Montreal Marketeers Episode 43 – Brian Astl: President at Lind Equipment

Discover how strategy‑driven leader Brian Astl leveraged his business training and long‑term thinking to elevate Lind Equipment, a manufacturer serving some of the toughest industrial environments in the world. In this episode of the Montreal Marketeers Podcast, Brian breaks down how clear strategy, smart tactics, and disciplined execution can transform an established company in a competitive, commoditized space.

Brian is the president of Lind Equipment, a leader in portable electrical equipment built for heavy industrial, construction, mining, and military workplaces. After completing his MBA at Harvard Business School, he intentionally searched for a well‑positioned company in a growing market that he could help take to the next level. Lind proved to be the ideal match.

When Brian joined Lind in 2007, he had very little category knowledge, but a strong background in building solid strategies for long‑term growth. He focused on understanding the company’s core competencies, then laid out a differentiation strategy centered on innovation and creating products specifically designed for the needs of demanding end‑users.

What stands out in Brian’s story is how he combines high‑level strategic thinking with a willingness to get close to the customer. By communicating directly with end‑users and learning how they actually work, he and his team were able to innovate beyond commoditized offerings, build brand confidence, and position Lind as a trusted partner rather than just another supplier.

By using Lind Equipment as his platform, Brian continues to refine his approach to strategy, leadership, and product development. The episode offers a candid look at what it takes to step into an existing business, reshape its trajectory, and build a culture that embraces learning, calculated risk‑taking, and long‑term value creation.

Show Highlights and Topics

• Duration: 69 minutes

• Understanding the difference between strategy and tactics—and why both matter in execution

• Joining Lind after an MBA at Harvard Business School and choosing an established company to grow

• Running a search fund and using it to find the right business opportunity

• Innovating to overcome commoditization and building brand confidence in heavy industrial markets

• Learning from mistakes, knowing when to say no, finding passionate business partners, and developing products based on real customer needs