educator. Do you even realize how big that has played into my adult life? Like do you, do you even get that the best relationships? Some of the best relationships personally I have are because of that industry. Some of the best things I've ever learned have come from C Dia. Um, interactions with diverse groups that are different came from this industry, from traveling the globe like. You have no idea like this, this, this isn't like a made up passion or something. This is like, you know, a a, a valid part of my life that is, has been successful year over year, even during the pandemic, um, where a lot of people weren't sure what to do or I've figured out a way to make what we do relevant and still generate revenue in a time when we couldn't. Like touch people or breathe on people or
Ron:
to close out the C Dia piece. 'cause I wanna get into, uh, a couple other categories where we're going now. Yeah, yeah. I wanna get into a couple, but I'll ask you just, uh, I just outta curiosity here in 2026, uh, if, what, what do you think should be C Dia, the trade organizations. Um, biggest focus, if you were to say they, they're listening to, you know, what does Joe think? And they were gonna act, uh, upon your recommendations or wishes. Uh, do you have an opinion of what maybe their, their top focus, uh, should be? Uh, or you wish it would be?
Joe:
I, I, I'll always say education, e education, um, for sure. Uh, growing. Something that Dennis Erskine started and, and I was able to help start is the, um, sci iso education track, right? And getting the education re uh, recognized by governments. That was where, kind of me and Dennis. A couple of other, uh, amazing people started going down that route, right? Is if we're gonna have a network certification, um, it needs to be, you know, ANSI iso. If we're gonna have, uh, an installer certification, which became the CIT, it needs to be recognized right by our government, right? We need to be recognized as a legitimate trade. We don't need people going on to, um, trying to get government financing or, uh, educational, uh. Stuff to be able to pay for school and have to check or, or loans, right? Uh, business owners for loans, we don't need them checking off security company or, uh, low voltage electrician, or we need to be recognized as our own industry, right? As our own trade, like as an actual trade. Um, and that's something that me and Dennis in particular pushed a lot for. Um, that would be a double down on that. Spend some money on that. Um. Also the, which is, it's one of the hardest things, dude. Brand recognition as an industry, we don't have a union. And we don't have a government that says only these people can do that. That's the electricians and the plumbers and the right, even the installation guys. Um, we don't have that where, you know what the IEW is the international electrician workers, blah, blah, blah, blah. Right? You, you, you, we don't have that. Right? So the actual value to the name C has always been. Kind of a, I don't know, like we've tried to push it down people's throats. Um, but, uh, that, that onus always goes on the find the value in what we offer, talking Cedia, and it is the job of those who are our members to. Place the value on that or express the value of that to the customers, uh, to the end users. 'cause CDA doesn't do that, right? Yeah. It's part of the c
Ron:
opportunity to, to make it important to the customer. Right.
Joe:
So figuring that out would be great. But I, I still say because the, the show is not owned anymore, that it has to be on education and government work. Right. Working with the government, not only in legislation, but also the, in the, in the recognition of the trade. Yeah.
Joe:
That's where the value could come in. And then. With those two in mind actually being able to influence what happens on the manufacturer side, right? Yeah. Whereas E ARC is not only a, a standard that has been evaluated by C Dia, but is produced where, um, immersive audio, right, that's now been done, right? There's that standard for that recognized and made a standard within the Cies space and is anti iso blah, blah, blah, blah. And then is actuated. In that form by the manufacturers, right? Our, our, our perfect examples have always been Arc. HDMI. Now it's Acast, right? Or Acast is gonna, is kind of taking, hold it, the wireless transmission spot. Samsung's big into it. Tcl iss big into it to be able to do a unified front. Well, Sonos doesn't do that and Blue Sound doesn't do that. And they've got their own stuff like Sonos net, right? Be being able to say, okay. This is an educated and a certified way to deploy a technology or a thought process or an installation method let's us manufacturers embrace that because we need to be built, we need to be building what our installers are being taught. Like, that's always been a big disconnect. Uh, Samsung has gotten much better at that. Sony has gotten much better at that. Um, there are brands that have gotten much better than at that, so that's kind of one of those things. C Dia for sure has to buckle down on those two. You know, nobody needs to be a member to get a break on insurance. I'm just throwing it out there. But for, for improve and more business classes, more business classes.
Ron:
All right. I asked you for one, I think you've given me, uh, 20 more than one. So you, you've loaded me up. Awesome, awesome feedback. And, uh, CEDIA should be tuned in listening, and I love
Joe:
you, and I'm al I'm always there for you guys. You know, you know that.
Ron:
All right. I wanna pivot to Origin and I'm, I, at a high level, like, so you're on the product invention, product dev side. You, you mentioned you have the word technology in your job title. There's all sorts of. Standards and technologies happening around the world. It sounds like you're trying to digest them and get them in, uh, the right way and within the right balance injected or integrated into origin products. I'm curious, ed, what are the formats, uh, where you or your team actually are receiving dealer feedback? Like how does the dealer or your customer base get brought into the process of product development?
Joe:
So we're, we're famous for saying we do not really wanna do beta groups or dealer councils. Um, a lot of times when those reform, those are like yes men groups, um, you know, or pleasing groups. Every once in a while you'll get somebody that'll really fight you. Um, and, and, you know, spur on, on good invention and conversation. Uh, but what we do multiple times a year, 50 to a hundred people at a time, um, is what we call the OA gig. I know one Firefly is involved now. Um, I'm throwing that out there. I I stole your thunder. Ah, you are, we are. You guys are part of it. And, but that, the reason I say that is 'cause that leads to the bigger story. Yeah. Our gigs are about being in a family environment with your friends. Who all kind of do the same thing. Um, being able to offer them training on product, but there's plenty of that out there. Plenty of education on that. Nobody is teaching the business stuff. Right. Um, out there very well. So we'll have people like, um, vital come in and teach some of that. We'll have some other people and then you guys come and teach some of that. And, you know, I personally believe in what you do. 'cause when I, uh, own my company, we wrote you checks. Like we, we, we did. We grew together. We did. And it worked like, by the way, it, for those out there that don't know, I used to use, uh, rhino One Firefly and it did work. I'll drop something about that in a minute, but let's stay on, on subject. So we bring all these people in, we teach 'em, you know, give them some information on product, a lot on business, a lot of camaraderie and sharing, um, uh, and yoga. In the beginning we liked to get everybody stretched out mentally and physically. Um, but we also ask for feedback. We don't just do the, you know, the what do you think, or check this out, or we actually ask, right? There's a product or a product category, or we have something we're showing and we actually say, what do you think? Uh, what could we do be doing better? What does this actually not need? Um, where else could it be used? Ask, you know, 50 to a hundred people at the time. Um, when we do breakout sessions or we're just sitting around eating, um, we ask these questions and while it looks like, you know, we might not have a notepad in our hand or whatever. But usually, um, for those of you who go, if you haven't went, you need to go. Um, if you ever during one of those conversations, one of us, me, Nick, Mark Fisher, um, some of the other team Kyle, um, ebing on the Amazon side ever say, kind of in one of these discussions, Hey, I gotta go use the restroom real quick. We actually don't need to go use the restroom. By the restroom is a door to our warehouse. We use our little key thing, we sneak on the other side of that door, we get on our phone and we scratch down those notes real quick. Um, and we mark those and share them with the team and then we come back. We're not trying to be rude and disrupt the conversation. The easiest way out is to say we need to use restroom. And we have a door that doesn't go to the restroom right by it. So we really do pay attention and if you are, you know, an origin customer and part of our family, we really do listen. We really do, you know, activate on that when you guys give us feedback and it really can impact business. We actually do these things, um, like, uh, I'll give a real fast example. Minimal opening system speakers inside the boxes. Everything, uh, all the trim rings, all the gaskets, all the spacers, all the every single piece and component, all the, uh. Trim rings even to flesh mount. It's all in one box. Why? Because we learned from you guys before launch that one of the biggest problems with our competition of the market in that segment was having to order all those pieces different. And then when you get to that process, at that particular part of that product, um, that trim ring or grill might change, or the drywall spacing may have changed, or now it's hand trail plaster, so it's got an extra quarter inch. Mm-hmm.
Joe:
We actually listened to the headaches they had with existing technologies and said, okay. Might cost us a couple extra bucks, but we could fix that. And we do that time and time again. Product and product and product and product. Always people before product, right? That's that's how we live. Um, we can't, we can't be who we are without like listening to our people.
Ron:
Joe, thank you for joining me on Automation Unplugged. Uh, it's, it's, uh, awesome to see you. It's awesome to see that you're doing well. Your, your passion, uh, for the industry and for technology, uh, has not waned one bit. And, uh, I, I'm excited to, hopefully I'll, I'll see you soon at an industry event, uh, in the near future.
Joe:
Oh, I, I, I, I'm sure you will be. We, we go to the same places and now my schedule says I gotta go to more of those places that you go to. So, but yeah, no, it is been great going on. It's long overdue, uh, of, of course. Um, and I'm just happy that, uh. I get to break the news, you know, with you, right? Like it's, to me, that's, that's a big deal. Me and you go way back.
Ron:
We do, um, we have history. It's all, all positive, man.
Joe:
Yeah. And, and I gotta give you, I gotta give one Firefly a plug. There was, uh, in, uh, 2019. We won Best Home Theater at whatever the, the good level is. Um, we were one of the few that beat La Scala, but, um, the, the, a lot of the, the press and the publication and the stuff we did out in the web and with our social media and on our website about that theater specifically and that house specifically. Helped us win an award, helped us win a lot of jobs, helped us win another builder, a whole other neighborhood. Um, Ron's people did all that work. I'm not gonna even pretend like we did it. Um, Ron and one Firefly did a lot of that heavy lifting to the point of I do remember a lot of our images and a lot of stuff that actually went into the C of entry. Was stuff that Ron and Ron's team did for other stuff of ours. So, yeah, which is why it's like, welcome, welcome to the family, Ron for origin gigs. Uh, because I'm li I'm living proof of, you know, actually utilizing you guys and your team how it, it was successful for us.
Ron:
That's amazing. I'm gonna make sure it is. The brilliant team at one Firefly. They're hard workers. They, they want nothing but the best for the clients that we serve. And, uh, I can't wait to share that message with all of them because it's, it's their success as well. So. Awesome. Joe, for people that wanna get in touch with you, uh, can we give some handles here? How can people follow, um, where would we send people.
Joe:
Uh, you know, my email is out there. Do you have it on a banner or scroller? There it is. No, um, that way you spell it right? Uh, not that Joe is hard to spell, but many people do weird stuff with origin acoustics when they type it in. Um, so go ahead and
Ron:
read it out for our, our folks that are out on their morning walk or in their morning drive to a job site. Yes, go ahead and read it out. So
Joe:
Ron:
we'll get that dialed in and put it into the show notes. I comment,
Joe:
I do have a thing and I'll say it is I, I not hiding behind anything. Reach out to me directly. I don't care if you buy from Origin or not. Um, if you need advice on business or product, if you need help, if you're trying to figure something out, if you just want to talk about the industry, my doors are always open. I don't care if you're our customer or not. Um, I, I'm just, I'm here to help. And maybe that wins you over. Maybe it doesn't, but to me it doesn't matter, right? It's all about, about helping you be successful. That's why I'm on, on, on this show with Ron, and that's why I do what I do. Joe, appreciate you buddy. Thanks again for coming on. All right. Thank you, Ron.
Ron Callis is the CEO of One Firefly, LLC, a digital marketing agency based out of South Florida and creator of Automation Unplugged. Founded in 2007, One Firefly has quickly became the leading marketing firm specializing in the integrated technology and security space. The One Firefly team work hard to create innovative solutions to help Integrators boost their online presence, such as the elite website solution, Mercury Pro.