Episode 16

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Published on:

6th Jul 2026

Stop Competing on Price: How to Find and Tell Your Company's Story with Lauren Kwedar Cockerell

If your sales team keeps losing deals on price, the problem might not be your pricing. It might be your story. Lauren Kwedar Cockerell, founder and president of Kwedar & Co., a strategic communications firm based in Fort Worth, joins Lisa to talk about why so many manufacturers struggle to articulate what makes them genuinely different, and what to do about it.

Lauren has spent 23 years in public relations working with B2B companies, with deep roots in manufacturing and industrial sectors. Her firm helps companies excavate what's already there, that unique thread hiding in plain sight, and turn it into messaging that resonates with customers, prospects, and the talent they're trying to attract.

What You'll Learn in This Episode

Why "our people" and "our quality" aren't differentiators. Every competitor is saying the same thing. Lauren explains why surface-level answers won't cut it and how to dig multiple levels deeper to find what's actually distinctive about your operation.

The "yeah, duh" trap. The things your team dismisses as obvious are often the most compelling to your buyers. The challenge is that it's hard to read the label from inside the bottle.

The Thread: Lauren's four-stage methodology

  • Excavate. Deep discovery through conversations, competitive review, and a close look at everything you've built
  • Surface. Finding that through line, the offhand comment you almost threw away that turns out to be the whole thing
  • Articulate. Translating the story into language that resonates across every channel and audience
  • Activate. Putting it out into the world on your website, in media, in sales conversations, and in internal communications

Where AI fits and where it falls short. AI can help you iterate content once you have a strong narrative, but it cannot create one for you. Without a distinctive source document, you are just replicating what already exists and creating volume no one is listening to.

The new visibility equation. Trade journals, podcasts, and consistent digital content are not just good marketing. They are signals that AI-powered search uses to determine relevancy and authority. If your messaging is inconsistent or generic, the LLMs cannot distinguish you from a competitor either.

Signs your messaging problem is costing you real money. You are losing deals on price alone, your salespeople are delivering inconsistent pitches, you are attracting candidates who do not fit, and the marketing firms you have hired just cannot seem to nail it.

The first thing to do this week. Pull up your website headline, take away your logo, and ask: could this apply to any other industry? If the answer is yes, you have work to do.

Connect with Lauren

Website: KwedarCo.com LinkedIn: Lauren Kwedar Cockerell

The Manufacturers Network Podcast is hosted by Lisa Ryan, CSP, founder of Grategy and Chief Appreciation Strategist. Lisa helps manufacturing and industrial organizations build cultures where people want to stay.

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About the Podcast

The Manufacturers Network
Real conversations with leaders in manufacturing, automation, and workforce retention.
The Manufacturers’ Network is where manufacturing leaders, plant managers, and industry innovators come to talk straight about what’s working and what’s not, on the shop floor and beyond.

Each week, host Lisa Ryan sits down with people who live and breathe this business: operations executives, HR directors, engineers, and founders who are building stronger teams and smarter systems in the face of nonstop change.

Listeners gain real-world insights on:
• Employee retention and workforce engagement
• Automation, AI, and the future of skilled trades
• Supply chain and operations leadership
• Safety, sustainability, and company culture that lasts

If you’re tired of generic “leadership talk” and want practical conversations from people who get it, this podcast is for you.

New episodes drop every Monday and are short enough for your commute, sharp enough to shape your week.

Subscribe and be part of the conversation that’s connecting manufacturers across industries, one story at a time.

About your host

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Lisa Ryan

As a Certified Speaking Professional (CSP), an award-winning speaker and author of ten books, Lisa Ryan, CSP, works with her clients to develop employee and client engagement initiatives and strategies that keep their top talent and best clients from becoming someone else’s.
Lisa’s expertise includes: strengthening workplace culture, improving employee engagement, increasing customer retention, and initiating gratitude strategies (“Grategies”) for personal and professional benefit. Lisa’s participants enjoy her high energy, enthusiastic delivery and quick wit and they leave the session with ideas they are committed to acting on immediately to make positive workplace culture changes.
Lisa costars in two films with other experts including Jack Canfield of “Chicken Soup for the Soul.” She is the Past-President of the National Speakers Association, Ohio Chapter and holds an MBA from Cleveland State University.

Relevant Experience

• Keynote, breakout or workshop speaker at more than 100 national and international conferences
• Thirteen years of industrial marketing and sales experience, including seven years in the welding industry – and yes, she does weld
• Host of “Elevate Your Engagement Levels: What You Need to Know” on the Elite Expert Network and the C-Suite Network
• Creator of “The Seven Mistakes Managers Make to Crush Company Culture” video series
• Best-selling author of ten books, including “Manufacturing Engagement: 98 Proven Strategies to Attract and Retain Your Industry’s Top Talent”
• Award-winning speaker