“We are going to build what we can build, and build it fast.” — Bill Knudsen
In 1939, the United States ranked behind Portugal in military strength. Its factories made cars, refrigerators, and radios — not tanks, planes, or ships.
Yet by 1945, it had become the arsenal of democracy, producing two-thirds of all Allied war equipment.
The Transformation of Output
- Aircraft: From a few thousand outdated planes a year to 96,000 annually by 1944 — with auto makers like Ford, GM, and North American Aviation converting car lines into fighter-bomber plants. Ford’s Willow Run rolled out a B-24 bomber every 63 minutes.
- Tanks & Vehicles: Nearly 90,000 tanks and over two million trucks and jeeps were built. Chrysler’s Detroit Arsenal Tank Plant alone out-produced all of Germany.
- Ships: The Liberty Ship program cut build time from 200+ days to just four, launching 2,700 vessels at peak efficiency.
- Ammunition & Support: By 1944, the U.S. produced 650,000 machine guns and billions of rounds of ammunition — along with helmets, radar, penicillin, and everything in between.
This wasn’t just volume; it was speed, scale, and flexibility. Civilian industries pivoted overnight. Tool-and-die makers became aircraft manufacturers. Auto plants built tanks. Shipyards designed modular assembly systems decades ahead of their time.
That transformation — captured brilliantly in Arthur Herman’s Freedom’s Forge — offers a playbook for every business leader asking:
“How can we mobilise our organisation for faster, smarter, scalable growth?”
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Clarity of Mission Beats Perfection of Plan
The U.S. government defined the what — “outproduce the enemy” — but left the how to industry.
Modern leaders often do the opposite, over-specifying plans and stifling initiative.
Lesson: Define a clear mission, not a detailed map. Then empower your people to figure out the route.
Example: Canva’s mission — “empower the world to design” — guided its teams globally without micromanagement, fuelling explosive innovation.
Takeaway: Clarity inspires. Micromanagement constrains.
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Adapt Existing Strengths to New Markets
Auto makers turned mass-production prowess into bomber assembly lines.
Mid-market companies can do the same — redeploy strengths into new arenas.
Examples:
- RM Williams leveraged bootmaking craftsmanship into apparel and accessories.
- Aussie Broadband used its customer-service culture to expand from retail to enterprise networks.
Takeaway: Your next market often hides inside your current capabilities.
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Simplify to Scale
The Jeep’s genius was rugged simplicity — easy to produce, easy to maintain.
Simplification drives adoption and efficiency today just as it did then.
Examples:
- Afterpay reduced complex credit into “pay in four,” unlocking global scale.
- A regional cabinetry firm I advised cut its SKU range from 60 to 25 — doubling throughput and margins.
Takeaway: Complexity kills speed. Simplify to multiply.
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Build Flexible Supply Chains
When bottlenecks hit, Henry Kaiser didn’t wait — he built new suppliers and systems.
Modern parallel: Flexibility beats scale in volatile markets.
Examples:
- Cochlear diversified manufacturing and suppliers during COVID, maintaining output while competitors stalled.
- Bidfood sources from both local farms and global suppliers, insulating against shocks.
Takeaway: Resilience is the new efficiency.
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Mobilise the Whole Workforce
WWII factories trained millions of new workers — women, migrants, and previously untapped talent.
In today’s tight labour market, the same principle applies.
Examples:
- BlueScope Steel reskills workers from other industries rather than relying on poaching.
- Atlassian pioneered distributed teams long before remote work became mainstream.
Takeaway: Talent isn’t found; it’s developed.
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Treat Failure as Data, Not Disaster
Wartime plants improved through iteration, not perfection.
Modern application: Experiment fast, learn faster.
Example: Who Gives A Crap launched with rough packaging and patchy supply chains — then improved continuously through feedback and iteration.
Takeaway: Fail small, learn big.
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Leadership Is Orchestration, Not Control
Knudsen and Kaiser weren’t the best engineers — they were master orchestrators. They aligned suppliers, unions, and innovators around a shared mission.
Example: Adore Beauty didn’t invent new products; it orchestrated suppliers, logistics, and marketing into a unified engine.
Takeaway: The leader’s job is alignment, not control.
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Build for More Than Yourself
America’s factories didn’t just produce for themselves — they produced for their allies.
Modern parallel: Companies that expand their circle of value outperform those that hoard it.
Example: Xero built a thriving partner ecosystem of bookkeepers and app developers. Shared success multiplied growth.
Takeaway: Growth compounds when value is shared.
Final Thought — Mobilise, Simplify, Scale
Freedom’s Forge reminds us that transformation doesn’t require war — it requires clarity, coordination, and courage.
The same principles that built bombers every hour can help mid-market companies build scalable, resilient systems today:
- Clarity of mission
- Simplified processes
- Flexible supply chains
- Empowered teams
These wartime lessons foreshadowed modern business systems — Lean, Deming’s 14 Principles, and the Theory of Constraints.
Ready to Scale Your Business?
At Strategy & Execution Advisors, we help leadership teams mobilise their strengths, simplify complexity, and scale sustainably — the same way America turned factories of fridges into factories of freedom.
Contact tedb@strategyandexecution.com.au to start your mobilisation journey.
Don’t wait for crisis to drive clarity. Mobilise now.
TED BONEL, SCALING UP PRACTITIONER – STRATEGY & EXECUTION BUSINESS ADVISORS
Are you looking to scale your business and execute strategy with clarity and impact? I help CEOs and founders turn big ideas into real-world results, guiding small to mid-market companies through tailored strategic insights that drive growth.
My expertise lies in simplifying complexity – bridging high-level strategic frameworks with the practical realities of running a business. Unlike many consultants who focus solely on theory or execution, I specialise in both—translating strategy into actionable, transformative steps that deliver lasting results.
Ready to Scale Your Business?
Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.
ABOUT STRATEGY & EXECUTION
For over 20 years, Strategy & Execution has supported leaders and organisations in developing and executing winning strategies. We provide expert facilitation, executive education, and hands-on consulting to help businesses refine their strategic direction and implement it effectively.
Using proven methodologies like Scaling Up, E-Myth Mastery, Outthinker, and more, we challenge conventional thinking and equip organisations with the tools to accelerate growth. Our approach is dynamic—combining deep business experience with practical execution. We don’t just advise; we roll up our sleeves and work alongside you to make strategy happen.
If you’re preparing for a strategy development or execution challenge and are committed to creating real value, we’d love to hear from you. Learn more about our work or upcoming workshops
