Name: David Proctor

Title: Chief Financial Officer, Chief Operating Officer

Company: Friedman’s Home Improvement

Company address: 4055 Santa Rosa Ave, Santa Rosa CA 95407

Phone: 707-584-7811

Website: Friedmanshome.com

Number of company employees: 320

Professional background: CPA with Arthur Andersen & Co. San Francisco

Education: University of California, Davis, post graduate, Sonoma State University

Age: 58

What do you see as the essential role of a financial leader in the current environment?

To interpret current operating results so as to provide guidance on operations and to support strategic planning with well constructed models and projections that are customer or product centric.

What are the biggest changes you've seen in your industry?

Our industry has had tremendous consolidation which impacts the supply channel and competitive environment combined with the near total collapse of the construction and housing industry.

Tell us about the particular challenges and opportunities your organization has met in the recent past?

The ability to evaluate product performance in a more sophisticated manner is being addressed by a three-quarter-million-dollar investment in a business intelligence system.

What advice would you give to young emerging financial leaders?

Be passionate about your industry and always view issues with a focus on customer experience. Numbers are tools and measures but are reporting history, not the future.

What's the best advice for weathering today's economic environment?

A clear vision to customer satisfaction and assets productivity while controlling operating expenses and remaining open to strategic investments that further the company mission.

How do you think your business will change in the next five years?

I believe there has been a fundamental paradigm shift in our industry and we must recognize and exploit multiple channels to reach our customers how they wish to be reached.

What is a decision you wish you hadn't made? What did you learn from it?

We should always look to ... business partners and trust our instincts. We trusted Regency ... as a developer to help us return to Petaluma and they walked away from our Letter of Intent. We should have trusted our instincts and not wasted one and a half years.

What is your most memorable business experience?

Continuing to work for an organization whose underlying value system is similar to my own so that I know that what I do, does make a difference in a way that is valuable to my family and community.

What would your friends be surprised to find out about you?

I see myself as an introvert.

Current reading: Car Guys vs. Bean Counters: The Battle for the Soul of American Business.

Stress relievers: Entertaining with family

Favorite activities outside work: Cooking, traveling, exploring new places.