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You may already be familiar with our Faces of Fargo-Moorhead-West Fargo publication which we publish once per year in order to highlight the faces behind all of the great businesses in the community.
Are you in need of a new career? The Great Places to Work Fargo-MoorheadWest Fargo Annual Career Guide highlights amazing businesses in the area that provide great growth opportunities, benefits, and more!
elcome to the Community Concierge Program, where The Chamber is on a mission to foster stronger connections within the vibrant communities of Fargo, Moorhead, and West Fargo. This initiative is designed to create a supportive network that transcends geographical boundaries, allowing individuals to share experiences, build meaningful friendships, and cultivate valuable connections that last a lifetime!
Authentic Connections Personalized Attention No Limits, No Boundaries Elevate Onboarding Experience
provided by Fargo Moorhead West Fargo Chamber
3 Program Levels
Premier Customized Icebreakers
Premiere White-Glove Acclimation Service
What?
Designed for employers who want to elevate their recruiting efforts.
This could be memorable opportunities like dinners, networking events, and personalized activities.
Up to 12 hours of customized community acclimation services in the first year!
Why?
Personalized attention
Increased attraction & retention of top talent
Strategic investment in long-term success
Greater job satisfaction
Positive company culture
All-encompassing package
Ensure integrated transition
The Chamber is in a unique position from a third-party lens to offer an individualized personal approach to acclimate your candidates and/or new hires with an arsenal of community knowledge, resources, connections, and partnerships to nurture a sense of belonging and engagement. You sell your company and corporate culture; we showcase the community.
- The Chamber
Customized Á La Carte Menu of Services
What?
For employers to assist during candidate searches and when welcoming new employees.
Options include tours, lunches, & personalized experiences.
YOU select which offerings make sense for your business and candidate—we take care of the rest.
Welcome Basket Menu
Customized Community Tour
Coffee or Lunch
Three-Month Acclimation Service
Accompanying Partner or Spouse Support
Icebreakers Self Navigation
What?
Icebreakers—local community champions, welcoming new hires, helping them settle in and build social connections.
They introduce newcomers to local events, activities, and like-minded individuals.
Employers are encouraged to share Icebreakers as a resource for their candidates and new team members who recently relocated to the area!
Meet the Icebreakers here!
There are about 40 Icebreakers who are the best resources for and love to promote the many aspects of our great community. This service is at no cost!
Local Stories, Local Impact
Bobcat Company
Since summer 2023, Bobcat Company has partnered with The Chamber’s Community Concierge services to enhance its recruitment process by providing potential employees and their families with customized acclimation experiences like community tours, lunches, and welcome baskets. These personalized programs help candidates connect with the Fargo-Moorhead-West Fargo area, offering a firsthand feel for the region’s culture, lifestyle, and amenities.
This collaboration allows Bobcat to focus on recruiting while leveraging the Concierge team’s expertise to support relocation decisions, with notable success in attracting talent from across the U.S. As a Chamber Community Builder, Bobcat recognizes the importance of community collaboration in addressing workforce challenges and retaining top talent.
"The community tours, just to name one service, coupled with the friendliness and professionalism of Chamber staff and Icebreakers, were instrumental in aiding some candidates’ decisions to accept our offer and move to the Fargo region. We have used the community tour for several candidate finalists over the past several months and have recently had two hires from the southeast region of the U.S. relocate to join our company. We anticipate more to come!"
- Director of People Programs Tina Amerman, Bobcat Company
“The Community Concierge was great for someone like me, who was new to the area and had never visited this part of the country before. Donna truly helped me feel that moving here was the right decision.”
- Product Manager Colin Tsolis, Bobcat Vehicles (UTV and Toolcat)
“My hesitations have been completely resolved, as I have been able to make countless friends and find many groups and organizations to feel at home with.”
- Program Manager NPD Lauren Tshoaeidi, Doosan Bobcat NA
Local companies who had success with the Concierge
Program
Michael Greenwood, MD, Vance Thompson Vision
Vance Thompson Vision leverages The Chamber's Community Concierge program to enhance its onboarding process and strengthen community ties to ensure new hires feel welcomed and integrated into the local community. The program matches the interests of potential employees with local opportunities, making them more likely to settle and thrive in the area. This strategic approach not only fosters employee satisfaction and
engagement, contributing to long-term retention and business success but also boosts Vance Thompson Vision's reputation within the community by showcasing a commitment to employee well-being and local involvement.
“This program provided a glimpse into the community, with the hope of inspiring a potential new hire to envision themselves living here and joining Vance Thompson Vision,” Michael Greenwood, MD said.
President Tim Downs, Minnesota State University Moorhead
President Tim Downs, having transitioned to MSUM from Cal Poly Humboldt, heavily utilized The Chamber's Community Concierge program to acclimate to the region. The program, which offered a personalized community tour, was instrumental in helping him feel welcomed and connected despite initial weather challenges during his interview. Through the Concierge services, Downs developed an understanding of the region's unique history and potential, laying the groundwork for strong community ties.
As MSUM's president, he emphasizes the university's role as an indispensable community partner in social, cultural, and economic development, reinforcing the value of integrating MSUM with the surrounding communities to build regional growth.
“The Concierge program was a nice introduction to the community and to The Chamber,” he said. “It helped me identify ways to get connected to the community, and that’s been invaluable... I was excited to be a part of a university that prioritizes being indispensable to the region we serve.”
The possibilities are endless in how a business can work with the program in recruitment. Otter Tail Corporation also utilized The Chamber's Community Concierge Program by having the concierge team reach out to potential new hires.
"I can’t thank you enough for the time you spent with both our candidates. They sang your praises! I so appreciate everything, and it was most definitely appreciated, and the candidates got so much out of the time they spent with you."
- Otter Tail Corporation team
Innovate the Way You Attract Top Talent
How do you stand out from the rest?
Let’s face it—recruiting is one of the most important things in running a successful business, but it's hard. You should focus on selling your company, while the Chamber showcases the community.
Let the FM community do the heavy lifting of welcoming your recruits!
Elevate your employee onboarding experience
Your candidates will build authentic connections
Personalized attention for every candidate
No limits, no boundaries
Want to learn how your business can begin utilizing the Community Concierge program?
Contact Donna today and take your employee onboarding to the next level!
Replacement or turnover can cost a company over 200% of their salary for mid to highlevel or specialized positions including agency fees and longterm ripple effects.
RISK ASSESSMENTS
By NorthStar Technology Group
unning a business is like being in the driver’s seat of a high-performance car. It’s fast-paced, competitive, and full of passion. But even the best racecars can’t go far without regular pitstops.
Skipping those important checks is like failing to assess the security risks in your business. You may initially save time, but at what cost?
Risk assessments are important for identifying risks and maintaining asset safety and efficiency to keep your business at its peak. Without them, you leave your business vulnerable.
HOW RISK ASSESSMENTS KEEP YOUR BUSINESS RUNNING SMOOTHLY
Regular risk assessments help you in a lot of ways:
SPOT VULNERABILITIES BEFORE THEY DERAIL YOU
A slight oversight during a race can leave you in the back of the pack. Similarly, unseen risks in business, whether related to cybersecurity, operations, or physical security, can have serious consequences. Risk assessments help detect these problems before they turn into major disasters.
PROTECT YOUR MOST VALUABLE ASSETS
Your car’s engine, fuel, and wheels are its lifeblood. Lose one, and you’re out of the running.
Your business' lifeblood is its data, infrastructure, and people. Risk assessments give you the chance to protect against cyberattacks, breaches, or operational failures that could bring your operations to a standstill.
STAY WITHIN THE RULES OF THE ROAD
Following the rules of the race keeps you on track. Failure to comply leads to penalties. In the same way, companies must comply with regulations such as GDPR
or HIPAA. Regular risk assessments help you meet compliance standards, avoid hefty fines, and maintain your reputation as a responsible and trusted organization.
MAKE SMARTER, FASTER DECISIONS
A finely tuned racecar empowers you to go with the best racing strategy confidently. Risk assessments do the same for your business. With knowledge of potential threats, you can make informed strategic decisions and ensure you are always ahead of the curve.
BOOST YOUR OPERATIONAL EFFICIENCY
The smoother the car runs, the easier it is to handle. The same goes for your business. By identifying inefficiencies
and weaknesses, risk assessments help you streamline operations, reduce downtime, and improve overall performance. This, in turn, creates a more resilient, cost-effective business model.
BUILD CONFIDENCE WITH EVERY TURN
A well-maintained car builds trust between the driver and the team. Continuous risk assessments help build the confidence of your customers, investors, and partners. Your proactiveness will be counted as proof of your long-term vision and readiness to test your limits.
PAVE THE WAY FOR GROWTH
In racing, your confidence in the reliability of your car can push you to
victory. Similarly, if risks are properly managed, you can focus on growing your business, expanding into new markets, and seizing opportunities, knowing that potential risks are under control.
IS YOUR BUSINESS READY FOR A PITSTOP?
Your business can’t thrive without regular assessments to recalibrate and protect what matters the most. Risk assessments give you an advantage, ensuring you are prepared for whatever comes next.
PATRICK ERICKSON
MEET THE NEW DACOTAH BANK MARKET PRESIDENT
ne of the region's premiere banks just got even better. Dacotah Bank recently welcomed Patrick Erickson as its new Fargo Market President.
Patrick has been working in banking for almost 20 years. He started his career in 2006 as an intern at Bremer Bank, working with farmers. Then, he became a full-time analyst. Later, he took on jobs in business banking and commercial lending in South Dakota. In 2023, he moved back to Fargo to work with US Bank before joining Dacotah Bank.
Talking about his career journey, Patrick said, “Throughout my career, I’ve always been open to new opportunities. One of the biggest changes was when my wife got a job at Augustana University in Sioux Falls. Moving to a new city was hard, but it helped me switch from an analyst job to business banking. Those years were really important for my career." Eventually, Patrick moved back to Fargo to be closer to family—he and his wife wanted their four sons to grow up near their extended family.
Patrick is very excited to join Dacotah Bank. "I knew about the bank's history of helping communities, and the sense of community banking is what attracted me to Dacotah Bank," he said. As Market President, his goal is to grow the bank's market share in Fargo. He believes in the strength of the team and the many services Dacotah Bank's Fargo branch offers,
like business and personal banking, mortgage services, and insurance. Patrick's leadership style was influenced a lot by his time in Leadership South Dakota. He believes it taught him to be flexible in how he leads.
"The biggest thing I learned is that there is no 'one size fits all' when it comes to leadership. Leadership needs to be adaptable," Patrick said.
Besides his work, Patrick is very involved in the community. He volunteers with the West Fargo Youth Hockey Association and Kindred Youth Baseball. He says coaching often feels like a second job, but he loves it.
"Being a good citizen and caring for people doesn’t cost anything," Patrick said. He believes that giving back is important and that small actions can make a big difference.
When he’s not working or volunteering, Patrick enjoys spending time with his family, especially at the lake. He is also teaching his kids to enjoy hunting.
As Market President, Patrick wants to make Dacotah Bank a valued partner in the Fargo community, especially as the area keeps growing. "With Fargo's entrepreneurial spirit, we want our businesses to succeed, and Dacotah Bank is here to help them succeed."
MARKETING ROUNDTABLE
ood marketing can make the difference between standing out and being ignored.
In this magazine, we pride ourselves on bringing actionable information and advice every month. So, we talked to a group of local marketing experts who are leading the way. Keep reading to learn their best advice and how you can use these ideas to improve your brand.
BY BRADY DRAKE | JOSIAH KOPP
JODI DUNCAN
JAROD BERGER
JACK YAKOWICZ
JOE TJOSVOLD
BRIAN MECKLER
AMANDA SHILLING
ANDREW YOUNG
MIKE DRAGOSAVICH
JODI DUNCAN
PRESIDENT, FLINT GROUP
ABOUT FLINT GROUP
Flint Group is a full-service marketing agency that was established in 1946.
"People like working with us because we listen more than we talk, we work more than we boast, and we make the complex simple," Jodi Duncan said. "We work with businesses throughout North America ranging from small to enterprise. In a world brimming with marketing agencies promising results, what truly sets one apart? Is it clever campaigns, powerful data, or perhaps an impressive portfolio? Sure, those things matter. But at our agency, we believe that the real magic happens when passion, precision, and an unapologetic focus on relationships collide. It’s the secret sauce that turns good work into greatness."
JAROD BERGER
COO, IN-HOUSE ADVERTISING & CONSULTING
ABOUT IN-HOUSE ADVERTISING & CONSULTING
In-House is a full-service advertising and consulting firm dedicated to crafting tailored marketing solutions for a diverse range of clients.
"Specializing in a variety of promotional strategies, we execute comprehensive campaigns that span every form of media—television, radio, print, indoor and outdoor billboards, and digital media, including web and social platforms," Jarod Berger said. "We also feature website design, graphic design, and video production services. Our extensive array of services enables small- to medium-sized businesses (SMBs) to streamline their marketing efforts with one dedicated partner, covering everything from traditional and digital media campaigns to creative brand development. Our commitment is to provide seamless, effective, and impactful marketing solutions that drive results."
ANDREW YOUNG
CREATIVE DIRECTOR & OWNER, ABOVO
ABOUT ABOVO
Abovo is a creative marketing and design agency.
"We help brands and businesses tell their stories in a way that resonates with their audiences," Andrew Young said. "We specialize in creative design and strategic marketing solutions to businesses, big and small. Abovo is all about creative design mixed with smart marketing. We offer a range of services like web design, video production, brand coaching, and more. Our focus is to help brands stand out in ways that are practical and effective."
JOE TJOSVOLD
FOUNDER & CEO, CHEZY
ABOUT CHEZY
Chezy is a tech-driven video production company, distinguished for its commitment to delivering high-quality, valuable video content at costeffective prices.
"We cater to a diverse range of clients, from prominent national brands such as Amazon, CHS Inc., and Ralph Lauren to local small businesses and non-profits, which form the foundation of our community," Joe Tjosvold said. "Established in 2021, Chezy has rapidly gained recognition for its innovative approach. The company has established bases in both Fargo and Nashville, TN, and is focused on maintaining its trajectory of success across the nation."
MINT Brand Marketing was founded in 2012 by Amanda Shilling.
"With 22+ years in the industry, I have sat in almost every seat within an agency and internally in marketing departments," Amanda Shilling said. "Our team aims to be a reliable partner to clients with our arsenal of services including brand and marketing strategy, website development and design, content creation, graphic design, social media management, and more. We build brands from scratch, help with refreshes, and even rebuild them from rubble. We do this through thought design and content. Brand strategy isn't just a service we offer—it's our obsession."
BRIAN MECKLER
MARKETING ADVISOR, MECKLER MARKETING CONSULTING
ABOUT MECKLER MARKETING CONSULTING
Meckler Marketing Consulting is a full-service agency dedicated to helping businesses of all sizes create impactful marketing solutions that drive growth.
"We’ve had the privilege of partnering with a diverse range of organizations—from startups and small businesses to large corporations, nonprofits, and government agencies—empowering them to thrive in their respective industries," Brian Meckler said. "Our services are designed to help companies reach their potential, offering everything from web development and graphic design to video production, advertising, social media marketing, and expert marketing consulting."
JACK YAKOWICZ
DIRECTOR OF OPERATIONS, ADSHARK
ABOUT ADSHARK
AdShark is a performance marketing agency in Downtown Fargo that specializes in paid search, paid social, web, SEO, and email marketing.
"We're all about measurable results and helping businesses achieve scale through digital channels," Jack Yakowicz said. "Digital advertising, online marketing, and web design and development. We employ a team of creatives and digital strategists who are both equally focused on what can help grow businesses—so attributing back leads or online sales to our marketing efforts is the main goal."
MIKE DRAGOSAVICH
FOUNDER & CEO, SPOTLIGHT
ABOUT SPOTLIGHT
Spotlight started as a publishing company with one little magazine 15 years ago.
"Through the years as we have grown, we have made it our mission to help our advertisers, local businesses, and the community at large grow," Mike Dragosavich said. "About seven years ago, we began helping companies with things like logo creation, website builds, digital advertising, and anything else companies needed to find success. From there, we formally transitioned into a full marketing agency. Today, we pride ourselves on being an agency that has become one of the leaders in the area when it comes to helping businesses grow. We've accomplished this through trial and error and taking a practical approach to finding results. We have built over 300 websites. We've helped over 200 companies with digital advertising. We've created branding, videos, photography, and other assets to help companies and we've done so much more. We are now at the point where we not only help people advertise and do marketing better, we also help save time by creating crazy efficiencies."
WHAT ARE THE BIGGEST CHALLENGES IN MARKETING TODAY AND HOW DO YOU THINK THEY CAN BE ADDRESSED?
JODI DUNCAN
INVESTING AND IMPLEMENTING AI
Leveraging AI is becoming unavoidable, but it's also a smart way to efficiently and effectively accomplish more. However, it needs to be managed well as it is a tool that provides us powerful tools, but the information must be understood and reviewed thoughtfully and thoroughly.
BREAKTHROUGH CONTENT
There are more channels than ever to reach audiences. Knowing what channels to use and what messages will break through is challenging, to say the least. Having specific strategies in place to reach defined audiences is imperative to the success of your brand.
UNDERSTANDING CONSUMERS
Primary and secondary research can help businesses connect with consumers throughout the customer journey. A CX (customer experience) study can help you find where your company may have gaps or uncover opportunities at different stages of the customer buying cycle.
PERSONALIZATION OF MESSAGING
Long gone are the days of saying the same thing to everyone over and over to get your brand message across. People want personalized messaging and information that is most relevant to them and will respond accordingly.
JOE TJOSVOLD
CUTTING THROUGH THE DIGITAL NOISE
Cutting through the digital noise is a major challenge for today’s brands. With so much content vying for attention, brands need to focus on authenticity and relevance. Video is a powerful tool for this—telling real, human stories that resonate emotionally with the audience. Companies should also leverage data to personalize content and ensure it reaches the right segments, which can make a huge difference in engagement.
JACK YAKOWICZ
LIMITED ATTENTION SPANS AND SATURATION OF MARKETING MESSAGES
In short, getting your message to reach its intended audience and for them to care/pay attention to it. Ultimately, it involves companies being very strategic with their marketing spend, understanding their audience's true pain points or motivators, and optimizing efforts based on what's driving results and what isn't. Don't sit on the same marketing plan for six months if it isn't working—be agile in making changes and iterating until you find the winners
STAYING UP-TO-DATE
Staying up-to-date with the rapid pace of change is one of marketing’s biggest challenges. Every day, there’s a new trend or tool, and it’s easy to feel pressured to chase after each one.
My advice: Stick to what makes your brand unique, and only incorporate new tools if they genuinely enhance your message. Another huge challenge today is building customer loyalty. With so many products available, customers don’t automatically stay loyal like they once did. We all want the best product or service, and if that means switching, we do it—I do it, why wouldn’t you? But loyal customers are still the best customers; they bring stability, referrals, and positive word-of-mouth. To build loyalty, brands have to go beyond just making a great product—they need to make the experience personal and memorable at every touchpoint. Authenticity is key in a crowded market; brands that stay true to themselves naturally foster stronger connections with their audience, turning one-time buyers into repeat customers.
ANDREW YOUNG JAROD BERGER
CREATING ADS THAT STAND OUT
One of today’s biggest marketing challenges is creating ads that stand out. With consumers seeing thousands of ads daily, it’s easy for even the best advertising to blend into the noise. Crafting impactful ads that genuinely capture attention and deliver ROI is crucial.
SELECTING WHERE TO ADVERTISE
Another challenge is selecting where to advertise. There are now countless platforms—social media networks, streaming services, and more, with new options constantly emerging. The key to navigating this complex landscape is understanding your audience deeply and strategically selecting placements that align with where your target customers are most engaged.
BRIAN MECKLER
TOO MANY MARKETING OPTIONS
New advertising options are popping up constantly, which makes it really difficult for organizations to prioritize where to spend their marketing budget. When I work with clients to help them develop their marketing plans, we always spend time brainstorming what truly sets their organization apart from their competition. Those unique qualities help set the stage for not only the foundation of your messaging—but also help guide us toward the marketing options that your target audiences are most likely to be paying attention to. If your company is struggling to identify what clearly sets it apart, I advise folks to check in with their customers about why they do business with you. Those conversations can help you better understand both your position in the market and who your ideal customers are, and this information is invaluable when you are determining where to spend your finite marketing budget.
AMANDA SHILLING
THE MARKET IS DROWNING IN CHEAP TACTICS AND AI SHORTCUTS
Most don't understand true brand building isn't about churning out content or following formulas. It's about crafting distinction that cuts through noise. That's why businesses that chase the bottom end up looking and sounding like everyone else.
WHAT SHOULD THE ROLE OF A COMPANY'S MARKETER BE?
JODI DUNCAN
A huge challenge for marketers is that the expectation is that they are everything to everyone at all times One of the most important jobs of today's marketers is to craft the narrative about the company that resonates with consumers and employees. Additionally, marketers need to understand the nuances of branding, positioning the company for the greater good, how to leverage data, segmenting audiences and ultimately what key performance indicators (KPIs) will result in successes for the company.
JOE TJOSVOLD
The role of a company's marketer is to be a strategist, storyteller, and connector. They should deeply understand the brand, target audience, and competitive landscape to create strategies that resonate and drive growth. Marketers craft compelling narratives to showcase the brand’s value and align messaging across all platforms, fostering meaningful engagement with customers.
ANDREW YOUNG
The role of a company’s marketing team is very different from that of its salespeople, and it’s essential for businesses to understand and respect this distinction. Salespeople are responsible for directly selling the product or service— they’re out there making the pitch and closing the deal. Marketers, on the other hand, are here to support those efforts by crafting the tools and messaging that help sales hit their goals.
Sales teams communicate their goals and needs to marketing, and from there, marketers should be trusted to design the strategies, campaigns, and tools to make those goals achievable. Sales teams might have ideas, but they should step back when it comes to defining the tools themselves—an effective marketing team knows how to get creative and shape the strategies that best serve those objectives. Marketing thrives when there’s room for originality and innovation, without micromanagement or heavy-handed input from sales.
If this isn’t how things work in your organization, it’s time to work towards that alignment. It might mean a fresh look at your current marketing setup or re-establishing boundaries and relationships with sales, so the marketing team can operate at its full potential. Businesses that create this clear structure—where sales goals are supported by skilled, autonomous marketing—are the ones that see the strongest results.
WHAT SHOULD THE ROLE OF A COMPANY'S MARKETER BE?
JAROD BERGER
In today’s market, a marketer’s role is all about building and nurturing connections with customers while aligning with broader business goals. When collaborating with an agency, the company’s marketer should be the essential link between the brand and the agency. The best outcomes arise when the client's marketer is deeply engaged, working closely with the agency to fine-tune the messaging and precisely target the core audience. An agency’s role isn’t to replace the company’s marketer but to amplify their efforts, bringing expertise and fresh perspectives that elevate the brand's impact.
BRIAN MECKLER
The best marketers plan many different roles for an organization. The hardest part is knowing which role needs to be prioritized at any given time. Sometimes, they need to create strategies and lay out tactics for the rest of the team to follow. Sometimes, they need to be the coach to get everyone motivated and energized. And at other times, the company’s marketer is the storyteller, because that person needs to be able to tell the story of the organization in a meaningful and memorable way. The most important piece for any marketer is knowing which hat to put on for each situation
JACK YAKOWICZ
If you boil it down, marketers are here to create sales or business growth for their companies. If your marketing isn't helping your company grow, it isn't sustainable. If you focus on how your marketing efforts are contributing to an increase in sales opportunities or purchases, then you're on the right path.
MIKE DRAGOSAVICH
A company's marketer should be more of an engineer who first listens to a company's goals that affect their bottom line. From there, that marketer should reverse engineer a strategy that achieves the best outcome, whether it be in digital advertising, marketing efforts, web design, sales tools, or a multitude of other things.
WHAT
TOOLS DO YOU RECOMMEND A COMPANY USE TO AMP UP THEIR
MARKETING EFFORTS?
JODI DUNCAN
There are so many good AI tools that are coming into play. All businesses should be paying attention to what's out there, developing a plan to incorporate and exploring different options. Some of my favorites are ChatGPT (general exploration), NotebookLM (for podcasts), Grammarly (for content editing), and Copilot for Microsoft
There are countless other solutions and there's really no avoiding AI so best to embrace it and discover how it can enhance your marketing efforts.
JOE TJOSVOLD
Some of my favorites are Hubspot (CRM), Canva (Graphic Design), ZoomInfo (Lead Database), Mailchimp (Email & SMS Marketing), Semrush (Search Optimization).
BRIAN MECKLER
I cannot emphasize enough the importance of Google! If your organization relies on your potential customers finding your website through a Google search, you need to put time and energy into search engine optimization. Google Analytics can provide you with a ton of data to help you better understand how folks are interacting with your website. In addition, I’ve found tools like Semrush and Moz to be helpful for assessing how well my clients’ websites are performing in searches compared to their competitors.
ANDREW YOUNG
To kick things off, I have to mention Canva, though my team might roll their eyes a bit. It’s not the pro-level design tool we typically rely on, but it’s a great starting point if you’re just getting into design. It’s so much better than trying to use Microsoft Word for visuals (please don’t do that!), and it can help even the smallest business produce polished graphics quickly.
Another essential is a brand style guide, even a basic one. A style guide ensures that anyone working on your brand maintains a consistent look, feel, and tone across all platforms. Even starting with something simple—logos, colors, and typefaces—will make a huge difference. In case this is helpful, we put together a resource highlighting what we think is essential in a brand guide. You can review it here: abovoteam.com/fargoincstyleguidetips
Automated marketing is also a must, and it’s one of the most underutilized tools I see among small businesses. Once set up, it literally works for you around the clock. Tools like Mailchimp, for example, can automate everything from welcome sequences for new subscribers to regular newsletters, keeping you connected without the need to hit “send” every time.
Analytics tools like Google Analytics or social media insights can give you valuable data on what’s resonating with your audience. And don’t forget tools like Hootsuite or CoSchedule (support a local company!) for scheduling social posts—they keep your brand visible and active, even on weekends. Automating these elements frees up your time and ensures consistency, letting you focus on the big-picture ideas or the day-to-day work and “fires” that inevitably pop up.
I also recommend exploring AI platforms for copywriting. Tools like ChatGPT or Claude can be invaluable for generating ideas, drafting initial copy, or repurposing content across platforms. While nothing replaces authentic, human-driven content, these tools can help overcome writer’s block and keep your brand voice consistent.
So, if you’re building a marketing toolkit, aim for a mix: Canva for visual consistency, Mailchimp for automated email sequences, a brand style guide for cohesive branding, Google Analytics for data insights, CoSchedule for social scheduling, and AI tools for copywriting. Together, these tools help keep you professional and present with less daily effort.
JAROD BERGER
For small businesses or those whose primary role isn’t in marketing but who are tasked with it, Canva is an outstanding platform for straightforward ad design. Creating compelling graphics can feel intimidating, but Canva is an excellent tool that empowers even novice designers to produce professional-looking visuals. Another invaluable resource everyone has is simply a smartphone— specifically, the camera. Capture photos of everything: your products, team members, office, restaurant, or storefront. Sharing these images on social media gives consumers a real, authentic glimpse into your business, and there’s no better way to build that connection than by regularly documenting and sharing the interesting aspects of your day-to-day operations.
WHAT TOOLS DO YOU RECOMMEND A COMPANY USE TO AMP UP THEIR MARKETING EFFORTS?
JACK YAKOWICZ
For tracking and reporting we use Google Analytics, Meta Pixel, Tag Manager, CallRail, Hubspot, and Looker Studio
For content creation we use Adobe Suite and CapCut.
For research we reccomend Semrush, Keyword Planner, and just following other great marketers on social media to get some inspiration.
AMANDA SHILLING
Social media and email. Both are cost-effective tools to connect with your audience as long as you're providing value and not in a constant state of "selling" or having a "what's in it for me?" mentality.
MIKE DRAGOSAVICH
Understanding a good tech stack could be paralyzing. Our team actually helps companies create a tech stack workflow because each company should value different software and tools that are practical to what they are trying to achieve. We have subscriptions to over 100 different tools that we've used and implemented for different companies that are in different stages of business, seeking different outcomes.
Some of the tools we use are Rank Math, Search Atlas, Trade Desk, WordPress, Microsoft Clarity, Hireclick, and Loom. Our company subscribed to most of these tools plus many others.
HOW DO YOU BALANCE TARGETING SPECIFIC CUSTOMER SEGMENTS WHILE KEEPING YOUR BRAND APPEALING TO A BROADER AUDIENCE?
JODI DUNCAN
The most important step is to ensure you have a solid brand strategy that provides the holistic narrative for the brand. Once that is defined, that provides you a foundation to work from as you develop a targeted segmented messaging strategy. Typically, we do this by defining personas and deeply understanding the targets. Then we nuance the messaging to build on the strength of the brand while providing more granular messaging to fit the targets. It sounds simple but it is quite complex.
JOE TJOSVOLD
We create a core message that resonates broadly while adapting our approach to specific customer segments. For example, Chezy’s focus on the power of storytelling appeals to a universal audience, but we adjust our messaging and have landing pages for industries like healthcare, agriculture, nonprofits, and construction to ensure our content is relevant and impactful.
ANDREW YOUNG
Balancing specific customer segments while maintaining broad appeal is all about clarity and focus. It’s just as essential to know who isn’t your customer as it is to know who is. For example, a health and wellness brand should focus their energy on fitness enthusiasts and those seeking healthier lifestyles—vs. spending energy and resources trying to appeal to those who aren’t interested in wellness trends. The truth is, you can’t resonate with everyone, and spreading too wide dilutes your message. So, hyperfocus on the people you know are your core customers, and don’t worry about trying to win over every small audience fragment. Start with clear, defined customer profiles if you don’t already have them. It’s an easy step you can take tomorrow, and it will guide you in refining messages that genuinely stick with your ideal audience.
BRIAN MECKLER
No organization can be everything to everyone. While I think it’s important to continue to be appealing to a broader audience, I encourage my clients to spend more of their time and energy targeting the specific segments that their research tells them are the most likely to be interested in their products or services.
JAROD BERGER
Balancing targeted marketing with broader brand appeal requires a thoughtful strategy. We focus on a mix of topof-funnel, mid-funnel, and bottom-of-funnel strategies to create a well-rounded approach. While conversion tactics are important for driving revenue, we've seen firsthand that campaigns focused solely on conversions can fall short without a solid foundation of brand awareness.
For most of our clients, we blend mass media campaigns for brand awareness with more specific, hyper-targeted, and retargeting strategies. This approach allows us to build a strong brand presence at the top of the funnel while also nurturing leads and converting them at the bottom of the funnel.
JACK YAKOWICZ
This approach varies based on the business. My general guidance is to not try to be everything to everyone. It's rare that many brands have a truly broad (18-65+, all interests) audience—so focus on one, two, or three core target markets and have your messaging go to them. Most people will advise you to create "personas" (this is Joe and he's a 19-yearold in Fargo who loves corn chowder). Sure, that's fine. But if you don't want to make up a fake customer, you can still have your ideal audiences broken out into groups with generally shared motivators/pain points (i.e. homeowners with household income of $100k-$150k).
AMANDA SHILLING
Strong brands are built on genuine human connection, and you can't connect deeply with everyone. When you communicate with clarity to the right people, others will want in on that conversation. They'll feel the authenticity, even if they're not the target. And the reality is, they may not need your service, but if they like what you're about, they are more likely to refer you.
MIKE DRAGOSAVICH
I always like our customers to spend money and resources to be available in places where their prospects are actively pursuing what they offer. This is usually through Google search. Beyond that, if we advertise using visuals, I always want to make sure we're targeting very qualified prospects that meet the interest of what you offer. Then, we ensure that the messaging in the creative not only gives a great first impression but also that it has actionable and compelling messaging to the local markets.
We like to be more direct because unless you are a big company, passive marketing through the use of branding isn't going to cut it. We always need to lead with some sort of value that someone can capitalize on and be very direct on that messaging.
People often underestimate the second phase of the advertising journey, which is where people go once they click or are interested in your advertisement. This is why we are very big advocates for great web design and landing pages.
WHAT
ADVICE DO YOU HAVE FOR BRANDS LOOKING TO ESTABLISH A DISTINCT VOICE IN A CROWDED MARKETPLACE?
JODI DUNCAN
Don't just jump in with campaign development. Take the time to do the fundamentals—defining the brand strategy, developing personas, creating a messaging strategy. Understanding what the buying experience is like for customers is critical to how your brand is perceived.
JOE TJOSVOLD
Video marketing! Video develops a distinct voice by connecting emotionally with the audience and also builds trust with customers in the learning stage of their buying journey. Furthermore, focus on authenticity and consistency rather than mirroring what competitors do—brands should lean into their unique strengths and core values.
ANDREW YOUNG
Stick to what makes you unique and lean into it, like Wendy’s Twitter approach. Their sassy, humorous voice stands out in a market where most fast-food brands keep it neutral. By showing some personality, Wendy’s created a distinct brand voice that resonates. Find what makes your brand different and make it a central part of your communications.
JAROD BERGER
Create content and put yourself and your employees out there as much as you can. This can be voicing your own radio ads, appearing in TV ads, featuring your staff on social media, or creating short videos. Customers want a familiar face that they can trust. Put yourself out there and create your brand's voice through genuine content.
AMANDA SHILLING
When everyone has access to the same tools and templates, being different becomes your only advantage You really need to dial in on who you are, what you stand for, and where you provide value, and show up in that way consistently. Resonate and become relevant.
BRIAN MECKLER
Before you develop your brand voice, take the time to understand your target customers and what kind of voice would most resonate with them. What are they looking for from you? Humor? Reassurance? Excitement? As you begin to roll out materials with the voice you are developing, pay close attention to the feedback you are getting from your customers and followers. It’s true that customers are looking for unique brand personalities, but they are also looking for authenticity. And don’t forget that a strong visual identity is just as important as your brand voice. Ensure your design elements—like logos, colors, and typography—complement the tone of your messaging.
JACK YAKOWICZ
Ask your customers what it is that has them choose you. Perhaps you'll have to look no further than your Google Reviews to see it. Everybody wants to say their differentiator is "we have the best people" or "we have the best product"—but dig deeper. Why do your core customers choose to use you instead of your competitors? That will help you determine what it is that really separates your business, and what is marketable to future customers too.
MIKE DRAGOSAVICH
When doing branding, look at investing in things with multiple benefits. If you do content marketing, it has the benefit of being seen by people while educating people, telling your story, and gaining search engine optimization—the results with this approach can compound over time.
This is better than solely advertising with something like a billboard. In this scenario, if it works in 30 days it does and if it doesn't that money's gone forever.
Nowadays, people want to be solicited to less and less. That's why it's important to utilize platforms that allow you to tell your story while creating value for your prospects and educating people on why you're different and why they should invest with you.
WHAT DIGITAL PLATFORMS OR SOCIAL MEDIA CHANNELS ARE CURRENTLY GIVING YOU THE BEST RETURN ON INVESTMENT, AND WHY?
JODI DUNCAN
This varies greatly by age group and demographics. We have had very strong success on Facebook, YouTube, Instagram, and TikTok. But it all depends on your KPIs and your audiences. Additionally, content is king. If you have boring content or messages that don't resonate with the audience, it doesn't matter what channel you choose. To get the most from your investment in any of the channels starts with a smart, measurable plan.
JOE TJOSVOLD
LinkedIn allows you to reach a professional audience for B2B companies.
ANDREW YOUNG
I see companies nearly every day missing the incredible opportunities their websites offer. A website isn’t just a digital billboard—it’s a powerhouse for functionality, efficiency, and data collection. Imagine using your website to streamline payments, gather crucial customer information, or even automate responses. It’s a space that, when used strategically, can make your business more effective and connected.
Now, onto digital platforms with ROI: While direct mail might sound old-school, it’s actually a high-impact tool in today’s marketing landscape. Unlike digital ads competing for screen time, direct mail lands right in your customer’s hands. Thanks to Amazon, people are in their mailboxes daily, so you’re already part of their routine. But let me emphasize this: direct mail only works if done right. It’s not about being spammy or overly flashy. The piece should be personalized, relevant, and add real value. A well-crafted mailer can create a tactile, memorable experience that digital ads can struggle to match. Instead of fighting for screen time, you’re commanding their attention with something they can touch, read, and even revisit later.
While I’m all about the impact of direct mail, I’d be remiss not to mention how effective PPC and digital ad placement can be in reaching targeted audiences and driving measurable results. When done right, these tactics can be gamechangers, but here’s the key: don’t do this alone or internally. Partnering with an experienced agency is crucial to maximize ROI. We personally love working with AdShark—they’re experts in strategizing placements that hit the mark.
To round it out: a smart website, direct mail, and digital ads together create a balanced approach that keeps your brand visible, efficient, and in tune with the right audience at every step.
JAROD BERGER
We are still seeing great success running ads on Meta. There is still a huge population of users that are on Facebook, and if they are not on Facebook, they are likely on Instagram. Meta’s ads platform allows us to serve ads to users on both platforms. Meta’s ads platform also has strong automation built in by their developers that help with ad variation and targeting to improve results and take out some of the guess work.
BRIAN MECKLER
For my own company, LinkedIn has been the best social media channel because its business-to-business focus aligns well with my marketing plan. For organizations with a business-to-consumer focus, platforms like Facebook, Instagram, TikTok, Snapchat, or YouTube may be more suitable, depending on your target audience and content strategy. Most organizations don’t need to be on every platform, but it’s crucial to have a presence on those platforms where your target audiences are most likely to be.
JACK YAKOWICZ
Meta Ads are still hard to beat for ROI (advertising on IG and FB). They have the best learning algorithm and the most wide-ranging audience to get in front of. TikTok is really good for product discovery, and LinkedIn has its place for B2B companies. Pinterest has its audience. There are quite a few channels that can be profitable for companies to advertise on, so long as they're in tune with the channel and making ad content that feels like it belongs, and compels people to take action. Outside of social media, Google Ads still proves to be a leading channel for getting in front of high-intent customers at the time they're searching for products/services like yours.
MIKE DRAGOSAVICH
It's usually Google search versus everyone. The cool thing we get to see is that we are running, at any given time, 50+ businesses advertising campaigns on the same networks using different tactics. We've learned that all these platforms have worked for some and not worked for others. It's really more about the messaging these days.
Now, there are platforms that I believe are the right fit, and give clients a better chance at a better return, but you can't make a blanket statement about what will work for everyone—it always should be determined based on the business.
If I'm a jewelry store and I'm running an engagement ring promotion, I would lean closer to Instagram and TikTok and really work with a client to make sure they have a compelling story on why someone should not only come get their engagement ring but also why they'd want to share the video with their friends.
HOW ARE YOU USING AI AND AUTOMATION IN YOUR MARKETING STRATEGIES? WHAT IMPACT HAS IT HAD SO FAR?
JODI DUNCAN
We use AI in all areas of our business. AI and automation are built into many of the tools we use for media, creative, digital, development, writing, editing, and podcasting. It touches every area of our business. We do use AI in some instances on behalf of our clients, and we take extra measures to ensure that their proprietary information is safe and secure. We talk about AI and automation as "AI isn't going to take your job, but someone who knows how to use it will." It's a major shift in how we do our business. We have set our intention to leverage AI and automation to make us more efficient and to constantly strive for higher-quality output. The best use of AI and automation tools is not to replace human work but to make it easier and more accurate
JOE TJOSVOLD
Not for our marketing strategies, but for operations—it helps us increase efficiency
ANDREW YOUNG
AI and automation have reshaped how we approach content creation, engagement, and design. For content development, tools like ChatGPT have become invaluable for brainstorming, generating ideas, and drafting initial copy—especially when managing multiple channels and maintaining a consistent brand voice.
When it comes to design, even non-professionals can step up their visuals. Platforms like Canva are now incorporating AI tools that help users refine designs, suggest elements, and streamline the process, making professional-looking graphics more accessible. AI and automation have allowed us to focus on the creative, high-impact work that drives our strategy, while the tech handles the repetitive but essential tasks in the background.
JAROD BERGER
AI has become a valuable asset for our team, helping us brainstorm fresh ideas, refine ad concepts, and enhance overall efficiency. However, it’s important to recognize that AI isn’t a one-size-fits-all solution for advertising. It’s a powerful tool that complements, rather than replaces, creative strategy.
HOW ARE YOU USING AI AND AUTOMATION IN YOUR MARKETING STRATEGIES? WHAT IMPACT HAS IT HAD SO FAR?
JACK YAKOWICZ
A lot of the marketing channels we've been advertising on (Google, Meta, etc) have been using machine learning to optimize campaigns around specific objectives for a while. So, we've had a small bit of a headstart in that regard. As far as using AI to develop creative (writing, imagery, etc)—we view AI as a decent brainstorming buddy or idea generator. It can expedite some processes and help with writer's block. We're still unfolding the ways we plan to use it moving forward, but right now it has come into play for some idea generation and content mapping, but has not been used as a final product.
AMANDA SHILLING
We have started using AI more for inspiration, but within our PM and CRM system, it's helping us streamline our customer experience.
MIKE DRAGOSAVICH
Typically, we use AI right now for a lot of research. That is what has seemed to be the best because we can use AI to find better targeting audiences, behavioral habits, trends in the markets, and different ways to appeal through the messaging of the advertising. We also use it a lot for search engine optimization.
HOW
SHOULD A BRAND HANDLE MARKETING IN A CRISIS SITUATION?
JODI DUNCAN
It is easy for brands to find themselves in crisis situations especially now when people can easily make public statements about a company anonymously via social media channels. Whether truthful or not, it can be very damaging to a business. Our best advice is to be prepared. Having a crisis communication plan in place can be extremely helpful when a crisis situation arises. We can't always know what those situations may be but having protocols for the team to follow can help mitigate damage.
JOE TJOSVOLD
In a crisis, brands need to prioritize transparency, empathy, and relevance in their messaging. The focus should shift to addressing concerns and providing support to their audience.
ANDREW YOUNG
When a crisis hits, transparency is key. Take JetBlue’s approach during the infamous flight delays; they owned the issue, apologized, and offered solutions. People appreciate honesty and quick response over perfection. Communicate clearly, address concerns directly, and keep your audience informed every step of the way. It’s about protecting trust and showing accountability.
JAROD BERGER
Honesty and transparency are paramount. In a crisis, brands should communicate quickly and empathetically, addressing customer concerns directly. The goal is to be sincere and accountable, showing customers they can rely on you even in difficult times.
BRIAN
MECKLER
I first advise clients to at least consider pausing their ongoing campaigns as they assess the crisis situation. After that, the path forward varies greatly based on the type of crisis the organization is facing, who is involved, and how serious the crisis is. In many situations, it’s absolutely critical to get guidance from a crisis communication professional. If the crisis is small enough to be managed internally, choose your words carefully, keep your message simple, and stay true to your organization’s values.
JACK YAKOWICZ
Be incredibly thoughtful before taking action. And when in doubt, call in some experts in the PR field who have media experience.
AMANDA SHILLING
It depends on the situation. Crises aren't cookie-cutter.
MIKE DRAGOSAVICH
The best way to handle that is through effective communication. And, in our community, it's really smart to make sure people understand why you do what you do and your intentions because this is a great community and people rally around positive companies and their missions.
I would also recommend blitzing the messaging out versus spreading it out. So, instead of doing a three-month campaign, make it a two-week campaign and get it everywhere you possibly can, but use platforms that allow you to tell your story and tell why something happened. Tell why your intention is to fix it or why it might've happened and keep positive around why whatever happened and why it's going to turn into a better opportunity in future.
FACING A CRISIS SITUATION?
In our October 2024 issue, we talked with several experts to give helpful tips and insight on how to approch many different crisis situations in the workplace. Read the issue here!
WHAT KEY PERFORMANCE INDICATORS (KPIS) DO YOU FOCUS ON TO EVALUATE THE SUCCESS OF YOUR MARKETING EFFORTS?
JODI DUNCAN
During planning, we always define measurable goals and KPIs. Some are easy to measure like number of impressions or if there's a specified action we want someone to take (for example click to website, fill out a form, visit a store). Some are more difficult to measure like brand affinity.
JOE TJOSVOLD
The main KPIS to focus on are View Count, Engagement Rate, Watch Time/Completion Rate, and Click-Through Rate.
ANDREW YOUNG
KPIs like engagement rate, customer retention, and website traffic are valuable. For example, if your social media engagement rate is increasing, that’s a sign people are resonating with your content. Similarly, customer retention rates tell us if our messaging is building loyalty. Tracking KPIs that matter most to your objectives gives a clear view of your success. And, if something isn't working for you, try something else. Don't keep doing the same thing. That's what's great about digital marketing: we get to see if things are working or not. Don't waste this incredible insight we get to have in today's world.
JAROD BERGER
KPIs vary by client objectives—whether they’re focused on revenue growth, leads, event attendance, or hiring. We monitor impressions, clicks, conversions, and conversion rates, but ultimately, success depends on how well we drive the client's desired outcomes. If needed, we recalibrate to better meet their goals.
WHAT KEY PERFORMANCE INDICATORS (KPIS) DO YOU FOCUS ON TO EVALUATE THE SUCCESS OF YOUR MARKETING EFFORTS?
BRIAN MECKLER
One KPI that I recommend paying attention to is the Customer Acquisition Cost (CAC). This number essentially tells you how much you are spending to get each customer. To figure out your CAC, just divide your total expenditures for sales and marketing by the number of customers you’ve acquired. I find this information helpful in determining how efficient your marketing spending is—and if there are places where we should redirect our time and budget.
JACK YAKOWICZ
For lead gen companies (those who do sales offline): leads (form fills, calls, chats, etc), cost-per-lead, offline conversions (importing sales data into FB/Google to see if they saw an ad first).
For e-commerce companies: purchases, cost-per-acquisition, return on ad spend (ROAS).
Other micro-indicators of success: clickthrough rate, landing page views, engagement rate or video view rate on ads, etc.
AMANDA SHILLING
We track social media metrics, Google analytics, and revenue based on specific campaigns, for instance. Along with this, clients need an internal way to track how customers are finding them as well. Whether it's old school and manual, or high tech with a CRM, we need to be working in tandem to truly measure success.
MIKE DRAGOSAVICH
We work with our clients to identify the performance indicators that we need to measure based on their goals. For instance, if their goal is to generate phone calls, then we need to measure indicators that tell us that we are reaching the right people and converting the right people and getting the right phone calls—not just any call calls but qualified calls. If the result is to maximize brand awareness, then we need to have indicators that tell us that we're not wasting impressions on the wrong audience and that we're not spending too much per impression and we're getting the most impressions possible for their investment.
CAN YOU TALK ABOUT A CAMPAIGN THAT HAD A PARTICULARLY STRONG ROI AND WHAT CONTRIBUTED TO ITS SUCCESS?
JODI DUNCAN
We work on numerous campaigns that outperform expectations. We always try to ensure that our clients have clear expectations and goals to measure performance and ROI. I'll give an example of a campaign we did for our Kansas City office. We did an introduction to our presence in KC and used multiple channels—PR, digital media, direct mail, and inperson delivery of a package. We had strong results as we expected. I would attribute it to a very integrated campaign that told a compelling story about who we are and why we are in KC.
JOE TJOSVOLD
In a recent campaign for the Nashville Transit Referendum on the November 2024 ballot, Chezy’s Nashville video team partnered with the mayor's office to create a series of storytelling videos aimed at informing Davidson County voters. A similar referendum in 2018 had failed by a 36% margin, but this time, using Chezy’s video-driven approach, the referendum passed with a remarkable 65.5% to 34.5% margin. This success showcases the power of well-crafted video storytelling in educating and engaging the public, ultimately contributing to a significant shift in voter support and a high return on investment for the campaign.
ANDREW YOUNG
We recently worked with a law firm that offers services in a very specialized industry and needed an innovative way to break the ice with a new mailing list of potential clients. We combined a lot of the strategies I’ve touched on here to make it work.
First, we sent a small, branded gift through direct mail—a simple but memorable way to get attention and build goodwill. This wasn’t just a gift; it was a strategic prompt to encourage recipients to visit the firm’s website and complete an online form in exchange for complimentary services. This campaign tapped into the power of multiple channels: direct mail for that guaranteed touchpoint, a digital form for capturing valuable data, and the firm’s website, which we optimized to make the user experience seamless and welcoming.
By gathering data in a digital format, the firm now has valuable insights they can use beyond just this campaign, making future marketing efforts more targeted and efficient. The combination of direct mail and digital conversion proved to be a huge win, resulting in a strong ROI and a lasting impact on their outreach strategy. This approach didn’t just deliver an immediate response but also set them up with data they can leverage for other campaigns, making it a versatile investment.
JAROD BERGER
One of our recent projects involved a client expanding their business with a new product line. We designed and launched a campaign that achieved an impressive 16x ROI on net revenue. The success really came down to a strategic mix of cross-channel marketing and consistent ad frequency. By delivering messages to their target customers across multiple platforms, we ensured the message resonated effectively. In today’s saturated advertising landscape, creating brand recall is essential, and using a cross-channel approach with the right frequency can make all the difference.
BRIAN MECKLER
I work with a client in the medical industry who has relied heavily on network TV advertising as a key part of their marketing strategy for several years. We produce high-quality videos that showcase patient success stories, aiming to educate viewers about how the organization can help people who are facing similar health challenges. The client recently shared with me that half of their new patients are a direct result of seeing these TV ads. While this approach has been highly effective for this particular client, I believe every business is unique. It’s essential to take the time to understand each client’s specific goals and circumstances in order to develop a tailored strategy that will best meet their individual needs.
JACK YAKOWICZ
We have a client called PowerPusher and we have been able to increase their monthly leads by almost 3x within the first couple of months of working with them. We really focused on shifting creative strategy to highlight the pain points their machinery solves as opposed to the features their machinery offers (i.e. instead of focusing on "battery-operated" or "pushing and pulling capabilities" we focused on "reduced injury + increased productivity") in our headlines and using product photography and video that better shows the products in use. Subtle tweaks can have a big impact, and tracking results helps YOU learn but also helps the advertising platforms learn and find more people who are primed to become a lead, too.
AMANDA SHILLING
This isn't a campaign, but I am incredibly proud of the work we have done with Styled With Strength with their rebrand and getting them exposure to help victims of domestic violence. One of our core values is to be givers, so the ROI on supporting them is measured in lives saved.
MIKE DRAGOSAVICH
We helped a printer out of Denver create awareness in different markets that they have the ability to print catalogs. For instance, in Omaha in June, they never once showed up on Google for catalog printing. We targeted Google for this with paid ads, and also created a search engine optimization campaign where we created a page on their site. Now, the page is ranking consistently in the first part of the search and we can contribute, within three months, 14 new 'get a quote' bookings from Omaha for catalogs and other printing services when this client has never gotten a lead from that city before.
WHAT
DO YOU THINK MAKES MARKETING IN OUR LOCAL AREA UNIQUE OR CHALLENGING?
JODI DUNCAN
Fargo is a mecca for smart people who work really hard and stay fairly humble. We are a great place for start-ups but also claim home to some large enterprise businesses. The talent in marketing here is mind-blowing. We have the ability to think big and act small, which is a fantastic combination when you consider the complexities of marketing to many audiences.
JOE TJOSVOLD
Fargo-Moorhead’s tight-knit, relationship-driven community creates a unique marketing environment. While this fosters strong connections and trust, it can be challenging for new businesses to break into the market. Even with a high-value product or service, it takes time to build the relationships needed to make a lasting impact. This community’s loyalty to established connections underscores the importance of relationship-building in marketing strategies.
ANDREW YOUNG
Marketing in Fargo and surrounding areas is all about tapping into local pride and authenticity—our community really values brands that “walk the talk.” SCHEELS, for example, excels in this because it invests deeply in local events and initiatives that resonate here. Now, most of us can’t match the scale of SCHEELS’ community involvement (because they are amazing and set the bar high), but that’s not the point. It’s about finding ways your own brand can engage, whether it’s through supporting local events, spotlighting customer stories, or simply collaborating with nearby businesses.
A deep understanding of community values and traditions is essential. Start small and meaningful; even a neighborhood sponsorship or a social post highlighting a local story can be powerful. When marketing aligns with the culture here, it’s more than just a strategy—it becomes part of the community fabric, building loyalty and trust in a way that feels genuine.
JAROD BERGER
Fargo is a “big small town” where relationships and customer loyalty are key. For new brands, this means marketing isn’t just about visibility—it’s about building trust. Understanding and connecting with the community on a genuine level is essential for success here.
BRIAN MECKLER
As a smaller metro area, the Fargo market provides many marketing opportunities that are more cost-effective compared to larger markets. Unlike places like the Twin Cities, where advertising costs can be prohibitively high, Fargo-Moorhead offers a more budget-friendly landscape while still offering a wide variety of advertising options. In larger markets, small businesses often struggle with the expense of traditional media like radio or TV, especially when they are located in the suburbs. In those cases, it doesn't make sense to broadcast to the entire metro area when many potential customers may never leave their immediate neighborhoods. In Fargo, you can target a more localized audience at a fraction of the cost, ensuring your message reaches the right people without overspending.
JACK YAKOWICZ
Despite it being a smaller region than most metros, there's a lot of competition across virtually every industry. Look at marketing alone. We're in this magazine with several other competitors to AdShark. I think the challenge for most companies is being able to better articulate what their differentiators are, and what will it take for a customer to choose you instead of your competitor.
AMANDA SHILLING
There are a lot of us within the market. But what I have found I have great success in is collaborating with those I know, like, and trust, even if we have some crossover in services. We will never pretend to be everything to everyone, so we partner with the right people to take care of our clients.
MIKE DRAGOSAVICH
I think the biggest challenge in the market is that we are a lot smaller than bigger markets. It's a simple recipe for success in larger markets, like Minneapolis, where there are much bigger investments, more active audiences and better data than in Fargo. We just don't have the data sometimes for certain companies and that's a challenge. Every company thinks that there is enough demand for what they're selling and that is right for some companies but for most companies, there just isn't the daily and weekly demand of people searching for what they offer. For them, it doesn't match up to advertise in the way that they want to advertise—which is very ROI driven. So, the challenge is that you have to rely on this marketplace and more general awareness-type campaigns that could be frustrating to clients because there's not as much trackability on these.
WHAT
ARE YOUR PREDICTIONS FOR THE FUTURE OF MARKETING IN THE NEXT 5-10 YEARS?
JODI DUNCAN
Marketing will continue to get more and more personalized. It will be data-driven, predictive and complicated. More channels will emerge making it harder to reach the masses but easier to reach your targets if you have the tools and knowledge to find them.
JOE TJOSVOLD
In the next 5–10 years, while video marketing for brands will remain crucial, the increasingly crowded marketplace means that leadership and executives will also need to focus on personal branding to help their brands stay ahead.
ANDREW YOUNG
If insight into what we talk about weekly is helpful, it’s this: we’re always exploring new ways to leverage AI and dive into the possibilities of AR and VR, especially when it comes to producing content and marketing that can exist in those spaces.
In the next 5–10 years, marketing will keep moving toward hyper-personalized, immersive experiences. Think of IKEA’s AR app, which lets customers visualize how furniture will look in their own homes—that’s just the beginning. Soon, marketing will be less about simply sharing information and more about creating memorable, tailored experiences that truly resonate with individuals.
As advancements in AI, AR, and VR continue, customers will start expecting brands to go beyond the screen, offering content they can interact with in real-time and space. The companies that stand out will be those who blend these cutting-edge technologies with human-centered marketing, redefining how brands build genuine connections that feel personal, genuine, and—dare I say—tangible.
JAROD BERGER
AI will be transformative but won’t replace creativity. It’ll improve processes and refine campaigns, but true marketing success will still come from authentic storytelling and creative strategy. Brands that rely solely on AI will miss the mark, but those who use it to amplify great ideas will thrive.
JACK YAKOWICZ
For sure prediction: AI is not going away, but neither is the need for strong marketers. The best marketers, however, will learn how to leverage AI to increase their efficiency and reserve more of their efforts for deeper strategy than tactical execution.
Loftier prediction: the growth in short-form video content (Reels, TikTok, etc.) is going to fizzle out and give way to a push for longform, narrative-based content—leading to less content being out there from brands, but higher quality content coming back in. I don't know, we'll see.
AMANDA SHILLING
Everyone's talking about AI and automation. Everyone. But the more technology that floods marketing, the more humans will crave genuine connection. And the more automated everything becomes, the more valuable human insight and creativity will be. Check out our website and you'll easily see where we play right now and will be doubling down on in the future.
MIKE DRAGOSAVICH
I believe in our local market the next 5 or 10 years. We will continue seeing success for our local companies through more of a traditional advertising and PR approach. The world of digital is getting so saturated and really tricky in small markets because all of these platforms really favor enterprise and national type behavior. So, we see all these digital campaigns on our phones, but don't realize that the algorithms support national type companies. So, we need to keep relying on word-of-mouth, gorilla marketing, traditional storytelling, and utilizing community opportunities.
What's funny is direct mail is actually working really well for a lot of our clients because it's just a small community and it's really hard to compete against all the national companies trying to get digital impressions to all our community members. At least you have a fighting chance when someone can physically touch what you're selling them and there are only two or other three things distracting them.
IS THERE ANYTHING ELSE YOU WANT JODI DUNCAN
Don't be afraid to be bold with your marketing efforts but be smart with your budget. Spending time defining exactly what you are trying to accomplish, setting goals and developing a plan will go a long way toward reaching new heights.
JOE TJOSVOLD
To elevate your brand, nothing compares to the power of video—the ultimate tool for creating lasting connections with your audience.
ANDREW YOUNG
Don’t overcomplicate your marketing approach. Start with simple, actionable steps, like building a consistent brand voice and refining your customer profiles. Today’s consumers are smart—they want to align with brands that genuinely reflect their values. If you’re authentic and true to what you stand for, customers who share those values will naturally gravitate toward you. On the other hand, you’ll end up frustrated (and so will they!) if you attract customers who don’t align with your beliefs/values.
Also, remember that most consumers do their research online before making a decision, so you need to have a good website. Gawdammit. It’s your first impression and the one place where you control the message. Make sure it’s clear, genuine, and authentically represents who you are. The most effective strategies are often the simplest—stick to what’s doable, stay true to yourself, and build from there.
JAROD BERGER
Be bold, stay authentic, and never lose sight of the real people behind your brand. The best marketing doesn’t just sell; it builds trust, tells stories, and creates lasting connections.
TO SAY TO OUR READERS?
JACK YAKOWICZ
There are some incredible marketers and marketing agencies out here in Fargo. You have a lot of experts that are happy to provide you help. So please, please, please: stop viewing marketing as a sunk cost, and start viewing it as an investment that can lead to a tangible return. It will change your whole relationship with marketing & advertising when this simple mind shift happens.
MIKE DRAGOSAVICH
The biggest thing I want to say is don't overthink marketing in Fargo and don't be so caught up in trying to do what the big companies are doing. We have learned that this is a special market and it's a small market and it's not as easy as you think when it comes to running digital ROI campaigns—they are getting harder and harder to be effective. Some of the most effective things are just using common sense, investing more in your website, videos, and stories content, and sharing it across the community in any way necessary—even having your employees and friends share what you're doing.
BEYOND BARRIERS PROGRAM
By Brady Drake | Geneva Nodland
or the past two years now, Troy White has been teaching a version of his Beyond Barriers program at the Cass County Jail every Wednesday as a volunteer.
"The results have far exceeded what I imagined," White said. "Over time, I have seen and heard about significant behavioral changes from the men."
According to White, most of the men in the program are repeat offenders and "have lived a life of violence, drugs, and, crime most of their lives." They have also experienced several different treatment programs, counseling, and therapy in the past that had failed to make an impact.
"Over time, they started openly sharing their struggles and getting pretty vulnerable, which was surprising in a room full of 50 other
NUMBER OF INMATE WHO HAVE ATTENDED CLASS: 1,100+ BY THE NUMBERS
inmates," White said. "The men who attend the class began mentoring other inmates and getting them to come to the class. They would share with me how the program was impacting their lives and I often get a 'thank you' from a spouse, girlfriend, or a mother because even in jail, they were seeing a significant change in their behavior. They shared with me how the program was not only changing their lives but it was impacting the culture in the jail itself. They were walking away from fights and other inmates who attended the class were supportive in de-escalating situations. They reported to me that guards were taking notice and that they were seeing fights less frequently. They consistently told me that this was the most effective class they have ever taken."
BRINGING COGNITIVE TRANSFORMATION TO THE CASS COUNTY JAIL
White, who also works with schools, corporate clients, and nonprofits, created his cognitive transformation model to help people break away from the negative thought patterns that drive their behavior.
"With my company, Upstream, I work with a wide range of people—from CEOs and highperforming executives to moms, dads, and even kids," White said. According to White, his curriculum is about diving into the roots of why people think, feel, and react the way they do.
White started this work with people recovering from addiction. He developed a course for a recovery organization in Moorhead.
"It felt incredibly rewarding," he said. "I’ve seen firsthand how effective this approach can be. My own past was filled with domestic violence and abuse. That was my normal growing up, and I needed answers to understand it all. Growing up, my dad suffered from alcoholism and when he drank, he’d become violent, filled with rage. He was a police officer in a small town, so if you called 911, his friends on the force wouldn’t show up. There were nights he’d call, drunk, threatening to kill us. My mom, my sister, and I would have to get out of the house or hide. I even made a hiding spot for us under the steps in our apartment, just in case. Other times, he’d call and say he was going to kill himself, warning that if anyone came to help, he’d kill them first, then himself. I’d sit for hours, trying to reason with him as he swung from crying
NUMBER OF TIMES IN JAIL OR PRISON:
1-5: 30% 6-10: 28%
11-20: 13% 21-49: 14%
50+: 15%
NUMBER OF “BEYOND THE BARRIERS” CLASSES ATTENDED: 1-5: 43% 6-10: 36% 11-15: 18% 16-24+: 3%
A MESSAGE FROM TROY WHITE
"Given the success of the program, the demand and need for additional services is becoming evident and has reached a point they can no longer be ignored. Each week several of the men ask if I can meet with them one-on-one. I did, so as time allowed, but it’s hard to say no when I can see how much they're struggling and they tell you how much this has helped them. I was also asked when I’m going to offer the program to the women and was recently presented with the opportunity to provide the program at the Clay County Jail. I was feeling pulled in this direction and began looking for ways to fund the program. Recently, I partnered with a nonprofit organization to provide the program which has allowed me to expand the “Beyond the Barriers” program in the Clay County Jail, the women inmates in Cass County Jail, and meet one-on-one with inmates. We are also working on ways for individuals to continue the program when they get out of jail. If this program had just a 30% success rate and I see roughly 600 inmates per year, it would be a savings of $410,400 per year for Cass County. That is 600 inmates per year x $114 per inmate day x 6 weeks average stay x 0.3. This doesn’t take into account the cumulative financial effects of them not returning multiple times in the future and stopping the generational trauma which creates more future inmates. I believe the success rate will be much higher, especially with additional services."
to rage. He’d do that over and over and finally pulled the trigger, listening silently to me crying and frantically calling his name. When I look back, it’s hard to comprehend. But I needed to understand. So, eventually, I came up with this Cognitive Transformation Model™ that allows you to visually see and understand why we think, feel, and behave the way we do."
However, White didn't entirely come up with the model on his own. He formulated it while trying to face his own struggles with severe anxiety, depression, and undiagnosed PTSD. According to White, he went through everything, including hypnotherapy, counseling and sessions with psychologists and psychiatrists. Eventually, he took a course on cognitive restructuring and had an eyeopening experience.
"I was blown away at the idea that you could actually change the way you think," White said. "The model they taught made sense, but I felt like there was more to uncover, so I dove into researching cognitive behavioral therapy, its effectiveness over traditional talk therapy, and how it impacts our thought processes and eventually came up with my model."
TYPES OF CRIMES (SOME HAVE MULTIPLE CHARGES):
VIOLENT: 36% NON-VIOLENT:
ACE (CHILDHOOD TRAUMA ASSESSMENT)
SCORE OF 4 OR HIGHER: 73% (NATIONAL AVERAGE FOR MEN IS 9.25%)
White first utilized the model when he was a guest speaker at the Cass County Jail in 2019.
"I remember one guy from the jail who came up after my talk and asked if it would really work for him," White said. "I told him, ‘If you want it to, yes, it will.’ A year later, he called and told me he was doing well, working, and was searching for something like this in Minneapolis but couldn’t find anything, and we started working together online. The transformation he went through was incredible—he went from front-page news for all the wrong reasons to absolutely thriving. His family even noticed and wanted to know what was behind the change. He later told me that on the night I visited the jail, he had planned to end his life, but our conversation gave him hope. That experience made me realize I wanted to bring this program to more people in jail. I found out about a skills training program for jails and reached out, offering to volunteer. I started going in on Wednesday nights, and named the program ‘Beyond the Barriers,’ and I’ll admit, I was nervous. Speaking to CEOs is one thing, but these guys—tough-looking guys with tattoos, often in for serious offenses—I wasn’t sure how it would go. But I shared my story with them, explained
the cognitive model, and they were incredibly receptive."
In those two years, according to White, there have been a number of positive anecdotes that showcase just how much the program is helping.
"One inmate told me he hadn't seen a fight in his pod in six months... One inmate told his wife the real reason he cheated was because of deep insecurities... These aren't the sorts of the things you expect from people in jail. These guys weren’t just suppressing emotions; they were actually addressing the core of their issues. They began sharing openly, supporting each other in ways that surprised even them."
"This model isn’t just about behavior—it digs into why we feel, think, and react the way we do," White said. "People are only aware of about 5% of their thoughts, and we have thousands every day. Most of us are just reacting without understanding why. This model helps people become aware, understand the root of their issues, and actually change their thinking patterns. And as we go through the curriculum, we apply this model over and over allowing them to process their thoughts and emotions in real-time."
HAVE ATTENDED OTHER TREATMENT PROGRAMS SUCH AS THERAPY OR COUNSELING IN THE PAST: 89%
SAID THE "BEYOND THE BARRIERS" PROGRAM WAS MORE EFFECTIVE OR MUCH MORE EFFECTIVE AT CHANGING THE WAY THEY THINK, FEEL, AND BEHAVE THAN ANY OTHER PROGRAMS OR COUNSELING THEY’VE ATTENDED: 92%
SAID IT WAS VERY EFFECTIVE IN CHANGING THEIR THOUGHTS, EMOTIONS, AND BEHAVIORS: 100%
SAID THEY INTERACT WITH OTHERS IN A WAY THAT PRODUCES BETTER OUTCOMES AFTER ATTENDING THE "BEYOND BARRIERS" CLASS: 93% (7% SAID SOMETIMES)
Anthony Rodriguez has lived a difficult life and he has made major mistakes. In 2015, he pleaded guilty to manslaughter for beating a man to death who had been accused by his younger brother of years of sexual assault. Rodriguez served his time, got out in 2022, and continued to make mistakes.
Until January of 2023, when he found the Beyond the Barriers program.
WITH
BEYOND BARRIERS PROGRAM PARTICIPANT ANTHONY RODRIGUEZ
Q: WHAT HAVE YOU BEEN UP TO SINCE COMPLETING THE BEYOND BARRIERS PROGRAM?
A: Right now I'm working as a cook—I just got this job. Usually, I work in construction, but right now, I’m really focused on working on my mental health. I’m trying to get back on my feet, with goals I need to accomplish. It’s tough to do that if I’m constantly away from home, and out of town all the time for construction jobs. So, I found something a bit more laidback—a job that lets me work solid hours, get things done, and still have the space to take care of myself and focus on what I need to achieve.
Q: WHAT PERSONAL GOALS ARE YOU TRYING TO ACCOMPLISH?
A: I need to get my license back. I’m really just trying to get back on my feet—to gain some independence. It’s been tough, especially since I was incarcerated for seven years. When I got out, I had no cognitive skills, no communication skills; I didn’t even want to talk to people. I was just constantly defending myself. I got out in 2022 and felt real institutionalized—I couldn’t even walk into a Walmart without feeling on edge and ready to fight.
Finding a place to stay was a whole other struggle. Nobody would rent to
me, because I had a record with drug charges and everything. I kept getting rejected, and eventually, I went back to what I knew—getting high and selling. It was all I knew to cope, because I had no coping skills. I didn’t have the mindset I have now. I slipped back into addiction and things just spiraled; I lost everything. I had a car from tattooing work when I first got out, but I lost it all. I ended up back in jail, right back where I started.
It was a dark place.
I’ve been through so much—conflict, addiction, and resentment. I was holding onto so much hate, so much pain. Growing up, we didn’t talk about stuff like that; you just dealt with it. And for me, that meant getting high, but it only made things worse. When I went back to jail, I hit this point where I just broke down and prayed, 'God, if you’re listening, help me. Help me, because I don’t know what to do anymore. I’m tired of fighting.' I prayed for forgiveness, for grace—for myself and everyone who had wronged me.
I started going to every program I could, but one really stood out: Troy's. I looked forward to it every week because it really got me thinking differently. I actually distanced myself from old friends, sat there, and listened. The way he broke things down made me realize that I didn’t have to keep thinking the
way I was conditioned to. I could see things differently, work on myself, and find new ways of thinking. I really got something out of that program, and sharing my story with others helped me too.
It’s crazy, but the more I shared, the more people opened up to me. Even some of the older guys came to thank me, telling me how much it helped them. People told me I was a leader, that I was meant for something more. It feels good. And that desire to do better, to help others—it’s not just about me anymore. If I can make a difference, if I can be of service to anyone, that’s what I want to do.
Q: WHAT ABOUT THE PROGRAM REALLY RESONATED WITH YOU?
A: Basically how we broke it down... If you have one thought and you keep thinking about it over and over, it’s going to get embedded in your mind. But Troy broke it down in a way that helped me understand it and helped me learn how to really work on it and overcome it. Troy showed me how to change my thinking, and that’s what I did every day.
For example, I addressed my anger. If I'd find myself getting angry, instead of reacting and doing what I'd usually do, I started taking a step back. I wouldn’t let my anger drive me; I’d go sit in
my room and think about it. I’d ask myself, 'What got me so angry? Why am I giving this person so much control over me?' I’d sit alone, reflect, and then come back to the situation. And then I’d apologize. I’d say, 'I’m sorry, I didn’t mean to come at you that way. I’m really trying to work on myself.' Over time, by doing that again and again, it got easier to manage.
It was the same with my social skills. I used to get such bad anxiety; I couldn’t talk to people like I do now. And I thought to myself, 'Are you just going to keep being this way, or are you going to do something about it?' Because if you don’t change, you’re not going to get anywhere. So I started making it a point to talk to someone every day. I’d get up in the morning, approach someone, and say, 'Hey, how’s your day? How’s it going? This is who I am, this is where I come from.' It became a sort of fellowship, and I made it a normal thing every day to talk to at least three people. I got out of my comfort zone, conditioning myself in a new way.
I had to address these things, because I knew they weren’t normal. Looking at how I grew up, I could see that I needed to change. And breaking it down like that really helped me.
Q: WHEN WERE YOU FIRST EXPOSED TO THE PROGRAM?
A: In January of 2023 after I went back in after being out for five months.
Q: WHAT WERE YOU ADDICTED TO?
A: Meth and occasionally drinking.
I guess it wasn’t just the drugs I was addicted to, but the pain too. That pain—it intensified everything; it made me feel good in the moment. But when I’d come down, man, I just remember feeling so angry all the time. I’d be crying out of nowhere, just breaking down but still trying to hold it all together. My temper was bad—I’d snap on people easily. I think I was always looking for a love I never had.
My dad was in and out of prison, and he was an addict. He was getting high before I was even born, you know? I went through so much with him. I’ve been through raids, stayed in hotels where there were things going on that no kid should ever see—my dad getting high, weighing up dope, cooking it. Sometimes he’d get clean, and he’d be there for me as a father, really trying, but that addiction always came back. It felt like he’d be there one moment, and gone the next.
I guess I was always being passed around, you know, because my dad was in and out of prison. I stayed with most of my aunties and my grandpa. My grandpa—he was like my rock. I loved him like a dad, but with him, it was always tough love. My cousins, Joel and Jay, they always got love from him. They could go in his fridge and get whatever they wanted. But if I tried that, he’d start cussing me out. I mean, I was just six years old, but he’d be kicking me out of the house. So, I learned to get by with a tough hand early on.
I’d go around collecting cans, doing what I could to get by. It was always that tough love, and I didn’t know why. I never really felt loved, and I wondered
if something was wrong with me. I was often alone, bouncing between family members.
Growing up like that—seeing that violence, that tough life—it really affected me. It left a mark. I didn’t meet my mom until 2001 when my dad went to prison for selling drugs. She came and got me then. By that time, my mom had cleaned up her life; she was married, and I met my little brother for the first time. She took care of me, provided a clean home, school clothes, everything I needed. She started getting all of us kids back together—I have five brothers and two sisters. She took care of us, but her relationship with her husband was toxic. I grew up seeing a lot of fighting, a lot of domestic violence. That made me really protective, especially over my mom. I hated watching her go through that, and I always tried to be there for her.
My mom was always caring and she made sure we had everything we needed. We never went without. As for my auntie, she took care of me too. My Auntie Campos—she’s like my second mom. She took me to Sunday school, so I knew about God, knew about Jesus, but I never really had a relationship with Him. Now, I’m working on that more, and it helps me.
Q: CAN YOU TELL ME MORE ABOUT THAT?
A: When I went to jail, I started fasting and praying. It was a new thing for me, but I tried it, and it’s amazing how God really listens. While I was fasting and praying, I had these powerful dreams
about seven of my family members. I’m Native American, so I also go to sweats, sing, drum, and follow my traditions. My teachings tell me to respect everyone’s beliefs, but also to expect respect for my own.
Those dreams were something else. Each one focused on a different family member and something I needed to address with them. The first dream was about my grandpa. He passed away while I was in prison, and it hit me hard. I remember going numb, acting out, and being in and out of solitary for fighting because I was trying to cope with the loss. But in the dream, he came to me as I remembered him when I was a kid, telling me he would always be there for me. It was like he was letting me know he was still with me, watching over me.
The second dream was about my dad. We’ve always had a strained relationship—both of us have struggled with addiction, and it created this wall of anger between us. I had to face that anger and find a way to let it go.
The third dream was about my auntie. She was always oppressed by my uncle, who had this bad spirit about him. My auntie is a positive person—she works hard, she prays, but he was just dragging her down, taking her spirit out of her. In the dream, I saw her finally break free, and I could see that she needed that. Now, she’s actually doing better in real life; she left him, is going to sweats, working, and starting to feel like herself again.
The last dream was about my purpose, and it involved my mom, my sister, and my little brother. In the dream, we were in this house I grew up in—a house that always felt haunted by something. At three in the morning, I woke up and saw this huge demon figure in the kitchen, watching me with these long fingers. I wasn’t scared; I went straight to my sister’s room. She was in there, crying, with my niece’s autopsy on her bed. She lost her daughter at 14 months in foster care, and that loss is something she’s never healed from—it feeds her addiction. I
tried to comfort her, but I could feel that darkness around us. I went to my mom’s room, and she was lying there, looking sick and weak. I could see the shame and guilt eating away at her, all the weight of her addiction. My little brother looked up from the TV and saw her, and in that moment, I knew I needed to step up because he had no guidance. I prayed to the Great Spirit for strength, and suddenly, I saw a black wolf come out, chasing that demon away.
That’s when I realized: I may have always felt like the black sheep, but I’m actually that Black Wolf, a leader who can guide my family out from under the weight of all this pain and oppression. It was a powerful realization. I know not everyone will understand it, but it was personal to me—my relationship with Creator is unique, and that dream was a sign.
Since then, I’ve kept up with my faith. I read my Bible every day, do my daily readings, and continue going to sweats. I sing prayer songs, and I’ve even had visions during sweat ceremonies. I’ve encouraged
my dad too; he’s in jail right now, working in a program and sharing things with me that he’s learning, looking inward, and starting to feel again. It’s good to see him on that path.
It's all about practicing selfevaluation every day. It's about looking at myself and asking, 'What can I work on now? What’s something I’m struggling with inside?' I take everything I’ve been through, everything my dad and I have gone through, and I apply it to myself in a way that others can learn from too.
Q: DO YOU HAVE ANY PLANS TO FORMALLY SPREAD THAT MESSAGE?
A: I want to go back to the jail—I'm working it out right now so I can go back there and speak. I'm also trying to get to a place where I can talk to the youth and share my story in any way I can. When I was at Anchorage Recovery, I couldn’t really leave for anything. I could only go out for three hours a day, three times a week, so I didn’t have much freedom to do things like that. But now, I'm hoping to make it happen.
IS BRINGING LEADERS TOGETHER ERIK HATCH
By Brady Drake | Jessica Mouw of Hatch Coaching
rik Hatch is redefining leadership collaboration with the Leader Sandbox. Recognizing the isolation that can often accompany high-level roles, Hatch has created a space for executives, business owners, and senior managers to connect, grow, and support each other in a meaningful way. This unique community brings together leaders from Fargo-Moorhead and beyond with a mix of regular gatherings, personalized coaching, and retreats designed to foster real connection and trust.
When did you start the Leader Sandbox?
A: I hosted my first event on April 4, which was a trial to see if there was interest. I invited friends, colleagues, and influential locals—people with what I call ‘privileged responsibility.’ These were C-level executives, business owners, nonprofit leaders, and upper-level managers. People who carry the privilege—and sometimes the burden—of making tough decisions. Leadership is often seen as desirable, but when you’re in it, the reality is that it's both an art and a science. There's a reason for the saying, 'It's lonely at the top,' and while it might seem like those in leadership don’t deserve sympathy, it’s a real challenge.
In leadership, people tend to complain up and praise down, so without a community beyond your immediate team, it can feel isolating. That’s why I brought together 60 people from Fargo-Moorhead, Grand Forks, Detroit Lakes, and Bismarck. I spent a couple of hours giving them a taste of the Leader Sandbox and shared my vision: to build a space where leaders can connect, support each other, and truly sharpen one another. Today, nearly 30
C-level executives, business owners, and senior managers have committed to this sandbox community for the next year.
How often did you meet in those 12 months?
A: There are three key rhythms to what we do. First, we meet quarterly as a group for a couple of hours to connect and checkin. Second, we hold three large events throughout the year: a retreat at my lake in August, a winter retreat, and my annual coaching summit—the Hatch Summit—a longstanding event focused on leadership and team building. We just completed that a few weeks ago.
Alongside these group gatherings, each member gets me as a dedicated coach—not necessarily at their beck and call, but as an ally and encourager, always available to help them problem-solve and grow. They have scheduled one-on-one time with me throughout the year, as well as ongoing access whenever they need support.
They get two opportunities to connect with me one-on-one twice. If somebody wants more time with me, I'll happily give it to them.
What does participation look like?
A: In the Leader Sandbox, we offer two options for participation: the 'Me' and the 'We' paths. The 'Me' option is for those who want to develop their leadership skills individually. The 'We' option is for leaders who understand
that a rising tide lifts all boats. These participants bring other influential members from their teams—managers, owners, or other key figures—so that the growth isn’t just theirs but shared among their organization. This approach prevents what I call the ‘plop and drop’ effect, where a single leader learns something transformational, returns to their team, and unintentionally disrupts things by introducing new ideas to people who weren’t part of the experience. By involving the team, growth is synchronized and far more effective, accelerating positive change throughout the organization.
We keep a structured yet varied rhythm to our gatherings, designed to keep things dynamic and engaging. First, we have quarterly meetings—twoand-a-half-hour sessions where each one is distinct and unpredictable. Leadership should be about constant innovation, not repetition, so I strive to make each session a unique experience. Predictability can lead to disengagement, so we create an engaging environment each time we meet, both for skill-building and personal connection. At our last session, for example, we did a deep dive into how participants felt about their businesses and their own well-being. This interactive time allowed for both personal and professional connections. After that, I delivered some focused training, and then we spent time in small groups, where participants shared insights and challenges. Each person had a 'give and take' moment—sharing one successful strategy and one current struggle. The feedback
and problem-solving from peers made a profound impact, building trust and continuing conversations well beyond the meeting itself.
Our full-day retreats are all about deepening these connections. We make space for learning, play, and relationship-building because trust isn’t built through business alone. At our lake retreat, we’ll spend time together on the pontoon, play yard games, and enjoy relaxed happy hours to create an environment where trust develops naturally. When you laugh and relax together, real relationships form, and trust becomes the foundation. Business discussions are much more productive when built on that trust, and people can open up and support one another more genuinely.
Each gathering focuses on four core elements: connection, learning, giving, and taking. While the specifics change each time, these elements guide our process, from the short sessions to the full-day retreats. Then, there are oneon-one coaching sessions, where the approach is deeply personalized.
Have you done anything else like this previously?
A: I’ve been leading masterminds and similar groups for nearly a decade, mostly on a national scale—maybe even international since we once had a Canadian member. It’s been my bread and butter in the real estate world and my absolute favorite thing to do: creating a community where, no matter what I say, the most valuable
part is connecting the right people. When people in similar positions come together, they can share and support each other in ways that no single leader can provide.
One day, while shopping at Halberstadt’s, I started a conversation with Tim Halberstadt. For years, Tim has been asking me about leadership, building, and marketing—he’s curious, always learning, and while we’re in different fields, we both understand that people are what make or break a business. Eventually, Tim said, 'Hatch, why aren’t you training leaders here?' That question hit me, and I realized two things. First, I’d been holding myself back with a limited mindset, thinking, 'Nobody’s a prophet in their own land.' Growing up and building my businesses here in Fargo, I’d started to believe that, in my hometown, I was just ‘Eric’—like Jenny from the block. I’d underestimated my own experience and worth. But Tim spoke some truth into me, reminding me I had something special, and if I wasn’t sharing it with local leaders, I was missing a real opportunity.
The second realization was a reminder of a personal mantra: 'If not me, who? And if not now, when?' Leadership can be lonely and difficult, and I know from experience how isolating it can feel. If I didn’t create a space for leaders here, who would? I’ve coached leaders and built communities in real estate for years, and I knew I could do it here. So I accepted the call—to be a leader of leaders and a coach of coaches. Not because I’m perfect, but because I know the power of community. And if
I waited for the perfect time, I’d never start, so I decided to act.
Inspired, I sent a voice memo to 100 people. I kept it simple: 'Tim, I see what you’re doing as a business owner, and I admire it. I don’t know if you feel this way, but this journey can be lonely. I’m playing with the idea of creating a community of leaders here, and I’d love for you to be part of it. If it sounds interesting, I’ll share more, and if not, no problem—just tell me to take a hike, and I’ll go get my steps in!' Out of those 100, 87 responded, 60 said yes, and a dozen more said they’d consider it next time. That response told me I was onto something. Leaders here were hungry for community, even if they hadn’t realized it before.
Now, with almost 30 leaders in the Sandbox, we’re building something unique for people who might not have had this kind of opportunity before. And we have room for more leaders who are ready to give it a try.
Is this your first time doing this outside of the real estate space?
A: This is my first time creating a community outside the real estate space. I’ve done one-on-one coaching with professionals across many industries—mortgage lenders, chiropractors, wealth managers, and various business owners—but I hadn’t yet built an intentional community for leaders beyond real estate. Real estate naturally connected my previous groups; we spoke a common language that kept us all grounded.
Here, in the Fargo-Moorhead area, that shared thread isn’t real estate— it’s our connection to the local community. We’re all part of the same local fabric, and I’m excited to see if we can intentionally strengthen that. My goal is to foster growth that isn’t just professional but also lifts up this community we’re all rooted in.
What does that desired outcome look like for the larger-scale community?
A: When a leader like Tim Halberstadt chooses the ‘We’ option, not only does he grow, but so do the other leaders on his team. They start aligning more closely, harmonizing their efforts because they’re learning together, ‘drinking from the same fire hose,’ so to speak. They’re immediately able to discuss and apply what they’ve learned to accelerate their growth and pushing the business forward in a unified way.
Beyond that, Tim is now surrounded by other business owners, C-level executives, and senior managers who are facing similar challenges. He may not even have the words to express what’s difficult in his own work, but by seeing others work through those struggles, he gains clarity and direction to tackle his own. This environment is also contagious for vision building— being among people who are dreaming bigger and hoping for more helps lift
his perspective. Often, when you’re in a tough spot, you’re focused just on getting through the day. But in a community filled with aspiration, energy, and hope, you’re reminded of the bigger picture and encouraged to think beyond survival to growth.
In the Leader Sandbox, we give people a space to grow, a community where they can solve problems, expand their vision, and help others do the same. Helping others is one of the greatest ways we grow ourselves. Selfishly, I started this community not only to serve others but because I want to grow, too. I know I become a better version of myself when I push beyond the status quo, seek out a community that challenges me, and engage in something that continually forces me to level up.
Is there anything else you want to say to the readers?
A: At its core, the heart of this is about service—building a community that’s authentic, supportive, and real. There’s also a personal layer to this for me; in a way, this is selfish because I want to grow too. I want to be surrounded by people I can genuinely connect with, not in a way that’s about comparing who has the largest team or the biggest balance sheet. True connection happens in our struggles, not in our highlights. When we can create a safe
space for people to openly discuss their pains and challenges, it brings a depth that just isn’t found in the usual surface-level exchanges.
Too often, people ask, 'How’s it going?' and the answer is, 'Things are good.' But what if the answer is, 'I’m overwhelmed,' or 'I feel lost'? That’s what I want to build here—a place where it’s okay to say, 'I’m losing my mind with everything I’m dealing with right now,' and to have people there who really listen and support you through it. In a world that often feels curated for Instagram, where everything looks perfect, I believe there’s so much value in spaces where we can admit our imperfections and get real support.
HOW TO RUN MEETINGS THAT DON'T SUCK
ost leaders and managers are marginal at best when it comes to running meetings. There's little engagement, team members are frustrated to be there, it feels stale, little value is given, and much of the time together could've been communicated in an email.
There are two purposes that are foundational to building a great meeting.
Connection: Feeding off of the energy and momentum of others is paramount.
Growth: When growth is the goal, the plan more easily falls into place.
Steve Jobs said, "You should never go to a meeting or make a telephone call without a clear idea of what you’re trying to achieve."
I've come up with a list of three things that are surefire ways to help improve your meetings with team members.
1. Create norms.
Norms are the rules that everyone agrees to follow. What's imperative is to have the group create the norms, not the leader. When team members create the norm(s), it's more likely that they'll buy in as it becomes their standard, not yours.
Common norms are (but not limited to):
• Start and end on time
• No cell phones
• Come prepared to learn (take notes)
• Cameras on (if anyone is virtually attending)
• Always have an agenda, and send it out ahead of time
• Minutes will be sent afterward to all attendees
2. Keep the main thing, the main thing.
Why are you meeting? Each and every meeting should have an agenda (distributed ahead of time) and clarity around what's going to be accomplished during your time together.
If you don't have a plan, chances are you're planning to fail with your time together.
And don't be the 'super-cool' leader who walks in and says, "Hey gang—what do we wanna talk about today?"
Your team doesn't need you to be popular. They need you to be prepared and purposeful
When it does come time to start the meeting, do these 3 things:
• Tell them what they're going to hear/work on
• Tell them/do the work
• Tell them what they just heard/show them what they just did
By Erik Hatch | Geneva Nodland
Geneva Nodland
So, why should you have a meeting? There are lots of reasons why.
Here are four common meeting types.
Standing Meeting
This happens daily or weekly and has a somewhat predictable cadence to it.
Brainstorming Meeting
This is a chance to invite a couple of select people (and they can opt out) to help you ideate and activate.
“HELP” Meeting
It doesn't take the whole team—it usually takes but a couple of people. A solid "help" meeting declares an issue with the intent to solve it. Action is a must after these meetings!
Biggest Hole in the Bucket Meeting
Your leadership team (or a selected group of valued contributors) should do this regularly. Identifying the biggest hole in your bucket should be the sole focus of the meeting with the intent to remedy it with an abundance of resources. This is such an essential piece that many are missing.
3. Master Your Agenda
Most meetings are mandated for employees (and they don't love the meetings) and they're optional for independent contractors (who will usually opt to not attend if there isn't value). The first step every leader needs to take is to make sure their team members feel pursued and wanted. When someone feels wanted, they're much more likely to show up with the right energy and attitude. Here's what I've used (with great success) to pursue people. INVITE, AGENDA, REMIND, THANK.
2-3 days before the meeting, email the agenda to everyone.
• Make sure there is a calendar invite sent that mirrors the topic/agenda.
• 1 day before, send a customized voice memo/video that makes them feel wanted and pursued.
• 1 hour before, send a copy / paste text message or group message with a final push.
• THE MEETING HAPPENS.
After the meeting, send a customized voice memo/video thanking people who were there and checking in on people who weren't there.
Once you have the right people in the room, it's time to crush your agenda and time together.
Start with connection/ contribution from attendees.
• Change this up regularly but keep the core.
• CELEBRATE both effort and results!
Educate
• Vary who the presenter is.
• Remember to keep the main thing the main thing.
Activate
• Competitions, challenges, have a plan that people commit to.
• Surprise
• Keep the stale away! FOMO is a helpful tool to keep people wanting to attend.
Announce
• There are always updates. But save your 'reports' to the end (and you'll realize quickly most can and should be an email).
And there you have it! Using these steps are a sure-fire way to help your meetings elevate and improve! The result of a great meeting is an improved culture, performance, engagement, and trust. Let's get better!
By Brady Drake/Josiah Kopp | Josiah Kopp
with Economic Growth Pioneer Victor Hwang
the founder and CEO of Victor & Company, an economic growth consultancy, and the driving force behind Right to Start, a campaign dedicated to expanding entrepreneurial opportunities, Victor Hwang has reshaped how communities approach innovation. With a career that includes serving as Vice President of Entrepreneurship at the Ewing Marion Kauffman Foundation—where he launched initiatives that impacted more than 200,000 entrepreneurs—Hwang’s influence is as expansive as it is impactful.
Hwang’s own entrepreneurial journey includes co-founding Liquidity, a
Silicon Valley company pioneering nanotech-based water filtration, and T2 Venture Creation, a firm committed to building startups and fostering innovation ecosystems. His co-authored book, "The Rainforest: The Secret to Building the Next Silicon Valley," is a widely regarded blueprint for cultivating innovation in any community.
With degrees from Harvard and the University of Chicago, and a history of contributing thought leadership to Forbes, The Wall Street Journal, and Entrepreneur, Hwang’s insights continue to shape economic strategies across communities.
So what was he doing in Fargo?
In this Q&A, we learn why Hwang thinks Fargo is special while learning more about his perspectives on fostering inclusive entrepreneurship and his vision for creating a world where anyone can access the tools to innovate and succeed.
Can you tell me about why you are in North Dakota?
A: I am on a cross-country road trip and I'm starting the second half here in Fargo. The idea of the road trip is to to meet with entrepreneurs and those who support entrepreneurs all across the country and understand the issues they're dealing with, their stories, and their concerns, and then take that information to Washington, DC. So I'm going from California all the way to our nation's capital to send the message of entrepreneurship to our nation's leaders.
How do you define innovation, and why do you believe it's crucial for economic growth?
A: If you look at the research data, entrepreneurial innovation is the source of almost all net job growth. Big companies, older companies will shed jobs over time. It's the new, young businesses that create almost all the net jobs in the economy. More entrepreneurial businesses actually lead to higher lifetime income—it increases community wealth. So every 1% increase in new entrepreneur activity in a county actually creates almost a $500 in average household revenue income increase—it helps fight poverty. For every 1% increase in entrepreneurial activity, there's a 2% decrease in poverty. Entrepreneurship is powerful because it actually lifts up all of society at the same time.
What are some of the biggest challenges that companies are facing when they're trying to innovate?
A: It's really broad-based. Entrepreneurs die deaths of 1,000
cuts. And if you think about all the things they deal with, it's actually a little bit of everything. We took a nationwide bipartisan poll to ask American voters if they had thought about starting a business. We also asked them if they didn't, what got in their way. From that poll, we found out that it's a little bit of everything. It's unfair tax systems. It's red tape. It's lack of capital access. It's the way education systems are structured. It's government contracting. It's health care. It's child care. It's really a combination of things that cut across partisan divides. The entrepreneurial journey is one that touches every aspect of life, and so we have to address it in a way that's comprehensive. We have to think about how all the different aspects of our civic life and our policy infrastructure affect everyone's ability to start and build something.
You talk a lot about the importance of building innovative ecosystems. What are the critical elements of a successful ecosystem?
A: An ecosystem is really like the difference between a farm and a natural forest. In a farming system, you have a predictable set of crops that you're trying to produce, and you're trying to maximize the yield of that crop. Economies are more like natural systems. They're like forests where you're allowing everything to grow organically. So, everything has a chance to potentially grow up someday and become really important. So, with economies, we try to look at the whole environment. When you allow entrepreneurship to flourish, you actually have to make sure that capital is there, that people are trained the right way, that the resources are there, that the new technologies are there, and that the services are there. You also have
to be mindful of the way people behave. You have to pay attention to their culture, the way they interact, and the networks between them all. It really is a full 360-degree view of economic life.
Can you give an example of an organization or a community that has effectively built an innovative ecosystem?
A: Well, I think here in Fargo, you've done something really, really powerful. Emerging Prairie and so much of what you've created in Fargo has been the model for the rest of the country. When people walk in the door into Fargo, they're able to get connected to all different parts of industry. That's unique. There are not many places where you can really do that. I'd say you've got a great example here of what's possible. But then the question is, what about the rest of the state and about neighboring states? What about communities that have been left behind? How do you make sure that everybody's got a chance to be able to participate fully in that economy? I think you should be very proud of what you built here. And I think you should continue to think about what more you can do.
What
role do you think government policy should play in fostering innovation?
A: Policy really affects things. It's like the air and the sunlight and the nutrients in the soil in a natural ecosystem. Policy really affects things in profound ways. If you look at all the types of policies that affect the entrepreneur's journey, it's from the tax systems, the regulatory systems, the capital systems, economic development, government contracts, workforce,
healthcare, childcare, and education, all affect the entrepreneur's journey in some way. What has not really happened is making sure the voice of the entrepreneur is involved in there to be able to lift that issue up and talk about it and try to break down those barriers. So right to start, that's what we do. We really try to break down those barriers for entrepreneurs of all kinds, and really looking at policy as a 360-degree problem to tackle.
How can policymakers better support startups and entrepreneurs in today's economic climate?
A: We've got a series of bills that we've been involved with. We have a set of policy recommendations, and 15 state legislatures have introduced over 40 Right to Start Act bills across the country so far, including two that have been passed by states and signed into law. There are also three states that have done parts of it through executive action. So if you look at what they do, they do a whole range of different policy initiatives. But at the core of the idea is addressing who is in charge
of entrepreneurship at the state or city level because in most states and cities, there's actually no one in charge of entrepreneurs. No one is really taking care of that issue. So if you start with that, then, as we have in some of these states, you can start looking at that office, or that director of entrepreneurship, or that office of entrepreneurship, to tackle the issues that are relevant to entrepreneurs, from government contract reform to providing an annual report to the governor and the legislature about recommendations to break down barriers for entrepreneurs to be able to cut red tape. If you can start to put someone in charge of it, then you can start to do something about it.
Where you see yourself and your work in the next five years?
A: We're planning to expand our work to all 50 states. Right now, we've engaged with all 50 states in some way. We've got a footprint in 30 states right now. We've got four states where we're building active grassroots coalitions on the ground. We'd love to be able to build out 50 grassroots coalitions all across the country in the coming five years.
Anything else that you want to say before we wrap it up?
A: I'm excited about the potential here in North Dakota. This is a very special place, and the people here are special, and there's a real energy that's unique. I think there's a lot of attention being paid to the Great Plains these days in America because in a time where in the rest of the country, there are a lot of stories of polarization and dysfunction, in the Great Plains, things seem to continue to happen. That energy can provide a lot of stories and lessons for the rest of the country.
2019, Abdishakur Mohamed launched Soma Employment Solutions to address the critical gap in employment services for immigrants in the Fargo-Moorhead area. Since then, the organization has not only expanded its reach but also transformed how local businesses approach hiring, integrating, and developing immigrant talent. Originally from Ethiopia, Mohamed immigrated to the United States in 2014, joining family in Moorhead, where he began navigating the unique challenges immigrants face in the U.S. job market. His journey eventually led to the creation of Soma Employment Solutions, an organization designed to help immigrants find meaningful employment and equip them with resources to build lasting careers.
"Over the past couple of years, I've seen firsthand the deep challenges within communities, from unemployment
Abdishakur Mohamed's Mission with Soma Employment Solutions Reaches 5 Years
struggles to filling essential roles in the job market,” Mohamed said. “This experience inspired me to create a solution that not only helps individuals find meaningful employment but also bridges the gap between their skills and the demands of the workforce. That’s how Soma Employment Solutions was founded—with a mission to provide tailored support and resources that empower individuals to succeed in sustainable careers.”
This vision led Soma Employment Solutions to grow beyond the Fargo-Moorhead area, eventually
expanding into Bloomington, MN, in 2023. The organization’s growth has been powered by its commitment to both clients and community, which has earned Mohamed recognition, including the MoorHeart award from the City of Moorhead for his exceptional community involvement.
When Mohamed first arrived in the United States, he encountered significant challenges himself, including bias in the hiring process. "When I first arrived, I remember applying for jobs constantly, going to countless interviews. Often, I’d hear, ‘We’ll call
provided by Abdishakur Mohamed
you back,’ but it was clear that my accent was a barrier,” Mohamed said. “Sometimes they were actively hiring, but they’d hesitate to bring on someone with an immigrant background. This was actually one of the driving forces behind starting Soma Employment Solutions.”
In addition to recruitment, Soma Employment Solutions has become a comprehensive service provider, offering consulting services that help
businesses create inclusive work environments.
"Businesses can make a huge impact by becoming more attractive to immigrants, showing that there’s more than just a job waiting for them,” Mohamed said. “Show them that you value their backgrounds, care about their future, and are committed to their success. When you hire an immigrant, you gain someone with resilience, patience, and courage.”
Services Offered by Soma Employment Solutions
HR Consultancy & Compliance
"We provide expert HR consulting to help manage your workforce effectively, ensuring compliance with labor laws and optimizing performance management systems for a productive and compliant work environment."
Onboarding, Employee Training & Recruitment
"Our services streamline the onboarding process, deliver targeted training programs, and specialize in recruiting top talent, particularly from immigrant communities, to meet your diverse hiring needs."
Payroll & Reporting Solutions
"We handle all aspects of payroll processing, ensuring compliance with tax regulations, accurate filings, and detailed reporting to maintain smooth business operations."
Immigrant Workforce Integration & Career Development
"We focus on integrating immigrant talent through tailored recruitment services, career development workshops, and coaching, supporting both employees and employers in leveraging this valuable talent pool."
Vocational Rehabilitation Services
"Our vocational rehabilitation services help individuals with disabilities achieve meaningful employment, offering resources and guidance to ensure successful workplace integration."
Diversity, Inclusion, & Employer Branding
"We work with employers to promote diversity and inclusion through strategic initiatives and workshops, and enhance employer branding to attract and retain top talent, boosting your competitiveness in the marketplace."
"Our consultancy now offers guidance on best practices for hiring and integrating immigrant employees, including cultural competency training and creating inclusive workplaces," Mohamed said. "This approach not only brings new perspectives to businesses but also provides better employment opportunities for immigrants, ultimately benefiting the entire community."
According to Mohamed, transportation is a notable barrier for immigrants in the workforce, particularly in areas with limited public transit.
"Transportation is a significant barrier, especially in areas with limited public transit options. Since we started, we’ve been analyzing these challenges and are now working with the Minnesota Department of Transportation on a
shared mobility project,” he said. The initiative includes an app providing real-time transportation information in multiple languages, making it easier for immigrants to navigate routes and access bus schedules. “We’re seeking partners and investors to support this effort, which we believe will improve accessibility and workforce participation."
Looking ahead, Mohamed has ambitious plans to continue expanding his services. "We plan to expand our transportation solutions and consulting services to other regions, such as South Dakota and Wisconsin. We aim to adapt to the evolving needs of the community, providing effective solutions that support individual success and foster economic growth."
"We encourage local communities and businesses to support our initiatives by partnering with us, offering feedback, and implementing inclusive hiring practices. Community members can also help by volunteering or spreading the word about our services. Together, we can create a more inclusive and supportive environment for everyone involved."
Mohamed’s vision for a future where immigrants are not just welcomed but empowered to thrive in their communities is one he is actively striving to manifest. Through his work, he continues to bridge gaps, connect talents, and build a workforce that reflects the strength of diversity.
By Kenneth Krumm, Owner, Krumm & Associates
Small Business Alert:
What You Need to Know About the Corporate Transparency Act and How to Avoid Costly Mistakes
a small business owner, you might assume that the Corporate Transparency Act (CTA) only applies to large corporations or multinational entities. However, this isn't the case. The CTA affects many small businesses, including Corporations, Limited Liability Companies (LLCs), and Partnerships, which may not have realized they are impacted. This new law requires most companies to disclose their beneficial owners—those who ultimately own or control the business—to the Financial Crimes Enforcement Network (FinCEN). If you're unsure whether the CTA applies to you or haven't yet filed your required information, it's critical to understand the law's requirements now.
Failure to comply with the CTA could result in hefty fines and penalties, and with scams targeting confused business owners, you don't want to risk missing the deadline or being caught off guard. In this article, we'll explain who must register, why the CTA is important, and how small businesses can avoid the common pitfalls of non-compliance.
Congress passed the Corporate Transparency Act (CTA) in January 2021 as part of the National Defense Authorization Act. Its goal is to combat money laundering, fraud, and using "shell companies" to hide illicit financial activity. Specifically, the CTA requires most foreign or domestic companies to disclose their beneficial ownership information (BOI) to a new national database managed by the Financial Crimes Enforcement Network (FinCEN). This will create a central repository known as the Beneficial Ownership Secure System (BOSS), allowing law enforcement and other authorities to track ownership and control of U.S. companies more efficiently.
The law targets beneficial owners—individuals who directly or indirectly control a company and those who ultimately benefit from its operations or own a significant share. Even if your business is not traditionally considered large, you may need to comply with the CTA if it's an LLC, corporation, partnership, or similar legal entity.
The CTA applies to most business entities operating in the U.S. or formed in the U.S. This includes:
Corporations (S or C), including Homeowners Associations (HOAs), unless they are 501(c)(4) exempt
LLCs (Single-Member LLCs or Multi-Member LLCs)
LLPs, LLLPs, and LPs
However, there are some exemptions. You are not required to file if your business falls into one of the following categories:
Sole Proprietorships or Farmers (unless operating as an LLC)
Rental Property Owners (unless operating as an LLC)
General partnerships
Grantor, Charitable, or Irrevocable Trusts (unless created by state forms)
Nonprofits
PCAOB-registered accounting firms
Securities-related companies
Insurance companies
Most banks and credit unions
Entities are already reporting beneficial ownership information to other federal agencies
Inactive entities formed before January 1, 2020, with less than $1,000 in transactions in the past year
The CTA does not apply to certain larger companies and regulated entities. To qualify for the Large Company Exemption, the entity must meet all three of the following conditions:
More than 20 full-time employees in the U.S.
A physical office located in the U.S.
The company's most recent U.S. tax filing reported annual revenue of $5 million or more
Entities controlled by large companies also qualify for an exemption if the parent company meets the Large Company criteria.
One of the most confusing aspects of the Corporate Transparency Act (CTA) for small business owners is determining who controls the company. The CTA requires businesses to report both direct and indirect beneficial owners who exercise control over the entity directly or through other means. For many small businesses, this can be unclear, particularly when control is exercised through voting rights, agreements, or even informal arrangements.
The CTA specifically seeks to identify those who have substantial control over the business, which can include individuals who:
Have the ability to appoint or remove officers or directors
Hold a significant percentage of the voting rights, even if they do not own a majority share
Can influence key decisions about the company's operations
This ambiguity in defining control often confuses small business owners, especially since the CTA requires the disclosure of indirect ownership, which means that someone who may not appear to have control on the surface but exercises influence through other means still needs to be identified. Small business owners may struggle to identify and report all relevant individuals who fall into these categories without clear guidance. This is one reason businesses hesitate to comply or delay filing until regulators clarify.
While the CTA aims to increase transparency and combat money laundering, recent legal challenges have confused small business owners.
In March 2024, the U.S. District Court for the District of Alabama ruled the CTA unconstitutional in National Small Business Association v. Yellen, temporarily halting enforcement for businesses involved in the lawsuit. This decision was a temporary victory for the 65,000-member NSBA. While FinCEN has since announced it will not enforce the CTA's requirements for the plaintiffs during the appeal process, the case is expected to go to the Supreme Court.
For businesses formed after December 31, 2023, filing the Beneficial Ownership Information (BOI) form within 90 days of formation is recommended. For those in existence before 2024, it's best to wait until late November 2024 for more legal clarity.
Failure to comply with the CTA can result in significant penalties. Companies that do not file or submit inaccurate Beneficial Ownership Information (BOI) may face civil penalties of up to $500 per day. The total fine for a continuing violation can reach up to $10,000. For willfully failing to comply or submitting false information, businesses and individuals could face criminal penalties, including fines of up to $500,000 and possible imprisonment for up to two years.
These penalties highlight the importance of staying informed and filing on time.
Despite the CTA's impact on small businesses, its adoption has been slow. FinCEN initially anticipated that the CTA would result in 36 million new registrations, but as of recent reports, only 2 million filings have been submitted— far below expectations.
This slow adoption may be due to a few factors:
The complex nature of the reporting requirements and a lack of clear guidance on critical issues such as indirect ownership and attribution
Legal uncertainties, especially following a recent court ruling that temporarily halted the CTA's enforcement for certain plaintiffs
Some businesses may await final legal clarity before complying with the regulations
Small businesses, particularly those formed before 2024, should be aware of the deadline for filing—by late November 2024—to avoid penalties once the law is fully enforced.
As businesses navigate the complexities of the CTA, new scams have emerged, often exploiting confusion and the urgency to comply. For example, fraudulent entities may send phony communications claiming to be from FinCEN or other government agencies. These scams may involve fake letters with QR codes or official-looking notices demanding payment for assistance filing required forms.
Verifying any communication that seems suspicious or demands an immediate response is essential. Always contact the IRS or FinCEN directly via official channels to confirm the legitimacy of any requests. While the government assures that your Beneficial Ownership Information will be securely stored in the BOSS database, it's important to consider who has access to this sensitive data. According to recent releases, the following entities have authorized access:
Federal law enforcement, including security and intelligence agencies
State and local enforcement, including prosecutors and judges
Financial institutions and their regulators worldwide
Foreign law enforcement and prosecutors
Casinos and money service businesses (i.e., Check Cashing Company)
Given the sensitive nature of the information required under the CTA, business owners should be aware that while access is intended to be restricted, the wide range of authorized users still raises concerns about privacy and security.
Given the complexities of the Corporate Transparency Act, small business owners must stay informed about their obligations and ensure compliance. The law aims to increase transparency and fight illicit financial activity. While it's essential to be proactive in meeting filing requirements, businesses must also remain vigilant against scams and identity theft attempts.
Suppose you're unsure about the requirements or need assistance filing your Beneficial Ownership Information (BOI). In that case, it's wise to consult with a legal or tax professional who can help you navigate the complexities of the CTA and ensure compliance.
For more information, visit the official FinCEN website, which provides helpful resources and answers to frequently asked questions.
Using Free SBA Resources to Kickstart and Grow Your Business
By Michael Danielson, Veterans Business Outreach Specialist
About the VBOC
The Veterans Business Outreach Center (VBOC) program is designed to provide entrepreneurial development services such as business training, counseling, and resource partner referrals to transitioning service members, veterans, National Guard and Reserve members, and military spouses interested in starting or growing a small business. U.S. Small Business Administration (SBA) has 22 organizations participating in this cooperative agreement and serving as VBOCs.
Starting and growing a business can be an exciting yet daunting process. For entrepreneurs and small business owners, the U.S. Small Business Administration (SBA) offers a variety of free resources and services that can be invaluable in navigating the challenges of launching and scaling a business. Whether you're in the early stages of planning or looking for ways to expand, the SBA's programs provide the expertise, funding, and guidance you need to succeed. This article explores SBA’s free resources that can help you start, grow, and sustain your business, focusing on areas such as business planning, financing, marketing, networking, and more.
The SBA, established in 1953, is a government agency dedicated to supporting the interests of small business owners in the United States. Its mission is to help small
Photo Courtesy of VBOC of the Dakotas
businesses start, grow, and succeed by providing access to resources such as free counseling, mentoring, loan programs, and educational tools. Through its extensive network of district offices and partnerships with other organizations, the SBA works to provide a range of services designed to help businesses thrive. By taking advantage of these free resources, entrepreneurs can increase their chances of success while reducing the risks typically associated with starting and growing a business.
One of the most critical steps in starting a business is creating a comprehensive business plan. The SBA provides free tools and templates that guide entrepreneurs through each section of their business plan, covering everything from the company’s mission and target market to competitive analysis and financial projections. These resources help ensure that business owners develop a clear roadmap for their company. Additionally, the SBA’s Business Plan Tool allows entrepreneurs to structure their business plans in a way that addresses key business elements systematically, which is especially helpful for those unfamiliar with business planning. The SBA also provides sample business plans for different industries to help guide entrepreneurs, as well as other resources like financial templates.
For more personalized support, entrepreneurs can turn to SCORE, a nonprofit organization that partners with the SBA to provide free business mentoring. SCORE offers one-on-one guidance from experienced mentors who
lson, Veterans Busines
have expertise in various industries. Whether you need help writing a business plan, refining your marketing strategies, or navigating financial challenges, SCORE mentors are available to offer advice and support. This personalized guidance is invaluable, especially for new entrepreneurs who may not have experience in certain areas of business management. Through SCORE, business owners can receive advice on practical aspects of starting and running a business from individuals who have extensive entrepreneurial experience.
Another crucial resource is the Small Business Development Centers (SBDCs), which are located throughout the United States. SBDCs offer free business counseling, training programs, and workshops, and provide valuable assistance with areas such as business planning, market research, and financial projections. They also offer expert advice on securing government contracts, marketing, and managing international trade. SBDCs are especially useful for businesses looking for guidance on growing their operations. Many SBDC advisors also specialize in niche topics like government contracting or export opportunities, which can help businesses tap into new markets and diversify revenue streams.
Securing financing is one of the most significant challenges many entrepreneurs face when starting a business, and the SBA offers several resources to
help business owners obtain the capital they need. While the SBA does not provide loans directly, it offers loan guarantee programs that make it easier for small businesses to access financing from banks and other lenders. These programs often provide better terms than traditional loans, such as lower interest rates, longer repayment periods, and smaller down payments. The most common SBA loan program is the 7(a) Loan, which can be used for a wide range of purposes, including working capital, equipment purchases, and real estate. Another key SBA loan program is the 504 Loan, which is specifically designed for purchasing fixed assets such as real estate or major equipment. For smaller loan amounts, the Microloan Program provides loans of up to $50,000 to startups and businesses that may not qualify for traditional bank loans.
To help small business owners connect with the right financial institutions, the SBA provides the Lender Match service. This free, online tool matches entrepreneurs with SBA-approved lenders based on their business needs. By answering a few simple questions, business owners can be matched with lenders who specialize in the type of financing they need. This can save time and effort in the loan search process and increase the likelihood of securing financing.
The SBA also offers free training and resources to help business owners with marketing and networking. The SBA Learning Center offers online courses and webinars that cover a wide range of topics, including business law, marketing, financial management, and government contracting. These courses provide
valuable insights for entrepreneurs looking to build their skills and enhance their business knowledge. Whether you’re new to marketing or looking to refine your existing strategies, the SBA Learning Center provides a range of tools and materials to help you develop effective marketing campaigns and business strategies. Additionally, the SBA’s Office of Advocacy publishes reports and research to help entrepreneurs stay informed about regulations and policies that affect small businesses.
For businesses that wish to pursue government contracts, the SBA’s Office of Government Contracting provides free resources to help small businesses navigate the complexities of the federal contracting process. The 8(a) Business Development Program helps small businesses compete for government contracts by offering training, counseling, and access to a network of government buyers. The SBA also works with APEX Accelerators, which provides education and training to ensure that all businesses become capable of participating in federal, state, and local government contracts.
Entrepreneurs can also benefit from networking opportunities through the SBA’s various partners and resources. The SBA collaborates with chambers of commerce, trade associations, and economic development organizations to connect small businesses with potential clients and partners. Participating in networking events and industry-specific forums can help entrepreneurs expand their reach, collaborate with other businesses, and generate new business opportunities.
The SBA also provides specialized support through Women's Business Centers (WBCs). While WBCs serve both men and women, these centers are part of a nationwide network primarily designed to address the unique challenges that women face in business. WBCs offer free counseling, training programs, and workshops on topics such as business planning, financing, marketing, and leadership. Additionally, WBCs help obtain access to capital by helping clients navigate SBA loan programs and other funding sources. Networking events and mentoring programs are also available to connect women business owners with other entrepreneurs, partners, and industry leaders. The resources offered by WBCs are invaluable for women looking to start or grow their businesses, providing them with the support they need to overcome gender-specific barriers and succeed in a competitive marketplace.
Similarly, veterans who are interested in starting their own businesses can benefit from the SBA’s Veteran Business Outreach Centers (VBOCs). These centers are designed specifically to assist veterans and veteran spouses in transitioning from military service to entrepreneurship. VBOCs provide free business counseling, training, and mentoring tailored to the needs of veterans and their family members. These centers help veterans develop business plans, secure funding, and navigate government contracting opportunities. Through VBOCs, veterans gain access to a wealth of resources, including workshops on business management, marketing, and government contracting, as well
as support for applying for SBA loans and other funding programs.
The SBA’s Disaster Assistance Program is another critical resource for small businesses, particularly those in areas prone to natural disasters. The SBA offers low-interest loans to help businesses recover from damage caused by disasters. In addition to providing financial assistance, the SBA offers guidance on creating disaster preparedness plans, helping businesses prepare for future emergencies. This support can be especially valuable for small business owners who need to quickly recover from unforeseen events that impact their operations.
Once your business is up and running, the SBA continues to provide valuable resources to help you grow. Whether you’re looking for help managing cash flow, scaling your operations, or expanding into new markets, the SBA’s programs provide ongoing support. Many partner organizations, such as SBDCs, SCORE, VBOCs, and WBCs, offer workshops and consulting services to help business owners refine their operations, streamline processes, and improve profitability.
To access these free resources, entrepreneurs can visit the SBA’s official website, which hosts a wide array of tools, templates, and guides. The SBA’s local district offices, SCORE chapters, SBDCs, WBCs, and VBOCs also offer in-person consultations and workshops. These centers and offices are a valuable resource for business owners seeking
personalized advice or those who prefer face-to-face interaction. Additionally, the SBA’s online platforms, including the Learning Center, allow entrepreneurs to access educational materials anytime and from anywhere.
The U.S. Small Business Administration offers an impressive range of free resources that can help entrepreneurs start, grow, and sustain their businesses. Whether you're starting or looking to scale your operations, the SBA provides the tools, financial resources, and guidance needed to succeed. By leveraging programs like SCORE, SBDCs, WBCs, and VBOCs, entrepreneurs from diverse backgrounds can find the support they need to navigate the challenges of entrepreneurship. With the SBA’s help, you can focus on building your business, achieving your goals, and ensuring long-term success.
VBOC of the Dakotas
701-738-4850
und.edu/dakotasvboc /dakotasvboc
@DakotasVBOC
4200 James Ray Dr Grand Forks, ND
HIDDEN COSTS:
Unforeseen Legal Expenses Every North Dakota Business Owner Should Know
hen businesses prepare their budgets, they often account for expected costs but may not realize how quickly even a minor legal issue can escalate into a complex and expensive challenge. Hidden costs can catch even the most experienced owners off guard, particularly when it comes to legal expenses. From contract disputes and liability claims to tenant issues and regulatory compliance, these expenses can arise suddenly and without warning, eating into profits and disrupting operations. In this article, we’ll explore some of the most common—and frequently overlooked—legal expenses that businesses face and provide strategies to help mitigate their impact on your bottom line.
BY DOMINIC DAVIS Attorney, SW&L Attorneys
FORMATION AND MAINTENANCE
In North Dakota, businesses and organizations can be structured in various forms, each with distinct legal and operational characteristics. The primary types of entities in North Dakota include sole proprietorships, partnerships, limited liability companies (LLC), corporations, and non-profit organizations. Each structure comes with its own set of legal requirements and potential liabilities. One often overlooked expense is the cost of properly forming and maintaining these entities to avoid personal liability.
Setting up an LLC, for example, is widely regarded as a prudent move for business owners and landlords looking to shield their personal assets from potential business liabilities. However, the process of setting up and maintaining an LLC is more complex than simply filing paperwork. Failing to adhere to the legal requirements of running an LLC can expose you to personal liability, effectively piercing the veil of protection you sought to create.
Establishing an LLC involves more than just registration. Business owners must ensure that they follow specific rules, including maintaining proper corporate formalities such as keeping separate bank accounts, holding annual meetings (when required), and accurately documenting important decisions. Without these safeguards, courts may determine that the LLC is merely an extension of your personal dealings, allowing creditors or plaintiffs to go after your personal assets. This complexity highlights the importance of consulting with an attorney during the formation process and periodically throughout the life of the LLC, particularly when making significant decisions, to ensure your business is managed in a way that minimizes personal liability.
ENTITY REPRESENTATION
IN DISTRICT COURT
One of the most frequently overlooked legal expenses for businesses is the cost of legal representation in court proceedings. In North Dakota, legal entities such as LLCs may be prohibited from representing themselves in legal disputes depending on which court the case is filed with. This general requirement was established in United Accounts, Inc. v. Teladvantage, Inc., 524 N.W.2d 605, 606-07 (N.D. 1994), where the North Dakota Supreme Court held that "just as one unlicensed natural person may not act as an attorney for another natural person in his or her cause, an unlicensed natural person cannot act as legal counsel for an artificial person, such as a corporation." This means businesses must often hire licensed attorneys to represent them in court.
While this precedent helps maintain legal standards, it can also lead to significant, unanticipated costs. Business owners often assume they can handle disputes without professional help, but unbeknownst to them the law may require otherwise. Understanding this requirement upfront can help businesses budget for legal representation, reducing
the likelihood of unexpected expenses and ensuring that legal disputes are managed professionally and efficiently. Because laws are constantly changing and exceptions may apply to the general rule, it is always wise to consult with an attorney before engaging in litigation to discuss your situation and to determine the potential costs and potentially cheaper routes for recourse.
DELINQUENT ACCOUNTS
Perhaps the most common situation is dealing with a customer or client who hasn’t paid their invoice. Whether it’s a delay in payment or a complete refusal, delinquent accounts can have a significant impact on cash flow and profitability. For businesses, the legal costs associated with pursuing unpaid debts can be unexpectedly high. From sending formal demand letters to filing a lawsuit, the process of collecting outstanding payments often requires legal intervention, which adds to the overall expense.
In North Dakota, businesses must ensure they follow proper legal procedures when attempting to collect from clients in arrears. This can include adhering to debt collection laws that protect consumers from harassment, as well as ensuring any
lawsuits filed to recover unpaid amounts are properly handled through the courts.
Addressing delinquent accounts promptly and having clear contract terms regarding payment obligations can help mitigate these risks. Businesses should also be proactive in assessing the cost-benefit analysis of pursuing unpaid invoices through legal means, balancing potential recovery with the legal expenses involved.
EVICTIONS: MORE THAN JUST LOST RENT
For rental property business owners, evictions are an unfortunate but sometimes necessary part of the business. However, the legal and financial costs associated with evictions can far exceed expectations. Evicting a tenant may seem straightforward, but in reality, it involves navigating a maze of legal procedures. North Dakota law
requires landlords to follow specific steps to legally remove a tenant, such as providing proper notice and, when necessary, filing a lawsuit to obtain a court order for eviction. Failure to comply with these legal requirements can lead to costly delays or even dismissal of the case.
In addition to legal fees, landlords must also account for the lost rent that accumulates while the eviction process unfolds. A nonpaying tenant can hinder and drain a property’s earning potential if an eviction isn’t initiated promptly. When factoring in attorney fees, court costs, and lost rental income, the overall cost of an eviction can be substantial. This makes it essential for landlords to budget for these legal risks in advance and work with legal professionals to ensure that eviction procedures are handled efficiently and in compliance with the law.
CONCLUSION
Unforeseen legal expenses can be a significant burden on business
owners' mental and financial well-being. Whether it’s the cost of setting up and maintaining a legal entity, hiring legal representation for litigation, collecting unpaid invoices, or managing evictions, these hidden expenses can quickly add up. By understanding the common legal risks and proactively planning and budgeting for them, business owners can better protect themselves from unexpected financial strain. Working with legal professionals and staying informed about the complexities of the law are key steps to ensuring that your business operates smoothly, minimizing potential liability, and avoiding costly surprises.
WOMEN YOU SHOULD KNOW
Bethany Hardwig
VP OF ALUMNI AND DONOR CONNECTIONS, NDSU FOUNDATION
“I think higher ed is one of those jobs people tend to end up in and not know how they got there. That is not my story.”
Bethany Hardwig, the NDSU Foundation’s vice president of alumni and donor connections, is originally from Pittsburgh, PA, but has spent time across the nation working various jobs in higher education.
“My dad was the president of an academic institution, so I grew up traveling, fundraising, planning events, recruiting, and talking about admissions yields,” Hardwig said. “This is really all I've ever done, and it's really all I ever plan on doing.”
A Dream Job
Hardwig describes her current role at the NDSU Foundation as her “dream job,” a position that encapsulates various fields into one role where boredom is not in the vocabulary. In her position, she can “build ecosystems of philanthropy,” thriving while helping others thrive as well. One of the main supporters of this system is NDSU Foundation CEO John Glover.
“Our CEO has been here 10 years, and I think John has a clear idea of how to run an organization. One of the things he always says is that our people predict production, and so I think there is commitment to our people and how we engage with them. That also should not be unusual, but it often is, so I'm grateful to be at a place that values its people both internally and externally,” Hardwig said.
By Arielle Windham |
A Unique Approach
While Hardwig is incredibly grateful for her past experiences at other renowned universities, it’s the people-centered approach at the NDSU Foundation that truly sets it apart. She fully believes this but wants to ensure that others do too.
“The largest hurdle in this job is also the most endearing one. NDSU and North Dakota, in general, do not love to brag about themselves,” Hardwig said. “Having the ability to get some large institutions and some large cities to recognize how much I think we compete and everything we have to offer is a real strength. Learning how to tell our story in a way that feels authentic to who Fargo is, who NDSU is, and still being able to brag about the incredible things that are happening here can be a challenge.”
Empowered Through Connection
One thing to brag about are the alumni of NDSU. Hardwig thinks of the way the NDSU Foundation engages its alumni as a way to illustrate how a student’s tuition dollars add value to their life after graduation. All students have to do is contact the Foundation, and people like Hardwig will help them in areas of life that extend far beyond professional services. The Foundation can connect individuals to other NDSU alumni within their region or assist family members who might also be interested in attending NDSU. “We are always looking for more ways to help alumni and endeavor to be constantly adapting to meet their needs,” Hardwig said.
“It’s really delightful to work in a place where there is a unified belief from leadership that a strong North
Dakota is a strong North Dakota State University and vice versa," Hardwig said. They enjoy partnering with local industries to help with the recruitment and retention of students after graduation, ensuring they can stay in the Fargo area and prosper for years to come.
“That's the goal. Everyone wants their students to have a good life in college. To be able to work in a place where that is what we are endeavoring to do is a very cool thing.”
An Encouraging Voice
Hardwig mentioned it took her a while to feel like her voice was her own, but she encourages others to find value in their own voices.
“Some advice I wish I had been given earlier would be to take up space, to ask questions, and to get involved. One of my favorite things about the work I get to do is that there's room for everyone at the table. Raise your hand and speak up. Your voice and your perspective are different from other people’s, and that is a good thing,” Hardwig said.
In the ever-evolving landscape of higher education, Hardwig’s passion for building connections and fostering a strong sense of community at NDSU shines through. Her commitment to elevating the voices of alumni and current students alike not only strengthens the university but also reinforces the idea that education extends beyond the classroom. As she continues to cultivate a culture of philanthropy and collaboration, Hardwig embodies the spirit of NDSU—proving that, at its core, education is about empowering individuals to thrive together.
10 Questions Questions
10
ohn Machacek, Chief Innovation Officer for the Greater Fargo Moorhead Economic Development Corporation, has worked with countless startups throughout our community over the years. He knows their ups, and their downs, but most of all, he knows the questions to ask them. Here are John Machacek’s 10 questions for Jackie Maahs, Co-Founder/Director, The Plant Supply.
By John Machacek
by Josiah Kopp
Photo
10 Questions
01
Jackie, will you please tell me your The Plant Supply elevator pitch?
The Plant Supply is a houseplant product company and plant store, with products in 500+ stores across North America, and a shop in the center of Brewhalla in Downtown Fargo.
We help people and businesses grow happier through plant themed events, plants, plant advice, and plant accessories. Products are made by hand with love in Fargo.
02
What
is the origin story for your own plant-focused business?
Five years ago, we had just gotten married, and we were scared that we might become boring. We were seriously considering some big changes. I was thinking about getting a master’s degree, and we thought about moving to Boston for a while. We took a vacation to clear our heads, and we landed on launching The Plant Supply at the Red River Market. But starting a business wasn't the original plan.
Originally my husband and I planned to do a podcast. The podcast was going to be called “Worth a Try."
The concept was that we would do a new experiment in each episode. Starting a little farmers market plant booth was supposed to be the first episode of that podcast. But we fell in love with that first experiment, and we never got around to using the fancy microphones we bought— maybe one day.
03
Folkways’ Red River Market was my first introduction to your new business. How did their market play a role in the evolution of your business?
I think it’s safe to say we would not have a business without the Red River Market. We started our business specifically to be a vendor at the market. We basically used the vendor application as a to-do list to get our business started. The application requested info on business insurance, so we got business insurance; they asked about our business plan, so we made a business plan. We had never actually done a lot of things we said we were going to do, but when they gave us the green light to join the market, we were forced to figure it out and make it happen.
And joining the market was the catalyst for our growth. Through the market, we ended up making our first wholesale connections, corporate customers, and met many of the people who became fans of our work and started to spread the word.
04
So, another obvious big or next step from being at markets was opening your store at Brewhalla. At what point did a store like this factor into your gameplan?
This was another case of jumping on an opportunity that presented itself, rather than pursuing some carefully laid out plan. It was also a ‘right-place-at-the-right-time’ situation. By the time Brewhalla was on our radar, my husband and I were in a tough spot—the business was too big to manage on top of our full time jobs, but too small to quit our jobs for. Then Drekker posted about breaking ground on Brewhalla, and it sounded like the perfect next step. They posted a form on Instagram for anyone in the public who might want to be involved, and we gave it a shot.
On the one hand, it felt like a leap to open a store and go full-time. On the other hand, it felt like literally the perfect opportunity to use our market experience and scale the business into something sustainable. I was faced with the choice to quit my job or say no and probably never get to operate a permanent plant shop. After two meetings with the crew at Brewhalla, I put in my two week notice.
Quitting your job during a pandemic to work on opening a brick and mortar store is scary. We just really believed that in-person shopping is
here to stay—especially if you can make it a social experience.
05
From your initial products of plants and concrete planters, you’ve grown your product line to additional items such as leaf care spray bottles, fertilizer, neem oil droppers, candles, and more. Can you please tell me more about the expansion of your products?
We started expanding our product lines in preparation for opening our space at Brewhalla. We’d always sold handmade items and wanted to keep handmade items as a part of what we do.
But once we had those new products designed, other plant shops started showing interest in carrying them too.
I’m a lifelong crafter, and my husband is a product manager and marketer, so we ended up putting our brains and skills together to come up with new ideas. Having a business partner that is also a life partner can be hard sometimes, but we complement each other well, and our different perspectives have resulted in the creation of some products that have resonated with thousands of people.
Our most popular product is our Leaf Care Spray. It’s carried in hundreds of stores across North America and it's very giftable, plus people tend to buy it again and again.
But newer products, like our plantthemed stickers or our candles have become popular lately too.
06
I love your candles. They look cool and smell great. I guess you could consider it another product, or at least revenue stream, but you also do classes and workshops. Will you please tell me more about that part of your business?
Yes! We’ve been slowly growing our candle game the past couple years, but we just started hosting candle making classes.
We were doing workshops before Brewhalla, partnering with Unglued when they were downtown. Which, as a side note—big thanks to Unglued for getting so many people into crafting and making. We still join forces with Unglued occasionally, and now we are often teaming up with Drekker to host plant related workshops at Brewhalla. Most weeks we’re hosting classes, like planter painting, plant pot making, candle making, and a lot more. The candle
making events are brand new, and it’s been fun seeing people enjoy those. All our events can be found at theplantsupply.com/events.
The great part about events is their ability to connect people and bring them closer together. A class is a great excuse to hang out with a new friend, or just spend time with people you care about. I didn't expect how much it would also help people meet each other—I love seeing people exchanging numbers at the end of a class and forming new friendships.
Growing more plants is fun, but growing more happiness comes from investing time in people, and classes help make that easy.
07
You mentioned wholesale a moment ago. I didn’t realize you had a wholesale facet of the business, until I heard your husband Jordan mention it at a StartupBREW Fargo. How does your wholesale part work?
Yeah, most of our team spends time making products for other stores outside of Fargo. There are some really cool shops across the country that carry our products—The Sill, Plant Shed, Wild Poppy to name a few. We’re in 48 states and in over 500 stores.
10 Questions
Often a new brand will order from us, and we’ll look them up online and say, “Whoa! Them? Their shop is so cool!” So, it has been exciting. We’ve grown mostly from people discovering us online or inperson. We have not spent a lot on advertising, but it’s been cool to see word spread in pockets around the country.
08
So, what is next for your future hopes or ideas?
This one is especially exciting. We are opening a brand new shop in early 2025 in Brewhalla. It’s a gift shop called “Tiny Things.” It involves miniatures, jewelry, and some stuff I guarantee you won’t find anywhere else in town. But if someone is looking for the inside scoop, I’d tell them to go to tinythingsfargo.com and join the list to get the inside details.
Also, our Plant Bash will be back in the spring too, and it’ll be bigger than ever. We’ll be bringing in a truckload of beautiful plants from the coast and putting them at a steep discount for one weekend only. Over 1,000 people came out in 2024, and it’ll be an even bigger party in 2025.
09
What hindsight advice would you give yourself,
if you could go back in time to Jackie from several years ago?
Probably to care less what people think, and spend more time being grateful for the many amazing people and things in my life.
10
Ah yes, that is a nice thing about getting older, is if you can start worrying less about what others think. To wrap up, what can we do as a community to help you and The Plant Supply succeed?
The easiest one is this: make a plan to visit Brewhalla this week. Come to our shop, but also visit some of the amazing other places—Unglued, Mangata, The Bird, Drekker, Thunder Coffee, Duchessa Gelato and a lot more—there are so many great places. Bonus points if you can come with a friend and turn it into a chance to spend time with someone. Swing by and say hello, we’d love to meet you.
