Charged Up

Blake Fuller learned a harsh business lesson in 2012: The difference between a customer who needs a product and a customer who wants a product can be a costly sales gulf.

That was the case at Fuller's company, Sarasota-based Braille Battery. It was initially a good problem, and it went back a few years, when demand for the firm's lightweight, lithium-ion high performance car batteries soared.

The firm assembles the patented batteries, mostly for racecars, out of a Manatee County office and production facility. Many suppliers and vendors are local firms. Clients include teams and manufacturers in the IndyCar, Nascar and Formula 1 racing circuits, in addition to high-end car owners.