CANADA’S NATIONAL NDT MAGAZINE

JOURNAL 2012 Special Reprint Issue

Vol. 33 NOs. 1-6

Featuring: Articles
on Practical Business
Development Ideas
for NDT Service
Providers. These
articles will address
valuable business
ideas for identifying,
understanding,
improving, enhancing,
expanding and
collaborating NDE
services in terms of the
elements listed below.

Part 1: Introduction / Identifying Services

Part 2: Understanding Services
Part 3: Improving Services
Part 4: Enhancing Services
Part 5: Expanding / Collaborating Services
Part 6: Conclusion

WRITTEN BY:

Roy O. Christensen, RET, is an integrity specialist for Christensen Qualityworks Inc., providing consulting services for
coordinating, developing and leading quality and integrity management programs for the manufacturing, construction
and in-service use of structures and pressure equipment. His experience includes pressure equipment integrity
management programs and oil sands, pipeline, O&G, infrastructure and The Bow tower projects in Calgary, Alberta.
Contact: qualityworks_inc@shaw. ca or www.linkedin.com/in/roycqi.
Photo credit Martin Christensen 2007 at Atomium in Bruxelles, Belgium

This compilation of reprints is available as a free dowload to CINDE Members from the Members area at
www.cinde.ca
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 CANADA’S NATIONAL NDT MAGAZINE CANADA’S NATIONAL NDT MAGAZINE CANADA’S NATIONAL NDT MAGAZINE

JOURNAL
January/February 2012
JOURNAL
March/April 2012
JOURNAL
May/June 2012
Digital VOL. 33 NO. 1 Digital VOL. 33 NO. 2 Digital VOL. 33 NO. 3

NDT NDT NDT

June 18-21, 2012

More Delta Chelsea Downtown Toronto
Introducing "Digital Preliminary Program and Registration

"Digital NDT" NDT" for

for 2012 2012

Look
INSIDE for: More "Digital NDT" for 2012
Feature Article: Corrections Required for Phased Array Weld Inspection on Pipe with S-scans
Technical Article: Energy Policy Act (EPA) Ban on Mercury Vapor Bulbs in Black Lights Look INSIDE for:
Career Zone: Practical Business Development Ideas for NDE Service Providers – Part 1
Feature Article: Advanced Phased-Array Technologies for Ultrasonic Inspection of Complex
Look INSIDE for:
Call for Papers / Sponsors / Exhibitors: Candu Owners Group In-service Inspection Workshop & Composite Parts
NDT in Canada 2012 Conference Feature Article: Remote Visual Inspection (RVI) of Ancient Tomb with Robotic High Definition
Technical Bulletin: Canada's Energy Efficiency Regulations - Mercury Vapour Lamp Ballasts
Camera and Video Probe
Conference News: Pictorial review of the CANSMART Smart Materials-Fraunhofer NDT in
Communication Report: Canadian NDT Standard and Certification Update
Aerospace-NDT in Canada 2011 Conference Career Zone: Practical Business Development Ideas for NDE Service Providers – Part 3
Career Zone: Practical Business Development Ideas for NDE Service Providers – Part 2
CINDE Member Benefit Introduced ICNDT Newsletter
Co-chair Message and Call for Papers / Sponsors / Exhibitors: Candu Owners Group
Ontario and Quebec Chapter Meetings CINDE Events: Annual General Meeting Announcement
In-service Inspection Workshop & NDT in Canada 2012 Conference

Publication Agreement No. 40041678 Publication Agreement No. 40041678 Publication Agreement No. 40041678

INDEX
Page
Introduction ............................................................................................................. 4

Practical Business Development Ideas for NDE Service Providers

Written by Roy O. Christensen, RET, Christensen Qualityworks Inc.

Part 1 - Introduction / Identifying Services ............................................................ 5

Part 2 - Understanding Services ............................................................................ 7

Part 3 - Improving Services .................................................................................... 9

Part 4 - Enhancing Services .................................................................................. 11

Part 5 - Expanding / Collaborating Services ......................................................... 14

Part 6 - Conclusion ............................................................................................... 17

CANADA’S NATIONAL NDT MAGAZINE CANADA’S NATIONAL NDT MAGAZINE CANADA’S NATIONAL NDT MAGAZINE

JOURNAL
July/August 2012
JOURNAL
September/October 2012
JOURNAL
November/December 2012
Digital VOL. 33 NO. 4 Digital VOL. 33 NO. 5 Digital VOL. 33 NO. 6

NDT NDT NDT

The ‘Inspector’ of the Future?

More "Digital NDT" for 2012

More "Digital NDT" for 2012 More "Digital NDT" for 2012

Look INSIDE for: Look INSIDE for:

Feature Article: Inside the Innards of a Nuclear Reactor
Articles of Interest: The Managers Shield: Socio-Technical Networks for Reliability
NDE Technician Certification and Competency in the Oil and Gas Industry
Career Zone: Practical Business Development Ideas for NDE Service Providers – Part 4
Look INSIDE for:
Feature Article: Applications of Encoded Phased Arrays
Feature Article: Identification of Weld Overlay Locations During Pressure Vessel Survey
Articles of Interest: The Impact of Harmonization on NDT in Canada
Candu Owners Group 4th International ISI & NDT in Canada 2012 Conference Article of Interest: Handheld Device 'Sees' Damage in Concrete Bridges, Piers
Chair report from the CINDE Annual General Meeting
NDT in Canada 2013 Call for Papers
Career Zone: Practical Business Development Ideas for NDE Service Providers – Part 5
Letter to the Editor Career Zone: Practical Business Development Ideas for NDE Service Providers – Part 6

Publication Agreement No. 40041678 Publication Agreement No. 40041678 Publication Agreement No. 40041678
 It’s Great to be in NDT
Don Courchesne, Canadian Institute for NDE (CINDE)
In an economy that is seeing countless numbers the increase in governmental regulations following highly
of people looking for careers, NDT technicians and publicized infrastructure failures. Pipeline explosions
companies can breathe a collective sigh of relief. and refinery blasts have spurred governments to
It seems that it’s great to be in the NDT business, tighten safety regulations, escalating the need for
financially speaking. nondestructive test (NDT) inspection. “Moreover, with
end-user industries eager to lengthen the lifecycle of
A new report by Nikhil Jain from Frost & Sullivan, existing infrastructure to save time and costs, the global
Analysis of the Global Nondestructive Test Equipment demand for NDT equipment is on the rise, positively
Market, has found that the global NDT market earned impacting this mature market”.
revenue of over $1.39 billion in 2011 and estimated this
to reach $2.03 billion in 2016. However, as some individuals in the industry have
pointed out, the analysis leaves out large portions
“The high costs and challenges involved in building new within NDT. The report is primarily focused on NDT
infrastructure have led to end-user industries extending service companies that use technicians in the field with
the useful life of their existing infrastructure,” said Frost instruments; leaving out automation and some other
& Sullivan Research Analyst Nikhil Jain. “This, therefore, areas of NDT. This then generates the question: How big
spurs demand for NDT equipment.” is NDT really?

Nikhil Jain also In a word: massive. In many (if not all) industries, NDT
states that, while is used in some way or another, even if it’s not called
aging infrastructure NDT. What other hurdles are there to identifying the
is a global trend, various NDT companies worldwide to give us an exact
it is extremely picture of the industry? For one, with the large amount
pronounced in of contractors, small companies, organizations, and
the United States, corporations involved in NDT, it would make it quite a
where the average task to identify how large NDT actually is just because
age of a refinery or of the high number of companies there are. Although
power plant is more than 40 years. These aging assets there might be some issues with the figures, it seems
are required to run at high capacities, and thus need to like there’s a bright outlook for NDT in general.
be inspected periodically to prevent catastrophic failure.
If the analysis by Frost & Sullivan is right, and the report
The report asserts that the NDT industry is characterized is also missing some
by a reluctance to adopt new technology caused by a fairly large sections
number of factors, including the conservative nature of the industry, then
of end-user industries, sluggish approval times for anyone involved in
standards, and lack of proper training for technicians. NDT can rest a little
However, the most significant factor hindering adoption easier amidst scarcity
of new technology is the structure of the industry as a of opportunities in
whole. other industries.
With NDT constantly
“The NDT industry is structured such that the equipment growing, it seems as though a career in nondestructive
manufacturers sell a majority of their equipment to the testing is – dare I say it – indestructible.
NDT inspection service providers,” explains Nikhil. “It
is therefore difficult to aid market *Some sections edited and reprinted with
adoption of new technology unless “A wave of highly publicized permission of Frost & Sullivan (www.frost.
the inspection services providers infrastructure failures such com)
are prepared to make an investment as pipeline explosions and
in purchasing equipment operating refinery blasts have spurred Do you have insights on the Canadian
on new technology, or through governments to tighten safety NDT market you’d like to share? Email
governmental regulations stipulating regulations, escalating the Don Courchesne (memberservices@
the use of the latest technology.” need for nondestructive test cinde.ca) with your perspective for
(NDT) inspection” readers of the CINDE Journal.
A large factor that is pushing the NDT – Nikhil Jain, F&S
industry forward, according to Jain, is

4
 Practical Business Development Ideas for NDE
Service Providers – Part 1
Roy O. Christensen, RET, Christensen Qualityworks Inc.
Editor’s Note: This article is the first in a series that appeared in the CINDE Journal throughout 2012. These articles will address valuable business
ideas for identifying, understanding, improving, enhancing, expanding, and collaborating NDE services in terms of the elements
listed below.
1. Introduction / Identifying Services
2. Understanding Services
3. Improving Services
4. Enhancing Services
5. Expanding / Collaborating Services
6. Conclusion
Introduction
An article by author Mike Michalowicz on the Toilet
Paper Entrepreneur (TPE) website titled “Six Billion (NOT)
Served”1, states that “The traditional entrepreneurial
approach is a statistical review of the numbers, but
“analysis by the numbers” alone just doesn’t work. You
must know what your customer’s values and expectations
are at the most core level. Then when you set up shop,
ensure that you are servicing the heck out those values
and expectations.”
That article was written for restaurateurs, so what can this
mean to NDE service providers? Everything. What is the
difference between a menu and a rate sheet? Nothing. This
first article discusses valuable ideas for identifying your
target NDE clients and then servicing their NDE wants and
needs. This approach seeks to successfully understand
and build collaborative client relationships, rather than
competing with lower rates and then just waiting for service
calls.
Non-destructive testing (NDT) and evaluation (NDE) is
a multi-faceted business that provides many services to
a range of clients in various industries. Services may be
described as a scope or part of an assignment, job, project,
task, or other work. Growing an NDE business by tapping
into new markets requires not only entrepreneurial savvy,
but also clear and effective communications. Opportunities
for growth with new clients must not overlook your existing
clients however, to whom additional services could be
extended. The services may also be new or existing.
A target client may therefore be new, or an existing client
using a competitor’s services that you could provide. The
goal is to identify the services required by target clients, in
order to develop ideal or flagship clients.
Ideal clients are those with you have a great working
relationship, who provide clear requirements, appreciate
your business, provide timely payment, and word of mouth
advertising or referrals. Flagship clients are ideal clients
www.cinde.ca CINDE Journal t Vol.33 t No.1 t January/February 2012
Learn how to identify and tar-
get NDE clients, and then ser-
vice their wants and needs
that use your services preferentially or exclusively, and
provide a large volume of repeat business.
Problem clients may provide unclear requirements that
result in problems from order entry to invoicing, and do C
not seem to appreciate your business. As a result, they
demand more time and attention than the value of their A
business warrants. The best approach to this situation is
to be positive and proactive by discussing their service
R
needs with them, to identify specific problems and possible E
solutions in order to improve the working relationship and
develop another target client.
E
R
This series of articles, which begins with Identifying
Services, will discuss practical and valuable ideas for
identifying, understanding, improving, enhancing,
expanding and collaborating NDE services for your target
Z
clients as a means of achieving business success. O
Identifying Services
N
Stephen R. Covey’s habit #2 from the book The 7 Habits of E
Highly Effective People2 is to “begin with the end in mind”.
The primary deliverable for an NDE business is the report;
nothing more. Identifying services must mean not only
what service will be provided, but reporting the service that
was provided. In another article that appeared in the NACE
Inspect This magazine titled “Reporting Our Value to Our
Customers - More Meat with the Potatoes!”3 author Terry
Greenfield succinctly states that “Whenever the inspector’s
reports are read, it should be clear and evident to the
customer why it’s a benefit to have the inspector there on
the job protecting their interests.” The same is as true for
NDE reports as for coating inspection reports.
Reporting must not only provide
basic code-related and project
specific information with accept/
reject results, but present as a
high-value professional document
that is clear and concise, with an
appropriate level of detail that
31 5
 ‘supports and justifies the added cost of inspection.’ References
This can be done by documenting problem identification, 1.
Michalowicz, M., ”Six Billion (Not) Served”, The
mitigation and solution or completion, and unique insight or Toilet Paper Entrepreneur website, 2008, http://
skills for identifying deficiencies and non-conformances, or www.toiletpaperentrepreneur.com/data/TPE%20
other elements affecting the work to ensure that it conforms Article%20-%20Six%20Billion%20%20(Not)%20
to the project specifications. This is possible where the Served.pdf
service provided is consulting rather than strictly NDE, 2. Covey, S., “The 7 Habits of Highly Effective People”,
and the report is prepared or peer-reviewed by a qualified Free Press, A Division of Simon and Schuster, Inc.,
inspector, technologist or engineer. New York, NY, 2004, ISBN 0-7432-6951-9
3.Greenfield, Terry D., ”Reporting Our Value to Our
Including a sketch Customers - More Meat with the Potatoes!”, Coatings
or a few photos is an Pro Magazine, Fall 2011 http://events.nace.org/
excellent way to enhance education/inspectthis/images_inspect/InspectThis_
reporting by providing Fall11.pdf
additional information for 4.Michalowicz, M., ”The 7 Stupidly Easy Ways to Use
immediate use and as Behavioural Influence to Grow Your Business …
a permanent record of Fast!”, The Toilet Paper Entrepreneur website, 2011,
service. It is advisable http://www.toiletpaperentrepreneur.com/wp-content/
to take many photographs, and use only the best for the uploads/NOTES-8-Behavioral-Techniques.pdf
report. Save all clear photos to the job file and state in the
report that these are available for future use if needed. Photo Credits
C Personalized client communications will provide high-value
1. R eport www.parkerliveonline.com/wp-content/
uploads/2011/02/report.jpg
A reporting with:
• reports according
2. PT Report www.twisoftware.com/images/products/
ndtspec_nde_report.jpg
R to client needs for 3. Metallography www.powerfect.com/images/weld%20
hard or e-copies
E and transmittal by
crack.jpg

E mail, fax, or email,

with any copies
R • follow-up emails
or phone calls to
confirm positive
Z order placement,
assignment
O or project status, and that the client’s needs are ..leads you to a brighter FUTURE in NDT
N understood and serviced
• discussion of significant findings and job status at the
E workplace in person, or by timely phone calls
• emails or cover letter transmittals with reports that
highlight accomplishments, qualifications, and job or
project status and outcomes
• a personal thank you note, report copy or reference,
and promotional or technical literature with invoicing

Finally, check out the fascinating website article by Mike

Michalowicz “The 7 Stupidly Easy Ways to use Behavioral
Influence to Grow Business … Fast!”4. His 7 tips are very
thought provoking, as he describes their use and benefit to
you and your company in passionate detail.

www.cinde.ca

6 32 CINDE Journal t Vol.33 t No.1 t January/February 2012 www.cinde.ca

 Practical Business Development Ideas for NDE
Service Providers – Part 2
Roy O. Christensen, RET, Christensen Qualityworks Inc.

Editor’s Note: This article is the second in a series of six that appeared in the CINDE Journal throughout 2012. These articles will address valu-
able business ideas for identifying, understanding, improving, enhancing, expanding, and collaborating NDE services in terms of
the elements listed below.

1. Introduction / Identifying Services Learn how to identify and

2. Understanding Services target NDE clients, and
3. Improving Services
then service their wants
4. Enhancing Services
5. Expanding / Collaborating Services and needs
6. Conclusion

The Second Element - Understanding Services all of the work. Establishing the details in advance saves
Service needs vary everyone time and money.
significantly depending
upon the scope and Better yet, before any project kick-
purpose of the work, for off or even before a contract award, C
whom the service is to and well before any services are
be provided, and many required, discuss NDE needs with A
other factors. NDE is a your clients and educate them about
your services, to get their feedback
R
small but important part of
projects or jobs that have many other details and technical about any other wants or needs. E
complexities. For example, NDE may be required for QA/
QC, certification, contract, or maintenance purposes that
These items or opportunities may be discussed:
• the benefits and limitations of various NDE methods E
are not always well-defined. As a result, client planning or • the services available and most suited to their needs R
scheduling may not be as well thought out in advance as it • enhancements or other service alternatives that may
could or should be. be provided
• regulatory requirements (e.g., lifting or pressure
equipment certification)
Z
This is especially the case when NDE requirements
become fully understood, or are identified and added on to • regulations and good practice (e.g., code requirements O
the critical path later in a project. Clients may therefore call
urgently at the last minute to request a service, possibly
vs. specifications)
• how technology can provide more effective and N
with an unclear picture of what is required or without fully efficient services, with fewer resources at a lower E
understanding the details of how their wants and needs overall cost (e.g., for NDE techniques and reporting or
could or should be met. data management)

Therefore it is imperative to have an You may also continuously connect to your client’s wants
open dialogue with a client early in and needs by:
a project to understand and validate • having a website that provides good information
their specific needs before scheduling • providing presentations at technical meetings and
and dispatching any service. For conferences
example, an “inspector” could be • writing articles for industry, trade or society journals
requested without knowing that the • networking to identify business contacts and
technician dispatched needs to be opportunities
able to perform a specific type of magnetic particle testing •initiating face to face meetings instead of just making
(MT) technique. Remember that the MT techniques include phone calls or emailing
dry, contrast and wet fluorescent methods. • providing demonstrations with equipment, material,
and report examples at trade shows
It is also possible that the client could use the same
technician to perform API or CWB certified visual Successfully connecting services to
examinations at the same time, if they are trained and your clients’ wants and needs means
certified to do so. There is nothing worse than someone that each of you must have your goals
arriving on a job site who is unprepared or cannot complete or objectives fulfilled. It also means

www.cinde.ca CINDE Journal t Vol.33 t No.2 t March/April 2012 31 7

 that the service opportunities must be fully understood and
identified. Your services may also be modified or developed
to meet different requirements and serve new markets.
In his article “Environmental Sweet Spot - What do
manufacturers, registrars, and consumers all have in
common?”, Ryan E. Day relates to Theodore Levitt’s
famous quote, “People don’t want a quarter-inch drill; they
want a quarter-inch hole”. [1] He says that examining each
other’s motives will allow you to propose the most efficient
way for each group to fulfill its individual goals, by ensuring
the goals of the other group are fulfilled. By finding and
defining the common ground, you can easily envision
helping each other to reach your individual goals.
Theodore Levitt’s famous quote is also discussed in the
Harvard Business Review article “Marketing Malpractice:
The Cause and the Cure” [2] by Clayton M. Christensen,
Scott Cook and Taddy Hall.  The article states that when
people need to get a job done, they can hire a product or
service to do it for them. The task is to understand what
jobs periodically arise (i.e., needs and wants) for which
C they might hire your company.  New markets are created
A when an innovative company designs a service and
then positions its brand on a job for which no optimal or
R competitive service yet exists.  This is great news for smart
companies that are hungry for growth.  The article includes
E a one-page preview that quickly summarizes the key ideas
E and provides an overview of how the concepts work in
practice, along with suggestions for further reading.
R
Diana Rankin said that “instead of thinking about where
you are, think about where you want to be. It takes twenty
Z years of hard work to become an overnight success.” [3]
Great success does take time, even years, but success
O can also be achieved every day, with every client and on
N every job.
E
8 32 CINDE Journal t Vol.33 t No.2 t March/April 2012 www.cinde.ca
References
1. D ay, R. E., “Environmental Sweet Spot - What do
manufacturers, registrars, and consumers all have in
common?”, The Quality Digest website, 2011 http://
www.qualitydigest.com/inside/quality-insider-column/
environmental-sweet-spot.html
2. Christensen, C. M., Cook, S., and Hall, T., “Marketing
Malpractice: The Cause and the Cure”, Harvard
Business Review, 2005 http://hbr.org/product/marketing-
malpractice-the-cause-and-the-cure/an/R0512D-PDF-
ENG
3. Rankin, D., Visionary Leadership, The Diana Rankin
website http://www.dianarankin.com/Leadership.htm
Photo sources
1. Oil Sands Project http://www.hydrocarbons-technology.
com/projects/athabasca/images/image1.jpg
2. MT Examination http://www.teaminc.com/team_nde_
ndt_inspection/images/Magnetic_Particle_IMG_1419.
png
3. Visual Examination http://www.equipment-inspection.
com/Sample%20Inspection/DSCN4819.jpg
4. WFMT Linear Indication, Cracked Gear http://www.ndt-
training.org/images/mt_uvcrack.jpg
... teaching
to fit YOUR
needs,
no matter
how big
or small.
For more information on
upcoming courses visit our
website: www.cinde.ca
or call 1.800.964.9488
 Practical Business Development Ideas for NDE
Service Providers – Part 3
Roy O. Christensen, RET, Christensen Qualityworks Inc.

Editor’s Note: This article is the third in a series of six that appeared in the CINDE Journal throughout 2012. These articles will address valuable
business ideas for identifying, understanding, improving, enhancing, expanding, and collaborating NDE services in terms of the
elements listed below.

1. Introduction / Identifying Services Learn how to identify and

2. Understanding Services target NDE clients, and
3. Improving Services
then service their wants
4. Enhancing Services
5. Expanding / Collaborating Services and needs
6. Conclusion

The Third Element - Improving Services tradesmen, and supervisors all have a different job to do;
The objectives of service improvement discussed here your job is to help them so they will help you.
are two-fold. The first is to improve and maintain high
quality services for all aspects of your business, from The second improvement objective is reached by identifying
technical services and reporting, to cost-effectiveness and establishing your client’s wants and needs, regardless C
and timeliness. The second is to develop a flagship client of whether they are large or small; new or established
by becoming the client’s preferred or exclusive service requirements. Business development can mean continually A
provider. adapting your services or educating clients about your
services. Rather than simply relegating this to a sales and
R
The first improvement objective is reached by servicing the marketing department, business improvement activities E
client’s wants and needs while continually providing high-
quality services. Some ways to do that are:
should involve teamwork with contributions from appropriate
people throughout the company. E
• developing and using checklists to ensure that all required R
information is referenced or obtained, used, and reported In his article “Business Building - The Appreciation of
• paying attention to ensure all details required to complete Sales”,1 Ken Pearce describes the difference between
the work are complete and correct (e.g., code, certification, working in versus working on the business. He states that
one main rule of business is that it is absolutely necessary
Z
technique, schedule, and any special requirements)
• recognizing different service needs for the client as an to grow. He observes that circumstances such as times, O
owner or consultant vs. a manufacturer, fabricator, or
constructor
technologies, and client requirements constantly change,
so that if the clients are not calling you, you will need N
• reporting clearly and stating acceptance criteria using a to call them. He also provides a list of ten tips for (new) E
full Code reference (e.g., for normal, category D or M fluid sales personnel. CWA Engage will be publishing additional
service, or severe cyclic conditions for ASME B31.3, and articles by Ken Pearce this year that promise to be equally
for static or cyclical loading for CSA W59) as ‘engaging’.
• stating clear references to any contract, purchase order,
or project specification requirements (e.g., different or The ultimate purpose of
more stringent criteria in addition to Code requirements) service improvement is sales
• providing certified or qualified personnel and procedures improvement, but services
according to client needs (e.g., ASTM, CGSB, CWB, don’t just sell themselves.
NACE, or when certification is not required, clearly stating Target clients must be
any other qualifications or performance demonstrations identified, and business
that are needed development efforts must
• completing report turnaround according to client needs connect with their wants and
(e.g., the same day on-site or as a draft, with a final copy needs. This may be done in
on a defined timeline) many ways, from advertising
• providing report formatting according to client needs (e.g., to cold calling, but at some
hand written, word processed with digital photos, peer point, the connection must
reviewed, and data logged or any combination) be personal. In this day
• having positive, constructive interactions with all client and age of overflowing
or other personnel from the beginning to the end of a email inboxes, texting and
project. Managers, engineers, receptionists, secretaries, Twittering, it is too easy

22 CINDE Journal t Vol.33 t No.3 t May/June 2012 www.cinde.ca 9

 to forget the all import personal touch. When you’re
developing client relationships, remember to pick up the
phone to talk to clients or even better, visit and spend some
time with them face-to-face. Voice mannerisms and body
language together with what is said give more useful cues
than just an email message.
And think about bringing someone else from the company
with you too. Not everyone is a natural born salesperson,
but technical personnel have classroom-learned and
field-tested competencies that are invaluable for helping
explain the features and benefits of the many varied NDE
techniques to your clients. Taking a team approach to a
proposal meeting might impress customers with the talent
and bench strength your company can bring to the table.
In the first three parts of this series, best practice ideas
have been shared and discussed for:
1. 
Identifying, understanding and improving services for
developing target, flagship, and problem clients.
2. Using effective reporting and behavorial influence while
establishing common ground.
3. Working on instead of working in the business, and
using check lists so that no important business practice
details are forgotten.
In the next three parts of this series more ideas will be
shared for enhancing, expanding and collaborating on
client services. Some of these include attraction marketing,
appreciative inquiry, and professional development, using
online and offline resources that are at your fingertips.

Also, some technicians may have or be able to learn References

sales skills easier than for a salesperson to acquire and
communicate technical knowledge. Given that technical
personnel often interact on a daily basis or during every
job with client personnel, they are uniquely positioned
as both a work force and sales and marketing force. A
C successful organization will have a team that connects
A with the client at all levels through an integrated sales and
marketing approach. But still you may ask, “How can sales
1. Pearce, P., “Business Building - The Appreciation of
Sales”, CWA Engage Vol. 2 Issue. 1 January 2012 http://
www.cwaconference.org/Engage/jan12.pdf
2. Trimble, M.W., “Checklists? You’ve got to be Kidding!”,
Modern Steel Construction July 2009 http://www.
modernsteel.com/Uploads/Issues/July_2009/072009_
checlist_web.pdf

R and marketing activities be incorporated into technical Photo sources

services?”
E 1. A checklist http://www.territoryplan.com/wp-content/up-
loads/2011/10/Strategic-Plan-Checklist_early2.png
E Using examples from
two sectors, i.e. piloting
R aircraft and quality
management, Mark W.
Trimble states in his article
Z “Checklists? You’ve got
to be Kidding!” 2 that
O checklists serve two very
N useful purposes. First,
he says that check lists
E are ‘what to do’ lists that
provide a systematic and
proven way of ensuring that tasks are completed. Second,
he says that check lists are a ‘did I do it?’ list to confirm
that all vital tasks have been completed. A good check
list should include items that will ensure a client’s wants
and needs are serviced today, but also include items that
foster personal connections with the client by identifying
new wants and needs for tomorrow. A great check list is
constantly updated to reflect any new requirements for
your clients and the work being performed. Tomorrow’s Visit us at: www.cinde.ca or contact d.luey@cinde.ca
flagship clients can be developed by forging stronger for more information on many of the benefits
personal connections with today’s target clients. No cold of becoming a member of CINDE.
calling required.
Plan to play an active part in your NDT community.

10 www.cinde.ca CINDE Journal t Vol.33 t No.3 t May/June 2012 23

 Practical Business Development Ideas for NDE
Service Providers – Part 4
Roy O. Christensen, RET, Christensen Qualityworks Inc.

Editor’s Note: This article is the fourth in a series of six that appeared in the CINDE Journal throughout 2012. These articles will address valuable
business ideas for identifying, understanding, improving, enhancing, expanding, and collaborating NDE services in terms of the
elements listed below.

1. Introduction / Identifying Services Learn how to identify and

2. Understanding Services target NDE clients, and
3. Improving Services
then service their wants
4. Enhancing Services
5. Expanding / Collaborating Services and needs
6. Conclusion

The Fourth Element - Enhancing Services consultations to discuss what NDE services need to
Enhancing services means both provide vs. how to provide them.
developing what services to
provide and how services are As an example of how services are provided, clients
should rightly expect that services will be available
provided. In the service business,
it is surprisingly easy to confuse whenever needed, with all the necessary personnel, C
‘what’ with ‘how’, or entirely procedures, equipment, materials, certifications, and other A
overlook important aspects of requirements. Clients may not recognize the challenges
either. of maintaining a full roster of certified personnel and R
As an example of what service to provide, CSA W59,
equipment 24/7, for any possible service needs. NDE
businesses are also challenged with adequately staffing
E
Welded Steel Construction (Metal Arc Welding) specifies competent multi-disciplined personnel during any seasonal E
or economic climate, and with a generally aging workforce
that visual inspection be completed on finished welds,
but not any other examinations or in-process inspections, that faces increasing demands for training and the use of R
which must be invoked by the contract. Specifically, section technology.
7.4 states that “users should consult appropriate technical
sources”. Job shadowing and on-the- Z
As shown in Table 1, NDE service providers should engage
job training (OJT) are effective
means for using senior
O
the client before a contract is awarded, for technical technicians to mentor and train N
junior technicians or new recruits
who want to advance their E
Table 1 – What NDE Services to Provide vs. How to Provide Them

30 CINDE Journal t Vol.33 t No.4 t July/August 2012 www.cinde.ca 11

 careers. This teamwork must be clearly presented to the
client as an enhanced service however, rather than as an
opportunity to simply charge for the use of a two-man crew.
A second person can help with equipment, examination,
interpretation, and reporting, to reduce the work time
frame. They can also act as a safety watch for work that
must be conducted in isolated or concealed locations,
or outside of normal business hours, such as at a large
commercial or industrial site.
It is advantageous to the client
for the second person to be
charged-out at a lower rate, as a
helper or junior technician, or they
may even be provided at no-cost
according to the circumstances.
Ensuring the availability of
additional qualified resources who understand the client’s
service needs is a long-term benefit for both the client’s
and your businesses.
Teamwork may also be used for reporting by using office-
C based or junior technical staff for that work. This allows
A senior technicians to focus on the work that they are
certified to do and may enjoy most, while others focus on
R the technical writing and the client’s deliverables, work
that they may enjoy doing. Performing NDE in the field on
E construction and job sites or in factories and fabrication
E shops requires a very different skill set than with technical
writing activities such as image and word processing,
R data entry and management, AutoCAD, formatting, filing,
printing, binding, and issuing reports big or small.
Z It is also advantageous to the client for report writing to
be charged-out at a lower rate. Care must be taken to
O ensure that the report turnaround time does not increase
N unreasonably when additional people are used and that
peer reviews or sign-offs are completed in a timely fashion.
E in technical reporting, so every company
To achieve business success enhancing services also
means focusing on better marketing. Informing clients and
potential clients of existing and new services is a challenge
for any business. The article “Get Your Story Told!“1 on the
Business Owner website, states that every business must
create awareness; how else do you get your phone to ring?
But doing so is tough and advertising is E-X-P-E-N-S-I-V-E.
“Get Your Story Told”1 explains how a business can get
press coverage without hiring a PR firm. Editors are
concerned with finding interesting story ideas for their
readers. So your job, is simply to help the editors get
what they need and want: good,
interesting information and stories
for their readers. This applies to
both the local news media and
trade publications, including the
CINDE Journal!
12 www.cinde.ca CINDE Journal t Vol.33 t No.4 t July/August 2012
Attraction and reverse marketing are other methods that
do not require a PR firm. As defined on Wikipedia:
“Attraction Marketing is the use of marketing techniques
specifically designed to teach the customer what you are
doing and how a service or product will benefit them well
before they purchase it.2 Reverse marketing is the same
concept as attraction marketing and works on the basis
of the Law of Attraction. While marketing mainly deals
with finding the right set of customers and targeting them,
reverse marketing deals with strategies that make the
customer find the company offering the product.”3 In his
article,”What Is Attraction Marketing”4, Tim Buist states that
the concept of attraction marketing is now widely accepted
as a systematic approach to deliver valuable content to
a targeted audience for the purpose of building trust and
credibility, to turn them into loyal customers or business
partners.
The term attraction marketing was Marketing Techniques
made popular by the network marketing • Attraction marketing
industry. The main platform of delivery • Reverse marketing
• Network marketing
is the Internet, although it is not the • Magnetic sponsoring
only platform. Network marketing has
always afforded great opportunities with very low upfront
investments, but the industry has been plagued by inherent
limitations of using your personal network as your customer
and distributor base. Attraction Marketing changes this
dynamic, and puts the marketing powers of a Fortune 500
company in the hand of individual network marketers.
When researching these articles on the
Internet, surprisingly few good pictures of
NDE technicians, techniques, and results
were found. Pictures are an excellent
attraction marketing resource, which in the
words of Napoleon Bonaparte still famously
quoted today, are “worth a thousand words”.
Digital pictures are now commonplace
should have countless images to use to enhance their
marketing efforts and website. Pictures should always be
used with permission, and details may have to be kept
anonymous to protect the client’s identity, confidentiality, or
proprietary information.
Pictures and articles can be submitted to the CINDE
Journal for publication consideration. If they are used
source attribution and acknowledgment are provided; an
advertising bonus for your company! For more information
please visit www.cinde.ca/journal/submit.shtml.
For the greatest advertising effect when using or providing
pictures, ensure that your company name or logo is
prominently displayed (e.g., badges or decals on hard
hats, uniforms, coveralls, and vehicles, or with document
watermarks). Ensure that people in the picture are using
the proper personnel protective equipment (PPE) For
example, are always wearing safety glasses, hard hats or
other PPE appropriate for the work and job site.
31
Summary References
This fourth article of the series introduced useful ideas 1. “Get Your Story Told!”, The Business Owner website,
for NDE Service Providers to help develop their business 2012 http://www.thebusinessowner.com/business-
through enhanced services and marketing. Whether it is guidance/public-relations/2010/03/get-your-story-told
differentiating between the ‘what’ and ‘how’ of providing 2. Wikipedia website, http://en.wikipedia.org/wiki/
services, using multi-skilled teams for technical work and Attraction_Marketing
reporting, or taking advantage of attraction marketing, they 3. Wikipedia website, http://en.wikipedia.org/wiki/
can all improve your marketing approach with a minimum Reverse_marketing
of effort and without any outside help. Previous articles 4. Buist, T., ”What Is Attraction Marketing”, Attraction
in this series explored valueable ideas to develop your Marketing Insider website, 2011 http://www.
business through: attractionmarketinginsider.com/what-is-attraction-
1) Identifying, understanding and improving services for marketing/
developing target, flagship, and problem clients.
2) Using effective reporting and behavorial influence Photo Sources
while establishing common ground. 1. Fabricated Column http://www.adfgroup.com/images/
3) Working on instead of working in the business, fabrication/bow7508a.jpg
and using check lists so that no important business 2. Report Writing http://www.askaboutvalidation.com/
practice details are forgotten. wp-content/uploads/2011/01/word-processing.jpg
The final two parts of this series will share more valuable 3. One Man UT Survey Crew http://djainspection.com/
ideas including appreciative inquiry, professional assets/images/Ultrasonic_Thickness_Testing_010.jpg
development, and using online and offline resources which 4. W hat is Attraction Marketing http://www.
are at your fingertips. a t t r a c t i o n m a r k e t i n g i n s i d e r. c o m / w p - c o n t e n t /
uploads/2011/07/What-is-Attraction-Marketing-300x225. C
jpg
A
R
E
E
R
Two of the many CINDE
Member Benefits include Z
posting your resume O
and/or an available job N
into the current CINDE E
Journal, on the website,
and at our NDT in
Canada Conference.

At our annual NDT

in Canada Conferences, our Career Zone attracts
companies looking for inspectors and people looking for
employment.Notice all the job postings ... now is definitely
the time to pursue or advance your career in NDT!

CINDE Journal t Vol.33 t No.4 t July/August 2012 www.cinde.ca 13

 Practical Business Development Ideas for NDE
Service Providers – Part 5
Roy O. Christensen, RET, Christensen Qualityworks Inc.

Editor’s Note: This article is the fifth in a series of six that appeared in the CINDE Journal throughout 2012. These articles will address valuable
business ideas for identifying, understanding, improving, enhancing, expanding, and collaborating NDE services in terms of the
elements listed below.

1. Introduction / Identifying Services Learn how to identify and

2. Understanding Services target NDE clients, and
3. Improving Services
then service their wants
4. Enhancing Services
5. Expanding / Collaborating Services and needs
6. Conclusion

The Fifth Element - Expanding and Collaborating Services

The purpose of expanding services is to offer your clients new or advanced NDE techniques that they might normally
obtain from another company. This can create new revenue streams that also save your customer from securing other
service providers (including your competition). Collaborating services is similar in that the purpose is to satisfy your
C customer’s needs with total turnkey solutions, but in this case, it is accomplished by subcontracting or partnering with
A other companies which can provide services that your company cannot.

R Expanding Services
E Expanding services may require a significant investment of time and resources for things such as equipment, training,
and certification, to develop expertise in a new technology or technique. It may even mean hiring additional qualified staff
E to provide the service. Some other services however, may be introduced quickly and with comparatively less effort, using
your existing personnel.
R
Complementary technologies that could be introduced as an expanded service over and above existing core NDE
services include:
Z • air-borne ultrasound • infrared thermography (IRT)
O

• balancing / alignment
• borescope
• leak detection
• phased array UT
N • bolt torquing • positive material identification (PMI)
• coating inspection • quality auditing
E • ferrite testing • remote visual inspection (RVI)
• ground penetrating radar (GPR) • source surveillance
• hardness testing • vibration analysis
• high speed photography / video • visual inspection

For example, infrared thermography (IRT)

identifies problems unobservable to the naked
eye based on minute temperature differentials.
Failure modes such as the high resistance
connection inside the bushing compartment
of a step-up transformer are seen as pictured
on the left.1 These temperature differentials
are used for assessing, maintaining and
operating equipment, structures, and systems
in a variety of industries. IRT Is therefore an
excellent example of a new service that would
complement rather than compete with your
existing core NDE services.

Adding new NDE services will best complement your business when they do not directly compete for time and attention
with resources already assigned to existing core NDE services. If there are periods of time when your technicians are
under used because of periodic, repetitive, or seasonal business schedules, then introducing new services to increase their

14 34 CINDE Journal t Vol.33 t No.5 t September/October 2012 www.cinde.ca

chargeable time is a good idea. Some people dislike doing the same old things
day after day, so when introducing new technologies, you will also be engaging
your employees by providing them with more training and development, to take
on new technical challenges that will advance their careers.

Collaborating Services
Smaller NDE service providers may be unable to provide the same suite of
services as larger companies, such as with engineering design and analysis.
At the same time, larger companies might find it difficult to fully staff business
units with diverse clientele for cyclical or seasonal service demands. In either
case, collaboration is useful towards offering cost-effective services by working
with other companies. Collaboration may also be used during a peak periods
when available company resources cannot meet all required services demands.

Examples of professional services that may be offered in a collaborative manner

include:
• failure analysis • mechanical or structural engineering
• material testing • pressure equipment integrity assessments
• certified coating inspection • consulting for specialized jobs and large projects
• lifting equipment certification • welding procedure development and qualification

Being able to respond to client needs by out-sourcing or working with others allows each company to focus on their
respective area of expertise, while sharing work and clients whenever opportunities arise. It is best to establish a work- C
ing agreement in advance, instead of waiting to establish a new business relationship once the request for services has
been made and the clock is ticking.
A
R
The relationship should establish if one company will take the primary role and the other will be a sub-contractor, or if
each shall bill the client directly, and identify how resources, responsibilities, risks, and rewards will be shared. A suc-
E
cessful partnership will require detailed proposals to be prepared that effectively describe how the service will meet the E
client’s needs, with the advantages of collaboration and the client’s options or risks clearly identified.
R
Many technical resources are available for identifying activities or assis-
tance that may be provided to your business partners and clients. For
example, the American Institute of Steel Construction standard Specification Z
for Structural Steel Buildings2 is available as a free download from the AISC
website. It includes a new chapter N, Quality control and quality assurance,
O
with detailed requirements for steel fabrication, erection, inspection, and N
NDE, including tables with activities to be completed before, during, and
after welding or bolting. E
As another example, the twelve part series of articles, “Understanding the
Estimating Process”3 was originally written for electrical contractors. All the
steps, from knowing what and when to bid, or understanding specifications
and take-offs, to preparing your proposal and cover letter, and finally submit-
ting a bid, also apply to NDE service providers.

Does this all seem like more trouble than it is worth? A briefing paper on
the positive engagement website titled “What Is Appreciative Inquiry?”4,
describes how Appreciative Inquiry (AI) was developed by David Cooper-
rider and his associates at Case Western Reserve University in the mid-
eighties. It describes how appreciative inquiry was developed after his
wife Nancy, an artist, told him about the “appreciative eye” – an idea that
assumes that in every piece of art there is beauty.

Appreciative inquiry applies this principle to business. In the YouTube clip

titled “Appreciative Inquiry”5 John Hayes explains how to use appreciative
inquiry in the workplace. He states that “it is accentuating the positive rather
than eliminating the negative.”

www.cinde.ca CINDE Journal t Vol.33 t No.5 t September/October 2012 35 15

 In another YouTube clip titled “What is Appreciative Inquiry?”6 Jackie Kelm explains the 5 principles, 4-D Cycle, positive
core, summit process, and the story of how appreciative inquiry began. She states that “what appreciative inquiry does
is take you into a whole new realm of opportunities, instead of just fixing the problem.“

Appreciative inquiry can be used to look for new business opportunities by identifying complementary new services to
be developed and provided to both existing and new clients. Existing core services may then be used to market the new
services and vice versa.

Summary
A true entrepreneur sees business opportunities that others do not and develops them into services that successfully
improve client and shareholder value. The challenges presented by expanding services may be seen as creating prob-
lems that then must be solved, but lets face it, problem-solving is a negative-focused activity. Instead, it is much better to
treat the challenges of expanding your services in a positive manner as opportunities for business improvement. Whether
expanding or collaborating your services, the aim is to grow your business by servicing all your client wants and needs
with a win-win approach.

References
1. Courtesy of Canadian Institute for NDE course notes.
2. ANSI/AISC 360-10, Specification for Structural Steel Buildings, American Institute of Steel Construction, June 22,
2010 http://www.aisc.org/WorkArea/showcontent.aspx?id=26516
3. C andels. L., Understanding the Estimating Process Part 1 of 12, Electrical Construction and Maintenance website,
C 4. C
http://ecmweb.com/construction/understanding-estimating-process-pt1-20110101/
 ooperrider, D., What Is Appreciative Inquiry? A Positive Engagement Briefing Paper, Psoitive Engagement website,
A http://positive-engagement.squarespace.com/storage/downloadable-files/What%20Is%20Appreciative%20Inquiryai.
pdf
R 5. C ooperrider, D., What Is Appreciative Inquiry?, Appreciative Inquiry Commons website, 2010
E http://appreciativeinquiry.case.edu/intro/whatisai.cfm
6. J ohn H., Leeds University Business School, Appreciative Inquiry, YouTube http://www.youtube.com/
E watch?v=BqHeujLHPkw
R 7. J ackie K., What is Appreciative Inquiry, YouTube
http://www.youtube.com/watch?v=ZwGNZ63hj5k&feature=related

Image / Photo Sources

Z  inite Element Analysis http://img228.imageshack.us/img228/4259/scenario1aq6.gif
1. F
O 2. P
 eace Bridge in Calgary, AB, photographs by Roy O. Christensen

N
E

CINDE Invites you to submit your papers:

Technical, Research or Articles & Pictures of Interest
Visit: www.cinde.ca/journal/submit.shtml
16 CINDE Journal t Vol.33 t No.5 t September/October 2012 www.cinde.ca
 Practical Business Development Ideas for NDE
Service Providers – Part 6
Roy O. Christensen, RET, Christensen Qualityworks Inc.

Editor’s Note: This article is the sixth in a series of six that appeared in the CINDE Journal throughout 2012. These articles will address valuable
business ideas for identifying, understanding, improving, enhancing, expanding, and collaborating NDE services in terms of the
elements listed below.

1. Introduction / Identifying Services Learn how to identify and

2. Understanding Services target NDE clients, and
3. Improving Services
then service their wants
4. Enhancing Services
5. Expanding / Collaborating Services and needs
6. Conclusion

The Sixth Element – Knowledge & Relationships

Johann Wolfgang von Goethe (1749-1832) said that, “He who moves not forward, goes backward.” Restated for business
in 2012, this could read as, “If you are not gaining clients, you are losing clients,” or, “If
your business is not expanding, it is shrinking.” Nothing is static, especially business.
Instead of relying on current services and existing clients for future success, you must
C
continually showcase your business as the best service provider for your client’s specific A
wants and needs.
R
This series of articles provided many practical Showcase your business as the E
ideas for identifying, understanding, improving, best service provider for the cli-
enhancing, expanding, and collaborating NDE ent’s specific wants and needs E
services. Part six saves the best for last, by
focusing on two key pieces in your success
R
puzzle: developing knowledge and relationships.

Developing Knowledge
Z
Education is an ever-important part of a successful career, but your education is not finished after obtaining a diploma O
or degree; the secret is that your learning should never stop. Taking business or technical training courses offered by
commercial and educational organizations is always an option, but the time and resources may not always be available
N
to do so. This is especially true if travel to and accommodation in another city is required, or if you are working in the field E
or out of town. An alternative to formal continuing education is Alberta’s business information service, Business Link1,
which offers cost effective learning sessions that are conveniently available. They can be attended in person or in a
group webcast with video-conference services, or by obtaining the recorded playbacks. Session topics include marketing,
taxation, financing, social media, and employee management, to name a few.

E-learning is gaining in popularity and many colleges, universities and other educational organizations including the
Canadian Institute for NDE (CINDE) and the Canadian Institute of Steel Construction (CISC) now offer online courses
and webinars, with the benefit of “attending” from your own home or office. See more at CINDE On-line Courses2 and
CISC-ICCA Education3. The CINDE website also has regular postings with industry news and an extensive list of links to
other websites that puts a wealth of reading materials for your business and professional development at your fingertips.
These include everything from industry and product news to trade journals and other publications.

You can also subscribe to news alerts or newsletters that interest you. Many blogs, websites and newspapers offer
informative articles with relevant topics and new ideas. If receiving even more email seems overwhelming, then use a
separate email account dedicated to your career and business development activities. Or set-up RSS feeds with folders
to download articles and materials of interest to be read or referenced anytime. Keeping on top of new subjects and
information is a good use of time when your energy level is low, the time available near the end of the day isn’t conducive
to starting a demanding job or new task, or just for something to do on a Friday afternoon.

26 CINDE Journal t Vol.33 t No.6 t November/December 2012 www.cinde.ca 17

 Technical articles that are a short read can offer a flash of inspiration, such as “A Toaster-Yes, a
Toaster-Triggers an Idea for Innovation”4. It describes how Ray Turner, founder of Edmonton-based
Lenmak Exterior Innovations Inc., turned a $7 lunch into pure gold.

Another article, “Innovation Almost Bankrupted LEGO,” 5 tells the LEGO story and has advice from
David Robertson about why companies should not blindly follow a mantra of innovation. He states
that management and evaluation must be at the heart of any innovation strategy, and although it is not
good for a firm to remain stagnant, unbridled innovation may not be the answer either. The article also
mentions blue and red oceans, which are important business concepts from the book Blue Ocean
Strategy6. This strategy provides a systematic approach to creating uncontested market space and
making competition irrelevant.

Author Brian Tracy says that reading an hour every day in your chosen field works out to about one book per week, or 50
books per year, and will help guarantee your success. If you want to guarantee your success, then the nearest book store
offers limitless reading opportunities. If you don’t know where to start, the books shown in Table 1 offer some interesting
ideas. Great ideas are not limited to books hot off the press; equally enlightening books can also be found at any used
book store at a reasonable cost.

Developing Relationships
The importance of networking, connecting, and developing
relationships with colleagues and clients simply cannot be
overstated. The secret is that these contacts are equally as
C important as your technical knowledge. Attending society
A meetings, industry events, or trade shows can provide excellent
networking opportunities and access to new business and
R technical resources, which is good. Volunteering to serve
E on an executive board or committee and exhibiting at trades
shows can provide you with a focused audience, which is
E even better. Giving demonstrations or presentations as well as
writing articles can provide you with a captive audience, which
R is the best. Instead of waiting for new clients to find you or
identify your services, find and reach out to them first by getting
involved in the industry outside of your day-to-day business
Z with existing clients.
O If the only thing holding you back is the fear of public speaking,
N you are not alone. It is a well known fact that most people
would rather die than speak in public. Upgrading your speaking,
E reading, and writing skills is always a worthwhile investment
of time and energy. Anyone can benefit from sharpening their
presentation and communications skills, and Toastmasters
International has excellent programs for communications and leadership training. With over 10,000 clubs in 90 countries
around the world- 1,335 in Canada alone- there should be one near you. If not, then a new club can be started!

Developing relationships and communicating with your business partners is just as

important as it is with your colleagues and clients. In his article, “The Business Case
for Open Book Management”7, Gene Siciliano states that in sports, every player
knows the game plan, their evolving role in it, what the end goal is, and if they are
making progress. He describes how the practice of Open Book Management (OBM)
can improve the employer-employee relationship, as well as productivity and profits.
For example, public companies share financial information because they want to
sell stock on the basis of their dividends; Gene says private companies should too,
so that employees become truly aware and invested in the company’s success.

So what is the very best way of connecting? As Timothy E. Wilson so aptly stated (with a very relevant thought about
a totally unrelated subject), “To hell with smart phones: the best way to get anywhere, in my opinion, has always been
to use that killingest of apps, the human” 8. So to get to where you want to be, always make time to connect with your
business partners, colleagues, and clients, to discuss their wants and needs, and of course, to use your exceptional
service as a basis to develop new work and request referrals to other clients.

18 27 CINDE Journal t Vol.33 t No.6 t November/December 2012 www.cinde.ca

Summary
I truly enjoyed the opportunity to provide this series of articles for the CINDE Journal. The time and effort I spent was more
than repaid by the knowledge and information I gained while researching them. An added bonus was that I sharpened
my writing skills as I worked through the edits that were inevitably suggested by the CINDE staff. My sincerest thanks go
to them for their advice and support.

References
1. Business Link website, http://www.canadabusiness.ab.ca/
2. CINDE On-line Course Calendar, http://www.cinde.ca/courses/online.phtml
3. CISC-ICCA Canada website, http://www.cisc-icca.ca/content/education/default.aspx
4. Edmonton Economic Development Corporation, “A Toaster-Yes, a Toaster-Triggers an Idea for Innovation”, http://
www.albertametal.ca/resources/alberta-metal-articles/180-a-toaster-triggers-an-idea-for-innovation.html
5. Knowledge at Wharton, Innovation Almost Bankrupted LEGO, http://www.qualitydigest.com/inside/quality-insider-
article/innovation-almost-bankrupted-lego.html
6. Kim, W.C. et al, Blue Ocean Strategy, Harvard Business School Publishing Corp., ISBN 1-59139-619-0, Boston,
2005
7. Siciliano, G.,The Business Case for Open Book Management, CoatingsPro Magazine March 2012 Vol. 12 No. 2 pp
36-37 http://coatingspromag.epubxp.com/i/56829
8. Wilson, T.E., “Mexico City in Transit”, http://lapoliticaeslapolitica.blogspot.ca/2012/06/mexico-city-in-transit.html#more

Photo Sources
1. Puzzle http://wrplacement.com/wp-content/uploads/2011/08/UniquePuzzlePieceSelection-300x203.jpg
2. LEGO Light Bulb http://www.qualitydigest.com/inside/quality-insider-article/innovation-almost-bankrupted-lego.html#
C
3. Speaker http://www.transitionmedia.memberlodge.com/Resources/Pictures/Justin_1.jpg A
R
E
E
R

Z
CINDE O
N
invites E

you to submit your

papers:
Technical, Research,
Articles & Pictures of Interest
to memberservices@cinde.ca

CINDE Journal t Vol.33 t No.6 t November/December 2012 www.cinde.ca 19

 MEMBER SERVICES AND BENEFITS
135 Fennell Avenue West, Hamilton, Ontario L8N 3T2 Phone: 905-387-1655 Fax: 905-574-6080 info@cinde.ca

Over 36 years of commitment and progress of Canada’s national NDT membership society have made our organization a
valuable contributor to NDT technicians in the field while also advancing the scientific engineering and technical knowledge
of nondestructive evaluation, testing and inspection. We are dedicated to serving our members by providing information
that is useful to your career, your company and to the general public at large.

Your support and participation as a CINDE member for chapter meetings, conferences, technical publications, and standard
development committees helps promote nondestructive testing and the people who make it their business. If you are a
member, log onto the members area of the website at https://www.cinde.ca/members/ to learn about your services and
benefits. If you’re not a member, we invite you to join and take advantage of everything a CINDE membership has to offer.

Membership Categories
Individual
Small
Member Services and Benefits Student* $75.00
Business
Corporate
$0 International $500.00
$185.00
$95.00
CINDE training courses are tax exempt and include a free
membership    
New member gift and certificate    
New members published in the CINDE Journal and on the
CINDE website    
Free online Math and EMC exams    
Book and technical reference discounts    
CINDE Journal subscription (6 issues/year) and access to
online article archive.    
Resume posting in Journal and on CINDE website    
Professional & Technical award opportunities    
Access to the IHS Codes and Standards on-line searchable
database    
JD Smith Insurance discount (save up to 40%)    
Park‘N Fly airport parking discount
(see members area for coupon code)    
Marks Work Wearhouse (10% discount card)    
Industrial Eyes - Safety Eyewear discount
(see members area for application form)    
New
!
Smart NDT Reports (15% discount)    
Scholarship opportunities  
Voting privileges   
Company profile in Journal and on website  
Job postings in Journal and on the CINDE website  
Company acknowledgement plaque 
3 members with full-voting privileges, additional
memberships @ 50% of individual rate 
*Students must provide proof of registration in a full-time College or University program of studies that has nondestructive testing,
evaluation or inspection in the curriculum. For more information, please contact: Email membership@cinde.ca
Phone: 1-800-964-9488 ext. 238 or become a member online at: https://www.cinde.ca/members/register.phtml?type=membership

© CINDE (revised 15-Jan-13) Page 1 of 1