Radical Innovation, Leadership and Winning Every Race with Craig Baxter, Group President of Techtronic Industries Canada Inc. (Milwaukee, Ryobi, and Hoover)

The Voice of Retail

On this episode, I sit down with a colleague from back in my work on the brand side, Craig Baxter, Group President ofTechtronic Industries Canada Inc., part of a global 13 billion dollar powerhouse tool house of brands that includes Milwaukee, Ryobi, andHoover. In a wide-ranging and engaging conversation, Craig talks about radical innovation, retail go-to-market strategy, leadership for growth, and the epic come-from-behind marketplace win for his Milwaukee brand of power tools as the sixth horse in a five-horse race.

About Craig

Sixteen years ago, I was given the opportunity to become the president of TTi Canada; a world class leader in design, manufacturing, and marketing of power tools and accessories, outdoor product equipment and floor care for consumers, professional and industrial users in the home improvement, repair, and construction industries.
Since then, I have had the privilege of working alongside a team of outstanding performers who share the same belief in setting audacious goals and holding ourselves accountable to deliver those goals while continuing to cultivate a best in class working environment.
Along with our unrelenting strategic focus on powerful brands, innovative products, operational excellence, and exceptional people, we strive to continuously build upon a corporate culture where our employees can realize more and more of their abundant potential.
What inspires me, is seeing people striving to do great work and growing into the best version of themselves. By continuously improving our culture through all of our success we have further leveraged our biggest differentiator as a company, and that is something I am very proud of.
“Show class, have pride, and display character. And if you do, winning takes care of itself” – Bear Bryant

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.