Movers and Shakers: Michelle Crumm, Co-Founder and Chief Business Officer of Adaptive Materials

by Margarita Shelley-Smith (Ann Arbor, Michigan)

The Glass Hammer recently spoke with Michelle Crumm, the co-founder and chief business officer of Adaptive Materials, an innovative company in Ann Arbor, MI. Adaptive Materials (AM) develops portable, quiet and efficient fuel cell systems capable of converting low cost, ecologically friendly fuel into electrical energy. These devices are already being used by the United States Armed Forces, commercial industries, and in emergency response situations by the Department of Defense.

Michelle Crumm, the business mind behind the success of the company, is a licensed CPA, with an MBA from University of Michigan. She was awarded the Crain’s Detroit Business “Most Influential Women” award in 2007 and was named one of “2008 Women of the Year” by the Enterprising Women magazine. Under her guidance, the company grew from a start-up into a manufacturing enterprise with double-digit increase in revenue. In March, the company moved to brand-new 47,000 square foot headquarters, and noted that its staff had tripled in the past year.

“It all started 8 years ago,” said Ms. Crumm, “…and it was an immediate success.” At the time AM was established, her husband, Aaron Crumm, was completing his Master’s degree and Ms. Crumm was working as an accountant at Kellogg’s; they had also just had her first child. A combination of Mr. Crumm’s innovative ideas, as well as the aggressive research by the company’s R&D department, put the company on the map within a year with a million dollar contract from the Department of Defense in hand.

By the time her second child was born, Ms. Crumm decided to “make a big leap and come over” to AM. She brought with her years of experience in accounting, internal auditing, investor relations and procurement. AM provided plenty of opportunity to apply her interests.

Ms. Crumm first started as an accountant, but quickly moved on to a broader business perspective. When asked what prompted her decision to come aboard, she answered, laughing, “I had a terrible personality for a CPA. Internal auditing helped me understand businesses and learning investor relations and discover a passion for business operations.”

Being a woman in a predominantly male industry of research and military supply is not always easy. Michelle always keeps the company’s best interest in mind when making her decisions as the main business strategist. She attributes her success to self-discipline, intuition, and help from her husband as well as her friends and colleagues in the Women Presidents Organization of SouthEast Detroit.

One of her strengths is the ability to see things for what they are and make decisions accordingly. “No one understands the company like you do! Trust your gut, listen to your intuition!” she urges, “I have ridiculously high expectations of myself. It is only fair that I expect the same of others.” She not only knows how to utilize the company’s resources, but also has a keen understanding of her own limitations and capabilities. “I have nothing to prove to anyone,” she says, “I am not the spokesperson for the company. I have people who are great at speaking “military” and “geek” and I am perfectly comfortable to let them handle it.”

In addition to being a dynamic business leader with an engaging and warm personality, Michelle is a mother of three children – two girls and a boy. She also sits on the board of the Washtenaw County chapter of the American Red Cross and Great Lakes Entrepreneur’s Quest.

Michelle and her husband make it a point to be involved in their children’s lives. “It is important to set priorities and stick to them,” says Michelle. “Make sure that you spend time with the kids! My husband and I are in this together. I have a strong partner who is supportive and understanding,” says Michelle. She gets home at 4 p.m. to be there “when the kids get home from school and they are excited to talk about their day.” Sometimes she needs to check in with the office from home– monitor the phone and email, make some calls—but overall she finds a good balance. She’s proud to show her kids that she and her husband both contribute substantially to the company and their family life.

For the readers of The Glass Hammer, Ms. Crumm has the following message, “Ideas are cheap,” she says, “Focus on execution!”