On today’s episode of the Craft Industry Alliance podcast we’re talking about sewing machines with my guest Jason Zielke.
Jason Zielke is the Chief Product Officer for SVP Worldwide, where he leads global brand marketing, new product development, and industrial design for iconic sewing machine brands Singer, Viking, and Pfaff. A seasoned executive with expertise in strategic planning and engineering leadership, he has successfully launched innovative products and driven significant market growth throughout his career.
Previously, Jason held leadership roles at Stanley Black & Decker and MTD Products, managing initiatives ranging from corporate turnarounds to pioneering autonomous technologies. An award-winning mentor and inventor, he holds advanced degrees in engineering management and mechanical engineering from Rose-Hulman Institute of Technology.
We begin this conversation with Jason giving an overview of SVP. The company primarily focuses on developing sewing machines for a broad range of consumer segments, from entry-level beginners to expert artists. He also shared his mechanical engineering background and experience in developing autonomous outdoor power equipment.
Jason was excited about joining SVP because of the potential for integrating technology and connectivity into the sewing industry, making it easier for consumers to create and innovate. We talk about mySewnet, a software system that connects all of the different machines SVP sells.
Jason walks us through the development of a new product which begins with gathering consumer insights to understand the processes consumers go through. The insights are then distilled into a market opportunity statement.
The concept is then tested to ensure it can be cost-effectively solved. Once the concept is validated, the engineering process begins, including design, prototype testing, tooling production, and quality testing. The product then goes through a mass production process, which can take up to 3 to 4 months before it reaches stores. Jason estimated the entire process can take up to 2 years.
Jason discussed the importance of dealers in the sewing machine industry, particularly in providing education and tools to advanced users. He explained that they aim to meet consumers where they want to buy, offering options for both direct-to-consumer and dealer sales.
We discuss the potential of artificial intelligence (AI) in the sewing industry, including how it might make tasks easier and more accessible. He mentioned the use of AI in identifying the right presser foot for a stitch, for example, and its potential to generate unique designs or embroidery features.
We discussed the future of sewing machines, focusing on the role of software in driving innovation. Jason explained that their ultimate goal is to create machines that can be updated with new features and capabilities, similar to how Tesla updates its cars.
And, of course, I ask Jason to recommend great stuff he’s enjoying right now. Jason recommends:
- Kindle Scribe (Amazon affiliate link)
- Economics of Everyday Things podcast
- The 6 Types of Working Genius
Keep up with SVP Worldwide by following the Singer, Husqvarna Viking, and Pfaff brands on social media.