Jeff Cronk is president of Lloyd’s Custom Woodwork, Inc., a residential woodworking company specializing in high-end projects in the San Francisco Bay Area and Lake Tahoe basin. The company operates on a “shop first” approach, crafting entire projects in their facility prior to installation resulting in superior quality, cleaner jobsites and shortened construction calendars. Prior to Lloyd’s, Jeff held consumer marketing positions which shaped his beliefs in motivating and inspiring individuals towards common goals—of utmost importance to a company’s culture and the continuous improvement of product, work force and abilities.