“The temptation is to do things the way they’ve always been done,” says Jessica Velasquez, co-owner of Albuquerque electroplating business Theta Plate Inc. By resisting that temptation, and with New Mexico MEP’s guidance, the third-generation family business is growing on multiple levels. Improved customer relations, streamlined operations, and an expanded client base are the results of Theta Plate strategically defining itself. And the results are written in the company’s bottom line.