Percy Deckow

Why this persona fits the audience

Owns a small custom-machinery shop in Chicago with four SolidWorks users plus himself, and he still handles most drawing approvals, BOM updates, and customer markups directly. The shop uses Excel sheets, email threads, and a shared file server to keep revisions straight.

• Age: 44
• Location: Chicago, IL, US
• Occupation: Owner / Mechanical Designer
• Income: $180k
• Education: Some college + industry certifications
• Company size: 5 employees
• Years in role: 15 years

“You can't build anything solid on shaky foundations, whether it's a machine or a business. Gotta get the details right, every single time.”

Percy Deckow, 44, is the quintessential owner-operator, deeply entrenched in the daily grind of his custom machinery shop in Chicago. His journey into ownership wasn't a grand ambition but a natural progression from a highly skilled mechanical designer who saw an opportunity to build something his own way. After a stint in community college and earning several industry certifications, Percy honed his craft at larger firms before striking out on his own fifteen years ago. He poured his savings and a significant business loan into acquiring a modest workshop space and essential machinery. His income of $180k reflects the hard-won success of a business built on meticulous work and a reputation for reliability. Percy still finds immense satisfaction in the tactile process of design and fabrication, often spending hours hunched over SolidWorks, ensuring every tolerance is perfect. He’s the final gatekeeper for drawings, the one who updates the Bill of Materials (BOM) by hand, and the person who directly translates customer markups into actionable design changes. This hands-on approach, while ensuring quality, consumes a significant portion of his time. His shop, a five-person operation including himself, relies on a patchwork of tools: SolidWorks for design, Excel for tracking, email for communication, and a shared server for file storage. This system, while functional, is increasingly showing its age, leading to inefficiencies he’s keenly aware of. Percy's decision to maintain direct oversight on approvals and BOMs stems from a deep-seated belief in cash discipline and a desire for absolute control over quality, a core value that drives his business. He recently turned down a potentially lucrative project because the client's revision process was too ambiguous, a decision that underscored his commitment to practicality over expediency. He views time as his most valuable, yet most constrained, resource, constantly seeking ways to optimize workflows without compromising the integrity of his work or the financial health of his company.

Background & daily life

A day in their life

Percy's day typically begins around 6:30 AM with coffee and a quick scan of industry news before heading to the shop. By 7:30 AM, he's reviewing overnight emails and planning the day's priorities. The morning is often spent in SolidWorks, either designing a new component for a custom automation rig or meticulously checking drawings submitted by his team. Lunch is usually a quick sandwich at his desk while fielding calls from clients or suppliers. The afternoon might involve a site visit to a client, troubleshooting a machine on the shop floor, or conducting a drawing approval meeting with his designers. He aims to leave by 6:00 PM, but often stays later to finalize critical tasks, ensuring everything is in order before heading home.

Lifestyle

Percy lives in a comfortable, though not ostentatious, bungalow in the Beverly neighborhood of Chicago with his wife, Sarah, and their two teenage children. His routine is dictated by the demands of the shop, often starting early and ending late. Weekends are a mix of family time, catching up on shop admin, and occasionally tinkering with his vintage Mustang project in the garage. He’s disciplined with finances, prioritizing reinvestment in the business and saving for the kids' college, but allows for occasional splurges on quality tools or a good steak dinner. Social life is mostly centered around family and a few close friends from his machining days.

Work life

Percy's days are a constant juggle between hands-on design work, client interactions, and managing his four-person team. He's deeply involved in approving every SolidWorks drawing, meticulously updating BOMs, and directly incorporating customer feedback, often via annotated PDFs emailed back and forth. The shop's current system relies heavily on a shared network drive, endless Excel spreadsheets for inventory and job tracking, and a chaotic email inbox to manage revisions. He feels the pressure to keep projects moving smoothly and profitably, often working through lunch to review designs or troubleshoot a fabrication issue on the shop floor.

Relationships

Percy is married to Sarah, a nurse, who provides a steady, grounding influence. They have two children, a son interested in coding and a daughter in art, whom he tries to connect with through shared interests. His core team at the shop – Mark, Chloe, Ben, and new hire, Sam – are like a second family, though he sometimes feels the weight of their livelihoods. He occasionally consults with a retired machinist friend for complex problems.

How they decide

Percy is highly analytical and pragmatic. He researches options thoroughly, weighing cost against tangible benefits and long-term reliability. He's not easily swayed by hype and prefers solutions that are proven, straightforward, and integrate well with his existing workflow. He’ll often discuss potential investments with his lead designer before committing, but the final call is always his.

How they sound

Percy speaks with a direct, no-nonsense Chicago accent, favoring clear, concise language. He avoids jargon unless it's strictly technical and relevant to the conversation. He's not overly effusive but expresses appreciation for good work. He tends to use phrases like 'bottom line,' 'get it done,' and 'make it work.' He's not afraid to admit when he doesn't know something but will quickly follow up with how he plans to find out.