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When Liz's father Laurie Hogg passed away in November 2018, he left behind a thriving business, a loyal customer base, and a reputation that still precedes him in the lift and elevator industry to this day. What he did not leave behind was a rulebook.

In this episode, Liz sits down with Jahan Pitcorn, General Manager of Cirrus International, the lift components business Liz took on after losing her dad. Jahan came from a career as a senior front-end software engineer. He knew nothing about lifts, components, stock management, or running a product business. What he did know was people. And it turns out, that was exactly what the business needed most.

This is a conversation about stepping up when life does not give you a choice, building something real from scratch, and why genuine human connection is still the most powerful business tool there is.

In this episode you will hear about:

How Liz inherited a business mid-project, with no systems, no handover notes, and an industry full of people who were watching to see if they could pull it off.

Why a career in front-end software development turned out to be surprisingly good training for customer service, and the mental flowchart Jahan runs every time the phone rings

The relationship philosophy Laurie modelled and how it became the foundation Cirrus International still runs on today

How they built sales processes from the ground up, and what they wish they had known from day one

What reluctant leadership actually looks like, and why the people who never chase the title are often the ones who are best at it

The practical art of remembering the details that make customers feel valued, with real advice for those who find that harder to do naturally

Why the best customer service is not about changing who you are, it is about understanding who you are talking to

Jahan's story is not one he planned. But eight years on, customers often choose Cirrus International specifically because of him. That is the kind of outcome no marketing budget can manufacture.

Visit thevisualmarketingpodcast.com for more episodes.

The Visual Marketing Podcast is brought to you by C i Marketing, hosted by Elizabeth Slade.

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