Letter on the Third — February 2026

Dear Datamax Family,

We know the old saying about insanity: Doing the same thing over and over and expecting a different result. Over the years, I have come to see that idea less as a warning and more as a reminder to stay focused on what truly matters. That focus is what we describe in the “Little Blue Book” as the Spirit of the Squirrel.

The Spirit of the Squirrel is about doing worthwhile work. It is about knowing that the effort we bring every day has purpose, that it contributes to the success of the company, and most importantly, that it serves our customers. Customers are the true bosses here.

When we lose sight of worthwhile work, when we are busy but not evolving, that is where stagnation begins. That is also where change starts to feel uncomfortable or unnecessary. But when our eye is on the ball, when we are aligned, focused, and working toward the same goal, change is no longer something to fear. It becomes a natural and necessary part of progress.

As we move into a new era shaped by AI, automation, and rapid technological evolution, the Spirit of the Squirrel matters more than ever. It keeps us grounded in purpose while giving us the confidence to ask an honest question: Is there a better way to do this? That question is not a threat. It is the beginning of growth.

When Change Feels Uncomfortable.

Change has a way of disrupting our routines. It can challenge the way you have done your job successfully for years. That discomfort is real, and it is human. I have felt it myself.

Earlier in my career, I moved from sales into technology leadership, then into the role of Vice President and Secretary, which encompassed broad responsibilities. Around 2013, change came fast and heavy. I was managing multiple critical functions at once. The pressure and discomfort were real.

Fear of change often stems from skepticism and uncertainty. We wonder what this means for us personally. The truth is that feeling does not mean something bad is happening. It usually means growth is happening.

The Real Danger of Standing Still.

There is far more risk in refusing to change than in embracing it. When we say, “We’ve always done it this way,” we stop asking if there is a better way. Over time, that mindset leads to inefficiency, frustration, and harder, longer days for everyone. Jobs become more difficult, communication breaks down, and customers feel it.

An organization that does not evolve begins to age. When that happens, competition notices. Just like in nature, weakness attracts threats. Healthy companies stay strong by staying curious, innovative, and willing to adapt. We never want to find ourselves watching others move ahead while we stay stuck doing what feels comfortable but no longer serves us.

Change, when done with purpose, is about keeping our eye on the ball. It is about focusing on worthwhile work, eliminating distractions, and aligning around what truly matters for our customers and for one another.

Why Adapting Leads to Growth and Opportunity.

When change is intentional and rooted in doing what matters most, the results are powerful. A healthy company on the inside becomes strong on the outside. Growth creates opportunity. Opportunity creates development. Development creates fulfillment.

AI, automation, and modern technology are not threats to fear. They are tools that help us work smarter, remove friction, and create better experiences for our customers. I encourage you to psychologically remove the idea that change is something negative. Reframe it. See it as progress. See it as a path to greatness.

I learned through my own journey that you do not need to be perfect to move forward. You learn by doing. You fail forward. You adjust. When we are willing to admit something is inefficient or no longer working, we give ourselves permission to improve.

Every role here matters. Every person contributes to our success. When we are aligned, focused on worthwhile work, and open to change, we are stronger together. Trust that change is happening for the right reasons, with purpose, and with you in mind. Let’s keep asking ourselves the right questions. Is there a better way? Are we evolving? Are we focused on what truly matters?

If we, the people across this organization, do that together, there is nothing to fear and everything to gain. 

People-Centered Culture Wins. 

Respectfully,