new addition to the M12™ family follows the Fall 2010 launch of the very
popular red M12™ Heated Jacket to satisfy mounting user requests to expand the
jacket line to include gear for activities off the job site like hunting and
The irony of the new jacket for me personally was at last year’s event, I asked our friend and Milwaukee CEO, Steve Richman, about additional color offerings. Steve answered in Henry Ford fashion, you can have any color you want as long as it’s Milwaukee Red. My follow-up question was more rhetorical than journalistic, Milwaukee Red will be very popular in Boston, but not in New York, or in Auburn, Alabama and so forth. Now when you can joke around with the CEO of one of the World’s premier tool manufacturers, you have either arrived or you are dealing with a company that operates differently. Trust me when I say I have not arrived. Milwaukee is different. Milwaukee Tools has a mission. I credit Steve and his executive team for determining where Milwaukee needs to go and what its mission is, and then letting his tactical managers and engineers have the resources needed to get to that point.