Greg Howlett, the principal architect of Capacify, started his career in software development, founded his first company in 1999, and has founded, purchased, and sold multiple companies since then. His primary focus has been DTC (ecommerce), and the brands he represents are distributed under his company Wise Choice Internet Group, Inc. (WCIG).
Because of his strong software background, Greg has always been tech-focused with the goal of using technology as a tool to increase accuracy and efficiency in operations. In an age where most DTC companies outsource operations to a 3PL, WCIG has always kept operations in-house as a competitive advantage and ships from two warehouses (Atlanta and Salt Lake City).
The Capacify Doctrine grew out of twenty years in the school of hard knocks and is used (and further refined) every day in the WCIG warehouses.
If you ask, every single tenet of the Capacify Doctrine was learned the hard way. For example, the tenet “Grow deep before wide” comes from a dark time around 2009 when WCIG was spread very thin, losing money, and on the verge of bankruptcy. The decision to narrow the focus and focus on excellence in just one area helped turn the company around over the course of the next three painful years.
Greg is married with four children (one in the Air Force and three still in college) and splits his time between Georgia and Utah.