Merchant Spotlight: Tactical Command Industries

Q: What led you to launch a business for tactical command communication gear, a relatively niche market?

Don Medine: I founded the company in 1996, during a portion of my 17-year career in law enforcement in California. As a SWAT Officer, I found there was a void between the products being provided and what tactical officers really required for safe and successful missions. I was also at a place in my life where I needed a new professional challenge. I decided to put my real-life tactical experience and training to use by starting Tactical Command Industries, Inc. In the beginning, my main objectives were to offer products that were developed from the perspective of a tactical officer to support other tactical officers around the world and to manufacture quality products, which is still true today.

Q: What are some of the common problems with tactical command headsets, and how have your products improved upon these issues over the last 14 years?

Don: I have found that the major problems we solve for customers typically stem from prior unwise spending on communication equipment that turned out to be inferior, or not suited for the type of missions conducted by their tactical unit. We approach opportunities with customers with a long-term outlook in mind. We look at all aspects, including customer preferences, likes and dislikes, mission profiles, mission requirements, and budget to specify the most suitable headset solutions for the customer. We have found that taking a few minutes to understand where the customer is coming from is a very critical piece of the puzzle. It is not uncommon for us to develop a custom headset integration kit for customers based upon information received during our initial briefing. Many companies think every customer is the same, but our experiences have shown us that every customer is different as a result of their experiences with equipment, tenure, missions, and preferences. This is why we use a very focused and solution-centric approach.

Q: Tactical command gear is commonly associated with law enforcement services, but who are your most common customers and what kinds of scenarios are your products most often used in?

Don: Our products are used by Special Forces, military, law enforcement and security clients in over sixty-two countries. The majority of our customers are in Special Forces, military and law enforcement here in the U.S.A. Our clients protect vitally important people within government as well as strategic places of interest. They also protect countries against crime and terrorist attack, and engage situations that most people run from. They encounter evil and danger to make our countries, cities, and homes safe. Many of us sleep peacefully at night because we know there are men and women who will make the ultimate sacrifice if needed to ensure the safety of people. Due to the nature of our products, they are often used during very dangerous situations.

Q: How can the right tactical communication gear directly impact operations and missions? What types of critical situations rely on these types of products?

Don: As a former tactical officer, I know that mission compromises and failures are typically attributable to communication problems. Some of these problems result from human error or dissemination of erroneous information during critical incidents. Nonetheless, many problems occur simply because of equipment and technology. Training and experience, or the use of quality equipment can improve the chances of a favorable outcome significantly. We need to keep in mind, that this is critical because lives and safety can be on the line. Using the right equipment should not be undervalued, and we make sure customers get the best equipment to help ensure their success and the safety of all.

Q: Hearing loss is a growing concern among military and tactical professionals. How do your products fit into efforts to reduce hearing loss among combat personnel?

Don: In 2000, we realized how critical hearing preservation and safety were to tactical officers and warfighters. By 2001, we had developed an integrated hearing protection and communication headset system called the Liberator LSS. Since then, product developers have created Liberator II and Liberator III digital hearing protection headsets. New digital technologies enable weight reduction, longer battery life, and excellent situational awareness. I believe that hearing preservation and safety are very important, and our developments are appreciated by customers. It is not uncommon for us to receive emails from far away telling us how a customers hearing was saved after an IED blast or firefight. This means a lot to all of us at TCI.

Q: In what ways has military and/or law enforcement strategy evolved alongside the technology in tactical communication equipment?

Don: There is little doubt that tactical headsets are used by more tactical officers and warfighters than ever before. As a result, communication capabilities have been extended to real-time situational awareness and incident command and control. I think a lot of this has to do with the reliability of our equipment when it matters most, as well as a level of capability in our headsets that augment mission capabilities instead of curtailing them.

Q: Your site includes a very useful language translation tool -- how has global reach been an important aspect of your business strategy?

Don: We are a friendly-force company, which means we will only conduct business with customers in specific nations. When we take a look at our markets, we see a much more unified global force against evil. While the native languages of our customers may differ, the fight against evil is consistent, and the approach has more similarities than differences. We are striving to increase our global exposure and making our website accessible to coalition countries is helping in that regard.

Q: How effective has your use of social media such as Twitter proven? How do you plan to build upon your current social media integration?

Don: I suppose marketing approaches involving social media can work for some companies, but I admit our approach sort of lacks direction and vigor. Personally, I get the impression customers in our market use social media for personal communication more than to follow what companies are doing. Nonetheless, we do utilize social media to announce product updates, new products, and promotions on occasion. We are still taking a wait and see approach as opposed to jumping into social media with both feet.

Q: What do you think your store will look like in 3-5 years? Are there any new product categories that may be added?

Don: One thing for sure is that we will continue to develop products and solutions that are consistent with customer requirements, and new products will certainly become a reality. Product development will remain something that excites us at TCI, and I am confident our products will remain relevant for customers.

Q: What else would you like to share with us about Tactical Command Industries?

Don: I would like to simply thank all of the customers who have followed us since the beginning as well as new customers. It has been great to see our hard work and determination translate into a great reputation in our industry. I am looking forward to many more years of support from customers who rely upon us during some of the most dangerous situations imaginable.