Beyond The Blend

What happens when technical expertise, personal brand and a very human approach to selling come together? Wendy Hakken, better known as The Oil Lady,joins Steve Knapp on Beyond the Blend to share an unconventional journey into lubricants that started with a chance encounter, took her into Chicago steel mills and ultimately built a career across distributors, Shell, OEMs and heavy-duty equipment. It’s a conversation about much more than oil. Wendy explains how learning the technical application, rather than simply the product, gave her credibility and helped shape the consultative approach that became central to her career. She also shares how The Oil Lady grew from an experiment in blogging and social media into a genuine personal brand that created conversations, relationships and business opportunities. We explore what that means in an AI-enabled world. Wendy believes technology can be enormously useful, but argues that authenticity, judgement and the ability to validate what a customer really needs still matter. As buyers increasingly arrive with information already in hand, the salesperson’s role may be shifting from simply providing answers to helping customers verify, interpret and apply them correctly. We also get into why lubrication is still misunderstood, why “oil is just oil” remains such a dangerous assumption, the value of staying close to the end user, and Wendy’s brilliantly simple philosophy: Lube It or Lose It. Finally, Wendy shares the work behind Crew Collaborative, exposing young people to careers in construction and the trades, and why she now wants more people to discover the enormous variety of opportunities inside the lubricants industry itself. Her advice? “You can blaze a path for yourself.” And that feels like a pretty good summary of Wendy’s own story too. Follow Wendy on LinkedIn: https://www.linkedin.com/in/wendyhakken/ If this conversation resonates and you want to explore how lubricant buying and selling is changing, take a look at Selling Lubricants Smarter: https://sellinglubricantssmarter.com/ Beyond the Blend – getting beyond the product to the people, ideas and changes shaping the lubricants industry.

Are lubricant businesses genuinely adopting AI, or are individual employees simply experimenting with it? And how much of that activity is actually making life better for the customer?Recorded live at Lubricant Expo Düsseldorf 2026, this episode of Beyond the Blend brings five industry voices together for a practical, candid discussion about artificial intelligence in the lubricants industry.Rob Taylor and Steve Knapp lead the conversation with Egor Parienko, Ian Lloyd and Rafe Britton, exploring where AI is already proving useful, where caution makes sense and how the role of the lubricant salesperson is changing.A big thank you to the Lubricant Expo team for hosting us and welcoming Beyond the Blend back for another live recording.IN THIS EPISODE* Experimentation versus adoption: why employees may be moving faster than their organisations, and what that means for strategy, training and sensitive business data.* The changing role of lubricant salespeople: how to add value when customers can find technical information and AI-generated recommendations without speaking to a supplier.* Accuracy and accountability: why a plausible answer is not always a suitable recommendation, particularly when industrial equipment and costly downtime are involved.* Practical applications: translating commercial materials, assisting with complex spreadsheets and extracting OEM recommendations from equipment manuals.* Customer experience versus sales activity: are we making it easier to buy, or simply producing more emails, content and noise?* Building trust: why controlled trials, relevant case studies and a clear understanding of risk matter when moving beyond isolated tools.* The economics of AI: Rafe raises questions about future costs, provider dependency and the potential role of dedicated open models.* Looking three years ahead: what could separate businesses creating genuine customer value from those following the hype.Research figures shared during the conversation highlight the adoption gap: 85% of respondents were using AI occasionally or regularly, while organisational preparedness averaged just 2.1 out of five. Accuracy was the biggest concern for 58% of respondents.The panel offers different perspectives on how quickly to move, but a consistent question runs through the discussion: what problem are we solving, and does the customer benefit?If you lead a lubricant business, manage a commercial team or work directly with industrial customers, this conversation offers useful questions to bring back to your own organisation.EXPLORE MORE WITH PLAN GROW DOHow AI will change the way lubricant buyers buy:Read the article - https://plangrowdo.com/buyer-revolution/how-ai-will-change-the-way-lubricant-buyers-buy/Practical thinking on AI in sales:Explore the articles - https://plangrowdo.com/category/ai-in-sales/Discover Plan Grow Do:Visit our website - https://plangrowdo.com/)FOLLOW BEYOND THE BLENDBeyond the Blend celebrates the people of the lubricants industry and the experiences, ideas and conversations helping it move forward.Follow or subscribe on Spotify, Apple Podcasts and YouTube. If this episode gives you something to think about, share it with a colleague and join the conversation: where is AI genuinely helping your business today?

The lubricants industry talks a lot about the future — technology, sustainability, new applications and changing customer needs.But there is another question we need to ask:Who is going to power our industry tomorrow?In this special edition of Beyond the Blend, Steve Knapp is joined by Tina Reading of LUBE Media to explore LUBELife and the new LUBE Media STEM Ambassador Programme.The challenge may not begin with recruitment. It may begin with awareness.Too many young people simply do not know our industry exists, let alone understand the range of careers available across science, engineering, technology, operations, logistics, commercial roles, marketing and sustainability.Tina shares how LUBELife developed from conversations about the industry's future talent challenge into a practical programme working with the Baker Dearing Educational Trust and its 44 University Technical Colleges, reaching more than 20,000 technically focused students.We also explore the wider LUBELife approach, including student-focused learning materials and a partnership with StudySmarter, creating new routes for lubricant companies to connect with apprentices, students and graduates.Most importantly, this episode is a call to the industry.You don't need to be a scientist, engineer or senior leader to become an ambassador. You need enthusiasm for what you do, experiences you can share and a willingness to give some of your time.With around 35 ambassadors already involved, the ambition is to reach 100.So if you're listening and thinking:"I could do that."Put your hand up.Share your career. Share your experience. Help a young person discover an industry they may never have known existed.Because the people who will power the future of lubricants are already out there.Our job is to make sure they know we're here.👉 Find out more and register your interest:https://www.lube-media.com/stem-ambassadors/

In this episode of Beyond the Blend, Steve Knapp is joined by Khashayar Hajiahmad, a machinery lubrication and reliability specialist whose career has taken him from a young mechanical engineer in Iran to SKF, Oman, EPT Clean Oil and now a new chapter in training and consultancy.Khash shares the story behind his relentless curiosity and appetite for learning, including the mentors who helped shape him, the professional qualifications he sees as a “driving licence” for lubrication, and why experience, knowledge and relationships must work together.He also explains why lubrication is still too often treated as a consumable rather than an asset, and why technical expertise only creates value when it can be translated into something people can understand and act upon.We also explore the more personal side of Khash: his extraordinary commitment to sharing knowledge, losing a LinkedIn community of 55,000 followers and starting again, the global WhatsApp communities he has built, and why he is already teaching his young son about viscosity, grease and reliability.It is a conversation about far more than lubrication. It is about curiosity, generosity, resilience and the responsibility that comes with knowing something worth sharing.

In this episode of Beyond the Blend, Steve Knapp is joined by Linda Perry, whose career spans laboratories, leadership, reliability, business development and lifelong learning. What began as a receptionist's role evolved into a remarkable career built on curiosity, trust and a passion for helping others succeed.Linda shares the influence of mentor Bill Herguth, why breaking down organisational silos is essential for better business performance, and how leadership, communication and continuous learning create lasting impact.She also discusses embarking on a PhD later in her career, encouraging more women into STEM, and why the future of our industry depends on collaboration, curiosity and people who never stop learning.What You'll Hear• The mentor who changed Linda's career• Why trust still matters in a digital world• Breaking down silos across organisations• The value of lifelong learning and curiosity• Encouraging more women into STEM and lubricants• Why great leadership is always about peopleGuestLinda PerryBusiness Development Professional, Industry Advocate and Lifelong LearnerConnectConnect with Linda Perry on LinkedIn and follow Beyond the Blend for more conversations with the people shaping the lubricant industry.