We had the chance to sit down with Reid Thornley of Aquatell and ask him a series of questions for our next installment of the CWQA Member Spotlight. Some of you will recognize the name as Reid sits on the CWQA Board of Directors, but most recently he led the committee to research and guide the launch of the new CWQA website and member management system. As you will see below it’s all about the Search Engine Optimization (SEO) and getting everyone linked together.
Aquatell’s focus on consumer education is a consistent theme throughout their work. For those looking to better understand their own water conditions, they’ve also developed a helpful tool that breaks down water hardness levels by Canadian city. Check it out here.
The member spotlights are about sharing the great CWQA members and how they approach their business and what guides their successes.
- How did your company get started in the water industry in Canada?
Since early on in my career, I had wanted to run my own business. Aquatell was launched after I’d spent time working in R&D and sales for a major water treatment manufacturer and then as an eCommerce market manager for another large London-based company. Aquatell is a hybrid of these work experiences. - How long has your company been operating?
About 18 years. - What is your background (education)?
I have a B.Sc from Western University, and I’m a Certified Master Water Specialist. - Why did you choose the type of sales focus that you did?
I chose the eCommerce business model because it was clear to me that consumer education was the key to helping people solve their water issues, and I had seen firsthand that it was not very easy to transmit product knowledge through the supply chain. So I wanted a model that allowed me to communicate directly with my target market. - What are some of the key challenges for your business that have arisen lately?
The toughest part of my business is keeping up with constantly changing landscape of Search Engine Optimization (SEO). This is how we acquire customers so it’s important that we stay on top of it. The biggest challenge we face in SEO right now is figuring out the impact of A.I. Both how to harness it for our benefit, and not be negatively impacted by it. - What are you most proud of in your business?
I’m the most proud of the reputation we’ve been able to build and maintain as we’ve grown the business. I think we’re well regarded by our customers, our suppliers, our employees, and our service providers. - What keeps you up at night about the water industry in Canada?
Well, I have four teenage kids and my own business to run, so I hope I don’t sound selfish in saying that “the industry” at large isn’t what keeps me up at night! And in my time as a board member with the CWQA I’ve seen firsthand that our industry in Canada is thriving and trending in a great direction. I’m not really concerned at all. - How long have you been a member of CWQA?
I can’t remember! A long time. I think about 12 years. - Why did you join CWQA?
I wanted to show our customers and all invested partners in this business that we were credible, trustworthy, and committed to advancing our industry in Canada. - What’s your favorite part of being a member of CWQA?
The events! It’s great to meet and talk with other business owners. Entrepreneurship can be a lonely endeavour so it’s encouraging to get out of the office and meet with like-minded individuals face to face. - What do you love most about the water industry?
I truly enjoy helping consumers solve their water issues. Especially taking technically dense material and framing it so that non-technical people can understand it and make educated decisions they can feel good about. It’s very gratifying. - What advice would you give to someone who wants to enter the water industry?
Please make sure you know what you’re talking about! I say that for the sake of the business owner and the consumer. If you can’t add value, you’ll be stuck selling on price which is not a very nice place to be. And consumers need help with this stuff so educate yourself so you can be of service. - What’s one thing — either industry-related or not — you learned in the last month?
I’ve been exploring a lot of A.I. based tools and I’ve made several surprising discoveries about how A.I. can help me in my business. - What’s a recent project or initiative you’ve been involved in that you’re particularly proud of?
I’m very proud of the re-launch of the CWQA website. Within my own business, I’ve been very proud and excited of our launch of a new line of water softeners and backwashing filters under our own label. - What’s the best piece of career advice you’ve ever received?
I’ve got two of them: do what you love, and be of service. I try and do both. - What are your goals for the next year, either professionally or personally?
Within the next 12 months we’ll be significantly bolstering our U.S. presence. On the personal side, I’d like to do some more business-related travel. Getting to conferences and summits invigorates me and keeps my interest level high, and this fuels growth for the business and for me personally. - What’s one thing you wish people knew about your business?
I wish that people knew that operating an “eCommerce” business is just the same as any other business. There’s no magic formula, no fast track to success. We’re subject to all the same market forces and challenges as every other business. - What’s your favorite networking tip or strategy?
I don’t do a lot of networking for networking’s sake. I find it’s a bit of a time waster. So I guess my tip is to be focused on outcomes and then figure out who you need in your network to help you get there. At the same time, be of reciprocal value to your network. Nobody wants to help a taker. - What’s one challenge you’ve faced in your career and how did you overcome it?
In my last job before I struck out on my own, I had ascended the corporate ladder and was reporting directly to the President of the company. I realized that for me to enjoy my job, it was important that the guiding philosophy of the business aligned with my personal philosophy – and it didn’t. So I left. - What’s one book, podcast, or resource you’d recommend to others in your field?
A book: The E-Myth Revisited by Michael Gerber. It’s an amazing book that helps Entrepreneurs who began as technical subject matter experts understand the challenges of running a business. My favourite part is that it’s not a new book. I think it was originally published in the 70s. The core concepts aren’t the newest fads, they are timeless truths. - If you weren’t in the water industry, what career path would you have chosen?
That’s hard to say. I’d probably be in sales in some capacity. Or I’d be a writer of some sort. - How do you stay up to date with industry trends and developments?
Other than periodically going to industry shows I really don’t do a whole lot. This is partly because the aspects of my business that change the most rapidly aren’t the industry-specific ones. - What’s the most rewarding aspect of your job?
Helping very confused consumers come to confident conclusions on how to solve their water issues. - How do you balance your professional and personal life?
I make a conscious decision to put my professional life in service to my marriage and my children, and hopefully to my community in general as the business grows. I think business owners are achievement-oriented so it can be easy for professional life to dominate selfishly at the expense of personal relationships. So I really try to put my focus on those relationships as my guiding star. - What motivates you to keep pushing forward in your career?
I find it magical to create something out of nothing. A new product, a web-based tool, or an article. And with an eCommerce based business I just find it so cool that anybody on the planet could find and engage with my business. I also love learning, so building out in new directions gives me an opportunity to find things I know nothing about, and learn about them. - How do you handle work-related stress?
When my body will cooperate, exercise is the key for me. Also socializing with family and friends. My circle of friends includes a lot of business owners and their spouses. So we all have lots in common and can support each other. - What’s your favorite way to unwind after a busy day?
Hot tub and a glass of wine with my wife. - What’s one piece of advice you would give to your younger self?
Don’t worry about the future. Make the smartest decisions you can in the moment and things will usually work out. And don’t worry about failing. It probably won’t happen, and if it does it won’t be catastrophic. Focusing on it is counterproductive. - What’s your favorite event or program hosted by the CWQA?
Anything and everything that’s in-person. I’m tired of zoom calls and computer screens.
