In this episode of The Radical Job Shop Show, host Emily Joann Wilkins sits down with Chris Braniecki, co-owner of IQ Manufacturing, a high-mix CNC job shop that scaled from one machine in a barn to 20 CNCs and 25 employees, running two shifts, seven days a week.
Chris shares the unconventional path that led him into shop ownership — from building a patented tennis ball machine prototype to realizing that tooling costs could fund something bigger: a machining business built for long-term stability. Along the way, IQ Manufacturing earned major certifications including AS9100, ISO 9001, ITAR, JCP Enhanced, CMMC Level 2, enabling them to serve aerospace, defense, automotive prototyping, and more.
This conversation goes deep on what it takes to build a durable CNC shop in a volatile market — including why Chris intentionally avoids trends, refuses the race to the bottom, and builds systems that reduce ego-driven decision-making. We also talk about quoting, mistakes, leadership honesty, and why targeted marketing and real brand visibility help with recruiting, customer trust, and long-term growth.
We dig into:
– How IQ Manufacturing started (and why it began “by accident”)
– Scaling from 1 machine to 20 CNCs and 25 employees
– Certifications that unlock aerospace and defense work (AS9100, ITAR, CMMC, JCP)
– Building “silos of work” to avoid feast-or-famine cycles
– Why Chris does the opposite of what “everyone” recommends
– Creating a shop culture where people admit mistakes and keep improving
– Quoting prototypes and managing risk in custom manufacturing
– Why chasing low-price RFQs is a losing game
– Marketing, recruiting, and why targeted followers beat vanity metrics
– Using a strong shop brand to attract employees, customers, and partners
Thanks to our friends at Creston Industrial Sales who've backed our mission since day one. We were able to kick things off live at the Advanced Manufacturing Expo in Grand Rapids, Michigan.
🚀 Ready to build a brand that attracts better-fit work?
Start with The Setup: https://www.marketingmetal.com/the-setup
Stay connected:
Explore more at https://www.marketingmetal.com
00:00 – Intro: The Radical Job Shop Show
00:34 – Meet Chris Braniecki of IQ Manufacturing
01:01 – How IQ got started: the tennis ball machine origin story
02:35 – From one machine in a barn to a real shop
03:20 – Scaling to 20 CNCs, 25 employees, two shifts, seven days a week
03:42 – Aerospace, defense, and certifications (AS9100, ITAR, CMMC, JCP)
04:57 – Why IQ runs “silos of work” to stay busy year-round
06:01 – Doing the opposite of trends and following real experts
06:55 – Systems, ego, and creating one standard way of working
07:15 – Lowering the fear of mistakes (and why it matters)
08:39 – Avoiding the race to the bottom in quoting and RFQs
09:50 – What motivates Chris (and why he likes solving hard problems)
11:18 – Transparency with numbers and teaching cost-awareness
12:02 – Talent vs. teamwork: the kind of employees IQ keeps
12:51 – Growth goals: more shifts, faster lead times, turnkey work
14:35 – Why shops struggle when they don’t value themselves
15:41 – Desperation, confidence, and selling value
16:15 – Vanity metrics vs. targeted followers
17:28 – How marketing supports recruiting and customer trust
19:00 – Closing thoughts + gratitude
Timestamps