Gilbert Lacrosse

For Gilbert LaCrosse, there is nothing quite as beautiful as a handcrafted wood-framed window. LaCrosse’s passion for windows goes back to his youth in Eau Claire, Wisconsin, where he learned how to make residential windows from an elderly carpenter. He learned about the characteristics of good wood, the best tools to use, and how to choose the best glass from local suppliers. LaCrosse apprenticed with the carpenter in his small workshop and, when the carpen- ter retired, was given the opportunity to operate the busi- ness himself.

LaCrosse hired his own apprentice as he built up busi- ness in the local area. His small operation soon expanded as the quality of windows built by LaCrosse Industries, Inc., became better known. Within eight years, the company employed nearly 25 people, and the business had moved to larger facilities to accommodate the increased demand from Wisconsin. In these early years, LaCrosse spent most of his time in the production shop, teaching new appren- tices the unique skills that he had mastered and applauding the journeymen for their accomplishments. He would constantly repeat the point that LaCrosse products had to be of the highest quality because they gave families a “window on life.”

After 15 years, LaCrosse Industries employed over 200 people. A profit-sharing program was introduced to give employees a financial reward for their contribution to the organization’s success. Due to the company’s expansion, headquarters had to be moved to another area of the city, but the founder never lost touch with the workforce. Although new apprentices were now taught entirely by the master carpenters and other craftspeople, LaCrosse would still chat with plant and office employees several times each week. When a second work shift was added, LaCrosse would show up during the evening break with coffee and boxes of donuts and discuss how the business was doing and how it became so successful through quality workmanship. Production...