Daniel is the fourth (and likely not last) generation to take the helm at Essmann + Schaefer, giving him deep experience in the global steel rule industry. He describes how his company achieves tight tolerances with modern equipment, the opportunities for market differentiation and production quality they’ve capitalized upon and how diemakers’ expectations of steel rule have changed since the 1970s. In addition to sharing the “universal language” (or lament) of the diemaker, Daniel covers how his company has faced what for many could be challenging situations—recruiting new talent, navigating ever-changing technology, dealing with trade issues, working with family, etc.—only to go on to celebrate their 70th year in business.