In this conversation with John Wessel, CTO and SVP of Product & Digital at Fresh Water Systems, he talks about digital transformation, innovation, and growth. Hear about John’s many hats, how the company has transformed digitally since the 90s, the pharmacy part of the business, aligning and prioritizing different channels, and competing with Amazon.Episode Outline [00:42] About Fresh Water Systems[01:35] John’s many hats[03:18] The company’s digital transformations[04:38] The pharmacy angle[06:11] Aligning different channels[08:01] Own products versus others’ products[09:54] eCommerce strengths[12:54] The evolution of content[13:58] Innovation challenges[14:52] Pricing messiness[17:14] Amazon and fulfilment[20:22] The 2-day shipping radius[21:45] eCommerce trends[23:18] Can you beat Amazon?[26:51] Investing in customer engagement[29:53] John’s recommendationsConnect with JohnLinkedInWebsiteConnect with PatternWebsiteLinkedIn (Pattern)LinkedIn (John LeBaron, CRO, Pattern)