From Alignment Dilemma to ADAS Center: Say Yes When Everyone Else Says No [THA 455]

The Anti-ROI Approach: ADAS and World Domination

How much should you invest in your shop? Forget the spreadsheets! We’re challenging the conventional wisdom of ROI with three industry titans who discuss building resilience, culture, and high-tech expertise in any market.

We sat down at ASTA 2025 in Raleigh with Matt Fanslow, Tommy Markham, and Zeb Beard to dive deep:

The Constableville Paradox: Hear from Tommy Markham about investing in full ADAS calibration equipment for a town that "has exploded to 300 people" and has no stoplights. His motivation? Simply "doing the job right" and ensuring local body shops don't have to flatbed cars 35 miles away. Tommy also stands firm on pricing, refusing the "$99 alignment dilemma."

The Zeb Beard Investment Strategy: Zeb Beard reveals why traditional ROI calculations are sometimes useless: you can "talk yourself out of buying anything". His massive 62,000 square foot shop (which once had clouds inside and includes nine bedrooms) is itself a "worldwide marketing tool." When in doubt, Zeb’s famous advice is always: "Pull the trigger!"

Navigating Volatility: Since COVID, Zeb notes that business graphs now fluctuate wildly between record high months and record low months. The solution? Being resilient and focusing on "doing the right thing."