The MHEDA Journal - Fourth Quarter, 2018 - 24

MEMBER

INTEGRIT Y LIF T

PROFILE
A Family Business in the Motor City
Integrity Lift provides material handling solutions through
communication, execution and Integrity.

T

BY STEVE GUGLIELMO

he summer of 2009 in Detroit, Michigan, was hardly
the ideal economic climate for a startup company,
especially a startup in the material handling industry.
Detroit was one of the most heavily impacted cities

by the Great Recession. However, for Jeff and Susan Carnahan,
it proved to be the perfect moment to strike out on their own
and fill a niche that the city was sorely missing. And so, on
June 1, 2009, Integrity Lift Services was born.
Integrity had very humble beginnings, starting with only four employees, Jeff and Susan (CEO and Owner)
and two technicians, in a small building in Livonia, Michigan.
"We were just the little engine that
could," says Jeff. "That's what I always

call us. Our thought was that if we
could make it then, in 2009 and 2010
in this industry and this economy, it
would get better and easier and it did."
Over the next 9 years that little
engine that could thought they could
and thought they could and eventually

chugged their way to a turnkey forklift dealership that has grown from
4 employees to 48 today. However,
while the company has increased its
employee base by 10 fold, as well as
its product catalog, they still operate
with the same core values as the day
it was founded.
Beginning their company in one of
the hardest hit cities at the height of the
Recession, while difficult at the start,
has also proven to be beneficial for the
dealership in the long run.
"I always hear the older generation
talk about the Depression," says Jeff.
"People that came through it learned
to value all of the money they had
and never take it for granted. That's
what we have learned too. Still today,
we'll look back and say we've got to
be careful, watch our blindside and
watch the economy. We've always
got to be prepared because things can
happen in the blink of an eye. We saw
it from October 2008 to June 2009.
Things changed so quickly and you
can only get small so fast. We don't
stay small for that reason, but we're
still very conservative because of
that era."
The fact that the company weathered
the storm of the Recession has ensured
that when Integrity does opt to scale
up, it's always carefully considered
and strategically planned and executed.

Becoming a One Stop Shop
The company's evolution from four
employees to turnkey dealer didn't
happen overnight. It has happened in
stages and has grown out of necessity.
24

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The MHEDA Journal - Fourth Quarter, 2018

Table of Contents for the Digital Edition of The MHEDA Journal - Fourth Quarter, 2018

Chairman’s Perspective
From the Desk of Liz Richards
Editor’s Note
MHEDA Learning Management System
Ask Your Board
MHEDA Member Profile
@Work
Women In Industry
Industry Pulse
2019 Material Handling Business Trends
Defining MHEDA’s 2019 Material Handling Business Trends
10 Years Of Material Handling Trends
Using Virtual Reality to Enhance Forklift Operator Training
Sales Success Stories
Women In Industry Conference
You Are Safe
Bank To Thanks
Be Bold
DiSC – Little Things Mean a Lot
Leading Change: The New Management Imperative
The Importance of Your Online Presence
Spotlight on Association News
New Members
MHEDA Milestones
Index to Advertisers by Product Category
Index to Advertisers Alphabetical
The Last Word
The MHEDA Journal - Fourth Quarter, 2018 - Intro
The MHEDA Journal - Fourth Quarter, 2018 - cover1
The MHEDA Journal - Fourth Quarter, 2018 - cover2
The MHEDA Journal - Fourth Quarter, 2018 - 3
The MHEDA Journal - Fourth Quarter, 2018 - 4
The MHEDA Journal - Fourth Quarter, 2018 - 5
The MHEDA Journal - Fourth Quarter, 2018 - 6
The MHEDA Journal - Fourth Quarter, 2018 - 7
The MHEDA Journal - Fourth Quarter, 2018 - 8
The MHEDA Journal - Fourth Quarter, 2018 - 9
The MHEDA Journal - Fourth Quarter, 2018 - 10
The MHEDA Journal - Fourth Quarter, 2018 - Chairman’s Perspective
The MHEDA Journal - Fourth Quarter, 2018 - 12
The MHEDA Journal - Fourth Quarter, 2018 - From the Desk of Liz Richards
The MHEDA Journal - Fourth Quarter, 2018 - 14
The MHEDA Journal - Fourth Quarter, 2018 - INSERT3
The MHEDA Journal - Fourth Quarter, 2018 - INSERT4
The MHEDA Journal - Fourth Quarter, 2018 - Editor’s Note
The MHEDA Journal - Fourth Quarter, 2018 - MHEDA Learning Management System
The MHEDA Journal - Fourth Quarter, 2018 - 17
The MHEDA Journal - Fourth Quarter, 2018 - Ask Your Board
The MHEDA Journal - Fourth Quarter, 2018 - 19
The MHEDA Journal - Fourth Quarter, 2018 - 20
The MHEDA Journal - Fourth Quarter, 2018 - 21
The MHEDA Journal - Fourth Quarter, 2018 - 22
The MHEDA Journal - Fourth Quarter, 2018 - 23
The MHEDA Journal - Fourth Quarter, 2018 - MHEDA Member Profile
The MHEDA Journal - Fourth Quarter, 2018 - 25
The MHEDA Journal - Fourth Quarter, 2018 - 26
The MHEDA Journal - Fourth Quarter, 2018 - @Work
The MHEDA Journal - Fourth Quarter, 2018 - 28
The MHEDA Journal - Fourth Quarter, 2018 - Women In Industry
The MHEDA Journal - Fourth Quarter, 2018 - Industry Pulse
The MHEDA Journal - Fourth Quarter, 2018 - 31
The MHEDA Journal - Fourth Quarter, 2018 - 32
The MHEDA Journal - Fourth Quarter, 2018 - 2019 Material Handling Business Trends
The MHEDA Journal - Fourth Quarter, 2018 - Defining MHEDA’s 2019 Material Handling Business Trends
The MHEDA Journal - Fourth Quarter, 2018 - 35
The MHEDA Journal - Fourth Quarter, 2018 - 36
The MHEDA Journal - Fourth Quarter, 2018 - 37
The MHEDA Journal - Fourth Quarter, 2018 - 10 Years Of Material Handling Trends
The MHEDA Journal - Fourth Quarter, 2018 - 39
The MHEDA Journal - Fourth Quarter, 2018 - 40
The MHEDA Journal - Fourth Quarter, 2018 - 41
The MHEDA Journal - Fourth Quarter, 2018 - 42
The MHEDA Journal - Fourth Quarter, 2018 - 43
The MHEDA Journal - Fourth Quarter, 2018 - 44
The MHEDA Journal - Fourth Quarter, 2018 - 45
The MHEDA Journal - Fourth Quarter, 2018 - 46
The MHEDA Journal - Fourth Quarter, 2018 - 47
The MHEDA Journal - Fourth Quarter, 2018 - 48
The MHEDA Journal - Fourth Quarter, 2018 - 49
The MHEDA Journal - Fourth Quarter, 2018 - INSERT1
The MHEDA Journal - Fourth Quarter, 2018 - INSERT2
The MHEDA Journal - Fourth Quarter, 2018 - 50
The MHEDA Journal - Fourth Quarter, 2018 - 51
The MHEDA Journal - Fourth Quarter, 2018 - Using Virtual Reality to Enhance Forklift Operator Training
The MHEDA Journal - Fourth Quarter, 2018 - 53
The MHEDA Journal - Fourth Quarter, 2018 - Sales Success Stories
The MHEDA Journal - Fourth Quarter, 2018 - 55
The MHEDA Journal - Fourth Quarter, 2018 - 56
The MHEDA Journal - Fourth Quarter, 2018 - 57
The MHEDA Journal - Fourth Quarter, 2018 - 58
The MHEDA Journal - Fourth Quarter, 2018 - 59
The MHEDA Journal - Fourth Quarter, 2018 - 60
The MHEDA Journal - Fourth Quarter, 2018 - 61
The MHEDA Journal - Fourth Quarter, 2018 - 62
The MHEDA Journal - Fourth Quarter, 2018 - 63
The MHEDA Journal - Fourth Quarter, 2018 - 64
The MHEDA Journal - Fourth Quarter, 2018 - 65
The MHEDA Journal - Fourth Quarter, 2018 - Women In Industry Conference
The MHEDA Journal - Fourth Quarter, 2018 - 67
The MHEDA Journal - Fourth Quarter, 2018 - 68
The MHEDA Journal - Fourth Quarter, 2018 - 69
The MHEDA Journal - Fourth Quarter, 2018 - You Are Safe
The MHEDA Journal - Fourth Quarter, 2018 - 71
The MHEDA Journal - Fourth Quarter, 2018 - Bank To Thanks
The MHEDA Journal - Fourth Quarter, 2018 - 73
The MHEDA Journal - Fourth Quarter, 2018 - 74
The MHEDA Journal - Fourth Quarter, 2018 - Be Bold
The MHEDA Journal - Fourth Quarter, 2018 - 76
The MHEDA Journal - Fourth Quarter, 2018 - 77
The MHEDA Journal - Fourth Quarter, 2018 - DiSC – Little Things Mean a Lot
The MHEDA Journal - Fourth Quarter, 2018 - 79
The MHEDA Journal - Fourth Quarter, 2018 - 80
The MHEDA Journal - Fourth Quarter, 2018 - 81
The MHEDA Journal - Fourth Quarter, 2018 - Leading Change: The New Management Imperative
The MHEDA Journal - Fourth Quarter, 2018 - 83
The MHEDA Journal - Fourth Quarter, 2018 - 84
The MHEDA Journal - Fourth Quarter, 2018 - 85
The MHEDA Journal - Fourth Quarter, 2018 - 86
The MHEDA Journal - Fourth Quarter, 2018 - 87
The MHEDA Journal - Fourth Quarter, 2018 - The Importance of Your Online Presence
The MHEDA Journal - Fourth Quarter, 2018 - 89
The MHEDA Journal - Fourth Quarter, 2018 - 90
The MHEDA Journal - Fourth Quarter, 2018 - 91
The MHEDA Journal - Fourth Quarter, 2018 - 92
The MHEDA Journal - Fourth Quarter, 2018 - Spotlight on Association News
The MHEDA Journal - Fourth Quarter, 2018 - New Members
The MHEDA Journal - Fourth Quarter, 2018 - MHEDA Milestones
The MHEDA Journal - Fourth Quarter, 2018 - Index to Advertisers by Product Category
The MHEDA Journal - Fourth Quarter, 2018 - Index to Advertisers Alphabetical
The MHEDA Journal - Fourth Quarter, 2018 - The Last Word
The MHEDA Journal - Fourth Quarter, 2018 - cover3
The MHEDA Journal - Fourth Quarter, 2018 - cover4
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