Twenty-three years in any leadership role will test you. Three recessions, a pandemic, supply chain chaos, and technological revolutions that fundamentally changed how business works—that'll either break your spirit or sharpen your conviction.
Tim Andrews chose conviction. As CEO of ASI since 2003, he's stepping down in March 2026 more optimistic about promotional products than when he started. That's not naivety. That's pattern recognition from someone who's seen this industry solve impossible problems repeatedly.
Tim's path to ASI wasn't typical. He grew up in rural Indiana in circumstances that taught him early about resilience and the fragility of economic security. Journalism at Dow Jones taught him to ask better questions. Two decades leading ASI taught him that technology works best when it amplifies human connection rather than attempting to replace it.
On this episode, Tim shares why COVID revealed something bigger than crisis management, how promotional products moved from the margins to the center of organizational strategy, and what one word defines the culture this industry should protect.
Tim has weathered three recessions as ASI's CEO. Each one tested the industry differently. But COVID wasn't just another downturn to survive.
The promotional products industry pivoted to PPE and literally saved lives. Masks, face shields, hand sanitizer—products that weren't in anyone's catalog suddenly became the entire business. Distributors and suppliers retooled operations practically overnight.
What made COVID different from every other crisis? Everyone faced it simultaneously. There was no sideline, no safe market to retreat to. The entire world needed solutions at the exact same moment. And this industry delivered.
ASI employed roughly 400 people when Tim started. Today? Same headcount. But the work looks completely different.
Order processing used to require 22 people. Now it takes 2. That's not a layoff story—it's a redeployment story. Those 20 people? They didn't leave. They shifted to more human intelligence work that technology can't replicate.
Tim frames it simply: same number of people, "much higher level and much more thoughtful work."
Tim graduated college in 1984. One of his biggest regrets? No email. No social media. He lost touch with people who mattered because the technology to stay connected didn't exist yet.
That experience shapes how he views AI and automation today. Technology doesn't weaken relationships—it strengthens them by removing friction. It gives people more time to focus on understanding business problems and exploring solutions. The industry stays human. The tools just get better.
Tim's leadership philosophy starts with a simple truth: every decision impacts real people. Their mortgages. Their childcare. Their financial security. He learned this growing up in rural Indiana without indoor plumbing until fifth grade. He shares that background not for attention but for transparency. When leaders reveal their stories, employees can connect authentically. Everyone carries something. Acknowledging it builds empathy, and empathy builds culture.
The internship program reflects that same care. Tim's summer at Dow Jones between his junior and senior year changed his trajectory completely—his first plane ride, his first big city, his first glimpse of possibilities beyond rural Indiana. ASI created an industry internship program so others could experience similar transformation. Each summer the company brings in 10-12 interns across nearly every department. They contribute fresh ideas while building real career foundations.
The impact shows in numbers: $2 million raised for communities over 22 years. More than 2,000 interns placed, many landing their first real career opportunity.
Tim's stepping away in March 2026 energized by where promotional products is headed. Twenty-three years gave him front-row access to this community's entrepreneurship, creativity, and relentless energy. Walk a trade show floor and you feel it in every booth.
"It's gonna be an amazing five years ahead," Tim says. "We can't even imagine what it's gonna look like."
Tim's 23-year tenure at ASI tracked promotional products' transformation from giveaways to strategic necessity. The industry moved from "looking at your toes in elevators" to confidently solving business problems at the highest organizational levels.
That shift wasn't accidental. It required technology that freed people to focus on relationships. Suppliers automating factory floors. Distributors leveraging automation for efficiency while maintaining personal touch. An entire industry pivoting to PPE practically overnight when the world needed it.
Tim's excitement about the next five years is grounded in experience. He's watched this industry grow, innovate, and transform repeatedly. The tools keep improving. The creativity keeps flowing. The best work is still ahead.
[00:03:27] COVID pivot to PPE
[00:04:15] From giveaways to strategic tools
[00:06:29] AI, automation, robotics trends
[00:08:36] Technology strengthening connection
[00:10:13] Same headcount: 22 to 2
[00:11:46] Growing up rural Indiana
[00:12:59] $2M raised for communities
[00:13:52] Dow Jones internship story
[00:16:01] Journalism shaping leadership
[00:20:03] What he'll miss most