Industry insights, updates, & ideas

The Value of 'Different'

Alex explores the concept of category creation — the idea that true innovation doesn’t come from trying to be “better” than competitors, but from being different. Alex reflects on how Heave’s on-demand service model breaks away from the dealer playbook.

Why We Raised a Series A

Fundraising isn’t the goal—serving customers is. After thousands of jobs and breakout growth, our $7M Series A lets us scale what works. Downtime is a $1,000/hr problem. This Series A helps build the only nationwide field-service network for every brand.

Accountability Is a Strategy, Not a Burden

Alex challenges the notion that writing monthly updates is unnecessary. He argues that the discipline of writing regular business updates creates accountability, sharpens focus, and leads to better decision-making—regardless of how a company is funded.

Advantages of Independent Technicians

Independent technicians create “magic moments” in equipment repair by delivering faster, more transparent, and customer-aligned service. Unlike OEM dealers, independents focus on results—not billable hours—and offer simple pricing, brand versatility, and genuine accountability that minimize downtime for contractors.

Why Does Traditional Dealer Service Suck?

The main reasons equipment dealer service consistently fails customers is company culture, economics, labor shortages, and lack of competition. Dealers prioritize sales over service, misalign technician incentives, face severe labor constraints, and operate in near-monopolies that stifle innovation and accountability.

The Technician Shortage Is An Economical Problem

Heave CEO Alex Kraft argues the diesel technician shortage isn’t about work ethic—it’s about pay. Technicians are highly skilled and essential, yet underpaid compared to other careers. Until the industry aligns compensation with value, the shortage will persist.